How this Nike veteran is taking the MeUndies brand to the next level

by John Siegel
June 7, 2018
meundies e-commerce brand los angeles california
photo via meundies

Few logos are quite as recognizable as the Nike swoosh.

That’s a notion Courtney Simons knows well. A brand marketing vet who spent more than 10 years at Nike, Simons today applies everything she’s learned to head up the branding team at Culver City’s MeUndies — where she’s in charge of something much larger than selling underwear.

“My role as a brand marketer has nothing to do with how great a product fits or performs — it has everything to do with how a consumer feels when they think about or interact with the brand,” she said. “This is why, at MeUndies, one of our key measures of success is the strength of our brand and community — one that is inviting, that celebrates individuality and that makes people feel comfortable and confident, always.”

Built In LA spoke with Simons more about the lessons she learned at Nike, the importance of a killer brand, and how she empowers and challenges her team. 

 

Courtney Simons
Senior Director, Brand Marketing

What experiences from Nike do you bring to MeUndies?
 

At Nike we used to say, “we are not selling shoes, we are selling dreams.” There are a lot of great products out there, but my role as a brand marketer has nothing to do with how great a product fits or performs — it has everything to do with how a consumer feels when they think about or interact with the brand. This is why, at MeUndies, one of our key measures of success is the strength of our brand and community — one that is inviting, that celebrates individuality and that makes people feel comfortable and confident, always. 

Success doesn’t come easy or overnight. It requires purpose, planning, commitment and creativity. My approach to marketing has always been equal parts art and science. The MeUndies team I stepped into has mastered the “art.” They are an amazing group of creative, passionate marketers. My role is to bring a bit of the “science.” The structure and the purpose that will help them unleash their magic and create big wins for our brand. 

The MeUndies team I stepped into has mastered the ‘art.’ They are an amazing group of creative, passionate marketers. My role is to bring a bit of the ‘science.’”


 What attracted you to MeUndies?
 

After dedicating more than 10 years of my career soaking up all that Nike had to offer, I was intrigued by the opportunity to do something completely different. I wanted to experience new and unfamiliar challenges like those that come with joining a small, fast-growth brand. I also wanted to share my experiences with a team that was hungry to absorb and grow. 
 
Marketing is about creating. Taking an underwear company and creating a brand — that excites me. Crafting a story or curating an experience that makes someone feel something — that excites me. 
 

 

What about the MeUndies brand makes the company so unique?
 

The fact that we consider ourselves a brand first and an underwear company second makes us unique. The focus, investment and responsibility the company has placed on the brand team speaks directly to that. 

On a basic level, our jobs are to market underwear — really comfortable, fun underwear at that. We are held accountable for aggressive growth and acquisition targets, as any young company would be. However, my team has been charged with creating a brand that individuals gravitate toward; a community that feels like you are surrounded by friends; and an experience that is distinctly MeUndies. 
 
As we become more disciplined in our purpose and commit to being laser-focused, our message will sharpen, and our brand voice will become even more consistent and clear.
 
As the brand continues to grow, how do you envision your team developing?
 

My team is growing, changing, maturing and exploring new opportunities every day. I have asked every member to step out of their comfort zone and take on new, exciting roles because the brand requires it. It has been amazing to witness their growth and see them continue to gel as a cohesive team. They were amazing before I got here, but it’s been a big few months for everyone. 

I imagine the team will continue to grow in number as well, as we uncover new opportunities and continue to challenge ourselves in new ways.
 

Jobs at MeUndies2 open jobs
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Dev + Engineer
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MeUndies
Culver City
Developer
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MeUndies
Culver City

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