To the outside world, one of Wayfair’s biggest influencers is Kelly Clarkson, the singer-turned-TV host. Yet to those inside the home goods retailer, the mega influencer is actually Courtney Lawrie. After joining the company fresh out of college in 2009, Lawrie, 34, who was born and raised in Wayfair’s Boston backyard, quickly rose through the ranks from category associate to global head of brand and integrated growth marketing, where she currently leads in-house media buying and creative production.
Why Courtney Lawrie is scaling Wayfair’s in-house team
In addition to helping attract brand partner Clarkson, Lawrie is credited with establishing and growing Wayfair’s in-house agency, Waygency, which now handles all advertising. She’s also been diversifying marketing beyond TV commercials into new content such as “Finishing Touches,” an online episodic series featuring home projects in a reality show format.
“We’re really starting to put more of an emphasis on new-channel and emerging-platform growth and influencer marketing,” says Lawrie, who manages a team of 100. “When you think about a traditional TV ad, talking about value proposition as a brand, this is a different way of connecting with consumers.”
If you could have dinner with one person, alive or dead, who would it be and why?
It would be Andy Cohen. I’m a total Bravo junkie—that’s what mentally takes me away from the world and I’m fascinated by his career.
What are the top two social media sites you use on a regular basis?
Mostly Instagram. I have a personal Instagram and then a celebrity Instagram account for things that I love—to curate cooking and fashion.
What’s currently on your bedside reading list?
I read TheSkimm and The New York Times every day. I’m more of a phone and newspaper reader. I literally get the physical paper every day.
What was the last show you binge-watched?
“Mare of Easttown.”
At what age do you hope to retire?
Never! I’d be bored.