US footwear brand Toms has appointed former Crocs and HeyDude executive Katie Wagner as its new chief commercial officer. It is intended to strengthen the company’s global growth strategy. Wagner was brought on board to oversee the brand’s global sales channels. This includes wholesale and operational operations as well as e-commerce and marketplaces.
Additionally, she will work closely with cross-functional leadership. Together they want to strengthen the brand’s go-to-market strategy and deepen its presence in the marketplace. This comes as the footwear brand embarks on its next chapter of product-led and purpose-led expansion.
“I have been fortunate enough to work with Katie at both Crocs and Melissa, so I know firsthand her unmatched ability to transform and build world-class footwear companies,” said Jessica Alsing, Chief Executive Officer (CEO) at Toms, who joined the brand in October. “Katie is unrivaled in building business relationships and laying a strong strategic foundation for sales. She also brings a creative approach to her thinking about the omni-channel customer experience. I’m thrilled to be working with her again.”
Wagner takes on the role of Chief Commercial Officer following a successful consulting period in which she led Toms’ wholesale strategy. She brings with her almost two decades of experience in commercial management from her time at Crocs and HeyDude. There she led large teams and drove significant growth in the global footwear industry.
During her tenure at Crocs and HeyDude, she managed portfolios worth hundreds of millions of dollars. She scaled large regional operations and doubled sales in key markets. Toms added that her “track record” makes her the ideal leader. It is expected to help the footwear brand improve operational performance and explore new opportunities for brand expansion.
“I’m thrilled to be part of the team shaping the next chapter of this iconic brand. I’ve been a fan of Toms shoes for so many years,” said Wagner. “I look forward to working to reignite brand relevance and adopt a unified marketplace approach, as well as introduce a more modern distribution strategy in time for the company’s 20th anniversary.”
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