Shoe Carnival parent taps new marketing chief
Shoe Station Group Inc., formerly known as Shoe Carnival, has added a new face to its C-suite.
The footwear retailer, whose banners include Shoe Carnival and Shoe Station, named Tracy Dick as chief marketing officer, effective Aug. 3. In the role, she will lead Shoe Station Group's brand strategy, customer insights, data and analytics, CRM and loyalty, media, creative, public relations, performance marketing and digital commerce.
Most recently, Dick served as the chief marketing officer at Colossal Management LLC. Prior to that, she spent six months as the senior VP of marketing and e-commerce at Shoe Carnival.
[READ MORE: Shoe Carnival in corporate name, ticker symbol change; to expand via acquisitions]
“Tracy understands what it takes to build brands while delivering meaningful business results,” said Cliff Sifford, interim president and CEO of Shoe Station. “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’s other experience includes stints at Leslie’s, PetSmart and Jack in the Box, where she began her career and spent more than 20 years in a variety of marketing roles.
“I believe Shoe Station is well positioned for accelerated growth, while Shoe Carnival remains one of the most recognized names in family footwear,” said Dick. “We have an opportunity to introduce both Shoe Station and Shoe Carnival to new customers, while re-engaging long-time shoppers and building on the exceptional value, brands families love and fun shopping experience that have made Shoe Carnival part of family traditions for generations.”
As of Aug. 12, 2026, Shoe Station Group Inc. operated 422 stores in 35 states and Puerto Rico under its Shoe Carnival and Shoe Station banners. Shoe Carnival announced plans to change its name last November as part of a strategy under then-CEO Mark Worden to consolidate its two brands under the Shoe Station banner, which had been outperforming the family footwear Shoe Carnival brand.
