Crocs appoints new chief brand officer

Casual footwear brand Crocs has announced the appointment of Terence Reilly to the role of executive vice president, chief brand officer, with oversight over the marketing and communications functions for both the Crocs and HeyDude brands, effective immediately.

As a veteran brand expert, Reilly has a proven track record of building “lasting” brand identity, connecting to relevant culture and creating strategies that foster consumer engagement and loyalty.

In the newly created role, he will be responsible for stewarding the marketing visions across both brands, “elevating creative direction and amplifying storytelling to drive the company’s global narrative while deepening its consumer connectivity around the world”.

Reilly will also continue to report to chief executive officer, Andrew Rees, while collaborating with Anne Mehlman, executive vice president, brand president for Crocs, in addition to HeyDude brand leadership to drive strategy and execution.

Additionally, Rees will serve as the interim president for the HeyDude brand alongside the brand’s senior leadership team until a permanent structure is announced.

Reilly said: “The power of the Crocs and HeyDude brands is unlike anything I’ve seen in my 25-plus years of connecting with consumers and culture to drive lasting business results. We have two of the largest casual footwear brands in the world, loved by communities of passionate fans.

“While we have seen remarkable success over the last decade from Post Malone to Jelly Roll and so much in between, I believe we are just getting started. In partnership with Andrew and Anne, I am honoured to play a key role in championing the future vision of Crocs, Inc.”

Rees added: “Since Terence rejoined Crocs, Inc. in 2024, the HeyDude brand has seen significant traction under his leadership. He has galvanised a team, sharpened the brand’s strategic focus and re-established authentic connections with our consumers. I am confident that the green shoots we are seeing today are building the foundation for sustainable long-term brand growth.

“With Terence in this new role and in partnership with our proven leadership team, this shift will create an elevated focus on driving heat and energy for both our brands and spark disruptive innovation as we engage with our consumers and customers around the world.”