She Steps Up: Colleen Waters

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 “Digital Innovators: Women shaping digital strategy, e-commerce, AI, or tech-driven innovation,” and the spotlight centers on Colleen Waters, Vice President of E-Commerce at Steve Madden. 

Colleen Waters 

Title: Vice President, E-Commerce

Company: Steve Madden

Tenure in Industry: 10+ years 

Why She Was Nominated: 
Having worked closely with Colleen on BetseyJohnson.com, Kathleen Cavicchia-LaDore, President of Betsey Johnson, has seen firsthand the impact of Colleen’s leadership and expertise. At Steve Madden, Colleen oversees e-commerce for the company’s multi-brand portfolio and has spearheaded the launch of innovative initiatives including TikTok Shop, Buy with Prime, and ChatGPT-powered checkout experiences.  

Kathleen also pointed to Colleen’s experience as a speaker on the tech circuit and her ability to share knowledge and uplift her team. 

“She is a genuinely supportive leader who brings an impressive depth of knowledge in e-commerce. What really stands out is how she shares that knowledge, working side by side with her team, making sure everyone feels confident, included, and set up to succeed,” Kathleen said. “She has a natural way of uplifting the people around her, whether it’s through guidance, encouragement, or just taking the time to listen!” 

Alongside her expertise, Colleen’s kindness and openness set her apart and make her the perfect fit for this month’s recognition. 

Nominate a Colleague or Friend

Our next spotlight theme is, “Working caregivers: Women balancing caregiving and career with strength and flexibility.” If someone comes to mind, please consider nominating them, or yourself, using the form below. The deadline to submit is May 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 community 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 will feature 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.