Katie O’Brien serves as Head of Creative over Wayfair’s luxury and specialty retail brands—Joss & Main, AllModern, Birch Lane, and Perigold. With nearly two decades of design-thinking, creative directing, and storytelling for brands that span every industry, Katie now reimagines experience marketing for the online shopper by setting the creative vision for each of Wayfair’s distinct retail brands. Prior to joining Wayfair, Katie spent 17 years developing immersive brand experiences—digital, analog and live—at various agencies in San Francisco and Washington DC.
It’s easy for creative departments to get so bogged down in delivering on requests that they lose sight of the big picture — the real WHAT behind the work they’re doing. When that happens, creativity takes a hit.
Katie O’Brien saw the impact first-hand. As head of creative for luxury & specialty brands at Wayfair, Katie’s first priority was to shift her team from acting as reactive order-takers to becoming strategic and collaborative design thinkers.
In this episode of Real Creative Leadership, Adam Morgan and Katie discuss what it took to make the transformation happen and how her creative team continues to iterate and evolve — and it’s benefitting not just Wayfair, but also their dedicated customers and partners.
In this conversation with Katie, you’ll learn:
- Why many creative departments settle into the role of ticket takers and the problems that creates
- How to shift your mindset from efficiency to long-term growth
- Why creatives should always tie ideas back to the business and include business partners in their process early on
- How embracing mistakes can help creativity flourish