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" ... When Tyra Neal in 2019 became CMO of Shinola, her mandate was to help the Detroit-based company enter a new phase of growth. That included achieving national brand recognition, new consumer types and new products for the business best known for handcrafted watches. Neal, who spent several years leading apparel marketing at Walmart and as head of advertising for menswear conglomerate Luxottica, now leadsthe e-commerce and customer-experience teams, while balancing creative work for the Olympics and the launch of a diffusion line, Detrola, that’s projected to make up 13% of overall business in 2021. ... "