NIWOT, CO: Shoe manufacturer Crocs has promoted VP of marketing Andy Sackmann to CMO. He started in the role last month.
Sackmann, who began working at Crocs in June 2011, has succeeded Andrew Davison, who left the company last October. He is reporting to John McCarvel, president and CEO.
As CMO, Sackmann is overseeing the company's brand efforts, advertising, and communications. Social media sits under communications, he said, and the PR division includes investor relations, internal communications, and consumer promotions.
Sackmann's focus areas include understanding the consumer, getting the right message to the right audience, and increasing awareness of Crocs' product diversity.
“The big thing we look at from the marketing standpoint is making sure we get that comfort message in front of people around the breadth of products we have from boots and sneakers to boat shoes and golf products,” he explained.
Sackmann added that Crocs has good brand awareness and perception. However, the company wants to ensure its target audience of busy moms or “CEOs of the household” know the range of products available since they are looking for multi-occasion, comfortable shoes at a good value.
Sackmann will also work to strengthen the brand's reach around the world by looking at specific regions and increasing local relevancy. Crocs' global footprint includes Asia, Europe, the Americas, and Japan.
During his time at Crocs, Sackmann led the global e-commerce team, which supported regional business that garnered more than $100 million in revenue from 22 international e-commerce sites. He also spearheaded the development of an internal analytics team at the company.
Prior to Crocs, Sackmann worked at Crispin Porter + Bogusky for three years, serving as an account director. While at the advertising agency, he helped with digital planning for the “I'm A PC” campaign and the global Windows 7 launch for Microsoft. He also worked on digital strategy for Best Buy and American Express.