Cooley has led a brand transformation and helped drive the company's turnaround since arriving as VP of Global Marketing in 2016. Now as CMO, and with oversight of a broad remit including global marketing and communications, creative, digital, social, and consumer insights, it is Cooley's approach to collaborations and partnerships, in particular, that continues keeping the brand in the cultural conversation. Straddling the whimsical and the fashionable, mass and niche, collaborations with the likes of McDonald's, Pringles, Barbie, and Balenciaga ensure ongoing cultural resonance and relevance... Read More
Cooley has led a brand transformation and helped drive the company's turnaround since arriving as VP of Global Marketing in 2016. Now as CMO, and with oversight of a broad remit including global marketing and communications, creative, digital, social, and consumer insights, it is Cooley's approach to collaborations and partnerships, in particular, that continues keeping the brand in the cultural conversation. Straddling the whimsical and the fashionable, mass and niche, collaborations with the likes of McDonald's, Pringles, Barbie, and Balenciaga ensure ongoing cultural resonance and relevance with both the brand's core audiences and new ones. As Gen Z's purchasing power increases and as their brand loyalties are created, Crocs has managed to become a fashion staple and statement. Whether their core shoe is a fashion staple for high schoolers day-to-day, their Cowboy Croc, or their Big Yellow Boot collaboration with MSCHF, Cooley's influence ensures word-of-mouth remains a fundamental brand-marketing resource. The company reported that Q1 24 revenues increased 14.6% YoY, and that DTC revenues had increased over 18%. As of the close of markets on June 7th, Crocs's stock was up over 26 percent YoY. Read Less