Former Nike exec Emma Minto named senior VP, general manager of Crocs Americas

By

Gabriella Lacombe

Published
Feb 2, 2021

Colorado-based footwear company Crocs, Inc. has named Emma Minto as senior vice president and general manager of the Americas, overseeing all operations for the brand's Americas region.

Minto comes to Crocs from Nike, where she spent 16 years in a range of leadership roles. Most recently, she served as the athleticwear giant's vice president and general manager of Nike Women's, North America, where she drove integrated brand, product and go-to-market strategy for the women's running, training and sportswear categories. Previously, she also served as the company's vice president, Nike direct global retail operations, responsible for global real estate, construction, retail operations, risk and control and service excellence across a 1,200 store-owned fleet. She also provided leadership in several critical roles across the country and globe, supporting various lines of apparel and footwear.

The appointment comes at a time of particularly significant growth for Crocs, which recently announced that its 2020 revenue would be the strongest in its history, raising its revenue guidance for the year. In January, the company reported that revenue for 2021 is expected to grow by 20% to 25% compared to 2020, a year that was marked with a series of high-profile collaborations between Crocs and celebrities like Justin Bieber and Post Malone.

At the time, the company estimated that revenue increased approximately 55% for the fourth quarter of 2020 to a figure between $407 and $410 million, marking an increase from the previous guidance range of 20% to 30% growth. The company predicted full-year 2020 revenue to grow to between $1.381 billion and $1.384 billion, an increase of more than 12%, up from previous guidance of approximately 5% to 7% growth.

"I am thrilled to welcome [Minto] to the Crocs team at this very exciting moment for the brand," said Michelle Poole, brand president. "Her strategic mindset, consumer orientation and leadership style will be a terrific fit for Crocs and a great addition to our senior leadership team."

Minto added: "Anyone paying attention knows that Crocs' brand and business have never been stronger, and there's plenty of room for continued growth. I'm excited to join this incredible team and 'come as you are' culture, bringing the joy of comfort technologies and personalization to consumers everywhere."