NEW YORK — Melisa Goldie has resigned her post as chief marketing officer of Calvin Klein Inc. to pursue other opportunities.
A replacement won’t be named, and her responsibilities will be spread among her direct reports.
Goldie’s departure comes at a time where Calvin Klein is restructuring its entire business under the direction of Raf Simons, chief creative officer.
A 15-year veteran of Calvin Klein, a subsidiary of PVH Corp., Goldie has held the post of chief marketing officer for the last two years. When she assumed the role, CKI unified its creative studio and communications team under her supervision. She oversaw all marketing-led initiatives, including advertising, public relations, social media and consumer engagement.
Before that, Goldie was executive vice president and chief creative officer, overseeing the Calvin Klein advertising and marketing teams. She joined the company in 2001 as vice president of print and broadcast production and in 2006 was promoted to senior vice president of creative services.
Prior to Calvin Klein, Goldie was executive producer at Toth & Co., and began her career as vice president and executive producer at the Arnell Group. She is a graduate of Pratt Institute.
Steve Shiffman, chief executive officer of Calvin Klein Inc., said, “Melisa Goldie has played an integral role in building and elevating the Calvin Klein brand globally and executing against the company’s goal of becoming a $10 billion global lifestyle brand by 2020. I would like to thank Melisa for her unwavering commitment to Calvin Klein and for her accomplishments over the past 15 years. Her dedication, passion and creativity have helped Calvin Klein maintain its position as a global leader in the fashion industry. I wish her the best of luck in her future endeavors.”
In an exclusive interview Wednesday, Goldie reflected on her long history of the brand, starting out working with Calvin Klein himself. She said her most memorable campaign was the #mycalvins social media campaign, launched in February 2014.
“I’m incredibly proud of that body of work and all the energy that went into it, and what it’s done for the team. The brand relevancy has never been higher and the awareness has been never been higher,” she said. In addition, more people have become interested in purchasing the brand.
When the “I — in #mycalvins” was later introduced in January 2016, it was the first time that each of the Calvin Klein brands — Calvin Klein Collection, Calvin Klein Platinum, Calvin Klein, Calvin Klein Jeans and Calvin Klein Underwear — were being presented in one campaign, photographed by Tyrone Lebon. The campaign, which spanned 26 global markets, was comprised of digital, mobile, print and outdoor advertising. Justin Bieber and Kendall Jenner were featured, alongside the likes of hip-hop recording artist Kendrick Lamar; British artist, musician and director FKA Twigs, and Grammy nominated and platinum selling hip-hop recording artist Fetty Wap. The most recent campaign features Grace Coddington, Kate Moss, Anna Ewers, Cameron Dallas, Henry Rollins and Young Thug, among others.
Under her direction, Calvin Klein “has always had a digital first strategy,” she said. The brand has more than 24 million global followers. “The reason the #mycalvins campaign worked so well was we gave a place for all those 24 million people to play and we utilized all of our talent as a media channel. That’s been incredibly important to where the brand is today and where I’m leaving it,” she said.
In 2015, Calvin Klein won a Grand Clio Image Award for best integrated campaign for the “show your #mycalvins” social media campaign.
She added that magazines are always important to the brand, and the company continues to support magazines. “But we’re really spending a lot of time in digital and social, and creating content.”
Goldie said Calvin Klein has “been rooted in its photographers” and it would be tough to name her favorites. Over the years she’s worked with such photographers as Steven Meisel, Tyrone LeBon, Mert Alas and Marcus Piggott, Mario Sorrenti, David Sims and Michael Janssen. “I’ve been fortunate to work with Fabien Baron and Trey Laird. It’s been a really incredible journey and I’ve worked with some of the best.”
Goldie said integrating all the brands under one campaign was a good move for the company. “The consumer really only knows Calvin Klein. The great thing about the brand is it’s high and low. That’s how the consumer wears clothes.” She said she was also able to bring a Millennial consumer into the brand and they became brand evangelists.
In discussing how important controversy was to the brand, she noted, “Controversy was important in terms of keeping the brand relevant. It’s never been controversy for controversy’s sake. It was never done intentionally. We just want to be at the center of culture and sometime culture can be controversial.”
Asked about her next move, Goldie said she plans to spend time with her family. “I have two really cute kids and I have a brand new puppy. I want to take a long nap. I’m going to take a little time to rest and rejuvenate. I’m taking phone calls and open to opportunities, and I really want to be a part of another brand that I can rejuvenate and make relevant again for the future. I feel very confident with what we’ve done with the brand and the team.”