Shoe Station Group has appointed Tracy Dick as its chief marketing officer as of Aug. 3. She reports to interim President and CEO Cliff Sifford.
As CMO, Dick leads the company’s brand strategy, customer insights, data and analytics, loyalty and public relations efforts, among other tasks, according to a company announcement.
“Tracy understands what it takes to build brands while delivering meaningful business results,” Sifford said in a statement. “She brings a strong customer-first mindset, deep retail experience and a collaborative leadership style that we believe will help us continue growing both banners while strengthening our connection with customers.”
Dick brings over two decades of experience from companies including PetSmart, Leslie’s and Jack in the Box. She also acted as the senior vice president of marketing and e-commerce for Shoe Carnival for six months at the end of 2024 into 2025, according to her LinkedIn.
The company did not immediately respond to Retail Dive questions about Dick’s previous short stint under the Shoe Carnival banner.
Shoe Carnival Inc. officially changed its corporate name to Shoe Station Group and began trading on the Nasdaq under the symbol “SHOE” earlier this summer. In a reversal from a previous pursuit of a single banner strategy that would have shifted most Shoe Carnival stores to Shoe Station locations, the company decided to continue to operate a multibanner business under both the Shoe Station and Shoe Carnival names.
At the start of the year, then-CEO Mark Worden exited his position and resigned as a member of the company’s board. The company’s vice chairman of the board, Sifford, was then named interim president and CEO as the company continues to conduct a search for a permanent successor.
One year ago, Worden stated that Shoe Station was the cornerstone of the company’s future. “It is crystal clear that Shoe Station is the future of our organic growth and future of our store base,” Worden said in May 2025.
The company currently operates over 420 stores in 35 states and Puerto Rico under its Shoe Carnival and Shoe Station banners.
