Francesca Kennedy is Head of PR & CSR at Shop LC, where she leads public relations, brand partnerships, social impact, and earned-media strategy for the omnichannel retailer reaching more than 150 million U.S. households.
At Shop LC, Francesca works at the intersection of retail, storytelling, creators, and purpose, helping turn products, people, and social impact into stories customers want to share. Her work includes building creator and celebrity partnerships, developing unconventional PR campaigns, and amplifying Shop LC’s Your Purchase Feeds program, which has provided more than 60 million meals to children in need.
Before joining Shop LC, Francesca founded the social-impact fashion brand Ix Style, growing it from an idea inspired by Guatemala’s water crisis into a nationally recognized company carried by retailers including J.Crew, Anthropologie, and Gap. She won Project Runway: Fashion Startup and has been recognized by People Magazine's as one of the 25 Most Powerful Latinas and by Inc. Magazine as one of 27 business leaders changing the world. She is also a TED speaker.
Francesca brings a founder’s scrappiness to big-brand retail, with a simple belief: the best marketing doesn’t just sell something. It gives people a story worth repeating.
Monday, February 22, 2027: Summit Day
2:55 PM Customer Journey: Case Study: Beyond the Transaction: Using In-Person Events to Acquire, Convert, and Deepen Customer Relationships
A great live event creates a moment customers remember, but that energy fades fast without a plan to capture it. In this case study, Francesca Kennedy, the Head PR and CSR at ShopLC, will share how her brand turns in-person events into a real acquisition channel, from first sign-up to long-term loyalty, and how to measure what those moments are actually worth.
- Leveraging events as a top-of-funnel channel to reach and convert customers who have never engaged with your brand before
- Building the mechanics that turns event participation into a trackable customer relationship through sign-ups, loyalty enrollment, first purchases, and follow-up journeys that capitalize on the emotional high of the live experience
- Designing event moments intentionally for social sharing, press coverage, and creator content to multiple reach
- Defining an attribution and ROI framework that captures the downstream impact of events on acquisition, retention, and brand sentiment
Check out the incredible speaker line-up to see who will be joining Francesca.
Download The Latest Agenda