Carter’s overhauls C-suite; starts search for COO
Children's apparel giant Carter’s Inc. has restructured its executive leadership team in a move designed to accelerate its growth strategy under the direction of new CEO Sharon Price John.
The changes, which are intended drive improved alignment across product development, sales, brand management and operations, include the appointment of Maria Gemzell as chief product office, effective early 2027. Gemzell joins Carter’s from H&M’s headquarters in Stockholm, where she led strategic and new product initiatives.
Carter’s has been been challenged with sluggish sales amid increased competition from both emerging and private-label brands, but its efforts to turn things around have been showing some green shoots. In September, the company launched a comprehensive rebrand, its first in more than 25 years.
[READ MORE: Carter’s targets Gen Z with company-wide rebranding]
The new structure organizes Carter's leadership across product, commercial operations, strategy and consumer insights, and brand. In addition to Gemzell, it includes the following executives:
•Sarah Crockett, who joined Carter’s in 2025, has been appointed to the role of chief brand officer.
•Allison Peterson, who joined Carter’s in 2024, has been appointed to the newly created role of chief commercial officer, where she will oversee the North American retail and wholesale businesses.
•Emily Evert, chief strategy and business development officer, will have expanded responsibility to lead a unified global consumer insights function as well as new responsibility for the company’s international business.
In other changes, Carter’s is creating a standalone COO role that will focus on leveraging technology and data with the goal of modernizing the company’s operations, improving efficiency, and building a scalable foundation for profitable growth. A search is underway to fill the role. Richard Westenberger, currently CFO and COO, will continue to serve as CFO.
Two executives are leaving the company. Karen Smith, chief supply chain officer, will retire in March 2027 after serving Carter’s for almost five years and more than 35 years in the apparel industry. Julie D’Emilio, currently chief sales officer, has decided to retire and will serve as an advisor through year-end to ensure a seamless transition.
“Today we announced key changes to our leadership structure to better connect our businesses, strengthen accountability, and advance our growth strategy,” said John, who took the reins in June. “Aligning our structure with our go-forward strategy is an important step toward becoming a more consumer-centric, brand-building, data-driven company that is positioned to consistently deliver profitable growth and increased value to our stakeholders.”
Carter’s Inc. has than 1,000 stores in the United States, Canada and Mexico. The company also supplies baby and young children’s apparel to major retailers in North America.
