Brandi Stone Watkins, Director of Media & Digital Marketing, Carter’s
Brandi Stone Watkins is the Director of Media & Digital Marketing at Carter’s, where she plays a pivotal role in overseeing the strategic direction and execution of advertising and media campaigns for the company’s family of children’s apparel brands. In addition to her expertise in media and advertising, Brandi also leads Carter’s multicultural marketing initiatives, ensuring that the brands resonate with diverse audiences and foster inclusivity.
With over 18 years of experience in the marketing and advertising industry, Brandi has developed a reputation as a seasoned leader in integrated strategy, media planning, and performance marketing. She has worked with more than 30 global brands, including Verizon, AT&T, NBA, Lenovo, Ocean Spray, and Warner Bros., helping to shape successful campaigns across various platforms. Her deep understanding of the industry has earned her numerous accolades throughout her career, including the prestigious Brand Innovators 2024 Women in Marketing Award.
Brandi is a proud graduate of Georgia Southern University, where she earned her Bachelor of Business Administration in Marketing. Originally from Birmingham, Alabama, Brandi has spent most of her life in Atlanta, Georgia, a city she holds close to her heart. Her love for Atlanta’s rich history and culture is reflected in her active involvement in giving back to the community. She volunteers with local nonprofits, such as Backpack Buddies, an organization that provides weekend meals to children facing food insecurity. She also frequently participates in community events and mentorship programs, emphasizing the importance of supporting and uplifting others.
Beyond her professional and philanthropic endeavors, Brandi is an avid traveler with a life goal of visiting every continent—yes, including Antarctica! So far, she has checked off four of the seven continents, and she continues to explore new places whenever possible. A lover of diverse cultures and experiences, Brandi believes travel broadens perspectives and fuels creativity. When she’s not working or traveling, Brandi enjoys spending time with her husband, Stephen, and their two children, Harper and Oliver, cherishing the moments that matter most. Whether it’s family game nights, exploring Atlanta’s culinary scene, or cheering on local sports teams, Brandi prioritizes quality time with her loved ones.
Her journey is a testament to her dedication, passion, and commitment to both her career and her community. As a visionary leader and compassionate individual, Brandi Stone Watkins continues to inspire those around her, making a lasting impact in both the professional and personal spheres.
Q. When leading multicultural marketing initiatives, how do you ensure campaigns are culturally sensitive and resonate authentically with the communities you’re targeting?
A. Multicultural marketing requires a thoughtful and inclusive approach. Do your research to understand the cultural sensitivities, values and pain points of your target. It’s also important to have a diverse team to bring varied perspectives and lived experiences to campaign development. I believe that this is where you can really capture nuance in ways that will resonate authentically with your target. Lastly, test and learn to understand what works and collect feedback from communities before a full launch so you can adapt and address concerns if the campaign unintentionally offends or misses the mark.
