Crocs Inc has promoted Terence Reilly to the role of Executive Vice President, Chief Brand Officer, effective immediately.

In this newly created position, Reilly will oversee the marketing and communications functions for both the Crocs and HeyDude brands. He will continue to report to Andrew Rees, CEO while collaborating with Anne Mehlman, Executive Vice President, Brand President for Crocs, as well as HeyDude brand leadership.

According to the Colorado-based company, Rees will serve as the interim president for the HeyDude brand alongside the brand's senior leadership team until a permanent structure is announced.

A seasoned brand expert, Reilly is renowned for its ability to build brands’ identities, connect them with relevant cultures, and foster consumer engagement and loyalty. Before rejoining Crocs in 2024, he served as president of drinkware firm Stanley Brand. Prior to his time at Stanley, Reilly was the Chief Marketing Officer at Crocs, Inc., holding various other marketing leadership roles from 2013 to 2020, after a career in senior-level marketing and leadership positions.

Since Terence rejoined Crocs, Inc. in 2024, the HeyDude brand has seen significant traction under his leadership. He has galvanized a team, sharpened the brand's strategic focus, and re-established authentic connections with its consumers, says Rees.

Earlier this month, driven by a rise in sales at its flagship brand, Crocs, Crocs Inc recorded a 1.4 per cent rise in revenue during Q1, FY25. However, this revenue growth was partially offset by the sales of the casual footwear brand HeyDude,whose revenues declined by 9.8 per cent to $176 million.