Name: Crissi Giamos
Position: Director of Public Relations
Professional role model:
Mary Symons, luxury publicist and president of Mary Symons Communications. Everything this lady touches in PR is done with perfection. She oozes elegance and class. My nickname for Mary is “VVVIP”.
In 140 characters or less, what is your favourite part of your job?
The fast paced environment and how each day differs. The best part? Shoe shopping of course—one pair for the photo shoot, two pairs for me.
What are your daily responsibilities?
Fuelling the business of the Town Shoes Limited banners by consistently garnering meaningful targeted media impressions and driving sales, of course. This is ongoing daily, working with media, influencers, stylists, television stations, fashion shows, events, photographers, shopping centres and the country’s tastemakers.
Which tools or software do you use at work?
Microsoft Office 365, Cision, Meltwater, MRP Data
How has your role changed since DSW arrived in Canada?
DSW has brought more opportunity for editorial content, media and Shoe Lover events, interviews, sponsorships and stories to talk about, through traditional and social media platforms. DSW has brought more exposure to new markets in Canada.
It’s remarkable how you’ve worked for Town Shoes for almost 25 years. How has the company changed since you joined?
When I started as a store manager in 1991, I was practically the only female on the sales floor. Later on, I experienced the rebranding of Town Shoes to make it a younger and cooler brand. I watched the creation and growth of The Shoe Company in 1992 and the partnership with DSW in 2014. The point is the company is forever changing and growing, as is the industry. Therefore, my job is always adapting and feels new and exciting. Wow… 25 years, really?
How would you describe the average Canadian shoe lover?
The average shoe lover is just so passionate about their shoes. Shoe shopping is a favourite hobby and past time. The shoe lover is always on the hunt for their next pair. The great news is more and more men are joining this club.
What are the perks of working for Town Shoes?
Besides the great discount on shoes, we enjoy other perks at Support Centre including: flexible work hours, an extra day off each year called “The Shoe Lovers Day”, mindfulness sessions, on-site fitness classes, registered massage therapy and nutritional consulting, a vending machine with healthy selections, fancy coffee, and onsite weekly food trucks in the summer. Also of equal importance is the culture of the organization and believing in and living the values
I find it interesting how someone on your HR team responds to and addresses every employee’s review on Glassdoor. What else are you doing to ensure people want to work for Town Shoes?
We recognize that fun, health, well-being, and a sense of “giving back” are all key ingredients that allow passion and joy to thrive. Aside from the great perks that I mentioned earlier, our HR, Marketing and Operations teams are closely connected to ensure we link our Associate experience to the experience we deliver to our customers, and that Shoe Love is celebrated in all that we do.
How do you manage internal communications at head office and in your stores?
Our office is named the Support Centre in an effort to emphasize that our roles are all positioned to support our store managers and associates to move the business forward. Aside from the customary email messaging, there are:
- Strategic meetings and forums
- Quarterly Town Hall and monthly learning and development sessions
- Conference calls and an internet tool called Store Operations Center
Why is it still so challenging to find shoes in larger sizes?
Our buyers travel the globe looking for products. They are always seeking out larger sizes, however, many of our brand partners do not offer them. If they are available, we will order them.
What advice do you have for people who want to build a successful career in PR?
Don’t ever “fake it until you make it.” Learn and work the business inside out, then “do what you love and love what you do!”
How do you think the fashion and retail industry will continue to evolve in Canada?
The landscape is continuously changing with the influx of U.S. and international retailers entering the Canadian marketplace. The internet has allowed us all to live in a more global, savvy shopping world. Regardless, consumers still enjoy the personal contact and connection to the product and brands. Touching and trying on footwear is still a great part of the customer experience. We will continue to focus on making the customer experience a true Shoe Lovers’ dream!