Former Backcountry.com and Dickies CMO Sarah Crockett was named chief marketing officer of DSW Designer Shoe Warehouse (DSW), effective June 6, 2024.
Crockett reportedly brings an extensive background in global full-funnel marketing, comprehensive knowledge of brand strategy development and considerable experience in multi-channel and consumer-centric marketing to the role.
Most recently, Crockett was the global chief marketing officer at Nature’s Sunshine Products, Inc., overseeing global product development, research and development, and category positioning, in addition to leadership for the company’s two banner brands, Nature’s Sunshine and Synergy Worldwide. Before that, she was the global chief marketing officer for Williamson-Dickie Mfg. Co., parent of the Dickies brand, and subsequently held the chief marketing officer role at Backcountry.com, LLC and Burton Snowboards. She has also held leadership positions at specialty retail brands, including Lucky Brand, Vans and REI.
As CMO of DSW, Crockett will reportedly be responsible for overseeing the planning, development and execution of all marketing and advertising initiatives for DSW’s nearly 500 U.S. store locations and e-commerce channel, DSW.com to further the “implementation of comprehensive marketing strategies that enhance DSW’s brand awareness, drive customer engagement and ensure consistent brand messaging.”
Crockett will report to DSW President Laura Denk.
“I am thrilled to be joining the team at DSW at a vital time for the footwear industry and the consumer,” said Crockett. “The enthusiasm in the business has led to a spark of transformation, which I’m eager to contribute toward through my vision and passion in elevating our brands to new heights and inspiring 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.”
Crockett joins a leadership team led by Designer Brands CEO Doug Howe. She will be influential in promoting Designer Brands’ Step Ahead Plan to advance the company’s strategic priorities of “putting customers first while being product-obsessed and transformation-focused.”
“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,” said Denk. “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 sits on the Board of Directors for Rumpl, the outdoor blanket brand, and Stance. She is a graduate of California State University with a BS in Marketing.
Image courtesy Sarah Crockett/LinkedIn/SXSW
