Footwear giant taps Untuckit exec to head marketing

Marianne Wilson
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Jennifer Olsen

Calares has named a retail vet as chief marketing officer.

The parent company of Famous Footwear, Naturalizer, Sam Edelman, Allen Edmond and other footwear brands appointed Jennifer “Jenny” Olsen as chief marketing officer, effective June 28. She will oversee all brand marketing for Caleres, including consumer analytics, media and creative.

Olsen was most recently chief marketing officer of specialty clothing retailer Untuckit, where she led the marketing and creative teams and played a significant role in the brand’s growth over the last several years, according to Caleres. 

Prior to that, Olsen served as VP of media marketing for Yahoo! She built her fashion and retail expertise as CMO of StitchFix and Crate & Barrel, and spent time at Gap Inc. as VP of its e-commerce start-up Piperlime.

“Her expertise will be instrumental in leading the marketing efforts across our entire Caleres portfolio to drive revenue and build our brands,” said Diane Sullivan, chairman and CEO of Calares. “Her strong marketing, consumer research and digital background align perfectly with our strategic priorities, including strengthening the power and broadening the reach of our brands and products and accelerating digital growth with stronger consumer connections.”