Crocs promotes HeyDude president to chief brand officer role
Crocs Inc. has announced the promotion of Terence Reilly to the role of executive vice president, chief brand officer, effective immediately.
Reilly was previously brand president of HeyDude.
In this newly created role, Reilly will oversee the marketing and communications functions for both the Crocs and HeyDude brands. He will 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.
Rees will serve as the interim president for the HeyDude brand alongside the brand's senior leadership team until a permanent structure is announced, said the Broomfield, Colorado-based company.
A brand expert, Reilly has a track record of building brand identity, connecting to relevant culture and fostering consumer engagement and loyalty. Before joining Crocs in 2024, the executive worked at drinkware firm Stanley Brand, where he served a president. Prior to his time at Stanley, Reilly served as the chief marketing officer at Crocs, Inc., in addition to holding various other marketing leadership roles, from 2013 to 2020, after holding various senior level marketing and leadership positions.
"Since Terence rejoined Crocs, Inc. in 2024, the HeyDude brand has seen significant traction under his leadership. He has galvanized 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," said Rees.
"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."
Earlier this month, Crocs Inc. announced a revenue increase of 1.4% in its first quarter, on the back of an increase in sales at its flagship brand, Crocs, where revenues increased 2.4% to $762 million.
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