40 Under 40 2017: Lindsay Kaplan

VP, communications and brand engagement, Casper, 33

Communications strategist. Brand marketer. Storyteller. All these terms describe Lindsay Kaplan, a PR pro whose careful study of trends and insights allows her to inform creative risks, challenge marketing norms, and change consumer behavior.

As VP of comms and brand engagement at Casper, Kaplan helped launch the mattress startup alongside its founders and saw it through its early days with just a handful of employees sitting around a table. In less than three years, Casper has grown into a more than $300 million global business, where Kaplan heads up the PR, social media, editorial, and brand partnerships teams.

Kaplan began her career in publishing, winding her way through communications and social marketing positions at Oxford University Press, Time Out New York, and ELLE. She jumped into the agency world at Publicis, then delved into New York’s Silicon Alley, where she helped bring numerous startups to market.

She recently created an insomnia chatbot, launched a viral campaign for a dog mattress, scored a spot on Fast Company’s list of the World’s Most Innovative Brands, and shared her experience in a Harvard Business School case study. Kaplan’s work at Casper also helped the company snag a Digiday Award for Most Innovative Brand in 2016.

According to a colleague, one of her greatest assets is her understanding of people and ability to think through any hurdle. Whether it’s other people on the team, clients, or the target audience, Kaplan knows how to put herself inside of their minds to develop effective strategies and get them executed.

  • She mentors bright rising communications stars and speaks regularly across the country on her career.
  • Kaplan was a Forbes Communications Council founding member in 2016.
  • Kaplan and her family, which includes a husband, toddler, and rescue dog named Bagel, travel as often as they can.

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