Luggage Brand Away Names Melissa Weiss as Its CMO

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She joins as a direct-to-consumer travel brand on a C-suite hiring spree and as the travel industry revives after the worst of the pandemic

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“After an extraordinarily challenging period for the travel industry, we are seeing increased customer demand and significant gains across categories,” Away co-founder and CEO Jane Rubio said in a statement.

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Ms. Weiss will oversee the brand marketing, growth marketing, creative and communications functions, the company said. She most recently worked as a consultant and before that as Head of Marketing at Lyft Micromobility. He also previously held the position of Chief Marketing Officer of Barry’s Bootcamp, and previously held senior roles at J.Crew and Amazon Fashion.

She will replace Selena Calvaria, who started a new role earlier this year as Senior Vice President, Brand Engagement at Gucci Americas.

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Mr Chatelain recently J. Crew’s chief digital officer, and Mr. Liu previously held senior roles at Casper and Walmart.,

Away launched its first product in 2016 with carry-on suitcases that it sold directly to consumers through digital channels. It has since expanded into various accessories and travel-related products, and has added brick-and-mortar retail stores to complement its online sales.

In 2019, the company raised $100 million at a valuation of $1.4 billion. The following year, the COVID-19 pandemic brought travelers around the world to a halt, bringing the entire industry to a halt. In a Medium post in April 2020, Ms Rubio and Away co-founder Steph Korey announced that the company would lay off 10% of its workforce and lay off half of its team.

Now, travel brands are re-evaluating their marketing and overall business strategies, amid rising demand for travel as restrictions from the pandemic loom. The company has since grown its team and reopened its retail locations.

Away is focused on raising awareness, deepening community engagement and connecting customers, Ms Rubio said in an emailed statement.

“As we look to 2022 and beyond, we have set aggressive growth targets for the business, including a significant emphasis on our brand strategy,” she said.

During the pandemic, the company continued to promote its brand, including a creative campaign that referenced the pandemic pet adoption rash, a tongue-in-cheek direct-mail catalog of travel goods and Serena The partnership with Williams sheds light on the home use. and fashion designer Sandy Liang, said Ms. Rubio. The company has also partnered with brands like Marriott and fashion brand Kith.

Last month, Away began rolling out its holiday campaign online and in its retail stores, the company said.

Alexandra Bruell at [email protected]


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