42 - Robert Zajac, Hollister, Gilly Hicks, & Social Tourist
In Episode 42 of Earned, Conor sits down with Robert Zajac, the SVP of Global Brand Marketing & Experience for Hollister, Gilly Hicks, and Social Tourist, with previous experience leading marketing teams at ESPN and Nike. We start the episode by discussing how Robert joined Hollister at the start of the pandemic, and learn how the brand pivoted to digital practically overnight. Robert explains how Hollister’s Gen Z focus lent itself well to the shift, sharing how his obsession with consumer insights helps the brand stay up-to-date with the generation’s rapidly evolving interests. We then switch gears and dive into the power of storytelling, and Robert reveals key techniques for crafting a compelling story from his time at ESPN. Next, we jump into Robert’s career at Nike, and explore the factors contributing to the brand’s longevity, before Robert unpacks the unique challenges and opportunities that come with marketing a celebrity-focused brand. We close the show by hearing about the story behind Social Tourist, the Gen Z brand created with TikTok hall-of-famers Charli and Dixie D’Amelio.