Emily Culp joined Cover FX as President in 2018, becoming CEO of the company in 2019. In her role, Culp has established the vision and strategic plan for the vegan and cruelty-free complexion expert brand. In particular, she has developed the global product architecture for the industry pioneer, as well as evolved the brand positioning in the marketplace to be differentiated, ownable and globally consistent.
Additionally, Culp has implemented new sales and education processes and created a new company culture based on transparency, direct communication, accountability, embracing an entrepreneurial spirit and placing an emphasis on consumers at the heart of every decision. Through her leadership and vision, Culp has kept Cover FX as a true leader and pioneer in the clean beauty category, constantly pivoting strategies and adapting to shifts within the industry.
Before joining Cover FX, Culp was most recently the Global Chief Marketing Officer at Keds, where she was responsible for driving the strategic development and creative execution of Keds’ global marketing initiatives including retail development, omni-channel marketing, eCommerce, PR and content.
Throughout the last decade, Culp has had a vast career as an innovative omni-channel marketer with various agency experience at Ogilvy, Arnold and Digitas, as well as client-side leadership roles at some of the world’s leading consumer brands including Rebecca Minkoff, Unilever and Clinique.
Culp is a board member at Mizzen + Main (an L Catterton Company) and an advisor at WIRL, Gilman Hill Asset Management and the Thirty Percent Coalition. She frequently lectures at Columbia University (where she holds her MBA) and The Stern School for Business (NYU), and has spoken at numerous industry events including Shop.org, NRF, Google Retail Summit and SXSW. She holds a BA from Wake Forest University and lives in New Jersey with her husband and two children.