Toms Names Crocs Alum Jessica Alsing as CEO, The First Woman to Lead the Brand

Toms has tapped footwear veteran Jessica Alsing as its new chief executive officer, the first woman to lead the shoe brand.

As CEO, the company noted that Alsing will help guide Toms through its next phase of growth and innovation, reinforcing its position as a style-forward footwear leader.

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

Alsing noted that she plans to focus the company’s efforts on unexpected brand collaborations that “surprise and delight” fans, and expand the company’s wholesale footprint with department stores and fashion-leading national accounts. Her expertise in digital marketing makes her especially keen to embrace influencers and content creators as advocates for the brand.

“Toms is an iconic brand that has inspired millions and set the standard for purpose in business,” Thomas Brady, board member of Toms, added. “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.”

Prior to joining Toms, Alsing spent nearly a decade at Crocs, where she served as vice president of international digital commerce, leading the brand’s digital expansion and global growth strategy. Most recently, she was chief digital officer at Grendene Global Brands – the parent company of brands like Melissa Shoes, Ipanema and Rider – where she helped modernize global e-commerce and digital engagement.

“Few brands are as instantly recognizable or as meaningful as Toms,” Alsing continued. “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 honor what made this brand iconic, while pushing boldly into what comes next.”

Alsing, who has been consulting with the company in recent months, replaces former CEO Jared Fix who left the company in April after less than a year at the helm.

Fix joined Toms in July 2024 after his predecessor Magnus Wedhammar accepted a new role at a company founded by a slew of ex-Nike employees.

Wedhammar joined Toms in 2020 shortly after founder Blake Mycoskie and private equity firm Bain Capital ceded control of the brand to a group of creditors to provide debt relief to the shoe company, which had been dogged by negative credit ratings and bankruptcy rumors at the time.