In Practice: Maren Hamilton Is Betting on Creativity

On building real community, rejecting performative success, and making social media a space for storytelling again.

Before stepping into brand strategy, I spent over a decade working in social—so I have a particular respect for leaders who haven’t just kept up with the internet’s pace but have helped shape it. Maren is one of those people. Across brands like The North Face, KeVita, and Starbucks, she’s proven that social can be more than a reactive game of chasing trends—it can be a platform for real storytelling, creative risk-taking, and community building.

I reached out to Maren for this series because I wanted to hear the version of her career you don’t get from LinkedIn—the real story of how she found her way into social, what reshaped her relationship to work along the way, and how she’s thinking about the future of the field now. What emerged was a conversation about curiosity, creativity, control, and the freedom that comes from shifting your definition of success.

1. What’s the real story of how you got here? (Read: not the LinkedIn version)

I was always that weird kid that was obsessed with the internet. Back in my day, that meant spending hours in the "computer room" (yes, this was pre-smart phone era) teaching myself HTML so I could make my Xanga cool. That love for learning and curiosity carried with me to my first job in PR. At the time, companies were just discovering social media as a tool for brand building and I was in the right place at the right time. I raised my hand to get more involved with social, and now a decade later I've made that my niche.

2. What’s something that quietly rewired how you work?

A few years ago, my dad was diagnosed with pancreatic cancer—a devastating disease that often leaves little time. That reshaped everything for me, shifting how I prioritize my life. For the first time, work is no longer my main focus—family is. I'm super lucky that my dad is still with us and that I learned this lesson before it was too late.

3. What’s a piece of media you’ve rewatched or reread an embarrassing number of times?

Untamed by Glennon Doyle. I've read the book multiple times, listened as an audiobook and even have the journal. Whenever I'm feeling lost or confused, I pick it back up and it guides me home.

4. What’s an opinion or trend in the industry that makes you roll your eyes?

The LinkedIn "life lessons" posts really grind my gears. Please do not relate how your breakup helped you get better at B2B sales.

5. What’s a moment in your career that you felt totally in control? What about the opposite?

When I was leading social media @ The North Face, we had an unforgettable viral moment—a jacket delivered by helicopter to a hiker caught in the rain in New Zealand. Pulling it off required sourcing a helicopter, videographer, and team athlete all within 24 hours and coordinating from across the world. Despite the chaos, I had full confidence in our strategy which made it all feel under control. Our CMO fostered an environment of autonomy, empowering teams to experiment and take bold risks. And thanks to an incredible partner on my team, we executed the vision seamlessly-- even won some awards!

This level of trust and support across an organization is critical for driving innovation. I’ve also experienced the opposite: when that baseline support isn’t there, creativity and confidence suffer.

6. What’s a shift in tone, taste, or language that you think is coming—but hasn’t hit yet?

We are just starting to see this shift away from super relatable content that's dominated social in years past to more creativity and world building through social media. This is exciting for me as it means we get to truly tell stories vs. just jumping on trends.

7. What’s something you wanted early in your career that doesn’t matter to you anymore?

Early in my career I was hyper-focused on titles, wanting to climb the ladder quickly and attach my name to big brands. Success for me was all about external validation, thinking that the right title or company name solidified my worth. Over time I’ve realized that impact, fulfillment, and the ability to create work I’m proud of matter most to me. The best moments of my career have come from leading purpose-driven social strategies, building authentic communities, and working with teams that genuinely inspire me.

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I hope you enjoyed meeting Maren Hamilton. Catch up with her on LinkedIn.