Ashley Schapiro
Vice President Marketing, Media, Performance and Engagement
Ashley Schapiro is a Global Marketing executive who brings brands to life, shaping the full consumer journey- striking a balance between brand love and growth. Consistently pushing innovation boundaries to remain present and relevant in highly dynamic environments. Excels in moments of change, anticipates strategic trends and is adaptive to change.
As Vice President Marketing, Media, Performance & Engagement at American Eagle, Ashley is responsible for all media, performance, metaverse, collaborations, social, talent, influencers and PR. Beyond driving the business and reaching new customers her #1 priority to is to make AE the most relevant and innovative brand in the eyes of Gen Z. This means being present where customers are most active (aka social), showing up in the right way with the right talent and being a part of their passions – this translates into music, gaming, pop culture and social causes such as mental health, voting, and sustainability. This supports AE's commitment to be at the heart of Youth Culture.
Focusing on the social issues and causes that matter most to today's youth, she has supported meaningful partnerships with America's Food Fund, NAACP Legal Defense Fund, Delivering Good, and It Gets Better, among others. Ashley has ensured AE continues to align with rising talent who its customers find relatable and authentic and who reflect the brand's core values of self-expression and individuality.
Prior to AE, Ashley worked at Coach Inc. and held positions of increasing responsibility to lead
Global expansion across EMEA, LATAM and APAC and global strategy to build fashion credibility in the affordable luxury sector. Interested in shifting her focus from affordable luxury to fast fashion, Ashley joined the team at AE to lead International marketing strategy. Focused on building the international marketing organization and positioning AE to be a truly global brand she launched the brand in Europe and India before moving into her current role. Ashley resides in New York with her husband and two children.
Masterclass (Trade, Lobby Level): Augmentality Shift: ARe you meeting Gen Z's expectations?