Kristine Westerby has amassed a rich résumé working for some of the fashion industry’s best-known luxury brands. That includes Gucci, Christian Dior, Fendi, Bulgari, Max Mara and, most recently, Louis Vuitton.
And it’s those skills that she’s bringing to Vineyard Vines as its newly named chief marketing officer.
Westerby, who is still onboarding at the Stamford, Conn.-based company, will ultimately oversee all creative, visual merchandising, communications, e-commerce and performance marketing.
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She said that Vineyard Vines’ founders, brothers Ian and Shep Murray, have “an amazing platform” and have built a brand with a wide footprint and strong foundation that she believes can be further enhanced.
“Everyone knows Vineyard Vines,” she said. “And I’m taking the learnings of my 30 years in luxury goods and bringing them to a brand that deserves an elevated conversation to get into the mindset of consumers and be part of the cultural conversation.”
She said her goal is to take a “360-degree” approach to the company to ensure “everything is aligned and tells a cohesive story.”
She said that because she worked primarily for brands that were headquartered overseas, she didn’t have regular access to their top management. But at Vineyard Vines, she will work closely with the Murray brothers as well as the rest of the company’s team on a daily basis.
Shep Murray said: “We’re thrilled to announce Kristine’s appointment to CMO. Her extensive experience in helping build and elevate some of the most respected luxury brands in the world will bring a deep understanding of premium consumers, authentic brand storytelling and strategic growth to Vineyard Vines.”
His brother added: “Kristine brings incredible experience and energy to Vineyard Vines. She has worked with the best brands in the world and knows how to execute at the highest level. Her relevant luxury tenure and competitive spirit will help us all reach for, and attain, Vineyard Vines’ great potential. All of that aside, Kristine is a kind, clear and thoughtful person and as a result, an inspiring and impactful leader. She’s already hit the ground running — which is no surprise given her history as a collegiate runner.”
Shep Murray said that Westerby “brings a level of expertise and a skill set we’ve never had before. We saw an opportunity to level up everything we do. We look at how our top customers have true luxury brands in their closets and Kristine brings such a breadth of knowledge in the luxury and fashion space. We believe in the ‘Every Day Should Feel This Good’ lifestyle,” he added, touting the company’s motto, “so it’s a nice marriage.”
He added that Westerby’s addition to the staff allows the company to align its existing skill set with hers and merge luxury and lifestyle in an “approachable way. We’re going to be running toward this together.”
Westerby said that although Vineyard Vines is not a luxury brand, joining the company represents a new chapter for her. “As we continue to grow and challenge ourselves in our career paths, we never want to be sedentary,” she said.