# How to go from product-first to culture-led marketing, with Samsonite's VP of marketing

Page: https://stenobird.com/podcast/ad-age-marketer-s-brief-244230/how-to-go-from-product-first-to-culture-led-marketing-with-samsonite-s-vp-of-marketing
Text version: https://stenobird.com/podcast/ad-age-marketer-s-brief-244230/how-to-go-from-product-first-to-culture-led-marketing-with-samsonite-s-vp-of-marketing.md
Podcast: [Ad Age Marketer's Brief](https://stenobird.com/podcast/ad-age-marketer-s-brief-244230)
Published: 2026-05-06T09:00:00+00:00
Episode link: https://marketersbrief.libsyn.com/how-to-go-from-product-first-to-culture-led-marketing-with-samsonites-vp-of-marketing
Audio file: https://traffic.libsyn.com/secure/marketersbrief/How_to_go_from_product-first_to_culture-led_marketing_with_Samsonites_VP_of_marketing.mp3?dest-id=1162928
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Duration seconds: 1253

## Resource

For heritage brands trying to stay relevant with younger consumers, Samsonite's playbook offers a useful case study. On this episode, David Oksman, VP of marketing and direct to consumer at Samsonite, discusses how the 115-year-old luggage company is shifting away from product specs and leaning into more social media-first, culture-led marketing by targeting travelers by psychographic rather than demographic, and measuring emotional connection alongside traditional conversion metrics. He also talks about the brand's latest social-first campaign with Olivia Culpo and how Samsonite thinks about younger D2C challengers like Away and Béis. His advice for other marketers navigating the same tension: don't be a heritage brand — be a brand with heritage.

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## Transcript

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