Marie Gulin-Merle has been named chief marketing officer of Calvin Klein Inc., a wholly owned subsidiary of PVH Corp.
That position has been vacant since the departure of Melisa Goldie in November 2016.
Since 2014, Gulin-Merle has been chief marketing officer for L’Oréal USA, where she successfully transformed the company’s marketing functions. Earlier, she held positions with increasing marketing and communications responsibilities within L’Oréal, including global head of integrated marketing communications at the brand’s headquarters in Paris from 2010 to 2014.
During her most recent role, Gulin-Merle was responsible for driving new digital-first marketing models, innovations and strategic partnerships across the company’s portfolio of more than 30 brands. She introduced the industry-changing Makeup Genius app, a mobile app that allows consumers to virtually try on makeup during her tenure at L’Oréal.
Gulin-Merle, who will assume her new position later this spring, will become the global brand and marketing architect responsible for amplifying the creative direction established by Raf Simons, chief creative officer of Calvin Klein, who joined in August 2016. She will report directly to Steve Shiffman, chief executive officer of Calvin Klein. Working in tandem with Simons, Gulin-Merle will be responsible for expanding the brand’s voice and global marketing platforms and strategically driving consumer engagement to position the business for long-term growth.
Gulin-Merle’s achievements have been recognized by numerous organizations and she was named a “Power Player in Marketing and Advertising” by Ad Age in November, and was included in WWD’s “10 Most In-demand Execs in Digital Beauty, Fashion and E-commerce” in 2016. She was also featured in Ad Age’s “40 Under 40” list and made Business Insider’s “Most Innovative CMOs in the World” list in both 2016 and 2017.
Global retail sales of Calvin Klein brand products exceeded $8 billion in 2016 and were distributed in more than 110 countries. Since Simons’ arrival at Klein in 2016, the brand has forged a multiyear partnership with The Andy Warhol Foundation for the Visual Arts Inc., where Klein gained unprecedented access to the artist’s works.
The global partnership goes through 2020 and extends to licensing projects across various business lines and future activations within the Calvin Klein brand portfolio. The first iteration of the partnership was revealed in September at Klein’s spring 205W39NYC runway show, which featured a selection of Warhol artworks as placement screen prints. The latest iteration was unveiled earlier this month at the brand’s Madison Avenue flagship, where Warhol’s “Silver Clouds” are reimagined in an installation, and hundreds of untethered, chromelike balloons are filled with a mix of ambient air and helium. The balloons (printed with images found in the spring 2018 Calvin Klein 205W39NYC runway collection) bob throughout the three-level store and are up until March 12.
Simons’ ad campaigns for Calvin Klein Jeans have focused on #MyCalvins call to action: Our Family #My Family. The latest features Millie Bobby Brown, Paris Jackson and Lulu Tenney, and other iterations have spotlighted Kaia and Presley Gerber, and the Kardashian and Jenner sisters, among others. The campaign embraces a digital-first, social approach and spans 12 countries, as well as high-impact outdoor in several key markets.