Abercrombie New Look
by Stephen Garner
Will A. Smith
Will A. Smith

Abercrombie & Fitch Co. has announced that Will A. Smith has joined the company as chief marketing officer.  In his new role, Smith will be responsible for all brand, creative and digital marketing across the company, reporting to president and chief merchandising officer Fran Horowitz.

For the past nine years Smith has served in senior marketing roles at Caleres Inc., formerly known Brown Shoe Company.  He was elevated to the position of chief marketing officer for Famous Footwear/Brown Group Retail in 2013.

Smith joined Famous Footwear/Brown Group Retail in 2008.  During his tenure, the company achieved rapid e-commerce traffic gains, evolved and contemporized all customer contact strategies and tactics, revitalized a customer loyalty program that now delivers nearly three-quarters of the organization’s total annual revenue, improved and elevated the in-store experience, and launched a best-in-class mobile app for Famous Footwear that now has over 1.3 million users.  Furthermore, he played a critical role in the parent company’s corporate rebranding initiative that resulted in its name change to Caleres – a modernized identity and improved customer sentiment for the 137 year-old company.

Prior to joining the Famous Footwear/Brown Group Retail, Mr. Smith worked for iconic companies such as Kraft, Atlantic Records, and Liz Claiborne, in various brand and marketing roles.

“We are delighted to welcome Will to our team,” said Horowitz.  “He is a true marketing talent who has led successful, transformative brand campaigns spanning go-to-market advertising, digital marketing, mobile and customer loyalty programs.  He will be a tremendous asset as we continue to focus on strengthening our connection with our customers and enhancing the power and clarity of our brand identities.”