CMORoom Spotlight: Carter’s, Brandi Stone-Watkins

The strongest marketing teams don't think in terms of brand versus performance, they bring both together to create a unified, full-funnel approach.

Marketing for the Next Generation: A Conversation on Growth, Gen Z Parents, and Modern Brand Building. The role of a marketing leader has never been more dynamic. Consumer expectations shift faster than ever, channels continue to evolve, and today's brands must balance immediate business performance with long-term brand equity.

For marketing leaders in categories shaped by life stages, staying relevant means understanding not just how people shop, but how they live, connect, and make decisions.

In this CMORoom spotlight, Katy Pietrini, CMO of CMORoom sits down with Brandi Stone-Watkins, Senior Director, Media at Carter’s to discuss what it takes to build modern brands, lead high-performing teams, measure meaningful growth, and connect with a new generation of parents.

You've been with Carter's for nearly five years. What continues to excite you most about your role?

I think it's the constant evolution of the business. Joining during COVID meant stepping into one of the most transformative periods the industry has experienced. Since then, we've continued to evolve how we go to market and how we connect with today's parents.

The modern Gen Z parent is different from previous generations, and understanding how they think, shop, and approach parenthood is an ongoing journey. Being part of that evolution and helping shape where the brand goes next, is what makes the role so rewarding.

How do you approach annual planning and defining your team's priorities?

Everything starts with understanding the customer. Gen Z parents are redefining what parenting looks like. They have different expectations, different values, and different ways of engaging with brands.

For us, parenthood is made up of meaningful milestones. Our responsibility is to be present during those moments and communicate in ways that genuinely resonate with today's families.

Learning who these consumers are and adapting alongside them is central to our growth strategy.

What qualities define a high-performing marketing team?

Strong marketing teams stay focused on shared business outcomes. It's easy for organizations to operate in silos, but the best results happen when everyone is working toward the same growth objectives.

It's also important to avoid thinking in terms of brand versus performance marketing. Those disciplines aren't competing priorities, they're complementary. Together they create a unified, full-funnel strategy that delivers stronger business results.

How do you measure marketing success in such a complex environment?

Success requires looking at multiple dimensions of performance. Incrementality is incredibly important because it helps us understand the net-new growth our marketing is generating beyond what would have happened naturally.

Beyond that, we rely on marketing mix modeling (MMM), incrementality testing, brand sentiment, brand health, and other measurement frameworks. Each metric tells part of the story, and together they provide a comprehensive view of how the business is performing.

And prioritization is essential. Marketing leaders have to balance short-term revenue goals with long-term brand growth. Maintaining that balance, and knowing when to optimize for each, is one of the most important parts of the job.

What trends in marketing are inspiring you right now?

I'm especially fascinated by the growth of social commerce and the creator ecosystem. Watching that space evolve over time has been incredibly interesting. The way consumers discover products, engage with creators, and ultimately make purchasing decisions continues to reshape how brands build relationships.

Looking back on your career, what's the most valuable lesson you've learned?

I still feel like I'm on a continuous journey, and I'm proud of what I've accomplished so far.

If I could give my younger self one piece of advice, it would be this: invest just as much in building relationships and influence as you do in mastering the craft. I've always loved the craft of marketing and worked hard to perfect it. But leadership isn't only about expertise, it's also about influence, collaboration, and the relationships you build along the way.

Marketing today demands far more than great campaigns. It requires a deep understanding of changing consumers, cross-functional leadership, disciplined measurement, and the ability to balance immediate business performance with lasting brand value.

As new generations reshape industries and emerging channels redefine engagement, the marketers who thrive will be those who remain curious, collaborative, and relentlessly focused on the customer. That mindset, not any single tactic, is what drives enduring growth.