Meet the Team: Emily Crinage

At KRW Consulting, launching international brands into the U.S. market requires precision, cultural fluency, and deep luxury retail expertise. For the past six years, Emily has helped lead that charge—translating global brand DNA into impactful U.S. debuts.

Before joining KRW, Emily worked in public relations at Bottega Veneta in London, where she developed a sharp understanding of heritage storytelling, craftsmanship-driven marketing, and the importance of controlled brand positioning. Today, she brings that experience to the strategic launch of international brands across the American luxury landscape.

Below, Emily shares her perspective on luxury retail marketing, experiential strategy, and what truly makes a brand resonate.

What’s your name and role at KRW?

I focus on launching our international brands into the U.S. market. I guide everything from positioning and partnerships to experiential rollouts and retail introductions.

What’s your area of expertise?

U.S. market entry strategy for international luxury brands. I ensure the brand’s global identity translates authentically while resonating with the American consumer.

What does a typical day look like?

It usually starts with a workout, I am enjoying SotoMethod at the moment. I like to spend the morning catching up on emails, especially those that came in overnight due to the time difference. The afternoon is a mix of strategy calls, venue walkthroughs, client meetings, and often an event in the evening. 

What’s the most surprising part of your job?

There’s a perception that bigger is better—especially in events. But in luxury, it’s about precision and curation. Intimacy and thoughtful details create deeper engagement than spectacle.

Also, success in this industry is about people. Managing clients, creative teams, talent, and vendors means relationships matter as much as strategy.

What’s your favorite part of working at KRW?

The ability to travel globally with our clients and support their expansion in real time. Our agile team means we can hop on a plane tomorrow or produce a high-impact event next week. 

What part of the marketing process do you enjoy most?

Launch. There’s nothing like seeing months of strategic planning and refinement come to life.

What does success look like on a campaign?

Movement toward a strategic goal. Whether that’s retail sell-through, partnership momentum, or brand positioning. I like to define what ROI means to a client. For some, it’s sales. For others, it’s relationship building or media value. 

What separates a good event from a great one?

The guest list. We would always prefer the right 50 people over the wrong 150.

What makes an event truly successful?

When it creates momentum beyond the room. Many of our events lead to long-term partnerships, retail introductions, or media opportunities that extend far past the evening itself.

What’s the most logistically complex event you’ve handled?

Any event involving live performers requires careful balance—aligning production needs with spatial limitations while maintaining brand integrity.

What’s your favorite type of event?

An intimate dinner. The face time our brands receive with top clients and VIPs is invaluable. It helps that our client, Tania Bulhões, sets the most exquisite tables.

What’s your advice for brands entering the luxury space?

Edit ruthlessly. Luxury is not about scale—it’s about clarity. Every touchpoint should feel intentional, from the guest list to the packaging.

Marketing Trends & Insights

Being aware of global trends in this industry is extremely important. Being able to be nimble and adapt as the landscape changes and being knowledgeable about what is working will only drive success for projects.

What trends are you excited about & how do you stay current with them?

In: Short-form video, live commerce, and interactive digital experiences are now core revenue drivers. Out: Mega-influencer marketing. Authenticity and alignment outperform follower count.

I stay current by being out in the world—traveling, observing consumer behavior in real time, and translating insights into action quickly. With a nimble team, we can pivot faster than larger agencies.

Beyond the Office

Emily draws inspiration from walking everywhere—absorbing architecture, retail windows, and street culture. Outside of work, she enjoys hiking, cooking, reading, and traveling (the more, the better). She’s a morning person, a beach loyalist, and prefers English breakfast tea over coffee. Her luxury travel hack: Book a massage upon arrival to beat jet lag.

Can't live without...

• A cup of tea in the Tania Bulhões Plaza Athénée Collection.

• Rapport London jewellery box, cashmere socks and Bose QuietComfort headphones for when I travel.

• Anything Westman Atelier, Maison Louis Marie fragrance and my red light mask.

• A great tailored blazer.

At KRW, launching international brands into the U.S. is both an art and a science. Through disciplined strategy, curated experiences, and relationship-driven execution, Emily helps global luxury brands not just enter the market—but establish meaningful, lasting presence within it.