NEW YORK: Rent the Runway has hired SoulCycle veteran Gabby Etrog Cohen as its comms leader.
Etrog Cohen started at the company this week as SVP of communications and business development, a newly created role. She is reporting to Rent the Runway COO Maureen Sullivan and overseeing a team of five.
Etrog Cohen will manage CSR, PR, communications, influencer relations, experiential marketing, social media, partnerships, and business development at Rent the Runway.
The company allows women to rent designer dresses for special occasions online and receive them in the mail in a few days. The company also has a subscription option where shoppers pay a fee each month to be able to tap into an "endless wardrobe."
"I am excited to help scale the business and tell more people about how transformative this product and service can be," said Etrog Cohen.
Most recently, Etrog Cohen led comms at SoulCycle as SVP of PR and brand strategy. She joined SoulCycle eight years ago as its fifth corporate employee and left on May 1. Etrog Cohen helped to set up the company’s marketing and PR departments, scaling the team to more than 25 employees in several markets. SoulCycle has grown from five to more than 85 studios in the last eight years, while ridership increased from 1,300 daily riders to nearly 18,000, according to Etrog Cohen’s bio.
Since leaving SoulCycle, Etrog Cohen has worked as a consultant for Harry’s. This month, she helped the shaving brand launch Flamingo, a line of hair-removing wax strips, along with razors, gels, and lotions for women.
"I wore leggings for so long working with SoulCycle," said Etrog Cohen. "Thinking about getting dressed for work started to be a challenge as I started consulting and going into office places that were not spandex appropriate. Rent the Runway has helped me fill out a new wardrobe without having to invest a huge amount of money."
Last month, SoulCycle hired FleishmanHillard veteran Carolyn Chiang Rosebrough as VP and head of PR and communications.
Etrog Cohen made PRWeek’s 40 under 40 list in 2016 for her work at SoulCycle.