Shoe Station Group Inc., formerly Shoe Carnival Inc., appointed Tracy Dick as chief marketing officer.
(Nasdaq: SHOE) (the “company”), a leading omnichannel retailer of footwear and accessories for the family, announced the appointment of Tracy Dick as Chief Marketing Officer, effective August 3. Tracy joins the leadership team to accelerate the execution of the company’s strategic initiatives to expand the Shoe Station banner and strengthen customer engagement across Shoe Carnival.
She will report to Interim President and Chief Executive Officer, Cliff Sifford.
Dick brings more than 20 years of marketing experience across retail, restaurant and B2B industries, including key leadership roles with PetSmart, Jack in the Box and Leslie’s. She had been SVP of marketing and e-commerce at Shoe Carnival from November 2024 to April 2025. She was most recently chief marketing officer at Colossal Management, a professional fundraiser based in Phoenix.
“Tracy understands what it takes to build brands while delivering meaningful business results,” said Sifford. “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.”
As Chief Marketing Officer, Dick will lead the company’s brand strategy, customer insights, data and analytics, CRM and loyalty, media, creative, public relations, performance marketing and digital commerce. She will focus on strengthening the company’s brands, expanding customer acquisition, enhancing the omnichannel customer experience and optimizing marketing investments to support long-term growth.
“I’m excited to join Shoe Station Group at an important point in the company’s evolution,” said Dick. “I believe Shoe Station is well positioned for accelerated growth, while Shoe Carnival remains one of the most recognized names in family footwear. 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.”
Dick sees the opportunity to extend Shoe Station’s reach beyond marketing campaigns.
“Today’s customers expect brands to understand them and deliver a seamless experience wherever they choose to shop,” she said. “By connecting customer insights, data and analytics, digital capabilities and brand storytelling, we can deepen customer relationships and position both our Shoe Station and Shoe Carnival banners for long-term success.”
As of August 12, the company operated 422 stores in 35 states and Puerto Rico under its Shoe Carnival and Shoe Station banners.
Images courtesy Shoe Station
