# Michelle Peterson

> Michelle Peterson is the Chief Marketing Officer of Kendra Scott, the Austin-based fashion and fine jewelry brand. A chemical engineer turned marketer, she spent 18 years at General Mills before leading marketing at Life Time, Holiday Inn Express, and the juice brand Pressed. At Kendra Scott she unified the brand and performance teams into a single 'brand builder' organization, driving record direct-to-consumer traffic, customer growth and loyalty around a 'connection before transaction' philosophy. She was named a 2023 Adweek Marketing Vanguard.

- **Role:** Chief Marketing Officer at Kendra Scott
- **Organizations:** Kendra Scott, Pressed, InterContinental Hotels Group (Holiday Inn Express), Life Time, General Mills
- **Nationality:** American
- **Education:** B.S. in Chemical Engineering, Cornell University, Master of Engineering, Northwestern University, MBA in Marketing and Finance, Northwestern University, Kellogg School of Management
- **Known for:** Named a 2023 Adweek Marketing Vanguard for marketing innovation and team leadership, Led the Kendra Scott BrandX team to record direct-to-consumer traffic, customer growth, brand awareness and loyalty, Unified separate brand and performance marketing functions into a single 'brand builder' organization at Kendra Scott

## Career timeline

- **1990s-2010s** — Spent 18 years at General Mills in marketing, strategic growth channels and new product innovation leadership roles
- **2010s** — Global Vice President for Holiday Inn Express at InterContinental Hotels Group
- **2010s** — Vice President / General Manager at Life Time for LifeSpa
- **2020s** — Chief Marketing Officer at Pressed, the cold-pressed juice and plant-based treats brand
- **2022** — Joined Kendra Scott as Chief Marketing Officer and unified the brand and performance marketing teams
- **2023** — Named an Adweek Marketing Vanguard

## Achievements

- Named a 2023 Adweek Marketing Vanguard for marketing innovation and team leadership
- Led the Kendra Scott BrandX team to record direct-to-consumer traffic, customer growth, brand awareness and loyalty
- Unified separate brand and performance marketing functions into a single 'brand builder' organization at Kendra Scott
- Built a consumer-persona-led marketing model organizing every channel around a specific named consumer
- 20+ years of brand building across CPG, fitness, hospitality and retail

## Latest updates

- **2025** — Listed as a Chief Marketing Officer speaker at Shoptalk Fall 2025.
- **2023** — Recognized as an Adweek Marketing Vanguard.

## Links

- Website: https://kendrascott.com
- LinkedIn: https://www.linkedin.com/in/michellepetersoncmo/

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Profile page: https://yespress.io/michelle-peterson
Published by YesPress — https://yespress.io
Last updated: 2026-07-25