October 9, 2025
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The Best of Omnichannel Operators: Scott Lloyd
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At PostPilot, we're (internally) always on the lookout for the best operators around—the industry leaders at best-in-the-biz omnichannel brands who are making an outsized impact on those orgs.
These are leaders worth watching, worth studying, worth learning from, and worth celebrating.
So, we decided this to turn into a new series and highlight the folks we can't stop talking about in Slack.
An obvious starting point for us: SKIMS’ Director of Growth, Scott Lloyd.
Scott’s been behind or influenced some of SKIMS’s brilliant moves over the last year, and he's now being (rightfully) nationally recognized for his impact.
Check him out.
Scott: Up and to the Right
An Incredible Growth Story
For a marketer relatively early in his career, Scott’s had a rocket ship of a trajectory:
- 2021: Started as a strategy analyst at Surfline (forecasting and weather tech for Surfers), which has partnered with brands including Sun Bum and Vans.
- Note: This is what we call “foreshadowing.”
- 2021–2024: Hopped to Savage x Fenty (Rhianna’s lingerie brand) where he continued as a strategy analyst and then was doubly promoted to become their Senior Manager of Growth.
- In this stretch, he contributed to major collabs, including with Cara Delevingne, Gigi Hadid, and others.
- 2024–Present: Moved to SKIMS as Senior Manager of Growth and was then promoted to Director of Growth, where he’s been making an incredible impact choosing extraordinary partnerships for the brand.
Recent (Well-Deserved) Public Spotlights
Since arriving at SKIMS, Scott’s been appearing on panels and other features.
To highlight a couple…
Scott appeared on Brand Innovators on Stage's panel, “Soundtracks of Influence: Music + Brand Partnership Magic,” alongside leaders from EMPIRE and Sony Honda Mobility, and he gave some great advice (the panel is worth a watch!):
Soundtracks of Influence: Music + Brand Partnership Magic
- On choosing music artists to partner/collaborate with:
- “Fashion represents your outer layer and your preference set… Making sure [the collaboration] aligns top-of-mind but also in the value system through the artist is really important.
- Keeping our main story through the artist themselves and making sure those two pieces are identical and authentic pursues what we’re after in terms of telling the story through fashion.
- And separately, if we’re telling a story about function, we’re making sure that value proposition is omnipresent in everything we’re delivering to communities.”
- Are there signals to look for in choosing partnerships?
- “As a fashion brand, you’re planning things years in advance. So, it’s not the case that Charli [xcx] released brat and we booked product that is very ‘brat.’
- A lot of times, you have to have the agility to be able to shift into the story you’re telling with the product you’re receiving—and fitting that in moments with an artist that is relevant at the moment.”
- General advice for marketers:“I think internal influence is the most underrated skill that a marketer can have… Internally, if you’re going to get NBA partnership deals done, if you’re going to sign celebrities, if you’re going to invest in some big bets, the only way you’re going to do that is if you’re able to tell a really good story internally.”
- Note: This is a wildly under-discussed piece of advice. Selling a vision to your own team and org is the sine qua non of successful marketing.
More recently, Scott was featured on Pinterest Presents (timestamp 34:30) in a super-stylish mini-testimonial, where he discussed leveraging Pinterest Performance+ (Pinterest AI + automation) to “Acquire new customers in categories that, potentially, consumers didn’t know we played in. We used Pinterest Performance+ to expand our category breadth on the platform.”
Screengrab from Scott’s segment, featuring SKIMS’ Valentine’s Day campaign through Pinterest
Update: December 2, 2025 - Forbes
Hot off the press…
Scott was just featured in Forbes’ 30 Under 30. Rightfully, and well-deserved. Another testament to Scott’s incredible growth and career.
Spotlight: Scott’s Smartest Moves (AKA Collab Central Station)
When all is sold and done, Scott might just go down as the GOAT DTC growth marketer, especially from a collaborations standpoint.
Because, clearly, Scott GETS IT.
The power of collabs for omnichannel brands like SKIMS cannot be understated.
Scott knows that (when done well) they:
- Automatically unlock (a ton of) new eyeballs: SKIMS already has millions and millions (and millions) of eyes on them at all times. And while you can and should continue to scale spend in major channels—Meta, Google, Pinterest, email, SMS, direct mail—it’s simply a different level when the brand is hitting an influencer/celeb’s audience that may be filled with thousands or millions (or tens of millions) new potential buyers.
- Remind and reinvigorate existing audience(s): Followers of influencers/celebs who are already SKIMS customers are going to get excited from seeing collaborations. “Oh shit. Sabrina Carpenter wears SKIMS, too? Lemme just check out their site for a sec…”
Which means, y’know…
Here are two we’ll highlight (we’re cheating on the second one, because it’s multiple celebs):
NikeSKIMS (Hall of Fame Worthy)
It’s not an exaggeration to say that NikeSKIMS might be the greatest collab of all time.
We’re willing to bet a ten-year supply of NikeSKIMS that this’ll be written about in biz school papers and/or Master’s/PhD work.
Check out our breakdown of SKIMS’ CRO here
A few massively massive reasons why:
- SKIMS gets serious athletics/athleisure cred: While SKIMS has collaborated with athletes (e.g., Neymar Jr., Shai Gilgeous-Alexander) in the past, partnering with the most famous sportswear brand in history (and then doubling down by featuring the collab products with celebrities like Serena Williams) brings them to a different playing field.
- It helps Nike, too. Although SKIMS is the much-younger, ~20x smaller brand, it’s an incandescent cultural powerhouse that’s grown to $5B in only ~7 years. It has the most famous faces on Earth associated with it, ranging from Kim herself to the dozens of celebrity influencers who’ve appeared wearing SKIMS over the years.
- IT MAKES PERFECT SENSE, Y’ALL: Nike was the first to truly make athletic wear and clothing for everyone (“Just Do It” applies to athletes and non-athletes alike). SKIMS is well-known as an inclusive brand, featuring more than “runway model bodies” and sizes that range from XXS–4XL. Inclusivity in one genre meets inclusivity in another genre. Beautiful.
SKIMS x Musicians [Incl. Rosé and Sabrina Carpenter]
Another version of “IT MAKES PERFECT SENSE, Y’ALL” here.
With musicians, especially hyper-popular musicians, SKIMS is hitting gargantuan (and, often, fervently dedicated) audiences—and likely new audiences, as with Rosé, famed member of the K-pop group Blackpink.
Rosé has 84.5m followers at the time of writing. And note the preposterous number of likes on this post (3.8m?!?!?!).
We can’t say what SKIMS’ Korean/Australia penetration is (Rosé is Australia-raised and South Korea-based), but we’re willing to bet it was lower than it is in the U.S. This collab almost certainly kicked open those countries’ doors.
Meanwhile, Sabrina Carpenter is competing for America’s #1 pop star, and she’s likely bringing in a younger demographic to SKIMS.
Sabrina Carpenter has 49.3m followers at the time of writing
Specific note on the above—183k likes on a brand’s post is nuts.
A Final Nod
Scott is only ~5 years into his marketing career (in a word, wow).
Where’s he going to be in 2030?
Every marketer should be keeping a close eye on what he’s working on to see what he does next.
Follow Scott on LinkedIn here.
At PostPilot, we're (internally) always on the lookout for the best operators around—the industry leaders at best-in-the-biz omnichannel brands who are making an outsized impact on those orgs.
These are leaders worth watching, worth studying, worth learning from, and worth celebrating.
So, we decided this to turn into a new series and highlight the folks we can't stop talking about in Slack.
An obvious starting point for us: SKIMS’ Director of Growth, Scott Lloyd.
Scott’s been behind or influenced some of SKIMS’s brilliant moves over the last year, and he's now being (rightfully) nationally recognized for his impact.
Check him out.
Scott: Up and to the Right
An Incredible Growth Story
For a marketer relatively early in his career, Scott’s had a rocket ship of a trajectory:
- 2021: Started as a strategy analyst at Surfline (forecasting and weather tech for Surfers), which has partnered with brands including Sun Bum and Vans.
- Note: This is what we call “foreshadowing.”
- 2021–2024: Hopped to Savage x Fenty (Rhianna’s lingerie brand) where he continued as a strategy analyst and then was doubly promoted to become their Senior Manager of Growth.
- In this stretch, he contributed to major collabs, including with Cara Delevingne, Gigi Hadid, and others.
- 2024–Present: Moved to SKIMS as Senior Manager of Growth and was then promoted to Director of Growth, where he’s been making an incredible impact choosing extraordinary partnerships for the brand.
Recent (Well-Deserved) Public Spotlights
Since arriving at SKIMS, Scott’s been appearing on panels and other features.
To highlight a couple…
Scott appeared on Brand Innovators on Stage's panel, “Soundtracks of Influence: Music + Brand Partnership Magic,” alongside leaders from EMPIRE and Sony Honda Mobility, and he gave some great advice (the panel is worth a watch!):
Soundtracks of Influence: Music + Brand Partnership Magic
- On choosing music artists to partner/collaborate with:
- “Fashion represents your outer layer and your preference set… Making sure [the collaboration] aligns top-of-mind but also in the value system through the artist is really important.
- Keeping our main story through the artist themselves and making sure those two pieces are identical and authentic pursues what we’re after in terms of telling the story through fashion.
- And separately, if we’re telling a story about function, we’re making sure that value proposition is omnipresent in everything we’re delivering to communities.”
- Are there signals to look for in choosing partnerships?
- “As a fashion brand, you’re planning things years in advance. So, it’s not the case that Charli [xcx] released brat and we booked product that is very ‘brat.’
- A lot of times, you have to have the agility to be able to shift into the story you’re telling with the product you’re receiving—and fitting that in moments with an artist that is relevant at the moment.”
- General advice for marketers:“I think internal influence is the most underrated skill that a marketer can have… Internally, if you’re going to get NBA partnership deals done, if you’re going to sign celebrities, if you’re going to invest in some big bets, the only way you’re going to do that is if you’re able to tell a really good story internally.”
- Note: This is a wildly under-discussed piece of advice. Selling a vision to your own team and org is the sine qua non of successful marketing.
More recently, Scott was featured on Pinterest Presents (timestamp 34:30) in a super-stylish mini-testimonial, where he discussed leveraging Pinterest Performance+ (Pinterest AI + automation) to “Acquire new customers in categories that, potentially, consumers didn’t know we played in. We used Pinterest Performance+ to expand our category breadth on the platform.”
Screengrab from Scott’s segment, featuring SKIMS’ Valentine’s Day campaign through Pinterest
Update: December 2, 2025 - Forbes
Hot off the press…
Scott was just featured in Forbes’ 30 Under 30. Rightfully, and well-deserved. Another testament to Scott’s incredible growth and career.
Spotlight: Scott’s Smartest Moves (AKA Collab Central Station)
When all is sold and done, Scott might just go down as the GOAT DTC growth marketer, especially from a collaborations standpoint.
Because, clearly, Scott GETS IT.
The power of collabs for omnichannel brands like SKIMS cannot be understated.
Scott knows that (when done well) they:
- Automatically unlock (a ton of) new eyeballs: SKIMS already has millions and millions (and millions) of eyes on them at all times. And while you can and should continue to scale spend in major channels—Meta, Google, Pinterest, email, SMS, direct mail—it’s simply a different level when the brand is hitting an influencer/celeb’s audience that may be filled with thousands or millions (or tens of millions) new potential buyers.
- Remind and reinvigorate existing audience(s): Followers of influencers/celebs who are already SKIMS customers are going to get excited from seeing collaborations. “Oh shit. Sabrina Carpenter wears SKIMS, too? Lemme just check out their site for a sec…”
Which means, y’know…
Here are two we’ll highlight (we’re cheating on the second one, because it’s multiple celebs):
NikeSKIMS (Hall of Fame Worthy)
It’s not an exaggeration to say that NikeSKIMS might be the greatest collab of all time.
We’re willing to bet a ten-year supply of NikeSKIMS that this’ll be written about in biz school papers and/or Master’s/PhD work.
Check out our breakdown of SKIMS’ CRO here
A few massively massive reasons why:
- SKIMS gets serious athletics/athleisure cred: While SKIMS has collaborated with athletes (e.g., Neymar Jr., Shai Gilgeous-Alexander) in the past, partnering with the most famous sportswear brand in history (and then doubling down by featuring the collab products with celebrities like Serena Williams) brings them to a different playing field.
- It helps Nike, too. Although SKIMS is the much-younger, ~20x smaller brand, it’s an incandescent cultural powerhouse that’s grown to $5B in only ~7 years. It has the most famous faces on Earth associated with it, ranging from Kim herself to the dozens of celebrity influencers who’ve appeared wearing SKIMS over the years.
- IT MAKES PERFECT SENSE, Y’ALL: Nike was the first to truly make athletic wear and clothing for everyone (“Just Do It” applies to athletes and non-athletes alike). SKIMS is well-known as an inclusive brand, featuring more than “runway model bodies” and sizes that range from XXS–4XL. Inclusivity in one genre meets inclusivity in another genre. Beautiful.
SKIMS x Musicians [Incl. Rosé and Sabrina Carpenter]
Another version of “IT MAKES PERFECT SENSE, Y’ALL” here.
With musicians, especially hyper-popular musicians, SKIMS is hitting gargantuan (and, often, fervently dedicated) audiences—and likely new audiences, as with Rosé, famed member of the K-pop group Blackpink.
Rosé has 84.5m followers at the time of writing. And note the preposterous number of likes on this post (3.8m?!?!?!).
We can’t say what SKIMS’ Korean/Australia penetration is (Rosé is Australia-raised and South Korea-based), but we’re willing to bet it was lower than it is in the U.S. This collab almost certainly kicked open those countries’ doors.
Meanwhile, Sabrina Carpenter is competing for America’s #1 pop star, and she’s likely bringing in a younger demographic to SKIMS.
Sabrina Carpenter has 49.3m followers at the time of writing
Specific note on the above—183k likes on a brand’s post is nuts.
A Final Nod
Scott is only ~5 years into his marketing career (in a word, wow).
Where’s he going to be in 2030?
Every marketer should be keeping a close eye on what he’s working on to see what he does next.
Follow Scott on LinkedIn here.
