Guest · Creators and influencer marketing
Erin Chin
Global Head of Brand Marketing, Logitech G
A brand leader whose career spans investment banking, P&G, Diageo, Pepsi and now Logitech G, arguing that culture, not control, builds brands.
About
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.
Career19 years
- 2023 to now Logitech Global Head of Brand Marketing, Logitech G
- 2022 to now Be Strong Advisory Board Member
- 2021 to 2025 Tillys Board Director
- 2020 to 2022 Logitech Chief Marketing Officer, Logitech For Creators
Show earlier roles: PepsiCo, Proximo Spirits, Diageo
- 2018 to 2020 PepsiCo Head of Brand Communications & Consumer Engagement - Mountain Dew
- 2016 to 2018 Proximo Spirits Head of Marketing
- 2014 to 2016 Proximo Spirits Brand Director
- 2012 to 2014 Diageo Senior Brand Manager - Smirnoff
- 2011 to 2012 Diageo Brand Manager - Smirnoff Branded Entertainment
- 2010 to 2011 Diageo Brand Manager - Red Stripe
- 2007 to 2010 Diageo Associate Brand Manager - Crown Royal
How Erin thinks3 convictions
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Consumer centricity first
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.
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Support the creator community
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.
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Turn the focus inward
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.
