HEAD OF MARKETING
260 SAMPLE SALE
It started on the sales floor: learning the customer, helping build a company from the ground up, and unknowingly planting the seeds of two beliefs she’d spend the next 13 years building on: community and collaboration. Those seeds have now borne fruit.
The company that once fit in a single office with five people now has a marketing department of 12, plus agency partners and freelancers, built across three disciplines: social and content, graphics and branding, and communications and event activation.
From the beginning, Laura has operated with a simple but relentless philosophy: good enough just isn’t good enough. Every email, every shoot, and every campaign always had the same follow-up questions: Did it work? What did we learn?
How often does your team wish it could do more after a campaign?
That mindset didn’t come from a textbook;
it came from a genuine fascination with
people — what drives them, what draws them
in, and what keeps them coming back.
That curiosity is the thread running through everything that Laura and the team build. “Community” isn’t a marketing tactic; it’s the entire point. “Collaboration” isn’t just a process; it’s how you make sure the customer’s voice never gets lost across departments, channels, and every touchpoint the brand owns.
She doesn’t just market to people. She studies them, listens to them, and builds experiences designed to make them feel like they’re part of something bigger than a transaction. That was true on the sales floor 13 years ago, and it’s still true today.
The team was already asking “Can
we do more?” for years. The problem
was The marketing technology
couldn’t match that ambition.
To what extent does your technology hold your ambition back?
With Loomi, Laura found something she’d always been looking for: a platform that could keep up with the way she thinks.
The segmentation capabilities alone were a revelation — the ability to find exactly the right person based on their behavior, page visits, and journey with the brand, and speak to them in a way that felt personal and intentional. The scenarios took it further. Instead of reacting to customer behaviors, Laura could now map out an entire customer journey and let it run.
"My mind pretty much exploded because of everything we could do," Laura says.
The team now had access to better segmentation and deeper data for personalization that made every customer feel like they were the only customer. Above all, this fundamentally changed what was possible for the team.
These were automations they could trust to reach the right person every time, which meant the consistent, weekly upkeep that had once eaten up hours — the busywork of maintaining the same email structures — now belonged to Loomi. That time came back to the team as something more valuable: space to think, collaborate, and ask, “Are we doing this right, and how do we do it better?”
When were you last inspired by your marketing stack?
The journey Laura DiGiovanna started on a sales floor in New York City 13 years ago was never really about marketing.
It was always about understanding customers deeply enough to earn their loyalty, and creating experiences that made them feel seen. Everything else — the team she built, the department she grew, and the platform she found — was in service of that.
Loomi didn’t change Laura’s north star. It just gave her the means to reach it faster, smarter, and at a scale that would have seemed impossible when she was folding clothes on Fifth Avenue.
Laura’s journey took her from
the sales floor to setting the standard
and she’s nowhere near done.
Laura DiGiovanna
Your result
Story 02 / 02
Chief Product Officer, Uncommon Goods
