The Power of Brand Marketing: Building Emotional Connections with Samantha Goretski
In this episode of MKTG TLK, we sit down with Samantha Goretski, a veteran brand marketer who has shaped the landscape of lifestyle and streetwear marketing at some of the world's most iconic brands. From starting in retail at Nike's 21 Mercer store to leading brand marketing across Europe for Vans, Sam shares her journey of turning passion into profession and the importance of building emotional connections with consumers. Currently the Director of Marketing at Alpha Industries, Sam brings nearly two decades of experience in brand strategy, retail marketing, and product launches.
About Sam Goretski: Sam's career spans leadership roles at Alpha Industries, Vans, New Balance, and Nike, where she has consistently pushed boundaries in brand marketing and retail experiences. She began her journey in the footwear industry working retail while pursuing her passion for sneaker culture, eventually working her way up to global marketing positions. Her expertise lies in creating meaningful brand connections and developing strategic marketing initiatives that resonate with consumers on an emotional level.
Short on time? Here are some quick takeaways:
Build Lifetime Value Through Emotion Marketing isn't just about driving immediate sales - it's about creating emotional connections that turn consumers into lifelong brand advocates. As Sam notes, "If you make me feel something, you will have me as a consumer for a lifetime."
Challenge Traditional Marketing Metrics While performance marketing has its place, brand marketers need to focus on quality over quantity and think long-term. Ask pointed questions about what success really means beyond immediate ROI.
Stay Curious and Keep Learning Great marketing comes from exposure to different perspectives and continuous learning. Whether it's exploring new AI tools, taking Coursera classes, or simply walking around observing culture, marketers need to stay curious and engaged.
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Background and Early Career
Gabrielle: Can you tell us about your background and the brands you've worked for?
Samantha: I'm from New York, and I grew up immersed in music and street culture. I had an instant affinity for sneakers and footwear – my high school yearbook was even signed with predictions about my future in the footwear space. I started by working retail in every sneaker store possible, then joined The Fader, which had both a music magazine and marketing agency. I began as an executive assistant but moved into project management, which led to my first Nike campaign.
In 2008, I learned about a new sportswear store opening in New York. When I found out someone I knew was managing the space, I reached out immediately. They only had sales associate positions available, but despite being in a junior marketing role, I said, "I'll sell shoes – let me be a part of it." That decision eventually led me to working for Nike in Portland, focusing on retail brand presentation and merging running with lifestyle.
Career Journey
Natalie: How did your career progress from there?
Samantha: From Nike in Portland, I moved to Boston for New Balance, which is where I met Gabby. Then I went to California for Vans, where I spent seven years in various roles, including time in Europe. Now I'm back in New York working for Alpha Industries, moving away from footwear to focus on apparel. It's exciting to work with a legacy brand and try to make some noise in a different space.
Early Nike Connection
Gabrielle: You mentioned your first introduction to Nike during your childhood. Could you tell us about that?
Samantha: I grew up in a single-parent home where money was always an issue. I couldn't afford Nikes, but I would see classmates wearing Air Maxes or Jordans. The brand spoke to me through the athletes of the 90s – Jordan, Agassi – and through hip-hop culture. Being from Staten Island, Wu-Tang was life for me. Nike represented attitude and spoke with conviction. All their advertising punched you in the gut.
The first time I stepped onto Nike's campus, I cried. I understood what it meant to cry tears of joy. Even though I couldn't afford their products as a kid, they were building a lifetime customer through their messaging, content, and community engagement.
Breaking Through at Nike
Natalie: How did you end up working at Nike?
Samantha: I started at their 21 Mercer store in 2008. After a brief layoff during the economic downturn, they called me back in 2011 as an assistant manager. The store was men's only at the time, and I saw an opportunity to introduce women's products. Back then, women in streetwear weren't as common as they are now. I kept presenting data to the teams in Portland about how many female customers we couldn't serve.
They gave me a test with a Liberty London collaboration. I asked for just two size runs, created content, and reached out to women whose contact information we'd collected. We sold out in two days. I also volunteered for everything – every overnight shift, every floor reset, every event. I'd help the merchandising team at 2 AM folding t-shirts or throwing out trash. Eventually, this led to bigger opportunities working on brand experiences and retail spaces.
New Balance Era
Gabrielle: When you came to New Balance, I feel like they were just getting into lifestyle collaborations. What were your favorite moments there?
Samantha: I came into New Balance with big ideas. At the time, they would joke about being "dad's favorite brand." But I was seeing a niche group of people embracing New Balance in a real lifestyle way. Early in my role, I met with Concepts about a shoe launch. They were excited about it, but I pushed for more – these were two Boston-based brands that had been working together for some time, so I saw an opportunity to elevate the partnership.
The New Balance team gave me their trust, even if they were initially skeptical. When Concepts was opening their first New York pop-up, we launched it with the collaboration shoe. We had Stretch Armstrong DJ, packed the space, and brought in all the right people. We weren't just thinking about how to benefit – it was about the love and passion for these shoes and bringing these two brands together.
Brand Marketing Philosophy
Natalie: What do you say to organizations that don't want to invest in brand marketing?
Samantha: The first question I pose is: do you want longevity? Do you want short-term or long-term success? You can't build emotional connections in a few short months. Yes, you can deploy tactics that generate leads or revenue quickly, but I'm focused on quality over quantity.
There's a reason why certain brands have been around for decades – they've established themselves. Performance marketing is a necessary evil, but we're human beings, and we all want to feel something. If you're buying into a company and making that investment, I hope you enjoy looking at it, being in it, or wearing it. Emotion is everything. Storytelling is everything.
Women in the Industry
Natalie: Can you speak about being a woman in the streetwear industry?
Samantha: If I'm honest, I wasn't good at it then and I'm still challenged with articulating my passion in a productive way. Because I'm so passionate and ruthless in my desire to push authentic brand connections, I've had to learn to offer insights and data to support my brand desires.
I don't want to apologize for that, and I don't want the next wave of female marketers to feel like they need to change their approach. I would often come home upset and not know what to do with that feeling. My advice is to convey your point with data and insights, but also with comparable examples and results.
Staying Creative
Gabrielle: You've always epitomized streetwear style for me. Is there a way to learn that?
Samantha: A piece of it is inherent, but a lot of it is exposure. Be a forever student. Whether it's art direction or choosing ambassadors to work with, it's about education and exposure. Walk into a bookstore, browse titles, go to art museums – you don't know what will inspire you until you've been exposed to it.
The team I work with now at Alpha Industries is young and hungry, curious about every new software or platform. I subscribe to every business podcast possible, read business journals, and use Coursera. I spend as much time embracing anything I can to become a stronger marketer as I do staying creative.
Final Thoughts
Natalie: What advice would you give marketers about staying on top of both creative and technical skills?
Samantha: Balance is key. While I'm passionate about creativity and brand authenticity, I'm equally invested in understanding metrics, audience segmentation, and effective brand communication. Whether it's exploring AI options like Midjourney or studying new social media algorithms, it's about combining creative vision with practical knowledge. Stay curious, stay engaged, and never stop learning.
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Shoutout to Wistia for sponsoring season three of MKTG TLK. Wistia's complete video marketing platform makes video creation, collaboration, and measurement a cinch. Learn more at wistia.com/MKTG.