Genexa CMO Emily Culp Shares Why Encouraging Failure Creates Opportunities For Innovation

She then took on transformational roles at Estée Lauder, Clinique and Rebecca Minkoff. In these marketing roles, she challenged the brands; she helped them with product innovation development and connecting with consumers. At Rebecca Minkoff, Culp launched the Store of the Future. The connected stores featured smart walls that suggested new styles when customers entered the space and smart mirrors in dressing rooms.

She then had the opportunity to transition to Keds USA as CMO. Culp was responsible for driving the strategic development and creative execution of Keds’ global marketing initiatives, including retail development and omnichannel marketing. During this time, she was recognized byPrior to joining Genexa, Culp served as President and CEO for Cover FX Skincare Inc. This was the first time she had worked on a vegan and cruelty-free product.

“Most people that I’ve been fortunate enough to work with are perfectionists and KPI driven,” Culp explains. “So if you don’t tell them to fail, they won’t do it because they’re terrified. ... To disrupt, grow and scale our business, we have to think outside the box. We have to do things differently. One of the ways you do things differently is experimentation. And like all scientific experiments, they’re not going to be perfect.

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