She Steps Up: Vicki O’Donnell

She Steps Up is a monthly recognition series that shines a light on women in the footwear industry. The theme for this month’s spotlight is “Behind-the-Scenes Stars: Women in Roles like Fulfillment, HR, and Ops, Whose Work Often Goes Unseen.” 

Vicki O'Donnell

Title: Chief Marketing Officer and Chief Construction Officer

Company: SHOE SHOW INC.

Tenure in Industry: 10+ years 

Why Vicki is a behind-the-scenes star, according to her colleague: 

Vicki O'Donnell began her career in footwear as a retail employee and quickly rose through the ranks. According to her colleague, Abena Antwi, Chief Legal, Risk & Human Resources Officer and Corporate Secretary at SHOE SHOW INC., her success has been driven by "incredible diligence, keen attention to detail, willingness to learn, and aptitude for succeeding at new things." 

Today, as Chief Marketing Officer and Chief Construction Officer, Vicki leads two critical functions that shape both the customer experience and the company's growth. She oversees all marketing efforts, including digital initiatives, and partners closely with Abena on intellectual property and regulatory matters. She also leads new store construction, remodels, and maintenance, guiding projects from site selection and space planning through completion to ensure a consistent shopping experience across the company's stores. 

“Her work in leading our Marketing and Construction functions does not often place her in a position to be lauded but it has a significant impact on customer experience and, by extension, the company’s bottom line,” Abena said. “She does not shy away from difficult work and we often observe her pitching in wherever she is needed, regardless of whether the task is a part of her core job functions.” 

Beyond her day-to-day responsibilities, Vicki is passionate about mentoring women across the organization, helping them navigate the challenges and opportunities of their careers. Her leadership, collaborative spirit and willingness to step up wherever needed have made her an invaluable member of the SHOE SHOW INC. leadership team and a deserving recipient of this month's recognition. 

Nominate a Colleague or Friend

Our next spotlight theme is, “Equity Advocates: Women Advancing Fairness, Access, or Representation in their Workplaces or Communities.” If someone comes to mind, please consider nominating them, or yourself, using the form below. The deadline to submit is August 15. 

About She Steps Up  

She Steps Up is a monthly recognition series from Two Ten’s WIFI Community that shines a light on women in the footwear industry whose leadership, creativity, and impact are shaping our industry in meaningful ways. Whether they are driving innovation, mentoring others, making bold moves, or doing the often unseen work that keeps teams strong, these are the stories worth celebrating. 

Each month, the series features individuals from across the industry who exemplify leadership, collaboration, and community. Nominations are welcome across all roles, experience levels, and sectors of the footwear industry, including design, HR, production, marketing, retail, administration (such as finance, accounting, and legal), and beyond. While the series centers on uplifting women, we also welcome nominations for individuals of all gender identities whose work reflects these values.