Shoe Station Group, Inc. (NASDAQ: SHOE) has appointed Tracy Dick as Chief Marketing Officer, effective August 3, to accelerate strategic initiatives across its Shoe Station and Shoe Carnival banners. The appointment aims to strengthen customer engagement and expand the Shoe Station brand while leveraging the established recognition of Shoe Carnival in the family footwear sector. Dick will report to Cliff Sifford, Interim President and Chief Executive Officer, and is tasked with optimizing marketing investments to support long-term growth for the omnichannel retailer.

The move signals a focused effort to deepen customer relationships through data-driven strategies. As of August 12, 2026, Shoe Station Group operated 422 stores across 35 states and Puerto Rico. The company seeks to introduce both banners to new customers while re-engaging long-time shoppers, capitalizing on the value and brand loyalty that have defined Shoe Carnival for generations.

Leadership Profile and Experience

Tracy Dick brings more than 20 years of experience in driving customer and business growth across retail, restaurant, and B2B industries. Her career includes key leadership roles at PetSmart, Jack in the Box, and Leslie’s, where she built brands and delivered measurable business results. Sifford highlighted her "customer-first mindset" and collaborative leadership style as critical assets for growing both banners.

Strategic Responsibilities

In her new role, Dick will lead several core functions including brand strategy, customer insights, data and analytics, CRM and loyalty, media, creative, public relations, performance marketing, and digital commerce. Her mandate includes strengthening brand positioning, expanding customer acquisition, and enhancing the omnichannel customer experience. She emphasized the importance of connecting customer insights with digital capabilities to deliver seamless shopping experiences.

Dick stated that she sees an opportunity to build on the exceptional value and fun shopping experience that have made Shoe Carnival part of family traditions. By integrating data analytics with brand storytelling, she aims to deepen customer relationships and position both banners for sustained success.

What the Numbers Show

With 422 stores operating under two distinct banners, Shoe Station Group’s strategy relies on balancing the expansion of the newer Shoe Station brand with the maintenance of Shoe Carnival’s market position. The appointment of a senior marketing executive with extensive retail experience suggests a shift toward more integrated, data-led customer engagement strategies to drive traffic across its physical and digital channels.