Designer Brands Inc. has tapped Sarah Crockett as chief marketing officer of DSW Designer Shoe Warehouse. She replaces Julie Roy, who served as CMO since 2020. The hire is effective Thursday, June 6, 2024.
In the role, Crockett will oversee the creation, development and execution of DSW’s marketing campaigns that will span the retailer’s 500 store locations and e-commerce presence. She will also help implement DBI’s “Step Ahead Plan,” a new strategic business initiative that the company is rolling out that focuses on putting consumers first while “being product obsessed and transformation-focused,” a release said. She will report to DSW president Laura Denk, who joined the company last July.
“I am thrilled to be joining the team at DSW at a vital time for the footwear industry and the consumer,” Crockett said in a statement. “The enthusiasm in the business has led to a spark of transformation, of which I’m eager to contribute towards through my vision and passion in elevating our brands to new heights and inspire change in the world of footwear. Innovation and creativity have been at the core of DSW since day one, and I am joining a team that has an unwavering determination and shared commitment towards creating the future, together.”
Watch on FN
Crockett most recently served as global chief marketing officer at Nature’s Sunshine Products, Inc. Before that, she served as the global chief marketing officer of Williamson-Dickie Mfg. Co. (Dickies) and was also previously the CMO of Backcountry and Burton Snowboards. She served in other leadership roles at Lucky Brand, Vans and REI.
“Sarah brings a wealth of experience as chief marketing officer and has a proven track record of driving innovative marketing strategies that resonate with customers,” Denk said in a statement. “Her leadership and vision will be instrumental in advancing DSW’s presence and narrative, connecting with our customers in meaningful ways. With Sarah’s efforts, we look forward to enhancing our customer engagement and further solidifying DSW’s position as a leader in the footwear industry.”
Crockett’s hire represents the latest leadership addition to Designer brands. In March, the company tapped retail veteran Andrea O’Donnell for the role of brands president, EVP of Designer Brands.
In March, DBI chief executive officer Doug Howe said the company faced “a difficult year” in 2023 due to a “softening footwear market, highly promotional retail environment, and the impact of unseasonably warm weather.” Despite the challenges, Howe said the company plans to return to growth in 2024 during what he described as a “transition year.”
DBI reports earnings for the first quarter on Tuesday before markets open.
