Ludivine is a member of our Equity, Inclusion, & Diversity Team at Deckers Brands
How do you empower others around you?
By truly listening to people, showing interest in their stories and being honest. Creating a safe environment where people feel that they can be themselves is key to their empowerment.
What changes in the industry excite you most (I.e. diversity, equity, & inclusion, sustainability, etc.)?
The growing awareness around topics such as inclusion and equity. The numerous statements from companies make me hope that we are at a turning point in the fight against racial injustice within the industry and beyond. Many companies have committed to change and the society will held them accountable for their words and actions.
How do you challenge stereotypes and misconceptions?
By never shying away from challenging conversations whether being with friends, family and/or colleagues. I remind people of the many parts of History that they tend to forget or didn’t get taught at school. To raise historical consciousness helps to educate people about their stereotypes and misconceptions.
I am proud of the country I was born in, but I am also proud of my Mexican roots; I am a first generation American. I’m Kind of like that saying, “Made in America with Mexican parts.” Both of my parents were immigrants in this country before becoming American Citizens but that doesn’t change the fact that they were illegal immigrants when they first arrived. My parents crossed the boarder into this country to be able to create a better life for themselves and eventually for us and that’s exactly what they did. Somehow two people with no formal education were able to put their 2 daughters into private schools and see them both off to college. With hard work and dedication my parents were able to give us the American dream but also gave us the gift of loving our roots and where we came from. Through stories and my personal experiences while going back to Mexico every December for an entire month to be with family were key to shaping my appreciation and love for the culture that made me ME. And trust me when I say I am blessed to be a part of a huge family (I am one of 63 grand kids on my mother’s side) something I came to appreciate even more after my mom passed from cancer over 13 years ago.
In the 12.5 years that I have been here at Deckers I have tried to honor who I am (a 1st generation American and a child of a parent who died of cancer) through events I’ve helped head up like Relay for Life and our annual Fiesta events. Even through simple costumes during our Halloween celebrations at Deckers I’ve tried to highlight my Mexican culture by dressing up in different versions of Día De Los Muertos outfits. I love when people ask me where I get my inspiration so I can tell them about my mom and my culture. This is my way of honoring my roots and the person that gave me the love of those roots!
Through Relay for Life for years I’ve been a part of a Team that has helped raise thousands of dollars to help our local American Cancer Society and Cancer patients, something I know my mom would be proud of. Through our Fiesta events where we have sold tacos, margaritas, chips and salsa we have also raised money for two children hospitals and the ACS, but have also brought a little bit of our culture to share with Deckers employees and that’s what is really important to me. To share the love of different cultures at a place that has provided so much to me, makes it easy for me to say that Deckers is my other “Familia”.
I write today with a heavy heart. While I do not personally know what it is like to see the lives of family or those who look like me threatened daily, I ache for all of those feeling pain, rage, fear, anger, helplessness, exhaustion, defeat, and more. Our Black colleagues, friends and families have carried this weight for far too long and I am deeply sorry for the injustice they continue to encounter, living without the fundamental sense of safety that many of us experience daily through our privilege – whether going for a run, sitting in our homes, or simply speaking our minds. They are excluded.
The death of George Floyd at the hands of four Minneapolis police officers who did nothing as he told them he couldn’t breathe, as he begged them to stop, has been yet another painful reminder that our society is systemically unjust and values the lives of people of color differently than white lives. The reminders are constant: George Floyd, Breonna Taylor, Ahmaud Arbery… and these are only in the last several weeks. There are countless more names, microaggressions, and other overt and covert acts that are tragically commonplace.
Enough is enough. We can no longer ignore what’s happening because it makes us uncomfortable. We can’t pretend racism doesn’t exist, or that it doesn’t touch our communities. Because it does. And we each have an obligation to show up. We have to stand up. We have to transfer the benefits of our privilege to those who lack it. We have to learn how to be allies.
Advocating for change starts with empathy and listening—with open hearts and minds. And it continues when we educate ourselves and our children, learning how to amplify the voices of those who do not have the same privilege. I know I have a lot to learn and, more importantly, unlearn – things that I have been taught because of the existing structures. I want to lean in, become a better ally, and help.
This weekend my family and I attended the protest march in LA and the march at the Santa Barbara Courthouse. It was sobering and powerful. We went to show support for George Floyd and so many others who have been tragic victims of the systemic racism that plagues our society. But, more importantly, I went so that I could raise awareness for my children and lead by example.
It has never felt more important for me to categorically insist that Deckers is an anti-racist organization. Our core values stand and will continue to guide us – we are better together and it is critical that we take an active stance against racism, discrimination, and intolerance in any form. Over the coming days, you will be hearing more from me and our PX team about the steps we are starting to take in support of our commitment to these principles. These include creation of a virtual discussion space and memorial for employees who would like to share, cope, grieve, and learn, training on how to be an ally and anti-racist, corporate donations to organizations that are committed to systemic change, and additional resources to support employee mental wellness.
Please check on your Black friends, loved ones and colleagues today – whether or not they are sharing with us directly, the weight is real and should not be carried alone. Our Employee Assistance Program is also available to Deckers employees.
It’s imperative to me that Deckers is a place where everyone feels seen and heard, welcomed to be their best selves, and where we actively create a culture in which racism and discrimination have no place. We will use our platforms to raise awareness and do our part to help create lasting and systemic change. The Executive Leadership Team and I are committed to doing better every day and I ask that each of you consider how you can do the same. We will move forward together.
Abbott Gailmard left Tennessee to earn her bachelors degree at Northeastern in Boston, Massachusetts. After she spent her fist co-op pursuing her passion for environmental studies by working at a wildlife sanctuary, she decided to come to Deckers Brands for her second co-op to learn more about international affairs and the people side of business.
What are three fun facts you’d like to share?
1. I spent a month camping and hiking around Iceland. By the end of the trip, I could pitch my tent in under 5 minutes.
2. I love sweet potato fries and have them at least once a week in Boston.
3. I’ve never had a peanut butter and jelly sandwich.
Who has been an inspirational leader in your professional life? How have they influenced your career goals, passions and interests?
When I worked as an Orientation Leader for incoming Northeastern students, I had the opportunity to work with a great group of women who constantly inspired me. Each of the women ran and oversaw a different part of the orientation process and it was amazing to see how such a small team put huge events together. I felt comfortable talking to each of them individually, as well as in a group, and ultimately they helped me to realize my passion for working with people.
What has been your favorite part of living in Santa Barbara, California?
I have loved getting to live in a place nestled between the mountains and the beach with a warm, mild climate. So far, I’ve been able to surf, hike, swim, and tan all during the winter months where I usually don’t leave the house without a parka.
What would you like to share about your People & Experience co-op experience?
As the People and Experience co-op, I have had the unique opportunity to see how a business functions through the lively lens of HR. From executives and retail managers to designers and warehouse associates, this position has granted me a unique look at the people side of business and allowed me to meet and work with the assiduous individuals who play vital roles in driving Deckers’ success. However, the most rewarding part of working with the People and Experience department has been joining a phenomenal team of driven, hardworking individuals who succeed in their respective careers through the empowerment and continuous support of one another. Regardless of a passion for business or human resources, working with this team at Deckers will grant you a non-replicable experience that will incite you to strive for success no matter the endeavor.
This is the first post on my new blog. I’m just getting this new blog going, so stay tuned for more. Subscribe below to get notified when I post new updates.
In this edition of our Employee Spotlight series on Together in Growth, we’re thrilled to shine the spotlight on Mone, a DTC Merchandiser Coordinator based in Tokyo. Mone’s career journey is a true testament to her commitment to growth—both personal and professional. Starting on our retail team, she embraced new challenges with the support of Deckers, successfully transitioning into a corporate role with expanded responsibilities.
In this exclusive Q&A, Mone reflects on her path, sharing valuable lessons she’s learned along the way and offering advice to anyone looking to advance their career at Deckers. Her story illustrates the diverse opportunities available within our company for those eager to grow and develop.
Can you share a bit about your journey from working part-time in the apparel industry to joining UGG and eventually becoming a DTC Merchandiser Coordinator in Tokyo?
I first started working in fashion retail while being enrolled in the evening courses at Bunka Fashion College after high school. It felt like the logical next step to continue working in sales after graduation.
I first joined Deckers to take on a full-time position as a Sales Associate at UGG Osaka in 2016. Studying abroad had always been a dream of mine, so after saving up for two years, I decided to move to Germany to learn a foreign language and explore the world for a bit. Upon returning to Japan, I resumed working in retail at UGG eventually becoming a Team Lead at UGG in Tokyo.
I had just started attending a correspondence university on evenings and weekends to learn new skills when I saw that the role “DTC Merchandising Coordinator” had been posted to the company’s internal job board. Wanting to acquire new skills and knowledge beyond retail, I decided to apply immediately.
What inspired your decision to transition from retail to a corporate role, and how did you navigate that change?
I’ve been in the fashion world for a few years now, both in school and part-time jobs. But working in a store, I felt like I was only seeing a small piece of the puzzle. I wanted to be involved in what happens before a product hits the shelves.
It’s been about a year since I made this move, and it feels like I got to peek behind the curtains of the fashion industry.
With a job transition this big, I would be lying If I said I was never nervous about whether I could really learn all the necessary skills and theories, but I’m trying my best and so far, it has been a most exciting journey.
I’m still learning every day and feel greatly inspired by the talented people I work with.
How do you think your background in retail has benefited you in your current corporate role?
Working in retail gave me a front-row seat to customer behavior and product trends.
While our work as Merchandising Coordinators consists mostly of analyzing and crunching numbers, I believe my hands-on experience provides me with a unique perspective on how to interpret that data.
What advice would you give to retail employees at Deckers who are considering making the transition to a corporate role? What resources or support systems helped you most in that process?
Moving from retail to working in an office is a huge change. It’s almost like starting a new job. The skills required and the working environment are completely different, so it’s totally natural to feel a bit nervous.
For me personally, learning the ins and outs of Excel was the greatest challenge. But with my colleagues helping me out whenever I got stuck and plenty of online courses available on Workday and YouTube, I managed to get up to speed in no time.
There are so many great tools out there helping you learn new skills, and once you start, you’ll be surprised at how quickly you can pick things up.
And don’t forget, your team is here to help. Don’t worry too much about what you can or can’t do right now. Just take the leap and see where it takes you.
What are your future goals at Deckers, and how do you hope to continue contributing to the company’s success?
As I am still at the beginning of my career as a DTC Merchandising Coordinator, I cannot say with certainty that I have a specific goal yet. However, compared to a year ago, I have acquired new skills and gained significant confidence. Thanks to my supportive and motivating team, I am able to maintain a healthy work-life balance. I am grateful for this comfortable environment where I can continue to grow and look forward to a long career here. 1 person liked this63 ViewsSave for later
At Deckers Brands, sustainability isn’t just a goal—it’s our guiding principle, especially during events like Plastic Free July. This employee spotlight we focus on Wallace Hao, our dedicated Director of Restricted Substances located in our Guangzhou office, who embodies this commitment with unwavering passion and expertise. Wallace embodies our commitment to sustainability with unwavering passion and expertise and plays a pivotal role in advancing our chemistry-related sustainability initiatives. Discover more about Wallace Hao’s journey and insights in our latest employee spotlight Q&A below, where we explore how we’re all together in purpose to create positive change.
When did you join Deckers and what does a typical day look like for you as the Director of Restricted Substances?
I joined the Deckers family in February 2015. Being gifted with the opportunity to work in a loving company has been the greatest motivation to do my best. As a restricted substance manager at Deckers Guangzhou, I witnessed the fast development of our brands and the vast extension of our restricted substance program and our sustainability goals with solid achievements. My journey started with tasks such as reduction or elimination of restricted substances that, if not controlled, could pose harmful health or environmental effects. My team and I support our suppliers with their chemistry efforts and drive our commitment to cleaner chemistries. The more I experienced at Deckers, the more I believe that we will thrive in doing good and great things.
My tenure at Deckers has taught me empathy, kindness, inclusion, and the power of collaboration. For example, the joint studies of microplastics with our supply chain partners, the searching for scientific articles associated with plastic hazards, the book notes we went through and discussed, and friendly competition in cleaning the plastic items during the AOK events. It is through these efforts that we see when we work collaboratively our impact is so much greater.
Deckers is celebrating Plastic Free July; within your role can you tell me what steps Deckers has taken to reduce plastic use within the company and its products?
On the supply chain side, we are continuously working with our partners to study microplastics and other plastic hazards. Just like our own employees, we have encouraged our supply chain partners to move away from plastic water bottles. In fact, one of the most meaningful results we observed is that the vast majority of our employees at Deckers stopped using plastic bottles, and increasingly more suppliers switched to using metal or glass bottles too. What an amazing result and a true reflection of the impact we as an organization can have! Our actions are creating a ripple effect and continue to reach even more people.
Can you share a memorable experience or project that has had a significant impact on your perspective on sustainability?
One of the biggest challenges in my career at Deckers was back in 2019 when we were working on remediating the Chromium VI (Cr.VI)* failure among one of our suppliers. Troubled with the lack of transportation and chemical preparation tools – as well as the inability to find another shipment date after remediation – we successfully remediated over 12,000 pairs of shoes without affecting the production and shipment. The experience taught me the importance of good planning, coordination, and crisis handling.
*Cr. VI is a chemical often used in the tanning of leather.
Can you describe the culture at Deckers Brands within the APAC region?
To be honest, Deckers is the best company with the best culture I have seen, and I am blessed to work for the company with great leaders. At Deckers Guangzhou, we always uphold our ESG values, especially the environmental protection, AOK activities, and doing good. Supported by our leaders, hundreds of employees volunteered in various AOK events and charity activities with genuine love and kindness, and these actions have motivated so many around us and our broader communities. These activities have become second nature among our employees in our daily operation.
How does Deckers engage with employees and communities in the APAC region and partner factory locations?
Fueled with energies and passion, Deckers employees have been tirelessly promoting Deckers AOK events with our supply chain partners. During the AOK activities, we can see how happy and supportive our suppliers are, the joy in their faces, the sincere attitude, their selfless efforts all connect with our Deckers values.
At Deckers Brands, we celebrate the dedicated individuals who drive our success and embody our core values. Lupe Lopez, our esteemed Office Operations Manager, exemplifies this spirit through her impressive career journey and unwavering commitment to innovation and excellence. As she approaches her 11th year with Deckers, Lupe shares insights into her path from retail roles to managing the HOKA Product Hub in Portland, Oregon. Her story highlights the power of ‘Together in Flexibility,’ collaboration, and continuous learning in fostering both personal and professional growth. Join us as we delve into Lupe’s inspiring journey and her reflections on nearly a decade of making a difference at Deckers Brands.
Q: What is your name?
A: Lupe Lopez
Q: What is your title at Deckers?
A: Office Operations Manager
Q: How long have you been working at Deckers Brands?
A: In August it’s going to be 11years
Q: Could you share your career journey at Deckers Brands, starting from the Camarrillo Outlet Store to managing the Portland HOKA office, and discuss how flexibility in your work environment has supported your ability to innovate and achieve outstanding results in your roles?
A: I began my career in retail at the UGG Camarillo Outlet, where I spent a few months before transitioning to the Deckers Brands Outlet store in Ventura, where I worked for 3 years. Afterward, I moved into an administrative role with the Transport Department, where I gained valuable experience over 7 years. Currently, I am the Office Operations Manager for the HOKA Product Hub in Portland, Oregon. Approaching my first year with HOKA, I’ve found the brand to be truly inspiring, and I’ve gained extensive knowledge of the footwear and apparel process. Along this journey, I’ve had the privilege of building relationships with incredible individuals who have enriched my experience.
A flexible work environment allows me to quickly adapt to changing circumstances, whether it’s shifting project priorities or unexpected challenges. This adaptability enables me to stay proactive and responsive, leading to innovative solutions that address current demands effectively. Flexibility encourages open communication and collaboration with colleagues. I can easily seek feedback, brainstorm ideas with team members, and incorporate diverse perspectives into my work. This collaborative environment often leads to innovative solutions that leverage collective knowledge and expertise. A flexible work environment supports a healthier work-life balance, reducing burnout and enhancing overall well-being. When I have the flexibility to manage my schedule effectively, I am more focused and productive during work hours, which translates into delivering outstanding results consistently.
Q: What has been your favorite part of working at Deckers Brands for nearly 11 years?
A: My favorite part of working at Deckers Brands for nearly 11 years has been the relationships I’ve built with colleagues who have become close friends. The supportive and collaborative culture at Deckers Brands has allowed me to form meaningful connections with people who share a passion for our industry and a commitment to excellence. These friendships have not only made the work environment enjoyable but have also contributed to my personal growth and development. Additionally, I’ve cherished the opportunities for continuous learning and skill development that Deckers Brands has provided, enabling me to evolve professionally over the years. Overall, it’s been the combination of friendships, learning, and skill development that has made my tenure at Deckers Brands truly rewarding and fulfilling.
At Deckers Brands, we are committed to fostering a workplace where every individual thrives through our Employee Experience Pillar, “Together in Holistic Wellbeing.” This month, in honor of Mental Health Awareness, we are proud to spotlight Dustin DeWitt, a passionate advocate for mental wellness within our Deckers community. In this Q&A, Dustin shares his journey and insights into promoting mental health, the impactful role of the Healthy Minds employee resource group, and his personal experiences in navigating his son’s ADHD diagnosis. Join us as we delve into Dustin’s dedication to creating a supportive, inclusive environment that champions holistic well-being for all.
1. As an advocate for mental health at Deckers Brands, how do you help promote mental wellness and holistic well-being within the company?
I try to remind myself and others that it’s good to take breaks and do something positive for yourself. Simply the act of stepping away for a minute can feel like a task at first. Like forming any good habit, it takes time and mindfulness to make the changes consistent.
2. Can you tell us more about the Healthy Minds employee resource group at Deckers Brands and the role it plays in supporting employees’ mental health?
I didn’t know much about the employee resource groups. I discovered more about them and started attending meetings during the pandemic.
It’s nice to feel like we can speak transparently in these meetings and it’s rewarding to have people hear and support each other.
3. How does the Healthy Minds ERG contribute to creating a supportive and inclusive work environment for employees dealing with mental health issues?
These meetings provide a safe space to share and connect with others. It’s valuable to have the support of your peers and to feel heard.
4. Dustin, can you share your journey in advocating for your children’s health and wellness, particularly in navigating your son’s ADHD diagnosis?
The most beneficial part was learning about the programs available for children with possible developmental delays. At first, his mother and I had to push back to have our concerns heard and addressed. There seems to be a tendency to be slightly dismissive of concerned parents. We learned about early intervention programs that sent a professional to come and sit with my son and assess him more accurately. Early intervention greatly impacted how we were able to support him and his development. Having access to these services enabled us with opportunities to aid in his development.
backpacking in the San Rafael Wilderness
5. As a parent, what are some key pieces of advice you would offer to other parents who are supporting their children through similar diagnoses?
You know your kid(s) best and if you believe your child might have some developmental delays, don’t let them tell you no or that everything seems well enough. Advocate and push for testing and support. There are early intervention programs available to help with testing and is a free or discounted service.
6. How has your own experience being diagnosed as a child influenced the way you support and advocate for your children’s mental health?
I now know that there are programs available to help my children succeed. I get to help them understand why and how they can react to things because of this condition and how they can recognize and work with the different ways their minds work.
7. What were some of the challenges you faced growing up with your diagnosis, and how did you overcome them?
I had a bit of struggles growing up with ADHD and no support systems. I was only briefly on a medication and had success with it. My parents took me off the medication because they said I was too quiet. The messages from care takers in my life were difficult to hear over and over and really wore down my self-esteem. I was constantly told things like “You know better than this” “You can do better, if you just try harder” and many other similar phrases.
I later realized as a young adult that I would likely benefit from getting back on ADHD medication to help me to improve my focus and impulsivity. That was a bit of a process trying to find the right medication for me. I noticed a difference right away and I am grateful I was able to get the help I needed.
I also learned that physical activities help to reduce the restless feeling in my mind and body. Which has helped me learn how to recognize how to achieve more overall balance for myself.
8. You often refer to your diagnosis as your “superpower.” Could you explain what you mean by this and how it has shaped your approach to life and parenting?
With this I refer to the state of hyperfocus. With my ADHD I can get into an extremely focused state of hyperfocus. I get very locked into what I am researching or working on. I can stay in this state for hours and I delve deep into what I am focused on.
This can have negative effects such as forgetting to eat or getting irritated when the flow state is interrupted. This way of thinking enables me to think “outside the box” and come up with new and innovative solutions.
As we celebrate Earth Month and reflect on the strides made toward our Sustainable Development Goals (SDGs), we turn our attention to Lila Kübler-Dudgeon, the Sustainability Data Analyst at Deckers Brands. Since starting at Deckers Brands in 2022, Lila’s journey has been defined by a commitment to ethical practices benefiting our business, communities, and the planet. Lila holds a pivotal role in producing content for our annual Creating Change Report, a document outlining Deckers progress in the areas of waste, water, climate and clean energy, materials, chemistry, gender equality, quality education, reduced inequalities, and human rights. Serving as a beacon for the “Together In Purpose” ethos, Lila exemplifies how collaborative efforts across departments can foster innovation and drive meaningful change. Join us as we delve into her role at Deckers.
1. Can you share with us your journey at Deckers Brands since joining in 2022? How has your role evolved, especially in the context of sustainability and data optimization?
After earning my undergraduate degree in environmental studies and geography from UC Santa Barbara, I first worked for a conservation data analysis company where my journey with data optimization began. I learned how to leverage automated workflows and machine learning models to process and analyze large acoustic datasets. The analytical skills I developed there provided the foundation for the work I would be doing at Deckers.
During college, sustainability was one of my focus areas as I became more interested in sustainable business practices. Because of my previous work experience, data optimization was an interesting way I could support these efforts. Learning about how businesses can operate successfully while minimizing environmental impacts and doing good for communities they affect is energizing to me. This is what makes sustainability exciting to me and pushed me to work in the field.
When I first started at Deckers, I initially learned all the existing coded modules being used in the sustainability program, and expanded upon these as I learned a new coding language. My role centers around increasing efficiency and reproducibility throughout the collection and analysis of environmental data related to the products we make and the associated operations.
On the beach in Portugal
2. Deckers Brands has set sustainable development goals (SDGs). Can you elaborate on how your role aligns with these goals and the strategies you employ to drive progress in achieving them?
Each year we work with Carbon Trust, a third-party expert, to conduct our carbon accounting and monitor progress towards our Science-Based Targets. I help create the numerous datasets required by Carbon Trust to complete the analysis. The environmental impacts of the materials used in our products, shipping and transportation of products, and facilities energy usage are a few examples of the datasets incorporated each year.
Truly the brands and our cross-functional colleagues are critical in driving progress towards the goals Deckers has set, and I view my role as a support function that measures advancements and provides information teams may need to reach the SDGs.
backpacking in the San Rafael Wilderness
3. The Creating Change Report is a significant annual release for Deckers Brands. Could you give us insights into the key aspects of the report and how your role contributes to its compilation?
The Creating Change report is an accumulation of incredible stories throughout the organization that share our progress from the past year and showcase our future targets. Our targets are across several categories (waste, water, climate and clean energy, materials, chemistry, gender equality, quality education, reduced inequalities, and human rights). The report creates a moment to celebrate the advancements we have made together by pulling in several years’ of data. Transparency in our progress provides an opportunity for teams to identify areas of impact where they can continue to contribute to help us reach our collective goals.
My contribution is two-fold: assembling and reviewing supporting environmental datasets that are used to create tables and charts for the report, and optimizing the compilation of those datasets. Behind the scenes I help compile the environmental datasets that will be used to showcase our metrics in the report. Typically this pertains to all materials data and any other operational datasets needed to calculate our environmental impact in partnership with Carbon Trust. Additionally, I help review environmental data for inaccuracies or data that doesn’t line up.
My role also involves optimizing the compilation of this data. For example, the report tracks metrics over time, so having tools that can quickly output the tables year after year with the most recent data increases our efficiency. The report includes many tables and charts so automating this piece is a huge lift for the team putting this report together! The environmental data I work on is only a slice of the work that goes into the report, and I am truly in awe of Juliana Ozur, Associate Project Manager, Sustainability, Sally Yingst, Sr. Manager Sustainability – Data & Materials Optimization, and our leader Brooke Beshai, VP Sustainability & Compliance, for their vision in crafting this comprehensive document.
Celebrating AOK 2022 with the ESG/Legal Team.
The Sustainability Team (From left to right – Sally, me, Juliana, & Brooke)
4. Managing environmental data related to materials, climate, and water is a complex task. How do you approach the challenge of collecting and analyzing this information for Deckers Brands? Are there any innovative strategies or technologies you’ve implemented to enhance data accuracy and efficiency?
The complexity of sustainability data partly lies in the high number of data sources and the compilation of creating cohesive datasets. We use several strategies to gather data from different teams across the organization and our supply chain partners. We utilize a variety of data collection tools aimed at continuously improving our data quality.
Our lifecycle assessment (LCA) tool helps us evaluate the impact of each of our materials in the following three areas: fossil fuel use, greenhouse gas emissions with carbon uptake, and water usage. We rely on teams across the organization to provide data including product-level, financial, and facilities information. Sally created the foundation for the data collection and analysis processes for the environmental data I work on, and together we are creating code-based solutions that automate the processing, compilation, and analysis of these datasets mentioned above.
5. What do you find most rewarding about your work in sustainability at Deckers Brands? Are there specific achievements or milestones that stand out to you in terms of the positive environmental impact the company has made?
Working for a company where these sustainability initiatives are core to our purpose has been transformative. I admire that the company is transparent about our work in these areas – embodying the idea of progress over perfection and acknowledging there is always more we can do. I am proud of all the work our brands have done to increase preferred material content in their products, which is a massive lift and cannot be overlooked. Overall, one of my favorite parts of the role is learning about other parts of the business through the collaborative nature of sustainability work. I hope to be able to better serve our partners and collaborators as I continue to learn what is truly helpful to them.
Hiking in Joshua Tree
6. Earth Month is a time for reflection and action on environmental issues. What message or call to action would you like to convey to Deckers Brands employees and customers during this special month?
Earth month is a time to celebrate the achievements from the last year, and identify opportunities where progress can still be made since there is always more to do. I encourage you to read the Creating Change report (found on deckers.com/responsibility) to reflect on and celebrate the company’s achievements related to environmental issues. This document is our team’s north star and point of truth; a reminder of the incredible work being done by many teams across Deckers and a point of direction for our future work. The collaborative nature of this work is very rewarding so I would like to give a special shoutout to the Ethical Supply Chain, Restricted Substance, and Materials Teams for all their support!
Meet Aaron Potts, the GTM Associate Manager at HOKA, whose journey blends a passion for running, marketing expertise, and a commitment to fostering connections within the running community. Hailing from Ontario, California, Aaron, a prominent Black runner, brings a unique perspective rooted in his family’s rich history of Track & Field.
In addition to his corporate role, Aaron, alongside his brother Joshua, has made a mark in the podcasting realm with their show, “2 Black Runners.” In this Q&A spotlight, explore how Aaron’s experiences highlight the theme of ‘Connection’ in his professional journey, the vibrant running community, and the impactful world of podcasting. Recognizing the need for diverse voices in the running space, Aaron’s narrative aligns seamlessly with Deckers Brands’ commitment to an inclusive work environment.
Can you tell us a bit about yourself and your role as a GTM Associate Manager, Specialty at HOKA?
I am one of four brothers, and I grew up an hour inland of Los Angeles in Ontario, California. Early on in my life, my Dad got all of us into Track & Field, and I fell in love with it instantly. This passion helped me earn a college scholarship and inspired me to chase the professional ranks after college. Throughout this time, I worked at running stores, hoping to gain the experience needed to make it to HOKA. In my current role, I help strategize and execute marketing plans and projects in US wholesale accounts. I have learned a lot in my almost 4 years here and am grateful for my teammates.
Congratulations on the success of your podcast, “2 Black Runners”! How did the idea for the podcast come about, and what inspired you and your brother to start it?
The idea came about in 2019 when my brother, Joshua Potts, was relaunching his successful YouTube Channel. Initially, it began as a vlog with high school friends. However, since he was graduating, he decided to start a Track & Field show called Running Report. We had been working together behind the scenes for some time, and I knew we had the chemistry needed for a podcast. Additionally, I recognized that the running world lacked voices like ours in space, more than any other major sport. From there, Joshua came up with the name 2BlackRunners, and the rest is history.
Your podcast focuses on providing a Black runner’s perspective. How has the theme of “Connection” played a role in creating a sense of community and inclusion for Black runners within the broader running community?
We focus on being ourselves, creating an environment that allows both our guests and listeners to feel connected to who we are and what we’re doing. As Black individuals, our culture naturally influences how we speak on topics, and this is a new perspective for the running community, which has been dominated by white voices. We hope that 2 Black Runners can inspire other Black creatives and show them that there is space for them in the running industry and track and field media space.
In the running community, fostering a sense of connection is essential. How do you approach building connections with your audience through “2 Black Runners,” and how has this connection influenced the content you produce?
The 2 Black Runners Podcast also serves as a record of my brother’s and my personal growth. When we first started the podcast, I wasn’t at HOKA, and Joshua was just starting college. So, if you’ve been following since 2019, you’ve been with us through COVID, racial reckoning, career growth, graduations, and more. We’re real about the things going on in our lives, and we have dedicated episodes called “For The Real Ones,” where we just talk about personal growth and visions for the podcast and beyond. We may not have the most supporters, but we have the best ones, and they truly support us as people. It’s truly a blessing.
We understand that you will be participating in the Black Excellence Roundtable event in March. Can you share a bit about the importance of events like these and the contributions you hope to make through your participation?
God has blessed me with the gift of speaking and making others feel welcome, and one of the best ways to show gratitude is through action. So, I hope I can make the colleagues on the roundtable feel comfortable and I aim to provide an eye-opening perspective to those listening.
Building connections often leads to professional and personal growth. Can you share a specific instance where a connection you made, either in your career or through the podcast, significantly contributed to your growth or learning?
Throughout the running industry and running media, there are so many connections for which I am grateful. One that comes to mind is Chris Chavez; he connected me and my brother to Magic Boost, a Track & Field content creator program. Through this program, I’ve made great friends who are making significant strides in the sport and running industry. Following their journeys inspires me, and it’s always great to see them at an event!
Mentorship is a powerful form of connection. Have you had significant mentorship experiences in your career or podcasting journey, and how have they influenced you?
I’ve had many leaders and mentors who have inspired me in my journey. A couple I would like to highlight are Stephanie Hillman, Alison Desir, Keith Peters, and Liz Dolan. When I think of these individuals, what comes to mind is kindness, empathy, and loyalty. These leaders truly serve their followers, and that is the type of leader I aspire to be.
As the holiday season concludes, we take a moment to highlight the exceptional contributions of our hardworking retail team, with a special focus on Travis, our Senior Store Manager at the Brand Showcase. Travis’s steadfast leadership has been instrumental in orchestrating a seamless and exceptional shopping experience for our valued customers during this demanding period.
In this exclusive Q&A, Travis shares insights into his role and professional journey, distinguished by service in the US Navy and culinary expertise in New York City, uniquely positioning him to bring a dynamic perspective to our retail operations. Travis’s commitment extends to impactful community initiatives, embodying the corporate responsibility that defines Deckers Brands. Join us in recognizing Travis and the entire retail team for their exceptional dedication, which not only elevates the customer experience but also contributes meaningfully to the communities we proudly serve.
Can you tell us a bit about yourself and your journey with Deckers Brands? How did you start, and what led you to your current role as Sr. Store Manager?
I was born and raised in Licking, Missouri, and joined the US Navy at age 18. I served 10 years and served aboard the USS Tarawa (LHA-1) and USS Simpson (FFG-56), my last duty station was The Naval War College in Newport Rhode Island where I was Assistant Operations Officer for International Programs. I left the Navy and went to culinary school at Johnson & Wales University in Providence, Rhode Island and graduated with my Bachelors Degree in Culinary Arts and Foodservice Management. I moved to Santa Barbara from NYC where I was the Executive Chef and General Manager of Joanne Trattoria, which is owned by Lady Gaga’s mother and father. I worked there for 6 years and was able to have some amazing experiences, including being a part of creating and publishing our cookbook while I was there. I really wanted to continue my education and earn my Masters degree in Hospitality Management however with my workload and schedule at the restaurant I wouldn’t be able to do both. I made the tough decision to focus on my degree, and moved here to Santa Barbara. After I moved here, I took some time to decompress and started working at The Hotel Californian, but it wasn’t very fulfilling. My friend of 20 years, Stephen Coyne, had told me about how amazing Deckers was and all of the initiatives he was able to participate in over the years. He talked me into working as Seasonal Store Manager for our UGG Pop-up in the old Macy’s building downtown for the holiday season. I have always been a fan of UGG, Hoka, but after working there for the holiday season I was instantly hooked. Not only were the people that I met amazing, but the culture drew me in and I enjoyed going to work every day, and appreciated the work/life balance that it entailed. It also allowed me to focus on my grad school work in the evenings and weekends. After the holiday pop-up ended, I was asked to move over to the Brand Showcase as Associate Store Manager. I jumped at the opportunity. I was able to be involved in all of the intricacies that this store is known for. I was able to work with so many of our corporate partners and form some amazing relationships with our local non-profits during that time. Eventually Stephen created the Corporate Sales department and I was asked to move over to the Store Manager position. I was able to take all of the knowledge I had gained during the previous couple years and put it into action In 2022 I was promoted to Senior Store Manager and was able to take on some extra duties and expand my role to assist other stores in the West Coast district and extended our community outreach efforts to all of our West Coast stores, which is a true passion of mine.
What drew you to Deckers Brands, and how do you personally connect with the company’s values and products?
There are so many amazing aspects of this company, it’s hard to pinpoint one. Not only is the culture top notch, but the people that work here make me enjoy coming into work every day. I love the values so much I had them printed on posters and have them hanging in the break room of the Brand Showcase, so they are always top of mind. Do Good and Do Great is probably my favorite. Working for an organization that prioritizes giving back is so refreshing. Growing up living below the poverty line, I value and appreciate companies that focus on giving back and providing funding to those services similar to what my family used back in Missouri to ensure we were fed and clothed.
Before I started working at Deckers, right after I moved here, I was able to meet Michelle Apodaca, Gerard Marceda, Debi Fries, and a few other amazing people. I immediately knew that this is a place I was going to call home. Working on the Corporate Headquarters also lends itself to making lasting relationships with my colleagues.
As far as product goes, I have always been a fan of UGG, and I was exposed to Hoka early on which I wore religiously in New York. It has been so remarkable seeing their growth and watching the brand transform to its current position as Brand of The Year. We have a huge following of Hoka here at the store, and I was able to make some connections and partner with our local non-profit, Santa Barbara Running Association, to form a run club here at the Brand Showcase. Our inaugural run had a turnout of 90 people, which included 30 children runners. We have some big plans for 2024 and I am looking forward to having even more events in the store to showcase the Brand and help drive sales while helping our runners find the perfect shoe for their activities.
How do you approach planning and preparation for the holiday season? Are there specific strategies or lessons learned from previous years that guide your preparations?
The holiday season is fairly consistent year over year, in that our classics in Chestnut are the most popular for our customers, however the last 2 years I have found that Hoka Clifton’s are also one of the top styles for our customers. I normally plan out allocations to the store ahead of time because I know the core classics like Tasman, Classic Ultra Mini, Classic Mini sell out very fast once December hits. Our business model is different than most retail stores, and I have had to change that a bit over the last few years. During non-peak season we usually only carry one color in a size run and showcase the other color options by only carrying a display size in them. With holiday I go a different route and carry over a dozen (sometimes 2 to 3 dozen) of each size in core styles to help support our 12 Days of Giving shopping days and our Elementary School Fundraisers that we do in November. I normally have to try and fit everything in our stock room, which can be tricky. This year I was able to talk with Lance, our Director of Facilities here on campus, and get a cage in B3 to help store some of the core classics so we would have them on hand before they sold out online. I was able to allocate hundreds of pairs and store them in our off-site in B3 until the inventory in our stock room dwindled down and we had room for them. On the 13th we started moving all of our inventory from our off-site in B3 to the stock room and lined the walls with the product we don’t have room for in our shelves. I did learn a lesson about 2 years ago. I didn’t think we would have an issue with keeping product in stock and figured I would be able to allocate it at the end of November/beginning of December and I was sorely mistaken. We were already sold out of Ultra Mini’s, Mini’s and Tasmans. So, we had to help customers find alternatives. This year I was ahead of the game and formulated a plan to have substantial stock in all of the core styles. I started allocating in early November and was able to have our off-site filled completely by mid-November. As product was selling out online and in our other retail stores, I still had a stockpile to support our events. Maintaining a clean and orderly stock room is also imperative to having a successful business, if you have product in the wrong place, you risk losing sales and at the end of the holiday season when the dust clears you find the styles in sizes that customers were needing but because they weren’t in their proper place, they left empty handed. I learned this during my culinary days, we have a term “mis en place” which means everything in its place. If you have your product organized and in the right place, and ready to go, you will be setup for success. Another big part of preparation for holiday is making sure I communicate expectations with my team and keeping them informed of all events that are taking place. My team also needs to be prepared because they are on the front lines, and they should be able to have all the tools they need to succeed.
How do you approach team development and ensure that your staff feels motivated and supported?
I know it’s cliché, but I treat my team like they are my family. I give them the utmost respect daily and check in with them often to make sure they are in a good place. The majority of my team are college students from UCSB, and being a former college student myself I know how difficult and challenging college can be, especially around finals time. I make sure they have the time off they need to excel in their studies and let them know that I am always here if they need anything. My team always strives for excellence, and puts their best foot forward every day. I always make sure they have the necessary information to be successful in their role, including disseminating information so they are aware of any changes that are happening, or any new product coming out, and listening to them if they have any recommendations on how to do things differently. Empowering my team to take on tasks, even if they make a mistake has been helpful in allowing them to grow and develop. If they make a mistake, it’s not the end of the world, it’s a learning experience. I also like to ensure they are aware of corporate positions available and encourage them to inquire about them. I am more than happy to connect them to the hiring manager to learn more about the role they’re interested in or put them in touch with someone currently in the role so they understand what the day to day is like. We have some corporate partners now that used to work in the Brand Showcase, Pam Terry, Pamela Andrade, and Ryan Ritzau all started their Deckers Careers working in Retail, so I like to use them as examples to show them that if they ever desire growth, there is always the possibility to grow within the company. Finding quality candidates has been a challenge since before the pandemic, but in 2020 it got even more difficult, so anytime we can retain solid employees who embody our values, it’s a no-brainer.
How do you see the role of the store and its team in contributing to the local community? Are there any community involvement initiatives that you’re passionate about?
The Brand Showcase has always been an integral part of our community. Partnering with Michelle Apodaca has been such a pleasure, and she has become such a great friend and mentor. We formulate a plan for the year and ensure all the dates and organizations are aligned. We help advertise with each organization and for some events like our Elementary School fundraisers we provide 20% off to those who RSVP, and donate 20% of the days sales back to the school. So it not only allows us to provide much needed funds to the school, but also allows the families to shop and acquire our product at a decent discount. Besides our elementary school fundraisers, we have so many other initiatives that warm my heart. Magoo’s Shoes event we do every year is probably my favorite and one that I involve our store teams from Camarillo and Ventra in. Magoo’s Shoes is a non-profit that provides shoes for underprivileged children, where they are able to come in to the store and pick out any pair of shoes their heart desires. There is never a shortage of volunteers for this event, as it is so heartwarming. The majority of these children are either homeless, or their families live below the poverty line. The smiles on these kids’ faces when they see all of the shoes in the store and are told they can pick out anything they like, is priceless. This event has grown over the years, and this past year we had our largest one yet. We were able to provide 350 children with new shoes this year, which was a huge feat. The store teams from Camarillo and Ventura were happy to come down and assist, and this past event truly embodied our value of Better Together. They were also able to see how impactful these events truly are to those in our community We couldn’t have done it without their help.
Can you share some details about Deckers Brands’ “12 Days of Giving” initiative and how it aligns with the company’s values? How do you see this 12 Days of Giving impacting our local community?
The 12 Days of Giving couldn’t align more perfectly with our values, specifically DO GOOD AND DO GREAT. By being good stewards to our community, we are not only able to make a substantial impact on so many of the lifeline organizations in our area, but it also helps grow our business. The public sees how philanthropic we are, and they in turn want to do their part by supporting our brands and our products. I am constantly asked by my peers how they can get involved, and every time they volunteer at one of our events they leave humbled and with a sense of gratitude. Most people think Santa Barbara is a town immune to the problems every other town faces because of their gorgeous beaches and multi-million-dollar homes, but the fact is there are over 1,800 members of our community facing housing insecurity. On top of that one in four people in Santa Barbara County face food insecurity with 38% of them being children, which is a sobering statistic. By supporting these organizations during our 12 Days of Giving, we are hoping to lower those numbers and provide a little compassion where its needed most.
It also resonates with our BETTER TOGETHER value. Working together towards a common goal helps us focus on bettering our community year after year. Partnering with the local non-profits throughout the year so we have a pulse on their needs, helps us strategize and focus on ways we can better serve these organizations. I partner with Michelle Apodaca all year to support as many organizations as possible. We also do monthly give backs to various organizations early in the year, and we do events with organizations like Magoo’s Shoes in which this past year we were able to give out 350 pairs of shoes to children in need. For this event we were able to have store team members from our Venutra and Camarillo UGG outlet stores come and participate with the Brand Showcase team as well. We also supported Storyteller, which is a therapeutic preschool for children facing housing insecurity, by giving them each a pair of shoes and our Executive Leadership Team was able to be present and help support this event. No one person can provide all of the much needed support that so many organizations require, so we work together in partnership with volunteers from our Deckers community and tackle each need head on, striving to spread compassion in our community, one act of kindness at a time.
As far as the local community, the impact of our giving is creating a wave of good. We focus on what we call lifeline organizations, meaning organizations that so many members of our community rely on, and those with boots on the ground doing the challenging work. Organic Soup Kitchen, Angels Foster Care, CADA, CASA, just to name a few, are some of the most needed in this area. Whether it is serving food to those who are unable to provide for themselves or providing services and tools to alleviate housing insecurity for families, these organizations continually, year after year, provide these services without batting an eye. Our funds we donate are used to help them continue their missions and allow them to ensure as many Santa Barbara County and North County residents receive these much-needed services without interruption. Being able to do our part to help the residents of Santa Barbara and North County, has left a substantial impression on not just myself and the rest of the Deckers employees, but also those in our local community who see our dedication every year.
What is your favorite aspect of being the Sr. Store Manager? Is there a particular aspect of your job that brings you the most satisfaction or joy?
I would have to say one of my favorite parts of being a Sr. Store Manager is being able to meet other Store Managers from around North America, and being able to lend my skills to help other stores in need, and open new stores. I love meeting new people so being able to work with my colleagues in other regions at warehouse sales and meet them at SMC, as well as providing any help they need during the year has been impactful.
Another of my favorite parts would be partnering with Michelle Apodaca in our charitable giving initiatives. Being able to provide funding to so many important lifeline organizations in our area has been very rewarding and brings me so much joy. We rolled out our Community Outreach initiative in the West Coast District because our store teams saw and heard all of the good we do here at The Brand Showcase, and we wanted to make them a part of it. So now every quarter, at least, each of our West Coast stores completes a community outreach activity in their area. Whether it’s making hygiene kits for the homeless, picking up trash in a local park, or collecting supplies for domestic violence survivors, each store team is able to see the impact they are making, and it has resonated so well with our teams. It’s hard to pinpoint one thing as my favorite, as I enjoy every aspect of being in this role and feel lucky to be where I am, and being able to help so many people in our community every year.
Do you have any role models or individuals who have greatly influenced your personal and professional development? How have they impacted your leadership style?
In all of my previous careers I have experienced many different types of leadership. Some of the ways I learned in the Navy wouldn’t cut it in the civilian world. A majority of the time we were told to do something, and if we questioned it or had ideas of ways to do it differently or more efficiently, we were told to shut up and get the job done. It was so refreshing when I worked with Chef Art Smith, he was a listener and always wanted to hear if I had an idea or new way of achieving a task. He listened to my concerns and ideas, and if I had an issue arise he would help me solve it without hesitation. He is a great listener and always does whatever he can to help resolve a situation. He stood up for his team, but also held them accountable. If we made a mistake he would let us know what we did wrong, but then would reiterate his expectations. He would never criticize us in front of our peers, and always made sure to let us know how much he appreciated our hard work. This type of leadership really resonated with me, and it resonated with the team as well. You could see how well respected he was, and it wasn’t just because of who he was, it was because he treated his team with the utmost respect. I have taken that approach ever since, and always let my team know how well they are doing, and if they make a mistake I make sure to not get angry, instead I use it as a learning opportunity.
Another individual who helped shape my personal development was Cynthia Germanotta. She treats everyone with sincere respect, and goes out of her way to make sure people feel acknowledged and heard, which has stuck with me since meeting her when I moved to NYC to continue my culinary career. We share a similar background with her being from rural small town and trying to finding her place in the world. I would spend the holidays with her and the rest of the family, and they always made me feel like I was a part of it. She would give me advice on how to handle situations whether it was my personal life, or professionally, and always lead with kindness in her heart. She has a huge heart and you can see that in all the work they do at Born This Way Foundation. It was such a great experience working with her and her team in that capacity, and witnessing all of the good they were doing. Seeing the enormous impact they make on the community in NYC, and around the world, helped me appreciate and strive to be a better human being and make sure that I approach everything with kindness and gratitude.
Starting a new job can be both exhilarating and challenging; however, for Kelsa Albert, transitioning into her role at Deckers Brands has been exceptionally noteworthy. As the new Senior Learning Experience Manager based in the London office, Kelsa shares her experiences and insights in a recent employee spotlight Q&A session. She discusses the factors that attracted her to Deckers Brands, her dynamic onboarding process, and the compelling journey that led her here. Welcoming a new employee to the Deckers Brands community is always a thrilling experience and in this exclusive Q&A, we delve into Kelsa’s initial impressions, her vision for contributing to Deckers’ growth and inclusivity, and the unique culture that defines the company. Join us in uncovering the distinctive aspects that make Deckers Brands an exciting and welcoming workplace through the eyes of one of our newest team members.
As a new member of the Deckers Brands team, can you share your initial impressions and experiences? What stood out to you during your onboarding process that reflects our company culture?
What has stood out to me most about Deckers has to be the people. I’ve met so many super bright, talented and innovative people who seem to genuinely care about this business and have the fire in their bellies to drive it forwards. I’m LOVING the energy and I’m absolutely thrilled to be a part of this incredible team!
Transitioning into a new role can be both exciting and challenging. How have you found the support and integration process as a new employee at Deckers Brands, and is there a specific moment or aspect that made you feel particularly welcomed?
Each week the London-based PX team try to go into the office on the same day and have lunch together on the beautiful roof terrace that overlooks the hustle and bustle of Soho (weather permitting of course!). It’s been a great way to get to know the team, and such a warm and welcoming environment. There have also been some events outside of the office (such as AOK gardening in South London and a charity quiz organized by the incredible Jane Marshall) which have been great fun and a brilliant way to get to know some of the broader teams. I feel very lucky to have joined a business that has a ‘work hard, play hard, give back’ type of atmosphere.
We’re curious to learn more about your journey before joining Deckers Brands. What aspects of your background and professional experiences led you to pursue a career with us, and how do you see your past shaping your contributions to our team?
I’ve worked in Learning & Development in the retail industry for 10 years, previously working for Farfetch, Charlotte Tilbury, Ted Baker, and Selfridges. I’m a ‘Squiggly Career’ enthusiast and my role is to support others to learn and develop, but I’m a keen life-long learner myself, holding multiple academic qualifications, including an MSc in Organizational Psychology and a Certificate in Brain-Based Coaching.
But how do I see my experience shaping my contributions at Deckers? One of the most significant discoveries in my career so far is the power of positive psychology. Positive psychology is a scientific approach to studying human thoughts, feelings, and behavior, with a focus on strengths instead of weaknesses. When applied to careers and learning initiatives, this looks like building individuals, teams, and businesses up to be the best they possibly can. I’ve seen the huge impact this can have on an organization’s overall success, and I hope that one of my key contributions at Deckers is helping everyone to lean into their superpowers to support our thriving business.
Choosing an employer is a significant decision. What factors drew you to Deckers Brands, and how do you see our company aligning with your personal and professional values?
My personal values are very important to me. Outside of work I spend lots of time with family & friends and volunteer my time to mentor young people from minority groups. I feel it’s my duty to do what I can, since I didn’t grow up with much myself. The more I learned about Deckers through the interview process, the more I felt like I had found my place. During my job search, I found lots of interesting roles in exciting companies, but none that could match Deckers on culture and values – underpinned by an ambition to see our business flourish.
As a Senior Learning Experience Manager, you bring a unique skill set to the role. Can you share how your past experiences and expertise have prepared you for the challenges and opportunities you’ll encounter in this position at Deckers Brands?
One of the things I’ve learned in my career is to think of learning experiences like products. Many big tech companies use the Design Thinking process when developing a new product (like the invention of the smartphone, for example!) and I think this way of thinking can be really helpful for developing learning experiences too. The Design Thinking process involves empathizing with the customer to find out what they really want or need, spending time to properly define what the problem is, coming up with as many ideas as possible, and prototyping or experimenting before going ahead with a big launch. By applying this way of thinking in Learning & Development, I’ve found that learning can be truly aligned with what people and business leaders need, rather than coming up with fabulous ideas that potentially miss the mark. I hope that utilizing this approach will help develop even more meaningful learning experiences for people.
Being recognized with the Black British Business ‘Rising Star’ Award is a remarkable achievement. How do you see your award-winning journey contributing to your role here, and how can it inspire other new employees within our organization?
It’s such an incredible accolade, I’m still pinching myself, to be honest! Someone I worked with about 10 years ago commented on my LinkedIn post to say something along the lines of ‘Kelsa you’ve always been there, and I’m so glad people are recognizing it now’. This really meant a lot to me because I have spent the last couple of years changing my approach to my personal career development. I heard the little saying “Success is as easy as P.I.E.: Performance, Image, Exposure”. For most of us, our job performance is always a high priority. What I hadn’t considered is my image; How do people see me and what are they saying when I’m not in the room? Neither had I considered my exposure; I’m working super hard, but how much of that do people know about? Following this period of reflection, I started to take some small steps towards building my image and exposure for example, I did some part-time lecturing and volunteered as a CIPD South London Branch committee member. Over time this started to build up both my confidence and the strengths people began to know me for, which I think contributed to winning the BBB Award. So, if there’s anything someone could take from this, perhaps it’s to consider how their success P.I.E is weighted and make small incremental changes over time (however uncomfortable they may feel to begin with!).
Deckers Brands operates on a global scale. How do you envision your cultural background and experiences enhancing the diversity of perspectives within our team and contributing to the global fabric of our company?
As a mixed-race woman who grew up in a working-class family, in a multi-cultural part of London, it’s important to me to create spaces that not only feel inclusive, but where structures and processes are as free from bias as possible. From a learning perspective, this means looking at career development opportunities at Deckers and ensuring access to them is fair and equitable.
What specific goals or aspirations led you to pursue a career as a Senior Learning Experience Manager, and how do you see this role aligning with your professional ambitions?
My main goal at Deckers is to help our business succeed by ensuring people have the right knowledge, skills and behaviors to support our strategy and growth. My ambition is for Learning Experience to be a highly valued asset by every Deckers employee and to create the conditions where every individual can own their career development and prosper.
As someone who has recently joined Deckers Brands, what advice would you give to other new employees navigating their first few weeks with the company, especially those who may be looking up to your achievements and experiences?
This is an AWESOME place to work – you can genuinely ‘come as you are’ and there’s no catch! Deckers to me feels like a People business, so get out there and build as many connections as you can because the relationships you build will likely be your biggest asset.
In the world of sailing, Betsy Alison is a legendary figure, a five-time Yachtswoman of the Year, and a Hall of Fame sailing athlete and coach. She recently won gold at the World Championships just nine months after becoming a para-athlete. Last year, Betsy was faced with the daunting challenge of battling cancer, leading to the removal of her Iliac Flange and leaving her with a 1.5-inch leg length discrepancy. She was subsequently connected with HOKA and our Innovation Team (DxLabs) through her good friend and Deckers Brands employee, Christy Evans, in order to create a custom shoe. In this exclusive Q&A session, Betsy shares her inspirational story, shedding light on her incredible journey to recovery and the pivotal role played by Stephen Kass in creating a custom running shoe that not only aided her recovery but also symbolized the spirit of “DO GOOD AND DO GREAT” at the heart of Deckers Brands. Betsy’s story exemplifies how great people can make a great company and how, even in the face of adversity, remarkable individuals can be a catalyst for positive change.
Can you share your journey into sailing, starting from when you first began at the age of 7 to becoming a 5-time Yachtswoman of the Year and a Hall of Fame former sailing athlete and coach?
Sailing was an activity that my parents encouraged us to take part in as kids, for the social aspect and from the point of view that anyone can continue to sail recreationally (or competitively) until you are well into your sunset years. I was a good local sailor from a competitive standpoint but my competitive trajectory really started in college and beyond when I was surrounded by sailors of excellence and found that I had a lot of mentors that helped me to understand the finer points of sailboat racing as well as the ability to technically tune the boat for maximum speed.
You discovered your natural aptitude for sailing while at Tufts University. How did this realization shape your future and lead you to dedicate the last 20+ years to Disabled Sailing?
Like any activity, when you are mentored in a way that maximizes your personal potential and you see marked improvements in performance, the motivation to continue to improve is always there. I think the discipline I learned and applied to my own personal performance on the water was what helped me when I started coaching our US Para sailors with disabilities. My approach was to impart what I knew from rules, tactics, strategy and tuning to the sailors not teaching those things any differently than with able bodied sailors. The way I handled the disability side of things was to try to better understand the impact of the disability on a sailors physical performance and then use/develop adaptations to minimize that impact and maximize the sailor’s potential.
Could you tell us about the challenges you faced after having your Iliac Flange removed and dealing with a 1.5″ leg length discrepancy due to cancer?
No one ever expects to have cancer knock on their door, and I certainly never expected my physical mobility to be as impacted by the surgery as it has been. The biggest challenge for me has been learning how to walk again and to weight bear on a leg that presents as shorter than the other due to having no structural support in the left hip. My leg sinks up into the pelvic cavity before the acetabulum (socket) and the femur head press into scar tissue and muscle. Once they “nest” into a stable spot, I can weight bear on the leg and then apply a somewhat normal walking gait. I am about 80% of the way to full weight bearing and now walking with forearm crutches for support. The long-term challenge will be how much support I will need permanently to give me some balance stability – my hope is that a walking stick will be the ultimate support mechanism – fingers crossed. When I can equalize the limb discrepancy, my balance and muscular pain in hip and low back improves.
Most shoes designed for such disabilities are typically stiff and heavy, but you were looking for something different. How did you come across the opportunity to work with HOKA and our innovation team (DxLabs) to craft a customized running shoe tailored specifically to your needs?
I became familiar with the HOKA brand through my good friend, Christy Evans, who works for Deckers. She had told me how great the shoes were for her as a runner and how they helped her as an orthotics user. The wide base of the shoe and the softness in the insole for impact was impressive. When Christy came to visit me post-surgery when I was finally able to move home and she saw the limb discrepancy, she went back to Santa Barbara and talked to Stephen Kass about me and the challenges that I was facing. As an athlete in recovery with a major walking challenge, I think I posed an interesting case to take a shot on. I am so grateful that Stephen decided to take a chance on me by creating a sole for the left shoe that balanced my body and allowed me to progress as quickly as I have. My therapists and oncologists have said that I have exceeded all expectations so far – and I am not done yet! The HOKAs have been a godsend.
You’ve been involved in mentoring disabled sailors and coaching the US Disabled Sailing Team. How do you see your experiences influencing and inspiring the next generation of sailors and athletes with disabilities?
I hope that my journey and recovery can show the next generation of athletes and potential athletes that acquiring a disability doesn’t mean your life is over or that you need to stop doing what you love. Sailing is a sport that anyone can take up, especially for folks with a disability. With the right adaptations and with proper physical training shoreside (with the right shoes and equipment), you can easily leave the disability on the dock and experience a freedom that may not be possible on land. I have always been forward thinking in my sailing career. I am a firm believer that you can do anything until you prove to me that you can’t! Being able to compete in a World Championship 9 months out of surgery having had a hemipelvectomy, missing 90% of my glutes and all of my abductor muscles was an amazing feat – and to win was a bonus!
Can you take us through the process of working with Stephen Kass on designing the adapted running shoes? How did it feel to have someone invest their time and expertise to create something tailored specifically to your needs?
To be honest, my interaction with Stephen was via Christy. She initiated the discussion with Stephen about me as an athlete and friend, describing to him the leg length discrepancy. He indicated that there was a chance that he might be able to help construct a shoe sole that could help level my pelvis. Christy came back to me asking what the actual discrepancy is – and off he went! Not knowing the process of designing and constructing a pair of shoes that would help with my challenge is far beyond my understanding (ask me about sailboat racing and the answer would be different), but I am certain that it takes someone like Stephen with the technical expertise and a curiosity for solving problems who loves a challenge that can and did create a pair of shoes that have definitely changed my life for the better. When a box arrived in the mail and I opened it up, it was like being a little kid at Christmas – finding a present that I could only have dreamed about. I feel so blessed that Stephen took on the challenge and that Christy approached him to see what could be done. I am eternally grateful to both and to the company for allowing Stephen to create a tailor-made pair of HOKAs that are unique, practical and impactful. I cannot tell you how many folks have noticed the shoes and tell me that they are HOKA users, or that the shoes are so cool, or that it is amazing how well they work while looking fantastic!
As you tried on the HOKA shoes for the first time and experienced the difference they made, what emotions and thoughts ran through your mind? Were there any specific moments when you realized how significant these shoes would be in your recovery?
When I put them on for the first time, the immediate observation was “OMG, these shoes are so comfortable and stable.” I had been strictly using lift inserts in my left sneaker which only got me part of the way (maybe ½-3/4”). When I used them in PT the first time, I cried – yes, I do get emotional when it comes to my recovery. I was so happy and so grateful that I had this new tool to help me progress so much faster. Getting used to the height differential in the soles when stepping over obstacles or walking up ramps was challenging at first, but it also forced me to work even harder to engage my hip flexors and other remaining muscles to use proper form to improve my walking gait. From the first time I put the shoes on, I knew they were a game changer. It was the very first time that I really believed that I was going to be able to walk more normally again and that my long-term stretch goal of being able to eventually walk unassisted (with no other support) could be possible. Significant moments: feeling balanced and stable on a Biodex Balance machine where I have to push into the left leg for weight bearing; being able to travel unassisted to Europe and walk relatively long distances to and from the car to the club to go sailing and not being exhausted from it (this contributed to peak performance on the water for me); being able to go out to public functions without having the fear of losing my balance; noticing that the torque on my pubic bone when I walk is reduced, and thus reduces muscle pain and cramping from imbalance.
The adapted running shoes have contributed to your stability and your overall recovery. How has this positive outcome impacted your life and your path to recovery?
I firmly believe that I would not be where I am today in my recovery without these shoes. There has only been positive impact on my life since receiving these HOKA shoes. Standing on the podium in the Netherlands and being able to stand tall, with one crutch in the air as a World Champion is a tribute to the stability that they impart to my health and wellbeing. Someone asked me what the low points have been for me during this journey – and to be honest, except for some periods of managing a lot of pain, there have been no low points. I have really tried to have a positive outlook and set goals to keep moving forward. I never believed I was going to die either before or during this journey, but having blessings come to me through the support of friends, through the generosity of people in contributions and helping with tasks, and in surprises like the HOKA shoes have made an enormous difference to my progress and recover enabling me to plow forward with a positive attitude.
In closing, is there a special message you would like to share with Stephen and the team about the impact they’ve made on your life and the lives of others facing similar challenges?
Saying “THANK YOU” to the Deckers team may seem so simple, but please know is sincere and so heartfelt. You have made my life better through technology that I could never have dreamed of or expected. To Stephen, you are part-magician, part-technician, part genius – but especially to me, you are an angel beyond belief. My very special thanks to you for accepting the challenge to helping me be a better physical version of myself as I continue to progress along my journey to becoming whole again. I am so grateful to have HOKA along on it with me!
In today’s diverse and inclusive workplaces, celebrating cultural heritage is more than a gesture; it’s an acknowledgment of the rich tapestry of backgrounds and traditions that unite our teams and make them stronger and more vibrant. As we celebrate Hispanic Heritage Month, observed from September 15th to October 15th, our Latinx Employee Resource Group (LTX ERG) reached out to Juana Lainez, one of our valued team members at the Moreno Valley Distribution Center (DC). Juana plays a vital role in our Moreno Valley Distribution Center (DC). Hailing from the vibrant city of Torreon, Coahuila, Mexico, Juana brings not only her skills and dedication but also a rich cultural heritage that enhances our Deckers community. Join us as we celebrate Juana’s journey and the profound impact of Hispanic culture in our Deckers workplace.
A Remarkable Eight-Year Journey Juana’s journey at Deckers spans an impressive eight years. During this time, she has held two other roles at our DC before stepping into her current position as a Router. Her journey from a Returns/Inspector to a Router at the DC is an inspiring story that reflects her dedication and versatility, as she leveraged each role to acquire new skills and deepen her knowledge of DC operations.
A Lifelong Learner Juana’s thirst for knowledge extends beyond the workplace. She is currently enrolled in school to further refine her English skills. This endeavor is not just a personal goal; it also benefits our team. Many of the delivery drivers she works with at the DC are not fluent in English, and Juana’s ability to step in and translate is invaluable. Her dedication to improving her skills for the betterment of our team is truly commendable.
Gratitude and Dedication Juana is deeply grateful for the opportunities she has been given at Deckers. She emphasizes that one of the things she loves most about our DC is the opportunity to work with a diverse management team. Despite cultural differences, she feels a true sense of “community” within our DC, a testament to our inclusive and welcoming work environment.
Inspiration from Within Juana’s inspiration comes from her son, an aerospace engineer. Her pride in his accomplishments mirrors our pride in her dedication and contributions to our team.
Celebrating Hispanic Heritage Month To Juana, Hispanic Heritage Month is a time to reflect on the rich and vibrant culture, traditions, and contributions of the Hispanic community. It is a time to celebrate the diversity that makes our team stronger and more dynamic.
She encourages those considering a trip to Mexico to explore the country’s culture, traditions, and architecture by visiting museums, especially in larger cities, and savor the diverse and delicious regional cuisines found throughout Mexico.
Deckers Careers 