O0fos has named Liz White as Chief Marketing Officer. White brings more than 20 years of marketing experience to the active recovery brand, with a track record of driving brand growth through transformative marketing initiatives and customer-centric strategies. In this newly created role, she will use her expertise in combining data analytics and creative storytelling to shape Oofos’ marketing strategies. She’ll oversee global marketing efforts as well as the DTC business.
“We are excited to bring someone with Liz’s experience and singular focus on the consumer to lead the Oofos marketing organization,” states Lou Panaccione, co-founder and CEO of Oofos. “Liz brings a unique background in fashion and entertainment, as well as extensive experience driving brand growth, so we are thrilled to have her lead our strong marketing team already in place.”
Most recently, White served as Chief Customer Officer for Ashley Stewart, an omnichannel plus-sized apparel brand. There, she was responsible for accelerating growth, transforming the consumer experience across all touchpoints, and leading a brand refresh that significantly enhanced the company’s digital presence across multiple platforms. Previously, she was the Chief Customer Officer for FULLBEAUTY Brands, a plus-size apparel company, where she led digital and brand transformation efforts across a portfolio of eight brands. Earlier in her career, she held various senior leadership roles at Time Inc., including leading the digital businesses for PEOPLE, Entertainment Weekly, and StyleWatch as Vice President and General Manager.
“Oofos has enormous potential as the undisputed category leader in recovery footwear, at a time when more consumers are seeking out brands that truly make a difference in their lives,” states White. “I’m thrilled to join the brand while it is well positioned for continued growth, but also because of its impressive history of driving community impact through initiatives like Project Pink. The product, team, strength of the mission, and the relentless pursuit to make products that make you feel better are what drew me to Oofos.”
Liz White, CMO, Oofos