When it comes to Crocs, women leaders are definitely having a moment. But it wasn’t always that way.
According to Crocs’ newly minted brand president Anne Mehlman, there were no women in the company’s C-Suite when she first joined the brand in 2011. But as she progressed in her career at the clog maker, she noticed more and more women rising in the ranks. Notable among them: Michelle Poole, Crocs’ former brand president who joined the company in 2014 and just recently announced her retirement. In May, Mehlman was elevated to Poole’s former position.
“That really showed that women could do it,” Mehlman, who previously served as Crocs’ chief financial officer, said of watching Poole’s career trajectory at the company. She related her experience during a conversation with Poole and FN executive editor Katie Abel during FN’s Summit in New York City on Tuesday.
Fast forward to 2024, Crocs is now one of the biggest shoe companies with women in some of its most visible roles. In addition to Mehlman, the company in May named Susan Healy as its new chief financial officer, replacing Mehlman.
“The whole organization is watching the leadership team,” said Poole, emphasizing the importance of having women in leadership roles. She added that Crocs’ progress in female leadership has had a positive impact on overall retention across the organization. Part of this could also be owed to a general culture of mentorship at Crocs.
According to Mehlman, Poole was known to be a mentor for other women in the company during her time at Crocs, something Mehlman said has inspired other leaders who came after her.
“We all try to represent that,” Mehlman said.
In tandem with the company’s progress in elevating women to leadership roles, Crocs has undergone a decades-long brand transformation that has brought the brand from the brink of trouble in 2014 to massive success throughout the pandemic and beyond. Despite its position as one of the more polarizing shoe brands in the market, Crocs has also managed to cement itself as a icon in the fashion world as a brans that emphasizes comfort and individuality.
“Brands that have icons have this amazing asset,” said Poole, explaining what initially drew her to Crocs in 2014. “But it’s only an asset if the heartbeat of the brand is really healthy.”
Mehlman added that she views Crocs’ polarizing nature as “a blessing and a curse” in that it encourages the team to take chances on silhouettes and collaborations with brands like Pringles and Kentucky Fried Chicken that might alienate some people — while delighting many others.
As Mehlman put it: “We don’t take ourselves too seriously.”
