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

By Sonal Gandhi
Chief Content Officer 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.

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