Rent the Runway wants to become the next Amazon Prime of rental, and the brand is looking to its marketing team to undertake that mission.
Starting in April, Gabby Etrog Cohen will lead Rent the Runway’s brand mission in the newly created role of chief brand officer. Cohen has been overseeing communications and business development at the pioneering designer clothing rental company since October 2018 as senior vice president.
According to a statement, Cohen’s svp role will be “folded into” her new job. She will report to Rent the Runway’s COO, Anushka Salinas.
As CBO, Cohen will also oversee Rent the Runway’s current marketing, experiential and business partnerships and the entire creative team.
Cohen previously led communications at SoulCycle as its svp of public relations and brand strategy, scaling the marketing and PR departments. She was with SoulCycle from 2010 to 2018 and was one of the fitness brand’s first corporate employees. Cohen also helped launched the women-centric shaving brand Flamingo while working briefly as a consultant for Harry’s.
When Cohen spoke at Adweek’s CMO Moves Summit East in February along with current and former executives at Universal Standard and Gap, she acknowledged that Rent the Runway is putting pressure on legacy brands in the fashion industry because it’s allowing customers to incorporate unique, luxury pieces into their wardrobe that may have otherwise been inaccessible to them.
As CBO, Cohen will help transform Rent the Runway by encouraging customers to adopt dynamic, temporary ownership of clothing in a way that is seamless to their current online shopping and subscribing behaviors.