Consumer brand manufacturer Wolverine Worldwide Inc. has promoted Jodi K. Watson from vice president of e-commerce to president, consumer direct. Watson now leads direct-to-consumer operations in stores as well as online, reporting directly to chairman, CEO and president Blake W. Krueger.

Wolverine Worldwide sells footwear from 18 brands that it owns or licenses, including Chaco, Hush Puppies and Keds. It is No. 235 in the 2013 Top 500 Guide.

Prior to joining the company in 2009, Watson in 2008 was chief marketing officer for e-retailer Bag Borrow or Steal Inc., according to her LinkedIn profile. From 2003 to 2008, she served as vice president of housewares retail chain Williams-Sonoma Inc., and from 1998 to 2002 she was a director at apparel retailer Eddie Bauer LLC, the profile says.

Williams-Sonoma is No. 22 in the 2013 Top 500 Guide; Eddie Bauer is No. 101.

“Jodi is a consumer-centric executive with a proven track record of success,” Krueger says. “She is an excellent leader and a student of the industry but, most importantly, she is passionate about our consumers and our brands.”

Wolverine’s web sales in 2012 increased 10% year over year to $77.5 million, according to Internet Retailer estimates.