# Erica Scott

> Erica Scott is a New York-based retail marketing executive and strategic growth adviser whose career spans ESCADA, DK Company, David Yurman and Signet Jewelers. She has led brand, e-commerce, consumer-insights and P&L work across fashion, luxury and jewelry, with recent campaign credits including Kay Jewelers’ award-winning Mariah Carey holiday partnership. Her current public writing focuses on the organizational systems beneath growth, the value of broad commercial judgment and the challenge of making brand meaning legible to AI without flattening it.

- **Role:** Marketing executive and strategic growth consultant; most recently CMO-equivalent VP of Marketing & E-Commerce at Signet Jewelers’ Kay division
- **Organizations:** Signet Jewelers, Kay Jewelers, David Yurman, DK Company A/S, Creative Nation, ESCADA, Women in Retail Leadership Circle, NRF Executive CMO Council
- **Education:** BA, Communication and International Affairs, University of New Hampshire, Executive education in Business Analytics, The Wharton School, University of Pennsylvania, Executive education in Business Leadership and Analytics, Columbia University
- **Known for:** Helped modernize Kay Jewelers’ brand positioning and its long-running 'Every Kiss Begins with Kay' platform for newer audiences., Credited on Kay Jewelers’ Mariah Carey 'It’s Time' partnership, which won a 2025 Webby Award and People’s Voice Award in Social Celebrity/Fan., The Mariah Carey partnership awards entry reported more than 149 million organic video views, 1.3 billion earned media impressions and 44 percent of Kay website traffic during launch week.

## Career timeline

- **1990s** — Entered marketing after an internship at Turner Broadcasting, pivoting from studies in international affairs and German.
- **Before 2006** — Held marketing leadership experience at ESCADA.
- **2006-2007** — Worked as a consultant with Creative Nation in Denmark.
- **2008-2014** — Led brand, marketing, e-commerce, creative, planning and retail operations work at DK Company A/S.
- **2014-2020** — Served as Vice President of Consumer Marketing and Insights at David Yurman.
- **2020-2025** — Led marketing and e-commerce for Kay within Signet Jewelers in a CMO-equivalent role.
- **2025** — The Mariah Carey and Kay Jewelers holiday partnership credited Scott won both a Webby Award and a Webby People’s Voice Award.
- **2026** — Publicly described moving into consulting after five and a half years at Signet and wrote about CMO mandates, AI search, brand meaning and organizational design.

## Achievements

- Helped modernize Kay Jewelers’ brand positioning and its long-running 'Every Kiss Begins with Kay' platform for newer audiences.
- Credited on Kay Jewelers’ Mariah Carey 'It’s Time' partnership, which won a 2025 Webby Award and People’s Voice Award in Social Celebrity/Fan.
- The Mariah Carey partnership awards entry reported more than 149 million organic video views, 1.3 billion earned media impressions and 44 percent of Kay website traffic during launch week.
- Credited with a 2024 Shorty Awards recognition and a 2023 ANA REGGIE Award on her public professional profile.
- Built marketing leadership experience across the United States and Denmark and across fashion, luxury jewelry and specialty retail.
- Served on the Women in Retail Leadership Advisory Board and the NRF Executive CMO Council.

## Latest updates

- **2026-08** — Published a LinkedIn argument that CMO title changes matter less than the mandate, authority and reporting line, advocating for leaders with range across brand, social, performance, e-commerce and technology.
- **2026-07** — Wrote about making luxury brand meaning legible to AI systems without reducing it to keywords, describing 'machine psychology' as a new marketing discipline.
- **2026-07** — Argued that marketing’s long-term growth role is often weakened by organizational design problems and overemphasis on immediately visible metrics.
- **2026-06** — Connected brand equity and AI-search visibility, arguing that the customer shortlist increasingly forms inside AI engines.
- **2025** — Received Webby Winner and People’s Voice Winner credits for the Mariah Carey and Kay Jewelers holiday partnership.

## Links

- LinkedIn: https://www.linkedin.com/in/ericajscott

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Profile page: https://yespress.io/erica-scott
Published by YesPress — https://yespress.io
Last updated: 2026-08-21