EXCLUSIVE: Former Crocs, Hey Dude Executive Katie Wagner Named Chief Commercial Officer at Toms

Toms continues to overhaul its executive ranks.

The footwear brand has named former Crocs and Hey Dude executive Katie Wagner its new chief commercial officer. The move comes about two months after Jessica Alsing became the brand’s first female CEO in October.

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In her new role, Wagner will have a leadership role overseeing Toms’ global sales channels, including wholesale sales and operations, e-commerce and marketplaces.

Wagner steps into the role following a successful consultancy period guiding Toms’ wholesale strategy. She brings nearly two decades of commercial leadership experience from her time at Crocs and Hey dude, where she led major teams and drove significant growth across the global footwear industry. Those roles included managing multi-hundred-million dollar portfolios, scaling major regional businesses and doubling revenue in key markets. Toms said she is known for her consumer-centric mindset and ability to build high-performing cross-functional teams.

As chief commercial officer, Wagner will partner closely with cross-functional leadership to strengthen the brand’s go-to market strategy and deepen its marketplace presence.

“Katie is unrivaled in building commercial relationships, laying a strong strategic foundation for sales, and bringing a creative approach to how she thinks about the omni-channel consumer experience. I’m delighted to be working with her again,” said Alsing, who worked with Wagner at Crocs. The executive said she knows “first-hand [Katie’s] unmatched ability to transform and build world-class footwear businesses.”

“I’m thrilled to be part of the team shaping the next chapter of this iconic brand,” Wagner said. “I’ve been a fan of Toms shoes for so many years and I’m delighted to be working to reignite its brand relevance, apply a unified marketplace approach, and usher in a more modern distribution strategy just in time for the company’s 20th anniversary.”

The company, which continues to refine its strategy after a period of executive changes, in April said it teamed up with Los Angeles influencer Rocky Barnes for a celebration of the brand’s popular Alpargata silhouette for Toms’ spring 2025 campaign.

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