Five Questions with Tanya Gordon

Tanya Gordon, Executive Vice President and Chief Merchandising Officer at Shoe Station Group, Inc., has built a distinguished career in the footwear industry. After initially serving on the WIFI Advisory Board, Tanya was recently appointed to the Two Ten Board of Directors. She sat down with Two Ten to discuss her career journey, share advice for women entering the industry, and talk about how she hopes to contribute in her new role. 

1. What is the best career advice you’ve ever received?   

Never underestimate yourself. You will not be smarter than everyone you encounter along the way, but you can outwork anyone. Be your authentic self, work harder, speak up, and stay curious. When you are curious and always ask questions, you will get noticed. You will never know it all. Be a continuous learner. I’ve been learning my entire career and after three decades, I continue to learn from all of those around me. Stay humble, be kind, and treat people the way you want to be treated. Lead with heart and empathy. You get more with honey than vinegar. The shoe industry is a very special one, and your reputation is your biggest asset. Show up, work hard, be kind, stay true to you, and the rest will follow. 

2. Who has been an important mentor in your journey and what’s a lesson from them you still carry today? 

I’ve had many mentors along the way, but early on in my career I was told to “make mistakes.” I was so worried that I had to be perfect that I wasn’t reaching my potential nor taking the necessary risks to grow in my career. We must take risks and lean forward to grow and move forward. A key superior of mine told me very early in my career that he would never fire me for falling on my face, but the first time I fell backward he would fire me. I’ve held on to that my entire career and have succeeded in ways I never knew possible. Think big, lean forward and take risks to grow.   

3. What do you hope to contribute to Two Ten and the footwear community through your board service?  

I hope to contribute by getting involved in all the charitable events that Two Ten is involved with. I want to help those who need help through our charities. I would also like to get involved in supporting women early on in their careers who feel they don’t have a chance.  There are many things that I have gone through in my career where I felt I had no one to reach out to. Two Ten is such an amazing organization, and I would love to be part of shaping the future footwear leaders in the industry.      

4. What advice would you give to women starting their careers in footwear today? 

All things are possible if you work hard. Never underestimate your potential. Sometimes, it’s really hard — let that fuel you. It’s not been easy breaking through as a female and especially a career mom. I’m here to tell you that all things are possible with a lot of grit, determination, hard work, and great support around you. Find that support early. Find a mentor early on. Both internal and external. Step out of your comfort zone. Be comfortable being uncomfortable. If you’re not uncomfortable, you’re not pushing hard enough. Be different — different is good. No one has to fit a mold and the old way isn’t necessarily the right way. Stay curious and let your passion fuel you. You must have a passion for this business. And always have fun!  

5. What has been a meaningful moment for you related to Two Ten or WIFI?  

The relationships I’ve made through Two Ten and WIFI have changed my career and life. Two Ten and WIFI are great institutions. You can get as little or as much out of both of these – I would not be where I am today without the relationships and partnerships I’ve made with those involved in Two Ten and WIFI.