iMedia 25 - 2012 Internet Marketing Leaders and Innovators

Caroline Giegerich's Profile

Caroline Giegerich

Executive Director, Consumer Engagement, Smashbox Cosmetics

In February of this year, Caroline Giegerich made what she calls "the transformational shift" from entertainment to beauty. An HBO veteran and former vice president of innovations at Initiative, where she worked on campaigns for mega-brands including Lionsgate, Giegerich assumed the role of executive director of consumer engagement at Smashbox Cosmetics, where she is responsible for the consumer engagement experience from brand strategy to the path to purchase, spanning print, outdoor, digital, mobile, and social.

"I was brought to the brand based on my expertise in digital marketing, to help inspire innovation by providing an outside perspective," she said. "I had no idea how difficult it would be to truly dig in and understand a whole new industry and consumer journey. You don't have to teach someone how to watch HBO, but you certainly have to be there to offer helpful advice along the way when someone tries a kitten eye."

Prior to Smashbox Cosmetics, Giegerich served as vice president of innovations at Initiative, where she launched the successful Kia "Who's Next?" campaign that paired the brand with top YouTube influencers. She also won five digital marketing awards, including First Place/Mobile Excellence, MOBI Gold, Internationalist Gold, OMMA Gold, and Internationalist Bronze for Lionsgate, Dr. Pepper, and Hyundai campaigns. Before joining Initiative, she was manager of emerging platforms and technologies for HBO.

Giegerich is also founder and editor of She is a blogger for the Huffington Post, a guest writer for Mashable, and a member of the Academy of Television Arts & Sciences.

You can follow Giegerich on Twitter at @dailymarauder.

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The editorial team at iMedia Connection is proud to present the iMedia 25 Class of 2012, compiled with the help of our 2011 honorees and our community of digital industry professionals. This list recognizes the accomplishments of key influencers in interactive marketing, who not only excel in their own business roles but are also able to execute on innovative ideas, share them with peers and consumers, and push this vital field to new levels of success and significance.