Interview: 4
Meet Garrett Fleming, Senior Brand Content Manager at Crate & Barrel, where he blends his passion for interior design with his expertise in marketing. With a background in art direction and editorial writing, Garrett has built a career crafting compelling narratives that bring home decor to life. His journey from agency life to in-house creative proves that following your passions—and trusting your own talent—can lead to incredible opportunities.
What skills did you learn at Design*Sponge (RIP) that help you today?
I was there for five years and fell in love with writing, home tours, and interviewing people. All of that carried over to Crate & Barrel. Now, I interview designers, develop editorial angles, and write long-form content.
People hear "content manager" and assume it’s just making Instagram Reels—but it’s much more. You have to think 360°: How does this story translate into an SMS campaign? A website article? A photoshoot? My editorial background helped me develop that skill.
What’s one thing you love about Crate & Barrel?
Crate & Barrel is great at finding multidimensional people and putting them in the right roles. They don’t just hire a web designer—they want a web designer obsessed with vintage lamps. Things like that.
Any keys to success?
You can’t just be interested in your work—you have to be interested in the entire industry ecosystem. Digging deeper into your industry, beyond your specific role, is a great way to grow your career.
I’m in retail, and once I got into the research side—learning things like how customers shop—I was fascinated. That knowledge helps me create better content and storytelling strategies.
What’s one thing you love most about your role?
One part of my job is leading the content planning for our collaborations with interior designers, which happens about three times a year. These are often designers I’ve admired forever, and suddenly, I’m on set helping bring their artistic vision to life.
I love all the collabs—it’s like picking a favorite child. The first one I worked on was special, though. It was with L.A.-based designer Jake Arnold. Crate & Barrel had never done a huge content play like that before, so we were figuring it out on the fly. It was exciting!
What’s your one piece of design advice?
An Australian designer I once interviewed said, “If you like it, it works.” That was such a good reminder to live with things that truly make you happy.
If you were a kitchen appliance, what would you be and why?
My husband will confirm: I’m not a cook. (Laughs) So I’d be a microwave—functional, efficient, and no wasted time.
Cooking just isn’t that rewarding to me. You spend all this time making a meal, then it’s gone, and you have to clean up. No thanks. (Laughs)
How would you describe your personal design style?
Traditional eclectic. I love too many things to stick to one style.
I’d rather have a home where everything tells a story instead of one that’s matchy-matchy. That’s what I love about Crate & Barrel—we create designs with history and character to make spaces feel curated and lived-in.
Favorite season in decor?
Fall. No contest. There’s something soulful about autumn at home: you want dim lighting, warmth, softness. It’s all about creating an atmosphere.
Spring? Doesn’t exist in Chicago. It’s really just Winter: The Remix. (Laughs)
One thing you think everyone should try?
Swimming with a whale shark.
It’s exhilarating and empowering—you literally jump into the vast ocean, having no idea what’s coming. But you come out feeling more confident and fearless. I did it with my family, and ten years later, we still talk about how proud we were.
Best piece of advice you’ve ever received?
Be kind.
What advice would you give someone transitioning from an agency to an in-house role?
Make a list of brands you love, and only focus on jobs at those brands.
When you genuinely care about a brand, your passion will show in your work—and that gets you noticed. That passion can catapult you up the career ladder faster than you think.
Where can people find you?
People can learn more at garrettfleming.com or connect on LinkedIn and Instagram.
