Dickies has appointed Sarah Crockett as the company’s new global chief marketing officer, adding to the executive leadership team.
Prior to the appointment, Crockett served as the chief marketing officer at the outdoor gear clothing brand Backcountry, where she oversaw marketing efforts for the retail company’s North American portfolio.
The news comes as the clothing and lifestyle brand celebrates its 100-year anniversary, while looking to reaffirm its commitment to its ‘workwear roots’, marking its adoption into the lifestyle market.
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“Sarah brings deep industry knowledge and experience, driving marketing innovation for strategic business growth at a global scale,” Dickies global brand president, Denny Bruce, said.
“As we continue to focus on global growth, I know Sarah’s expertise will help accelerate our business through a digital-first mindset as we look to deepen our relationships with consumer communities globally.”
Before her time at Backcountry, Crockett also held the role of chief marketing officer at Burton Snowboards at which she oversaw the brand’s global regions and led initiatives focused on growing engagement and acquisition of female customers.
Dickies added: “She drove enterprise-wide new branding strategies with a digital-first mindset, allowing for growth of the brand at scale. Crockett has also held senior marketing roles at REI and Vans, a brand also owned by VF Corp.”
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