Carter's Appoints Sarah Crockett as Chief Brand Officer

Carter’s Inc., a leading children’s apparel company, has appointed Sarah Crockett as its Chief Brand Officer as part of a broader leadership restructuring aimed at strengthening its growth strategy. Sarah, who joined the company in June 2025 as Chief Marketing Officer, will take on expanded responsibilities focused on brand development, marketing and consumer engagement.

The appointment is part of Carter’s efforts to align its leadership structure with its long-term business priorities and strengthen coordination across its product, commercial, strategy and brand functions. The company announced the leadership changes on October 30, 2026, under the leadership of Chief Executive Officer and President Sharon Price John.

Carter's has announced three other leadership changes in addition to Sarah's. Maria Gemzell is to become the company's Chief Product Officer from early 2027 and Allison Peterson has been named Chief Commercial Officer. Emily Evert will take on the expanded role of Chief Strategy and Business Development Officer. The executives will report to Sharon Price John.

Key Highlights:

• Sarah Crockett takes on the Chief Brand Officer role at Carter’s
• Carter’s appoints Maria Gemzell, Allison Peterson and Emily Evert to senior leadership roles
• The leadership restructuring aims to strengthen brand growth, consumer engagement and operational efficiency

Sarah's comes on the heels of Crocs' focus on developing its legacy brands and consumer connections. As part of this new expansion, she will be responsible for driving the brand organization, linking brand strategy, brand marketing and consumer engagement to product development and commercialization. The company believes this will enable it to sustain its growth and profitability.

“Carter’s is a diversified company with a rich history spanning over 160 years, with brands that families have trusted for generations. However, to meet today’s consumers where they are and better serve them, we need to evolve,” said John, in a statement. “Today we announced key changes to our leadership structure to better connect our businesses, strengthen accountability, and advance our growth strategy. Aligning our structure with our go-forward strategy is an important step toward becoming a more consumer-centric, brand-building, data-driven company that is positioned to consistently deliver profitable growth and increased value to our stakeholders.”

Prior to Carter's, Sarah served in a number of senior roles within the retail and consumer space. She was the Chief Marketing Officer for DSW Designer Shoe Warehouse and the Global Chief Marketing Officer for Nature's Sunshine Products. She also has marketing leadership experience at Dickies and Backcountry.com, as well as previous experience with Burton Snowboards, REI, Vans and Lucky Brand.

The leadership changes also involve changes in Carter's commercial and product operations. This will bring under one leadership structure the North American retail and wholesale operations of the company, which will be overseen by Peterson. Joining from H&M's headquarters in Stockholm, Gemzell will be responsible for design, merchandising, licensing and product development.

Evert will assume leadership of the company's strategy and business development as well as the global consumer insights and international business. Carter's is also initiating the process of finding a separate Chief Operating Officer to improve the operational efficiency and execution.

The move will bring better business alignment, enhance accountability and further enable the firm's desire to become more consumer-centric and data-driven, Chief Executive Officer Sharon Price John said.

Carter's goals with these leadership roles include bolstering its brand identity, enhancing the coordination of operations and generating new avenues for profitable growth.