We weren’t optimizing, in any way, the role of media in an organization,” Pillette said of the company’s strategy before reorganizing. “You know, we weren’t thinking globally. We weren’t thinking at scale. We weren’t thinking, ‘How do we talk to audiences?’ We weren’t leveraging our first-party data as best we could,” Pillette said.

Fossil, with its brand portfolio, serves a variety of consumers. Some of the brand’s buyers are fashion-focused, while others prioritize luxury. Connecting and speaking clearly to those different consumers is a big priority for Pillette, who is now considering how to run more personalized content at scale.