Marisa Baldwin on communication strategy
From NRF 2024 Big Ideas | Winning with Culture: How people power AEO Inc.’s legendary brands · · Zipline
“Our job as effective communicators is to streamline and simplify how we communicate to remove as many roadblocks for our team's decision-making process so in turn they can be present for the customer. One of the things that I always say to my team is take the thinking out of it so that they can solely focus on the customer.”
On , Marisa Baldwin, Executive Vice President & Chief Human Resources Officer at AMERN EAGLE OUTFITTERS INC, spoke about communication strategy during NRF 2024 Big Ideas | Winning with Culture: How people power AEO Inc.’s legendary brands on Zipline.
About Marisa Baldwin
At the NRF 2024 Big Ideas session "Winning with Culture," Marisa Baldwin, Executive Vice President & Chief Human Resources Officer at American Eagle Outfitters, discussed the role of communication, technology, and employee engagement in retail. Baldwin stated that effective communication involves streamlining information to remove roadblocks for teams, enabling them to focus on the customer. She described the most disempowering feeling for an employee as being asked to do something without the means to accomplish it due to broken systems or lack of access. Baldwin also said that engaged employees understand the organization's goals, their role in achieving them, and feel success in that role. Baldwin commented on the potential of artificial intelligence, stating that AI could help with decision-making and provide a deeper understanding of the customer, while also helping to build human connections. She noted that technology should be an enabler of people and strategies, as what works today may not be the same answer tomorrow. Baldwin credited the communication platform Zipline as a solution that gathers, distributes, and targets information to support holistic learning, and expressed that the company was thrilled to partner with them to enable strategies.