This story was originally published on sister site, Modern Retail.
Carter’s new CMO, Sarah Crockett, has led marketing efforts at a number of consumer brands including DSW, Dickie’s, Backcountry and Burton Snowboards.
But when she joined the 160-year-old children’s apparel brand this summer, she was attracted to the opportunity to get real about parenting and childhood. Some of that shows up in the current Carter’s holiday campaign, “Unwrap the Chaos,” which shows off kids playing with cookie dough or unraveling gift wrap.
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