Aaron Smedley

Chief Digital & Marketing Officer Le Chameau

I have spent my career driving growth through seamless customer experiences and innovative brand strategies, with a proven track record in leadership across digital marketing, e-commerce, and omnichannel strategy. Currently, leading the Digital and commercial functions at Le Chameau, I am focussed on initiatives that enhance the brand's digital presence and strengthen our direct-to-consumer channels. My leadership journey spans both North America and Europe, where I've spearheaded teams in e-commerce, retail, sales, marketing, and creative disciplines. These experiences have fueled my passion for developing high-performing teams that blend strategy, creativity, and commercial execution to elevate brand impact and consumer engagement. Notable accomplishments include leading the development of Arc'teryx’s D2C strategy, as well as driving the successful launch of AB InBev’s B2B2C Bees platform, which earned two Cannes Lions for its innovative approach to brand storytelling and customer experience. At my core, I am passionate about creating customer-centric solutions that not only drive business results but also forge lasting connections between brands and consumers.