Carol Schuster is the Business Information Advisor for Lafayette 148 New York, a leading luxury women’s fashion brand. In her role, she leads the digital transformation of the Company worldwide from consumer to supply chain driving the connection between technology and business to build the brand in today’s marketplace. She first joined Lafayette 148 New York in 2012 where she opened the first brick & mortar stores in the China market. Since then her remit is solely digital, leading the Technology organization, FIT Innovation Lab and Sustainability.
Carol’s background in global business and marketing with a diverse track record in building brands for leading Fortune 500 companies has given her the platform for her current role. Her career has spanned the agency and the client side working across the globe dedicated to connecting brands to marketplaces and now through the enablement of technology, improved processes and new people skill sets. Her career has spanned CPG, B2B, Travel & Hospitality, Fashion Retail, Shipping and Logistics.
Carol held the role of Worldwide SVP/CMO Marketing for Royal Caribbean International, the leading global cruise brand, where she launched Quantum of the Seas, the first truly Smart Ship in the industry. With the introduction of this new state of the art ship, she honed her understanding of technology and how it can transform the total customer experience. She oversaw the marketing strategy, brand advertising, eCommerce, digital and social media, new product launch and development, strategic partnerships, CRM & loyalty, and In-house creative services.
As Global Managing Director/Senior Partner at Ogilvy & Mather, she led global client’s businesses including DHL Shipping & Logistics, BlackRock and Dupont. Here, she learned the importance of brand in a B2B environment. Not only did her work on DHL help the brand breakthrough in a duopoly market, it earned the client and agency B2B Marketer and Agency of the Year and David Ogilvy 360 Awards.
In her role as EVP Managing Director, she led the strategy and operation of the NY flagship office of D’Arcy Masius Benton & Bowles Worldwide. During her tenure with DMB&B she started up and led the Central & Eastern European network as well as led the expansion of global CPG brands for Procter & Gamble, The Coca-Cola Company and Masterfoods as well as the start up of the first in house digital agency.
Drawing on her professional, as well as her cross-cultural background, she brings her own personal values of curiosity, adventure, creating connections and continuous learning to her approach to business.
An explorer at heart, Carol received her MBA in Global Management from Thunderbird Graduate School of Global Business and first went to Beijing as a Graduate Student. She attended University of Illinois, where she received a Liberal Arts Degree in Germanic Language & Literature and a minor in Chinese and Economics.
A global citizen, Carol speaks several languages and has lived and worked around the world including the US, Europe and China. Carol is a David Rockefeller Fellow for the NYC Partnership.