Spearheading On’s ambitious expansion into Latin America, Rivah Beaty is redefining how a brand connects with emerging markets. As the Head of Marketing for Latin America & The Caribbean at On, a performance footwear and apparel company, Rivah has earned a place on our 2024 Marketers to Watch list, in partnership with The Wall Street Journal.
Rivah’s background combines a passion for sports with international experience. Growing up in Oregon, she developed an early interest in athletics, particularly track and field. Her path to sports marketing was influenced by time spent in Costa Rica and Spain, and her study of Spanish and International Studies at the University of Oregon, which deepened her understanding of Latin American culture and diverse markets.
At On, Rivah oversees a range of marketing initiatives for the Lat Am region, including campaigns, brand experiences, retail partnerships, athlete storytelling and events. Her work focuses heavily on building brand awareness and adapting global strategies to local contexts.
We asked Rivah to share her perspectives on marketing trends and her professional experiences:
What book or podcast do you recommend to marketing leaders today?
I am really enjoying the pod “Second Nature” with Dylan Bowman and Aaron Lutze, as they explore the business of outdoor brands and the shifting landscape of sports and fitness. I’ve loved listening to their discussions about the rapidly evolving industry and how newer brands are connecting differently with consumers. I’ve also enjoyed, and often returned to, the lessons learned in “Think Again” by Adam Grant. This book reminds us all to remain open-minded and constantly challenge ourselves to adjust our opinions as we evaluate and reevaluate changing circumstances. This feels more relevant and necessary today than ever.
What’s a prediction you have for global channel marketing over the next few years?
There will be an even greater shift towards data-driven personalization. With the rise of AI, we’ll see a move to creating hyper-targeted marketing campaigns across different channels. In tangible terms, I think that will mean that we will see brands moving beyond broad segmentation and delivering content that’s tailored even more to individual preferences in real-time.
Can you share a recent marketing insight you’ve learned and why it excites you?
I am excited by the trends we’re seeing with the shifting values of younger generations and how brands that prioritize social impact, sustainability, and personalized service and experiences are connecting more deeply and authentically. I am inspired by the consumer demand for brands to behave responsibly and react to these consumer expectations because I believe it ultimately results in more meaningful work that benefits people and the planet.
What’s an innovative initiative that you’re currently working on?
We just opened our first On retail store in Latin America, in Santiago, Chile. This was an incredibly exciting moment for our entire team and the brand as we now have the opportunity to connect directly with consumers in the region and introduce them to On in a fully branded environment. Our On retail stores and direct-to-consumer channels help us broaden our customer reach and provide a premium representation of our brand across footwear and apparel. We’re in the early stages of geographic expansion and look forward to more across the region in the coming years!
What’s the most pressing business challenge you’ve faced in the last year and what have you done to solve it?
In essence, we are launching a new brand with On in Latin America and Brazil. The unique cultural and demographic realities of this region require a tailored and thoughtful approach, as there is only one chance to make a first impression. Being authentic, locally relevant, and anchored in community is how On approaches expansion in all markets, but this has been especially paramount for this region, and we have executed local, community-driven activities that tap into the unique culture while staying true to our roots in running. For example, for a recent SquadRace São Paulo, we invited folks from various run clubs, retail partners, and communities to join us for an adrenaline-packed evening full of music, fast times, recovery, refreshment, and celebration. It was incredible to witness the joy and connectivity of community building around running an action-packed relay race in a parking garage!
Looking ahead, what’s one leadership muscle you see as the most important for marketers to exercise?
Adaptability and communication are key leadership muscles, especially in the fast-paced environment we live in. The only true constant is change, and leaders who can pivot and respond to change, in all its forms, are best suited to steer their organizations and serve their teams through uncertainty.
What’s the most game-changing career advice you‘ve received?
One of my favorite pieces of career advice is around change management, and the reminder that in the middle of the most difficult and uncharted times lies the opportunity. It’s how we react and persist in these moments that counts most. To build endurance, in sport and in life, we must endure.
What gives you energy and/or inspiration outside of work?
Outside of work, I am energized and uplifted by time spent with my family, my two kids (soccer, track and carpooling happily fill in my free time!), traveling and creating adventures through sport experiences, and supporting our local community in Portland, OR. I enjoy running and have been motivated by my training and preparation to run the New York City Marathon while raising important awareness and funds to support Back on My Feet, a non-profit organization supporting and empowering folks to achieve economic independence through fitness and community.
Marketers to Watch is a recognition series to spotlight highly innovative and forward-thinking marketing leaders in the community. Make a nomination.
