Abby Morgan
Brooklyn,NY
Summary
Global brand and creative executive with nearly two decades of experience building culturally resonant consumer brands and leading large-scale creative and marketing organizations. Known for architecting brand ecosystems that connect product, storytelling, community, and experience across digital, retail, and cultural platforms. Proven ability to unite organizations around a singular creative vision while building the systems, teams, and partnerships required to bring that vision to life at scale. Experience leading global brand, creative, and marketing organizations across high-growth consumer brands including Faherty, CUUP, Free People, Vimeo, and alice + olivia. Deep expertise in creative direction, brand narrative development, omnichannel brand experience, global campaign development, and building high-performing creative organizations. Recognized for blending creative vision with operational rigor-building brands that are culturally relevant, emotionally resonant, and commercially successful.
Overview
16
16
years of professional experience
Work History
EVP, Marketing & Brand Experience
Faherty
New York
01.2024 - Current
- Lead the global marketing and brand organization responsible for brand strategy, creative direction, media, partnerships, ecommerce marketing, retail marketing, and communications.
- Oversaw development of cohesive global brand ecosystem connecting product storytelling, creative campaigns, retail environments, and digital platforms to unify Faherty brand experience.
- Architected a global marketing and brand strategy designed to scale Faherty's cultural relevance while improving marketing efficiency and profitability.
- Led the repositioning of the brand and redesign of the digital platform, modernizing Faherty's brand expression and guest experience across ecommerce and retail.
- Built integrated go-to-market frameworks that connected product storytelling, seasonal campaigns, retail experiences, and partnerships for enhanced brand alignment.
- Strengthened cross-functional collaboration across product, merchandising, ecommerce, and retail to ensure a cohesive brand narrative across all guest touchpoints.
- Developed strategic brand collaborations and cultural partnerships that expanded awareness and deepened community engagement across target demographics.
Chief Marketing Officer
alice + olivia
01.2023 - 12.2023
- Created brand's first fully integrated global campaign targeting multi-generational audience, increasing market reach and resonance.
- Launched new creative initiatives to position brand for next phase of global growth, aligning marketing efforts with strategic objectives.
- Built an omnichannel marketing framework connecting brand storytelling, ecommerce growth, and retail experience.
- Collaborated with founder and executive leadership team to modernize global marketing and brand storytelling strategy, enhancing brand engagement.
Co-Founder & Chief Marketing Officer
CUUP
01.2018 - 12.2022
- Co-founded and built a digitally native intimates brand focused on redefining the category through inclusive design, transparency, and modern storytelling.
- Established brand identity, voice, and creative platform from inception, leading marketing, content, and communications.
- Developed the brand positioning, creative direction, and go-to-market strategy that defined CUUP's modern aesthetic and cultural voice.
- Built and led in-house teams across brand, creative, performance marketing, PR, and editorial.
- Launched editorial platform BodyTalk, creating a community-driven storytelling ecosystem focused on body positivity and modern femininity.
- Scaled digital growth resulting in 409% year-over-year traffic growth.
- Oversaw brand storytelling and investor communications during multiple funding rounds.
Director of Global Brand Marketing
Free People
01.2014 - 12.2018
- Scaled Free People from $250M to nearly $1B in revenue through narrative-driven brand storytelling and global marketing strategy.
- Led global brand marketing, PR, influencer partnerships, and content strategy during a period of rapid expansion for the brand.
- Launched experiential programs FP Escapes and FP Me, deepening community engagement and enhancing brand loyalty.
- Built global influencer and brand collaborations with partners including Levi's, Birkenstock, and Teva.
- Led storytelling initiatives across editorial, digital, and retail platforms bridging fashion, travel, music, and culture.
- Supported global expansion in Europe, Australia, and Asia by developing omni-channel campaigns.
Director of Brand Partnerships
Vimeo
01.2010 - 12.2014
- Drove Vimeo's branded content revenue through innovative storytelling initiatives, significantly impacting overall revenue.
- Led global brand partnerships and storytelling initiatives connecting leading brands with Vimeo's creative community.
- Established branded content partnerships with global advertisers and agencies, enhancing brand visibility.
- Supported award-winning campaigns such as Old Spice Muscle Music and The History of Chanel, reinforcing brand recognition.
Education
Business Management & International Business -
California State University Northridge
Skills
- Global marketing strategy
- Omnichannel marketing
- Campaign development
- Creative direction
- Content creation
- Brand storytelling
Awards
- Digiday - Best Editorial Series, Not Provided
- Webby Award - Innovation, Not Provided
- Cannes Lions - Interactive, Not Provided
Professional Highlights
- Leading the global marketing and creative organization at Faherty, Aligning brand storytelling, creative production, media, and retail experience to drive profitable growth while reducing marketing spend from double digits to single digits as a percent of revenue.
- Co-founded CUUP, Built one of the fastest-growing digitally native brands in its category, achieving 409% YoY traffic growth while establishing a distinctive cultural brand voice.
- Led global brand marketing at Free People, During a period of extraordinary growth, helping scale the business from $250M to nearly $1B while building one of the industry's most recognized lifestyle brands.
- Built award-winning editorial and storytelling platforms, Including BodyTalk, recognized by Digiday for Best Editorial Series.
- Developed innovative brand partnerships and storytelling initiatives at Vimeo, Positioning the platform as a leader in branded entertainment and creative collaboration.
Affiliations
Sailing, Skiing, Student of Creative AI.
Timeline
EVP, Marketing & Brand Experience
Faherty
01.2024 - Current
Chief Marketing Officer
alice + olivia
01.2023 - 12.2023
Co-Founder & Chief Marketing Officer
CUUP
01.2018 - 12.2022
Director of Global Brand Marketing
Free People
01.2014 - 12.2018
Director of Brand Partnerships
Vimeo
01.2010 - 12.2014
Business Management & International Business -
California State University Northridge