Crocs, Inc. has appointed Carly Gomez and Amondo Redmond as Chief Marketing Officers for its Crocs and Heydude brands, respectively.
Gomez, previously with Fabletics, joins as Senior Vice President and CMO for Crocs, while Redmond, formerly of Foot Locker, takes the same role at Heydude.
Both will report to Terence Reilly, who was elevated to Executive Vice President and Chief Brand Officer in May, tasked with shaping a cohesive global narrative for both brands.
The appointments come as Crocs navigates mixed financial performance. Second-quarter earnings revealed a 3.9% revenue decline for Heydude to $190 million, with a 12.4% drop in wholesale, despite a high-profile campaign featuring Gen Z star Sydney Sweeney.
Conversely, the Crocs brand saw a 5% revenue increase, bolstered by its cult following and collaborations, including Jibbitz charm sales and high-fashion partnerships. However, looming U.S. tariffs pose challenges, prompting a focus on marketing to sustain consumer loyalty amid reduced discretionary spending.
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Gomez brings over 15 years of experience from Vans, while Redmond’s recent tenure as Foot Locker’s North American marketing head equips him to tackle Heydude’s struggles. Heydude, acquired by Crocs for $2.5 billion in 2022, has shifted toward upper-funnel marketing, yielding a 35% boost in North American brand awareness.
CEO Andrew Rees emphasized the company’s “digitally led, social-first marketing playbook” as key to maintaining brand momentum, with Crocs leading footwear sales on TikTok Shop in the U.S. and expanding to the U.K.
Rees highlighted plans to grow social commerce and live streaming globally, aiming to drive new opportunities. The new CMOs will focus on elevating creative executions and expanding global reach to strengthen both brands’ market positions.
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