How Squarespace’s CMO Brings Sleek Minimalism to Silicon Valley

If there was a contest for the hottest woman in tech, Squarespace CMO Kinjil Mathur would be the one to beat. Boasting the ability to pull off editorial-worthy pieces from Prada, Proenza Schouler and Chanel, Mathur could teach a course on how to get the most out of minimalism. Yet his resume is even more impressive than his taste. A marketing maverick who’s worked for institutions like Neiman Marcus, Saks Fifth Avenue and Condé Nast, Mathur understands style, and she’s helped bring a little more of it to Silicon Valley.

Since joining site-hosting platform Squarespace in 2017, she’s led campaigns such as the company’s Super Bowl 2022 ads featuring innovators Zendaya and Andre 3000. Leveraging two icons of the fashion to extol the virtues of owning your website was a novel idea, but innovation is Mathur’s specialty. “The biggest misconception people have today is that all marketing decisions are made via an algorithm or based on collected data,” Mathur shared via Zoom from New York. “Data is important, but there is still so much value in curating, editing and presenting from a distinct point of view.”

The child of South Asian immigrants who settled in Texas, Mathur didn’t quite fit in when she was growing up in Dallas. “I straddled two cultures and was looking for a sense of belonging that didn’t exist,” she says. “There were so many aspects of my childhood that were wonderful, but I was one of those kids who felt like they were born in the wrong place.” With her parents both involved in STEM fields – Mathur’s father is an engineer while her mother is a medical professional – she first felt the pressure to pursue a similar career. “I thought the most creative areas weren’t in the stars for me, but I had this huge creative streak,” she says. “Everything appealed to me, from visual arts to music and acting, but I didn’t see them as viable professions.”

Mathur’s perspective changed when she realized that marketing could encompass her interest in data-driven analytical insights and her desire to express herself. Eventually, these inclinations led her to the fashion industry, where she developed online strategies for Saks Fifth Avenue and Neiman Marcus. “I realized that you can have this beautiful balance between technique and creation,” says Mathur. “You need to be able to connect with your consumer and be empathetic to their needs, so to be successful you need to use your left and right brains.”

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