Converse’s Chief Marketing Officer Steps Down After an Eight-Year Tenure
Earlier this month, Converse announced Geoff Cottrill, the brand’s Chief Marketing Officer for eight years, has decided to leave the footwear company to pursue other efforts. Cottrill was hired in 2007 for the role of CMO. He was VP of global entertainment at Starbucks prior to Converse, and served as group director of entertainment marketing at Coca-Cola Co before Starbucks.
During Cotrill’s tenure, he and his team were successful in creating an innovative social marketing and experiential engagement footprint with fans of the brand. Today, Converse ranks as one of the most popular brands on Facebook with 37.5M fans and counting – topping competitors Nike and adidas.
Converse launched Rubber Tracks under Cotrill, where unsigned musicians could use the free recording space to record tracks at their Williamsburg, Brooklyn studio. “We’ve provided musicians with experiences they’ll never forget. The measurement is that,” said Cottrill in a 2014 interview with AdAge. “We’re building ambassadors for the brand. By doing something good for them, we see over and over again that they speak on our behalf.”
Wolf Alice “Giant Peach” | Converse Rubber Tracks Live
Cottrill also lead the campaign strategy for “Made By You,” the spring/summer 2015 campaign for the Chuck Taylor All-Stars. The images from the campaign contained Chucks from famous artists like Andy Warhol and singer Patti Smith. Converse also used the virtual reality Google Cardboard experience to engage with fans.
Cotrill helped Converse integrate Nike technology into the Chuck II, to make the O.G. silhouette more comfortable; while also playing a role in the serious renovation to the brand’s NY store in Soho.
“I love the people I got to work with and I’m grateful and honored to have been able to lead an iconic and global brand,” said Cotrill in a statement. “I feel like we did some really innovative things in experiential marketing and with consumer engagement, we built a great social media network, and we had a lot of fun doing it. I’m extremely optimistic about the future of Converse, and I’m very excited about what’s ahead for me.”
And when Cottrill was asked about lessons learned from Converse: “Be brave enough to really listen to your consumers, and follow them.”
Words from the wise.
Made By You | Converse Chuck Taylor All Star
Create a Skate Deck with Paul Schmitt | Converse CONS Project