Loie Maxwell has led the creative vision and brand strategy for some of the most influential and beloved brands, including Target, Starbucks, Amazon, Old Navy, CVS/Pharmacy, and Barbie.
During her career, Ms. Maxwell has held several global creative leadership positions in retail brand marketing, consumer products, packaging, product design and advertising. Her ability to develop and extend brands across multiple categories and media platforms has contributed to positive growth and brand equity for the companies and clients she has served.
One of her greatest retail accomplishments was leading brand creative for the first ever Barbie flagship store in Shanghai, China. This experience contributed to her future success in extending brands like Starbucks, throughout Asia and India.
Ms. Maxwell is also a proven innovator. While at Target, she was the creative marketing lead on the launch of “GO International,” a series of collaborations with world-renowned fashion designers that paved the way for designer partnerships in the retail industry.
Moreover, her reputation for innovation was what brought her to CVS/pharmacy, where she served as Chief Creative Director. She led the brand development of the Beauty360 stores, one of the first mass drugstore adjacent beauty boutiques in the US. Moreover, she developed a store experience brand continuity program that was implemented in over 7,000 stores. Designed to be modern yet timeless, this program is still in use today nationwide.
Recruited by Starbucks to be Global Vice President of Creative, her core responsibilities were to extend the Starbucks brand experience into the mass and grocery channel and store expansion in Asia. She also oversaw digital creative and content strategy.
Ms. Maxwell is currently consulting for the tech, food, fashion, spirits/wine, and holds consulting contracts and board positions with several brands and start-ups, including gatheredtable.com, Social Imprints, The Gap, Old Navy, NBC Universal, and 20th Century Fox.
