The Brand Moat
A brand leader whose career spans investment banking, P&G, Diageo, Pepsi and now Logitech G, arguing that culture, not control, builds brands.
"We had people who would send us the pictures of their Mountain Dew tattoos"
Erin Chin is Global Head of Brand Marketing at Logitech G, where she leads brand strategy for an audience of gamers and creators. She is known for treating creators as business partners rather than marketing channels, and for arguing that a brand is the one asset competitors cannot copy quickly.
Chin was drawn to advertising as a child watching Eddie Murphy play an ad executive in Boomerang, but she began her career in finance, spending a couple of years as an investment banking analyst at Goldman Sachs in the communications, media and entertainment group, working on mergers, acquisitions and financing deals. She calls it the best education, though she knew it was not her long-term path.
She then moved into brand marketing, with an MBA internship at P&G and roles across Diageo, the Jose Cuervo business and Proximo Spirits, and Pepsi, where she worked on Mountain Dew and saw fandom up close. Chin now leads global brand marketing at Logitech G, where she has built a program of co-creation with esports pros, deep community partnerships with creators, and measurement that reaches into AI engine visibility.
You can't replicate a brand quickly like that
"How important it is to deeply know and understand your consumer"
Chin names consumer centricity as the discipline ingrained in her across every organisation she has worked in. She means more than data: knowing what motivates a consumer and what problem your product solves in their life. It is the lens she says she applies regardless of industry or company.
"We like to pour into the creator community as well and support them as our consumer"
For Chin, the relationship with creators goes well beyond product placement. She points to free professional mental health services her brand provides, because burnout is a crisis for people effectively building their own media companies. Supporting the community, she argues, is what turns creators into authentic advocates.
"Having the self-awareness to understand what you need"
Chin's advice for every stage of a career is self-awareness about what you actually need to succeed, from resources to skills to what inspires your team. She observes that marketers spend too much time looking outside themselves for cues and results. Turning inward, she says, is how you unlock your best potential.
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