Colleen Rizzo is that rara avis—a luxury brand marketer whose steady length of service for the Ralph Lauren account (20 years) stands in contrast to the precarious reality that has befallen her peers (and their brands) during this period. But given Rizzo’s record of stability and strength—and ability to see all sides of the marketing picture, having started off on the agency side—it makes sense that she would find firm footing on a shaky landscape. Rizzo has positioned the Ralph Lauren franchise as a digital innovator, overseeing its online and mobile advertising initiatives, yet she is proud to have done so without lessening the cachet of the brand. “We have continued to support our brands during the [recession] without sacrificing our well-established guidelines (i.e. pricing, positioning),” says Rizzo. “We’ve stayed true to our communication strategy.”
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