The specialty coffee equipment manufacturer said Cooley’s brand marketing expertise – a key driver of Crocs’ record revenues and profitability – will be ‘invaluable’ as it seeks to reach new consumers globally
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Heidi Cooley, Chief Marketing Officer, Crocs | Photo credit: Fellow
US specialty coffee equipment manufacturer Fellow has appointed Crocs Chief Marketing Officer Heidi Cooley to its Board of Directors.
In a press release, Fellow said Cooley brings global marketing experience and expertise in communications strategies, collaborations and social media to its management team.
“As Fellow welcomes more people to the world of great coffee, there is a real opportunity to grow, scale, and expand its consumer base while keeping its fans excited and engaged. I’m honoured and thrilled to bring my expertise and leadership in brand marketing to the Fellow board,” Cooley said.
Having started her career at premium fashion label Abercrombie & Fitch Co., Cooley spent nine years in various marketing roles at US sporting goods retailer Sport Authority before joining footwear brand Crocs in 2016.
California-based Fellow credited Cooley as being ‘instrumental’ in Crocs’ brand transformation and a key figure in the company’s record profitability, multi-billion dollar top-line growth and shareholder value.
Colorado-based Crocs achieved record $3.9bn revenues in 2023 – 11.5% higher than the previous year and 71% higher than when Cooley assumed the Chief Marketing Officer role in 2021.
“Heidi’s remarkable experience in driving Crocs’ vision and purpose has catapulted the brand into a cultural phenomenon. Her knowledge will be invaluable as we introduce our products to new consumers,” added Jake Miller, Founder and CEO, Fellow.
Founded in 2013, Fellow sells pour-over kettles, grinders, at-home brewing equipment and retail packaged coffee via an online marketplace. Its current range includes limited edition releases from specialty coffee roasters Equator Coffees, Nomad Coffee Lab, Onyx Coffee Lab and Parlor Coffee.
The business raised $30m in June 2022 to develop its at-home equipment range, drive product innovation and explore offline retail opportunities. Fellow currently operates retail outlets in San Francisco and Los Angeles.