ZARAGUZA

Crocs CMO Carly Gomez on Shopping and Discovery

Carly Gomez, chief marketing officer at Crocs, discusses her personal shopping habits and how they inform her marketing perspective. She joined Crocs in 2025 after roughly 16 years at Vans and a stint at Fabletics. Gomez says she regularly discovers products via fashion-focused Substack newsletters (e.g., Magasin, Hilary Kerr) on Sunday mornings and through creators on TikTok Shop during the week. She describes being influenced by creators despite her marketing background. Personal preferences mentioned include ’90s-inspired fashion (Agolde, Ganni, Zara), collectibles like Labubu plush toys, a large sock collection (Le Bon Shoppe, Aritzia) and jewelry from Maria Tash, where she and a friend get new piercings annually. The piece is a Modern Retail executive profile illustrating discovery channels and consumer signals relevant to retail marketing and brand strategy.

FMCG Brands Use Influencer Marketing to Build Advocacy

A HelloPartner excerpt from Goat Agency's new Goat Intelligence report, "Pick Me. Choose Me. Love Me.", examines how FMCG brands use creators and online communities to build long-term brand advocacy. The piece highlights Persil's Wonder Wash launch and an experiential "Fast Wash and Rave" laundrette activation in London featuring Persil ambassador Craig David, which promoted the product's 15‑minute wash USP and generated sizable engagement. Goat combines case studies from brands (Unilever, Cheetos, Ragu) with data from its proprietary IBEX technology to argue that sustained creator partnerships across niche communities (parents, CleanTok, runners) drive stories, connection and prestige. The article outlines campaign metrics, micro‑creator examples, and Persil’s broader sports and social initiatives (including a 2025 Arsenal partnership) as proof points for influencer-led brand building.

FMCG Brands Build Advocacy with Creator Marketing

HelloPartner publishes an exclusive extract from Goat Intelligence's report "Pick Me. Choose Me. Love Me.", examining how FMCG brands use creator and community-led strategies to build long-term brand advocacy. The piece highlights Persil as a case study: Goat/Goat Agency ran an experiential launch for Persil Wonder Wash — a 15-minute laundry detergent range — staging a one-night "Fast Wash and Rave" laundrette in London with a DJ set by Persil ambassador Craig David. The activation and ongoing creator partnerships targeted communities like parents and CleanTok, generating measurable engagement and earned media. The article also recounts Persil’s 2025 Arsenal F.C. campaign "Every Stain Should Be Part of the Game," which combined a content series with educational programming and creator/athlete partners to address barriers to girls’ sports participation.