TOMS taps former Crocs digital commerce lead as new CEO

Los Angeles-based footwear brand TOMS has appointed Jessica Alsing as its new Chief Executive Officer, effective from 8 October.

Alsing, who has been consulting with TOMS in recent months, brings “deep expertise” across footwear, digital marketing and global brand building, having previously spent almost a decade at Crocs (up to September 2021), where she served as Vice President of International Digital Commerce.

For the past four years she has been Chief Digital Officer at Grendene Global Brands, spearheading global e-commerce and digital engagement for brands including Melissa, Ipanema and Ryder.

Alsing will guide TOMS through its next phase of growth and innovation, “reinforcing its position as a style forward footwear leader”, while also focusing on unexpected brand collaborations that will “surprise and delight fans”.

She will also look to expand the company’s wholesale footprint with department stores and fashion leading national accounts, and her expertise in digital marketing makes her especially keen to embrace influencers and content creators as advocates for the brand.

Alsing said: “Few brands are as instantly recognisable or as meaningful as TOMS. 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 honour what made this brand iconic, while pushing boldly into what comes next.

“In 2026, TOMS celebrates twenty years since its now iconic ‘Alpargatas’ first became a sensation. With nostalgia trending and slip-ons being so popular today, I believe there’s never been a better time to reintroduce our signature shoe and deepen our leadership in espadrilles - building off the TOMS’ essence of endless summer.”

Since its founding in 2006, TOMS has continued to lead with purpose, giving more than $200 million in the form of shoe donations and monetary grants to non-profit organisations around the world.

Member of the TOMS board, Thomas Brady, said: “TOMS is an iconic brand that has inspired millions and set the standard for purpose in business.

“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.”