Ashley Schapiro

Ashley Schapiro is a Global Marketing executive who brings brands to life, shaping the full consumer journey- striking a balance between brand and commercial growth. Known for simultaneously driving cultural relevance and business results, she consistently pushes innovation boundaries to ensure AE remains top-of-mind in the highly dynamic retail environment. She excels in moments of change, anticipates strategic trends, and is adaptive to shifting consumer behaviors. 

As Vice President Marketing, Media, Performance & Engagement at American Eagle, Ashley is responsible for all media, performance, measurement, digital innovation, collaborations, social, talent, video, influencers, and PR.  Fueling her commitment to data and measurement, Ashley  leverages internal, platform and MMM data to align on predictive performance across business and consumer KPIs, championing the idea that marketing directly contributes to revenue growth. Beyond the business- her #1 priority is to make AE the most relevant and innovative brand in the eyes of Gen Z.  This means being present where customers are most active (aka social), showing up in the right way with the right talent and being a part of their passions – this translates into music, gaming, sports, pop culture and social causes such as mental health. 

Under her leadership, AE has built an industry-leading partnership strategy spanning Hollywood, sports, music, and digital creators. She has spearheaded high-profile collaborations with cultural icons like Sydney Sweeney and Travis Kelce’s brand Tru Kolors, sports stars Coco Gauff and Trevor Lawrence, and cast members of the breakout hit The Summer I Turned Pretty. These initiatives reinforce AE’s position at the heart of youth culture and drive a deep emotional connection with its audience.

Focusing on the social issues and causes that matter most to today’s youth, she has supported meaningful partnerships with America’s Food Fund, NAACP Legal Defense Fund, Delivering Good, and It Gets Better, among others.  Ashley has ensured AE continues to align with rising talent who its customers find relatable and authentic and who reflect the brand’s platform to Live Your Life. Her ability to blend purpose with pop culture ensures AE remains a brand that not only reflects, but actively shapes the conversation of a generation. 

Prior to AE, Ashley worked at Coach Inc. and held positions of increasing responsibility to lead Global expansion across EMEA, LATAM and APAC and global strategy to build fashion credibility in the affordable luxury sector.   Interested in shifting her focus from affordable luxury to fast fashion, Ashley joined the team at AE to lead International marketing strategy.  Focused on building the international marketing organization and positioning AE to be a truly global brand she launched the brand in Europe and India before moving into her current role. Ashley resides in New York with her husband, two children and dog Biggie Smalls.