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(RED) Welcomes Sienna Farris as Chief Brand Officer

June 22, 2026
News

As Chief Brand Officer, Sienna Farris leads the vision, strategy, and stewardship of the (RED) brand—overseeing digital, communications, creative, and influencer strategy to keep (RED) relevant in culture as a platform that rallies people in the fight against AIDS.

She also leads (RED)’s campaign strategy, strengthening awareness and engagement across partners, consumers, and supporters to grow participation and impact globally.

Farris has spent her career building purpose-driven brands through storytelling, community, and partnerships. She began in social and community strategy, building some of the earliest online communities for brands like Panasonic, HBO, and Pampers, work that shaped her belief that brands grow strongest when they give people a reason to belong. 

As Vice President of Marketing at Simon & Schuster, she led brand marketing, digital, and partnerships across the global publisher, founded Books Like Us, a multicultural publishing and community platform, and guided campaigns and partnerships for authors including Hillary Clinton, Stephen King, and Sheila Johnson. 

Earlier, as Head of Social & Content Strategy at Estée Lauder Companies, she shaped global brand voice across the portfolio and led the social and product activation for the Breast Cancer Research Foundation campaign, one of beauty’s most iconic cause-marketing programs. Most recently, she has advised mission-driven brands and founders as a fractional CMO and brand and partnerships advisor.

Drawn to work that blends culture, community, and purpose, Farris sees (RED) as the place where every thread of her career comes together, using the power of brand to do real good in the world.

Farris’ arrival at (RED) comes at a key moment in (RED)’s 20th year, as the organization enters a new chapter focused on ending the AIDS fight.