Erin Murray
San Francisco,CA
Summary
CMO and Chief Brand Officer with expertise in driving omnichannel brand strategy and growth. Achieved 4x year-over-year growth through innovative campaigns and community-led initiatives, significantly enhancing retail sales and expanding distribution across multiple channels.
Overview
11
11
years of professional experience
Work History
CMO, Fractional
Avatara Skincare
Los Angeles
01.2025 - Current
- Lead omnichannel brand and growth strategy across DTC, retail, and Amazon; align positioning, creative, and full-funnel media to accelerate revenue.
- Launch integrated campaigns and retail activations that lift retail sales 70% and expand 6,000+ points of distribution across Target, Walmart, CVS, and Whole Foods.
- Optimize performance marketing (paid social/search, influencer, affiliate) to improve CAC/LTV and scale profitable acquisition.
- Owned Amazon growth through PDP optimization, branded search, promotions, and retail media, increasing market share and conversion rates.
- Scaled community-led growth by expanding a 3,000+ ambassador program, enhancing presence on YouTube/TikTok, and securing impactful creator partnerships.
- Co-developed strategic partnerships and experiential programs (e.g., Varsity Cheer) to enhance brand awareness and accelerate retail velocity.
Chief Brand Officer, Fractional
Mad Rabbit Tattoo Care
San Francisco
09.2021 - Current
- Partner with Founder/CEO to lead brand and growth strategy, driving 4x YoY growth and positioning Mad Rabbit among the top-3 tattoo skincare brands.
- Lead brand innovation, creative direction, and integrated 360 marketing campaigns.
- Drive Walmart rollout (2,000+ doors, 90% SKU penetration) and national retail expansion.
- Owned rebrand across digital, social, and packaging, enhancing engagement and conversion.
- Supported $4M seed financing within six months and a successful $10M Series A.
- Managed multi-million-dollar budgets, launching award-winning products recognized as TIME Best Inventions.
- As early hire (#4), scaled the team from 1'12 in two years, building structure, culture, and operating processes.
- Grew community to 9,000+ ambassadors, activated high-impact influencer partnerships, and built wholesale and pro-channel go-to-market strategies to strengthen distribution and category authority.
VP, Consumer + Brand Marketing
Peace Out Skincare
San Francisco
04.2020 - 09.2021
- Led end-to-end 360 marketing campaigns and a comprehensive brand refresh, partnered with the CEO/CMO to define global brand strategy and delivered 5× YoY growth with expansion into five international markets.
- Orchestrated integrated launches across brand, PR, social, community, retail, and communications, establishing Sephora as core growth partner and achieving #1 acne brand status with exclusive retail launches.
- Directed global storytelling and go-to-market execution for hero eye treatment launch, generating $3M in four weeks and executing multiple viral activations, including one producing $450K overnight.
- Built and led high-performing global team, scaling organization from 3 to 11, establishing clear operating rhythms, creative standards, and accountability measures.
VP, Marketing and Partnerships
Aquis
03.2018 - 03.2020
- Developed and executed 360 marketing plans (digital, PR, influencer, retail) with the CEO/co-founder, increasing brand awareness 5x and revenue 3x.
- Contributed as founding team member for K18 Peptide line, driving breakout growth and establishing long-term market presence.
- Negotiated and executed a Kourtney Kardashian partnership to elevate brand visibility and credibility.
- Launched products across 8 countries in partnership with Sephora, Ulta, and other global retailers, enhancing international brand footprint.
- Developed and scaled influencer programs, significantly boosting brand reach and improving conversion rates.
Director, Brand Marketing + Retail Sales
Memebox
San Francisco
03.2017 - 03.2018
- Scaled a skincare brand from zero to full Ulta distribution in under six months, exceeding plan by 9×.
- Executed viral campaigns that resulted in selling out the #1 SKU twice within two weeks of launch, significantly boosting brand demand.
- Coordinated 360 marketing initiatives across acquisition, conversion, merchandising, sampling, social, video, PR, events, co-op, and digital to enhance brand visibility and engagement.
- Developed brand identity and strategy for Kaja Beauty (color) and I Dew Care (skincare), focusing on targeting, messaging, product architecture, and pricing to strengthen market positioning.
Director, Retail Marketing + Sales
Tatcha Skincare
San Francisco
07.2015 - 03.2018
- Secured full Sephora North America distribution in under two years; negotiated two QVC TSVs generating $7M in 48 hours and scaled a hero SKU to #1 through viral social marketing.
- Led Sephora retail marketing during hyper-growth with the President and VP, Sales & Education; delivered 4× growth in two years while owning key-partner P&L.
- Managed merchandising, launches, and integrated marketing across Sephora, QVC, Barneys, and Tatcha.com to enhance brand visibility and drive sales.
- Built field sales and education team; developed training platforms that improved retail execution and increased sell-through rates.
Education
Bachelor's Degree - Fine Arts
Saint Mary's College of CA
Moraga05-2004
Skills
- Brand and marketing strategy
- Omnichannel marketing strategies
- Performance marketing
- P&L management
- Retail and wholesale expansion
- P&L ownership and forecasting
- Amazon optimization techniques
- Product launch strategy
- Influencer and creator ecosystems
- Loyalty programs
- Community and loyalty programs
- Customer segmentation analysis
- Content strategy development
- User experience design
- Creative direction
- Strategic marketing initiatives
- Segmentation analysis
- Content strategy
- Team leadership skills
- Product innovation strategies
- Omnichannel growth
- Amazon optimization techniques
Core Expertise
- Brand & Marketing Strategy
- Omnichannel Growth (DTC/Retail/Amazon)
- Retail & Wholesale Expansion
- P&L Ownership & Forecasting
- PR, Earned Media & Partnerships
- Influencer & Creator Ecosystems
- Performance Marketing (ROAS, CAC, LTV)
- Product Launch & GTM
- Executive & Team Leadership
- Community & Loyalty Programs
- Experiential
Timeline
CMO, Fractional
Avatara Skincare
01.2025 - Current
Chief Brand Officer, Fractional
Mad Rabbit Tattoo Care
09.2021 - Current
VP, Consumer + Brand Marketing
Peace Out Skincare
04.2020 - 09.2021
VP, Marketing and Partnerships
Aquis
03.2018 - 03.2020
Director, Brand Marketing + Retail Sales
Memebox
03.2017 - 03.2018
Director, Retail Marketing + Sales
Tatcha Skincare
07.2015 - 03.2018
Bachelor's Degree - Fine Arts
Saint Mary's College of CA