Soul & Science : #60: David Yurman CMO Carolyn Dawkins | The Value of Story in Luxury


When it comes to marketing a luxury brand, the brand is queen and storytelling is king.

This week, I spoke with Carolyn Dawkins, CMO at David Yurman, where she leads marketing and content strategies with a focus on user experience, brand storytelling, and innovation. Before David Yurman, she spent time in leadership roles at Estée Lauder, L’Oréal and Google.

In today’s episode you’ll learn:
  • Why storytelling and understanding a brand’s heritage is so valuable when it comes to marketing luxury
  • Agility becomes a superpower during high-growth periods
  • How curiosity helps keep the balance between leading with instinct and leading with data
Brought to you by Mekanism.
Soul & Science
Does marketing live in the heart, or in the head? Should you trust your instinct, or your integers? If the answer is both, should you lead with one more than the other? As a creative agency, Mekanism has been asking these questions of ourselves and our clients for over 10 years. Join co-founder and CEO of award-winning creative agency Mekanism, Jason Harris, on his quest to answer these questions with the world’s leading marketers from the brands we’ve all come to love. Named CEO of the Year by The Drum Magazine, Jason will draw from his experience during these easily digestible 20-minute episodes to explore the Soul of these famous brands and the Science of staying relevant, exploring how they’ve become culture defining emblems in our modern world.
Brought to you by Mekanism