Aldo Group’s Amelie Provost on the Importance of Building a Culture of Trust and Respect
Stephen Garner
Senior Editor
Nearly three years into her tenure at Aldo Group, Amélie Provost rose to a new role early this year as director of brand and marketing for Sperry.
In January, Authentic Brands Group purchased Sperry from Wolverine Worldwide. At the same time, the brand management firm inked a deal with Aldo Group to serve as Sperry’s North American operating partner for wholesale, e-commerce and store operations, as well as the brand’s partner for footwear design, production and distribution globally.
While she may be in a fresh role, Provost is continuing her mission to foster a positive and collaborative work environment where team members feel empowered to share ideas, take initiative and contribute to the company’s collective success.
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“I truly feel that becoming a mother has made me a better leader,” Provost told FN. “It made me realize that the most meaningful outcomes are not always tangible – but building a culture of trust, respect and knowing that I’ve played a role in helping others reach their full potential brings me a sense of fulfillment that motivates me to continue making a positive difference.”
The footwear marketing leader added that she believes that resilience and adaptability are key in today’s rapidly changing industry. “These skills are crucial amid frenetic change — being able to bounce back from setbacks, adapt to change and find a way to win,” Provost said.
These skills, coupled with the importance of cultivating a strong professional network for support and mentorship, as well as continuously honing expertise and staying abreast of emerging trends to identify opportunities and make informed decisions, are also important for Provost.
“Supporting women is so important to me, encouraging them to embrace innovation, challenges and cultivate an entrepreneurial mindset is instrumental to thrive in dynamic and fast-paced environments,” she said. “I feel extremely lucky to have the privilege of collaborating with exceptional women every day.”
Mentorship is also important to career development, Provost said. “One of my mentors once told me: ‘Success isn’t just about achieving goals; it’s about finding fulfillment in the journey and making a positive impact along the way.’ That’s what I try to remember and put in practice,” she said.
As for mentoring future leaders, Provost believes it is her responsibility to pay it forward. “On top of my full-time career in marketing, I’ve been having the opportunity to teach marketing and communications classes at a college for over a decade,” the executive added. “That experience allows me to share my knowledge with others, contribute to their development and success, and make a positive impact on the next generation of leaders while learning so much from them. I always say that my students teach me as much as I teach them. Knowledge isn’t solely top-down, but rather a dynamic exchange that can enrich all parties involved. And I truly believe it enhances my effectiveness as a leader.”
Looking ahead, Provost said that she will work on expending her skill set and knowledge, growing her team of experts and continuously learning and adapting to new challenges and opportunities in the industry.
“Most importantly, I’ll be having fun,” she added. “Life is too short to spend energy on what no longer serves us.”
A version of this article appeared in the June 3 print issue of FN, as part of the “Women Who Rock” special section. On June 5, FN and Two Ten Footwear Foundation honored these women at a live event in New York City.
