Slide

How the Lead Summit Inspired Playboy Forward in a Way That Is Resonating Now

By Nisha Lakhiani
Senior Marketing Manager at The Lead

“When people hear ‘Playboy,’ they think of the past. But we’re focused on making it relevant today—redefining how we show up, who we engage with, and how we tell our story. The Lead Summit gave me the inspiration and insights to push our brand forward in a way that resonates now.”

For decades, Playboy was synonymous with a singular, male-driven narrative, but today, the brand is evolving into something more modern and inclusive. As Shayna Lewis, Sr. Director of Brand Strategy & Social, stepped into her role, she faced a brand perception issue—Playboy needed to redefine its voice in a way that resonated with today’s audiences while still honoring its legacy.

At the same time, there was internal hesitation around shifting toward a more creator- and influencer-driven marketing approach. Shayna needed to prove to leadership that modernizing their strategy was essential for long-term growth.

At The Lead Summit 2024, Shayna attended sessions that helped shape her approach to revitalizing Playboy’s brand strategy, including:

“Leveraging the Right Collabs and Creators For Your Brand” – featuring Christina Hennington, Chief Strategy and Growth Officer, Target, Austin Hodges, Chief Marketing Officer, Nuna Baby and Koral Chen, SVP, SMAC Entertainment/Michael Strahan Brand. This session reinforced why strategic influencer partnerships were crucial for long-term success.
“How to Grab and Hold Consumer Attention with Content” – led by Melissa Ben-Ishay, Co-Founder and CEO, Baked by Melissa, Susan Kim, CEO, Kopari and Tyler Rutstein, Chief Brand Officer and Head of Commerce, Overtime. Their insights helped Shayna argue for greater investment in community engagement and editorial content.

Armed with real-world examples from industry leaders, she was able to take these insights back to her executive team, making a stronger case for a more strategic, long-term approach to content and creator collaborations.

Shayna credits The Lead Summit with giving her the tools to push for change within Playboy’s marketing strategy. Since attending:

Playboy has successfully repositioned itself for a modern audience while maintaining its legacy appeal.
Social engagement has surged as the brand leaned into strategic influencer partnerships with figures like Trisha Paytas, Kesha, and Heidi Montag.
The company has doubled down on community engagement, launching new editorial content and hiring dedicated team members to build deeper audience connections.

Come find your own success story this May at The Lead Summit 2025 (May 28-29 in NYC)! Register here.

Suggested Reading

The Indicator | April 18, 2025

The Indicator | April 18th, 2025 By Sonal Gandhi Chief Content Officer at The Lead This week’s headlines center around how the industry is coping with tariffs. Some brands are adding tariff surcharges at checkout while others are launching tariff sales encouraging customers to shop now before prices

Tech You Need to Know: LiquiDonate: Rethinking Retail Waste

Meet LiquiDonate: Rethinking Retail Waste By Jordan BrennerVP of Sales & Partnerships at The Lead What is the problem you are solving, and who are you solving it for? Retailers often waste money and create unnecessary landfill waste by disposing of unsellable inventory. At LiquiDonate, we help them

The Indicator | April 11, 2025

The Indicator | April 11th, 2025 By Sonal Gandhi Chief Content Officer at The Lead Brands like Under Armour and Vans showcased their latest innovations at Milan Design Week, normally a destination for luxury and furniture brands. Prada group is acquiring Versace from Capri, even as luxury brands