Academy Sports + Outdoors Creates New Chief Customer Officer Role

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Academy Sports + Outdoors announced the appointment of Chad Fox to the new role of EVP and Chief Customer Officer, which reports to Steve Lawrence, Chief Executive Officer of the Company. The new role oversees omnichannel, marketing, customer insights, and customer care, so it covers a wide swath of customer touch points.

Chad Fox is new to Academy this month, but has served in many similar roles at other well known retailers. He comes immediately from Dollar General, where he was Senior Vice President & Chief Marketing Officer. In that role he led the brand strategy, marketing, media and digital teams and was responsible for strengthening the voice of the customer, generating increased traffic, improving customer engagement, and leading the in-house retail media network.

Chad brings a wealth of retail brand strategy, marketing, media, data analytics, and digital experience that Academy will leverage to execute our long-term growth initiatives to attract and engage customers through communications, content and experiences and build a more powerful omnichannel business, while continuing to build Academy’s brand awareness as we grow in existing and new markets.

Steve Lawrence, Chief Executive Officer of Academy Sports

This new role comes as Academy continues to navigate the tough retail environment that sees the customer be more selective in their purchasing amongst high inflation. Academy has continued to expand their reach and has seen success in the outdoor cooking category.


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