President, Urban Outfitters North America
Urban Outfitters
Shea Jensen joined Urban Outfitters in February 2024 as the President of North America and a member of parent company URBN’s executive leadership team. In her role, she has set the stage to build long-term growth for Urban Outfitters, leading merchandising, product, marketing, digital, and retail operations.
Shea leads an accomplished senior leadership team who are passionate about serving the next generation of customers, and work together to advance the brand’s strategic priorities. Through her leadership, the team is focused on key pillars for success, including sharpening the brand’s customer POV, evolving product for today’s customer, investing in and optimizing marketing, channel adaptation and delivering profitable growth. Through every touchpoint, she brings customer insights and obsession to the forefront to continue to evolve Urban Outfitters brand to meet the demand of young customers today - and in the future.
Previously, Jensen spent 30 years at Nordstrom, where she managed a portfolio of brand partners and product development totaling more than $5 billion in annual revenue. Her leadership was pivotal in transforming Nordstrom's merchandising, evolving brand partnerships, developing new selling channels like re-commerce, driving omnichannel sales growth, as well as led initiatives like Nordstrom Local, increasing customer engagement and market share.
Recognized as a Top Woman in Retail (2018) and named to The List of People Shaping Retail’s Future (2019), Shea serves on the Women in Retail Leadership Advisory Board and Wildfang’s Board of Directors.
Monday Jan 11
11:30am - 12:00pm
Gen Z and Gen Alpha don't consume media the way previous generations did. They discover products and brands through a fluid mix of creators, social platforms, haul content, peer influence, experiential events, and in-person shopping experiences. The path to purchase is increasingly shaped by authentic moments rather than traditional advertising. For retailers, adapting to this reality is essential. Success requires showing up in the moments that influence consideration and purchase, from creator partnerships and social content to pop-up activations, experiential retail, and even the resurgence of the mall as a destination for shopping, entertainment, and social connection. Above all, brands must earn attention rather than demand it, integrating naturally into the environments and experiences that matter most to these generations, where authenticity is a prerequisite for engagement.
