Skechers appoints Tara McRae as Chief Marketing Officer

Skechers has appointed Tara McRae as Chief Marketing Officer, adding experienced marketing and brand leadership as the global footwear company continues to build its consumer business.

Tara joins Skechers following a 12-year career journey with PUMA, where she held multiple leadership roles across marketing, brand strategy and the company's North American business. Most recently, she served as President of PUMA North America.

Her career also includes senior marketing leadership at Clarks, where she served as Global Chief Marketing Officer and Digital Officer, as well as serving as the first Chief Marketing Officer at TB12.

Leading Marketing at Skechers

As Chief Marketing Officer, Tara will lead marketing as Skechers continues to strengthen its position across the global footwear market.

In her announcement, she highlighted the opportunity to work across Skechers' portfolio, its agency ecosystem and the internal team supporting the brand.

The role brings together brand building, consumer understanding and business growth, areas that have been central to Tara's career across footwear and lifestyle brands.

Bringing Deep Footwear Experience

Tara brings more than two decades of experience across brand management, marketing, e-commerce and business strategy in the athletic and lifestyle sectors.

Her first chapter at PUMA began in 2006, where she held roles across media planning, sports marketing, strategic planning and brand management before ultimately taking on senior marketing responsibilities. She left PUMA in 2016 and later held senior positions at Clarks and TB12 before returning to PUMA in 2024.

That combination of category knowledge and broader consumer marketing experience gives her a strong foundation for her new role at Skechers.

Building Global Consumer Relevance

Skechers has built a significant global footwear business by developing products across performance, lifestyle and everyday categories while maintaining a distinctive consumer identity.

For a global footwear brand, marketing plays an important role in connecting product innovation with culture, consumer behaviour and commercial growth.

Tara's experience across footwear and lifestyle brands positions her to work across these areas as Skechers continues to develop its brand presence.

Working Across the Creative Ecosystem

Tara's new remit will also involve working with Skechers' wider ecosystem of agency partners alongside its internal teams.

That collaborative model reflects the increasingly interconnected nature of modern brand marketing, where creative development, media, digital experiences, consumer insights and commercial objectives need to work together.

Her previous experience leading marketing organisations at both PUMA and Clarks provides a broad perspective on managing these different capabilities.

A New Chapter in Footwear

Tara's move to Skechers follows a significant leadership chapter at PUMA, where she progressed from marketing and brand strategy roles to President of PUMA North America.

Her transition to Skechers brings that experience into a new environment, with responsibility for helping shape the brand's marketing agenda and support its continued growth.

For Tara, the move also represents a return to the footwear category after leading across some of its most recognisable global brands.

Bringing Brand and Business Together

Tara's career has consistently connected marketing with broader business objectives, from her work in brand strategy and consumer marketing to senior executive leadership.

At Skechers, she will bring that perspective to a company with a broad global consumer base and an established position in the footwear market.

Her appointment marks the beginning of a new chapter focused on building the Skechers brand, strengthening consumer connections and supporting sustainable business growth.

About Skechers

Skechers is a global footwear and lifestyle company offering footwear and related products across performance, lifestyle and everyday categories. The company operates through a global network spanning retail, wholesale and digital channels.