DSW Welcomes Shoe Guru Sarah Crockett as Marketing Maestro

Hold onto your wallets, shoe lovers, because Designer Shoe Warehouse (DSW) just made a major power move. The brand, nestled under the umbrella of parent company Designer Brands Inc. (DBI), announced today that they’ve snagged Sarah Crockett, a marketing maven with a resume as impressive as a perfectly curated shoe collection, as their new Chief Marketing Officer.

Crockett’s not just stepping into any old role; she’s bringing her A-game (and probably some killer shoes) to lead DSW’s marketing efforts across their nearly five hundred U.S. stores and their ever-expanding online empire. Talk about a shoe-in for success!

From Nature’s Sunshine to DSW’s Shining Star: A Look at Crockett’s Career

This isn’t Crockett’s first rodeo in the marketing world. In fact, she’s more like a seasoned rider at this point. Before landing at DSW, she was busy being the Global Chief Marketing Officer at Nature’s Sunshine Products. If you’re thinking vitamins and supplements, you’re spot on. But don’t let that fool ya—Crockett’s experience spans way beyond health foods. We’re talking product development, brand positioning, you name it. She even wrangled two major brands, Nature’s Sunshine and Synergy Worldwide, like a boss.

Apparel and the Great Outdoors: Crockett’s Retail Prowess

Remember when we said Crockett’s career was impressive? Buckle up, because it gets even better. This marketing guru cut her teeth in the apparel and outdoor industries, holding the Global Chief Marketing Officer title at both Dickies (yeah, the iconic workwear brand) and Burton Snowboards. Talk about street cred! And let’s not forget her time as CMO at Backcountry, the ultimate online destination for outdoor enthusiasts. Clearly, Crockett knows a thing or two about connecting with consumers who crave adventure and style in equal measure.

Beyond the Boardroom: A Strategic Mind at Play

When she’s not busy crushing it in the boardroom, Crockett lends her expertise as a board member for two totally different, yet equally cool brands: Rumpl, the brand keeping adventurers cozy with their sustainably-made blankets, and Stance, the sock, underwear, and tee company that’s all about expressing yourself from the ground up.

Crockett’s Vision for DSW: A Sneak Peek

While details are still under wraps, one thing’s for sure: DSW is pumped to have Crockett on board. Doug Howe, the big cheese (aka CEO) of DBI, didn’t hold back his excitement during the company’s recent earnings call. “Sarah brings to DBI an extensive background in global full-funnel marketing, including a comprehensive knowledge of brand strategy development,” he shared, practically beaming through the phone lines. “She also has considerable experience in multichannel and consumer-centric marketing.” Translation? Crockett’s the marketing dream team rolled into one seriously stylish package.

DSW Steps Up Its Game: Acquiring Rubino in Canada

But wait, there’s more! In other DSW news, the company recently made a major move north of the border by acquiring Rubino, a Canadian footwear retailer with 28 stores scattered across Quebec. This isn’t just any old acquisition, though. Howe sees major potential for Rubino to boost DSW’s presence in Canada, especially since Rubino’s store vibes and shoe selection mesh perfectly with DSW’s existing Shoe Company brand in the Great White North.

A Match Made in Shoe Heaven: Rubino and DSW Join Forces

The best part? DSW isn’t planning on turning Rubino into a carbon copy of itself. They recognize that Rubino’s customers are loyal (who wouldn’t be with their awesome shoe game?), so the plan is to keep the Rubino name alive and well. It’s a win-win: Rubino gets to keep its unique identity while benefitting from DSW’s marketing muscle and retail know-how.

DSW’s Retail Reign: From Coast to Coast and Beyond

With this latest acquisition, DSW’s retail empire just got even bigger. As of May 7, 2024, here’s a snapshot of their impressive footprint:

• 500 stores in the U.S. of A. – Talk about covering all your shoe bases!
• 175 stores in Canada (including those snazzy new Rubino locations) – Because everyone deserves great shoes, eh?

With Crockett at the helm of their marketing efforts and their expansion into Canada in full swing, DSW is proving they’re not just keeping up with the retail game—they’re striding ahead in style. One thing’s for sure: we can’t wait to see what amazing shoe-stopping campaigns Crockett cooks up next.