Will A. Smith

by Edward Cates
Will A. Smith
Chief Marketing Officer
Abercrombie & Fitch Co.

Will A. Smith is Chief Marketing Officer for Abercrombie & Fitch Co. In this role, he oversees all creative and digital marketing efforts, customer insights and analytics, loyalty program development and execution, customer segmentation and personalization efforts, and omnichannel marketing operations. Additionally, he leads the ecommerce/direct-to-consumer business for Abercrombie & Fitch, Hollister Co. and abercrombie kids brands.


During his tenure, Smith has launched several innovative campaigns. For A&F, the brand ran its first fully integrated, multimedia marketing campaign, themed “This is the Time” incorporating its first television ad campaign in more than 10 years. With Hollister, he has led various initiatives focused on creating rich, highly engaging brand experiences for its teen customer, including powerful integrations with Snapchat, Facebook, and Instagram, as well as successful mobile video game advertisements and a partnership with AwesomenessTV.


Smith has worked for leading companies, including Kraft, Atlantic Records and Famous Footwear, Smith has become a strategic marketing expert, helping brands connect to customers.


Smith holds a B.A. in Psychology from Cornell University and a MBA from Duke University’s Fuqua School of Business.

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