Toms names Crocs veteran as CEO — first woman to lead brand
Toms has appointed a footwear veteran as its new chief executive.
The footwear brand known for its social impact named Jessica Alsing as its new CEO. The first woman to lead the brand, she succeeds Jared Fix, who left Toms in April 2025 after just under a year as chief executive to take the helm of wine company Silver Oak Cellars.
Alsing most recently served as chief digital officer at Grendene Global Brands (the parent company of Melissa Shoes, Ipanema and Rider) for four years, where she helped modernize global e-commerce and digital engagement.
Previously, Alsing spent nearly a decade at Crocs in a number of roles, including VP of international digital commerce, leading the brand’s digital expansion and global growth strategy.
As CEO, Toms said Alsing will guide the brand through its “next phase of growth and innovation,” reinforcing its position as a style-forward footwear leader, adding that she plans to focus the company’s efforts on unexpected brand collaborations and expanding the its wholesale footprint with department stores and fashion-leading national accounts.
“Few brands are as instantly recognizable or as meaningful as Toms,” said Alsing. “From redefining what a simple slip-on could stand for, to pioneering the ‘One for One’ model that inspired a generation of purpose-driven businesses, Toms has always been more than shoes. My focus moving forward is clear: to honor what made this brand iconic, while pushing boldly into what comes next.”
Since its founding in 2006, Toms says it has given more than $200 million in the form of shoe donations and monetary grants to nonprofits across the globe and impacting over 105 million lives along the way. Today, every shoe purchase helps support “children’s education, health and well-being.”
“Tom is an iconic brand that has inspired millions and set the standard for purpose in business,” said Thomas Brady, board member at Toms. “With Jessica’s extensive experience leading globally relevant footwear companies and her proven ability to drive both growth and impact, we’re confident she is the right leader to propel Toms into its next generation.”
Founded in Venice Beach, Calif., Toms offers a selection of espadrilles, sandals, sneakers and casual dress shoes for women, men and kids. Toms shoes are sold in over 30 countries, available direct to consumers on over 10 regionalized websites and through a variety of global retail partners.
