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Reese Pozgay
Company
Moose Knuckles Canada
Location
New York, New York, United States
Bio
Experienced leader with an extensive background working with both domestic and international clients in all aspects of marketing, creative, digital + social content, brand management, experiential, events, and new business growth. A few key skills acquired throughout my career include: • Extensive experience analysing market trends to identify new ways to increase overall profits and exceed company objective through the creation and launch of highly effective marketing campaigns. • Background in establishing and building new departments and cross-functional team to achieve positive end results that align with company objectives. • Unique value proposition with experience in bridging the gap between retail and ecommerce distribution utilizing both traditional and new marketing strategies. I have been recognized by my peers, senior leaders, and key clients for my superior work performance and leadership throughout my career.
Experienced leader with an extensive background...
description
Our family has been protecting Canadians from the cold – a relentless quest that founded Moose Knuckles Canada in 2009. The brand was built on the belief that we could make the leanest, tougher and more luxurious sportswear in the world. We engineer Canadian know-how, grit, and heritage into every fiber, stitch, and zipper. More than an exceptional outerwear brand available across the globe, Moose Knuckles is a family, a community, and we wear it on our sleeves.
Our family has been protecting Canadians...
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Actionable Takeaways
Using social media as currency predated the influencer era:
The Daisy Tweet Shop was the first pop-up to require social sharing as the price of admission. Before Instagram, before hashtag culture was mainstream, Reese was gamifying engagement at Marc Jacobs. The campaign ran so successfully they repeated it in New York, London, and Asia — until Reese begged them to stop.
Respecting the platform is non-negotiable:
Waterfall content strategy — pushing the same creative across every channel — is the biggest mistake brands make. Each platform has its own grammar, its own engagement mode, its own audience expectations. TikTok is not made for carousels. Facebook is not made for dance videos. The only metric that matters is whether the content was built for the platform it lives on.
The first idea should offend you slightly:
Moose Knuckles’ internal creative standard: if the first concept doesn’t make someone a little uncomfortable, it hasn’t pushed far enough. The brand deliberately doesn’t want to be Montclair or Canada Goose. The goal is irreverence balanced against luxury — a jacket that actually lives in the city rather than posing like it might hike Everest.
Micro-influencers over macro every time:
Reese built influencer marketing from scratch at Marc Jacobs and holds the same view today: 100 micro-influencers with genuine community engagement outperform one macro account with 10 million followers. The shift is from audience metrics to actual purchase behavior. Macro celebrities are billboards. Micro influencers are trusted friends.
Your social strategy has a 6-month shelf life:
Vanity metrics plateau, algorithms evolve, what felt fresh last season feels stale now. Brands that optimize for what worked last quarter are effectively dead in slow motion. The platforms pivot. The strategy has to pivot with them.
The feed is dying; private networks are next:
Reese sees the next wave of authentic consumer behavior moving off-feed: DMs, Snapchat broadcast channels, private close-friend networks. Gen Alpha doesn’t want to post to a public feed. They want their own private community. Brands that figure out how to show up there first will own the next era of word of mouth.
Conversation Highlights
Reese Pozgay spent 10 years at Marc Jacobs building ecommerce from zero to over $100 million and inventing campaigns that used social media as literal entry currency — before Instagram existed. After launching his own 360 marketing agency (with Google as his first client, secured before he even had an LLC) and serving as Head of Digital Transformation at Revlon where he led the first beauty TikTok campaign to hit 2 billion views, he joined Moose Knuckles Canada as VP of Brand and Creative Marketing. In this episode, Reese traces the full arc of his career through one recurring conviction: respect the platform, push the idea until it makes someone uncomfortable, and never mistake audience size for actual community.
Topics Discussed
- Career trajectory: From answering phones at Marc Jacobs under Robert Duffy to VP of Brand and Creative Marketing at Moose Knuckles Canada
- The Daisy Tweet Shop: the first pop-up ever to use social media as literal entry currency, pre-Instagram, repeated across New York, London, and Asia
- Street Mark: guerrilla wild postings across 5 US cities that invited the public to remix and deface the brand’s own ads
- Why every social platform demands its own content strategy — and why the waterfall model destroys brand relevance
- At Revlon: building the first beauty brand TikTok campaign to hit 2 billion views in two days
- Building influencer from scratch at Marc Jacobs — and why micro-influencers with real engagement beat macro celebrities every time
- Moose Knuckles’ brand position: not Montclair, not Canada Goose — “cultural nomads” and metropolitan city explorers
- The internal creative standard: “If the first idea doesn’t offend me a little bit, we haven’t pushed hard enough”
- Why your social strategy needs to change every 6 months or you’re dead
- Where social media is heading next: off-feed, private networks, DMs, and Snapchat broadcast channels
