Schuh appoints Laura King as Chief Marketing Officer to drive culture-led brand growth and strengthen engagement with Gen Z and Gen Alpha audiences.
Schuh has announced the appointment of Laura King as Chief Marketing Officer, marking a strategic leadership move as the footwear retailer strengthens its focus on culture-led brand growth and next-generation consumer engagement.
Based in London, King will oversee Schuh’s marketing, creative, visual merchandising, brand partnerships, public relations, purpose, talent, and community teams. Her mandate centers on building culturally relevant, inclusive brand experiences that connect with Gen Z and Gen Alpha audiences while reinforcing Schuh’s position as a leading fashion footwear destination.
Laura King brings more than two decades of experience across both brand and agency environments, with deep expertise spanning fashion, sport, and youth culture. She joins Schuh at a pivotal time as the company sharpens its storytelling, digital presence, and community-driven initiatives.
Most recently, King served as Global Marketing Director at Accessorize, where she led a wide-ranging brand transformation. Her leadership contributed to record profitability, strong digital and social growth, international store expansion, and a refreshed brand identity grounded in modern values and creative direction.
Prior to Accessorize, King held the role of Brand Marketing Director, Europe at Urban Outfitters. There, she guided brand and marketing strategy across European markets, leading large multidisciplinary teams and strengthening cultural relevance during periods of significant industry disruption.
Earlier in her career, King spent nearly ten years at Wieden + Kennedy, working with globally recognised brands such as Nike, Honda, Tesco, Arla, and the United Nations. She managed the Nike account and held senior leadership roles across account management, global brand strategy, and new business development, delivering award-winning campaigns and long-term client partnerships.
In addition to her corporate leadership, King currently serves as Vice Chair and Non-Executive Director at Save the Children UK, contributing to governance, financial oversight, and supporter engagement.
Her appointment underscores Schuh’s ambition to build purpose-driven, culturally connected brand experiences that resonate with the next generation of consumers.
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