Francine Feder

About Francine Feder

I\'m a CMO / VP Marketing–level executive with a track record of scaling, revitalizing, and future-proofing consumer brands through brand-led growth, cultural relevance, and commercial rigor. A hands-on operator who thrives in complexity and change, I\'m equally fluent in the art and science of marketing: from vision and storytelling to execution, measurement, and growth. My career spans retail, sports, entertainment, fashion, youth culture, automotive, and outdoor, with deep experience operating at enterprise scale ($B+ revenue environments, global reach). I spent the majority of my career at Foot Locker, working across nearly every part of the portfolio globally and multiple incubator initiatives. I helped lead the transformation from promotional retail to brand-first strategy, modernizing how brands showed up across culture, digital, and physical retail while delivering sustained, exponential YOY growth over more than a decade across multiple banners and channels.My leadership journey began in traditional advertising (creative and media) and expanded into senior roles overseeing:Brand strategy & creative leadership for multi-brand portfoliosDigital, performance, and media investment across high eight- and nine-figure annual budgetsPR, sports, experiential, and influencer marketing tied directly to commercial outcomesSocial, content, and in-store experience across thousands of retail doorsOmni-channel go-to-market execution driving traffic, conversion, and loyaltyI’ve led award-winning global campaigns (Cannes Lion, Sports Clio, Effie for Sustained Success), but I’m most proud of building brands that perform — delivering long-term revenue growth, increased brand equity, and measurable shifts in customer perception and engagement. A core strength of mine is building and scaling high-performing teams. I created and led an in-house creative and production studio by reorganizing internal resources and making strategic external hires, saving over 10M, while also overseeing agency relationships across creative, media, and PR. Today, I work as a consultant and fractional CMO, partnering with brands that need senior leadership, clarity, and momentum. Current engagements include:OK4WD — driving brand and go-to-market strategy during a period of accelerated category growthRCX Sports — advising the global leader in youth sports programming across partnerships with major professional leaguesAthlete Driven — serving on the Board of Directors, advising on athlete-led branding, sponsorship strategy, and commercialization

Experience

1. Fractional Chief Marketing Officer

   OK4WD

   Feb 2025 — Present

   Fractional CMO for a premier offroading and overlanding retailer. Build brand positioning, marketing capability and drive growth through full funnel brand and digital marketing and media

Education

• Wesleyan University

  Bachelor of Arts (B.A.)