As Vice President of Global Marketing and E-commerce at Claire’s, Meghan Hurley is transforming how an iconic retail brand connects with the next generation of consumers. Hurley has earned a spot on our 2024 Marketers to Watch list, in partnership with The Wall Street Journal, for her work leading a significant rebranding effort and deepening Claire’s connection with Gen Z and Gen Alpha consumers – or “Zalphas” as her team affectionately calls them.
In her pivotal role, Hurley leads a multi-functional team spanning creative, digital, brand marketing, and e-commerce initiatives. Her experience crafting premium brand strategies comes from previous marketing leadership positions at innovative companies like Farmer’s Fridge and Trunk Club, as well as established brands including Peet’s Coffee and Whole Foods Market. Her current focus lies in driving both top and bottom line revenue across all channels while fostering an innovative, competitive, and collaborative environment that supports team goals.
We recently spoke to Meghan about marketing in the age of Gen AI, the importance of adaptable leadership, and how Claire’s is evolving to meet rapidly changing consumer expectations.
What book or podcast do you recommend to marketing leaders today?
I recommend Jim Stengel’s “The CMO Podcast” for classic marketing. I also really enjoy Dan Harris’s “10% Happier” podcast as it dives deep into understanding the human experience, which is crucial to our jobs as marketers. I just listened to an episode about improving brain health, and I cannot stop thinking about it.
What is the top way you have found Gen AI to be most effective either on your team or personally?
We have so many opportunities with Gen AI. To date, we have done a few creative projects, but the biggest impact has really been with ChatGPT. As we rapidly grow head count, it has done heavy lifting on administrative tasks for the team and has helped with organization and prioritization. I expect to more aggressively use Gen AI for consumer insights, personalizing our creative, and optimizing our channels in the coming months.
What’s a prediction you have for brand marketing and brand strategy over the next few years?
Humans still crave in-person experiences, and given what we are seeing with mental health, I could see more investment in real-life opportunities. I think brands will continue to invest heavily in community-building, fostering spaces where customers can interact directly with each other and the brand. I could see it being supported by virtual reality or augmented reality experiences. This will allow brands to become part of customers’ daily lives in a more immersive, interactive way, creating loyal and engaged communities.
Can you share a recent marketing insight you’ve learned and why it excites you?
I have really enjoyed learning about the impact of Millennial parenting styles on Gen Alpha. There is a strong emphasis on digital literacy, inclusivity, and values-driven consumption. Known for their cautious and informed purchasing habits, Millennial parents are passing these values on to their children, which is shaping the way we at Claire’s need to approach and engage with our core audience.
What’s an innovative or exciting project you’re currently working on?
Claire’s really is about the treasure hunt experience of our stores. Our core audience is all about “IRL,” and we are cooking up plans to make that more interactive in the New Year. I can’t share much now, but be on the lookout in 2025 for a more playful store experience.
What’s the most pressing business challenge you’ve faced within the last year and what have you done to solve it?
Adapting to rapid shifts in consumer behavior and expectations has been the toughest part of the last few years. The pace of trends is faster than ever, moving with a culture that is rapidly changing. We make the effort to pick the trends we can support and provide the best customer experience, knowing we don’t need to be part of everything. Additionally, there is a huge focus on competitive pricing. We have rolled out more competitive pricing across our stores, including lowering prices on thousands of products.
What leadership muscle is the most important for marketers to exercise?
Adaptability. In an era defined by technological advancements, changing consumer expectations, and unpredictable economic shifts, adaptability allows leaders to respond quickly and effectively to new challenges and opportunities. As a leader, you are open to new ideas, embrace changes, and prioritize innovation along with learning. This mindset empowers marketers to experiment and take calculated risks, which is essential in a landscape where traditional marketing approaches may no longer be effective.
What’s the most game-changing piece of career advice you’ve ever received?
“It is important to be kind” is probably the best advice – in both career and life – I have received. Kindness isn’t just about being “nice”; it’s about showing respect and compassion, even in tough situations. When people know that you value them as individuals, they’re more likely to support you, be honest with you, and work collaboratively. In the long run, leading with kindness builds a reputation that opens doors, attracts opportunities, and fosters loyalty.
What gives you energy and inspiration outside of work?
I enjoy my little life in Chicago’s West Loop. I get constant inspiration from my kids and husband and their many interests. Plus, there is a never-ending list of creative outlets in this city from attractions to new restaurants to our best galleries and museums.
Marketers to Watch is a recognition series to spotlight highly innovative and forward-thinking marketing leaders in the community. If you have someone you’d like to nominate for the series, apply here.
