Emily Potucek is an award-winning creative executive with over a decade of experience leading brand, retail, and experiential design across global markets. She has built immersive, emotionally resonant campaigns for top beauty brands including Amika, Fresh, Lancôme, Elemis, and Laura Mercier—bringing brand stories to life through retail, events, packaging, content, and out-of-home.
Emily is known for scaling creative strategy with precision and heart. She led the creative direction and execution of Amika’s $5M global headquarters, launched first-of-kind brand events in both the U.S. and abroad, and delivered 360 campaigns spanning subway ads, digital content, social collateral, and immersive pop-ups. Her campaign leadership includes concept development, art direction, storytelling, physical and digital touchpoints, and on-site execution. Her work has been recognized by Sephora’s “Most Creative” award at Sephoria and Bansk Beauty’s award for “Business Transformation – International Retail.”
As a people-first leader, Emily builds and mentors high-performing, cross-disciplinary creative teams—fostering talent, ownership, and innovation at all levels. She has managed full-time designers and agency partners alike, leading with clarity and collaboration. At Amika, she oversaw all retail, event, and experiential creative, while also developing junior talent into confident, independent leads.
A sustainability advocate, Emily’s work also spans the development of modular, recyclable, and compostable retail systems. Her goal is to help transform the U.S. beauty industry to adopt 95% recycled visual merchandising materials by 2032 and 85% compostable by 2040.
Emily’s holistic approach to brand expression—paired with her strategic mindset, environmental values, and deep creative intuition—make her a trusted leader across industries. Outside of work, she also manages her family’s wheat farm in Kansas, where her passion for long-term sustainability is grounded in real-world responsibility.
