# Jacob Hawkins

> Jacob Hawkins is Five Below’s chief marketing and omnichannel officer, a retail executive whose career has moved through online marketing, supply chain, e-commerce, merchandising, customer experience and brand leadership. From Overstock and Aéropostale to Groupon, Belk and Forever 21, his work has repeatedly focused on making the customer’s path between screen and store feel like one continuous experience.

- **Role:** Chief Marketing and Omnichannel Officer at Five Below
- **Organizations:** Five Below, Forever 21, Belk, Groupon, Aéropostale, Ideeli, Overstock.com
- **Education:** Bachelor's degree in Business, Brigham Young University, Master of Business Administration, University of Utah
- **Known for:** Built a retail career spanning online marketing, supply chain, pricing, merchandising, operations, e-commerce and brand leadership., At Forever 21, helped launch a mobile app whose share of mobile sales penetration rose from 14% to 40% in less than a year., Used Forever 21's Roblox environment as a product-testing channel; a virtual beanie that sold 1.5 million units informed a physical collection.

## Career timeline

- **2000-2005** — Held online marketing and other roles at Overstock.com.
- **2005-2007** — Served as Senior Vice President of Online Marketing at Overstock.com.
- **2007-2008** — Served as Senior Vice President of Change Management at Overstock.com.
- **2008-2010** — Served as Senior Vice President of Supply Chain at Overstock.com.
- **2010** — Served briefly as Senior Vice President of Customer Experience and Operations at Ideeli.
- **2010-2015** — Led e-commerce at Aéropostale, including website strategy and mobile and tablet marketing.
- **2015-2017** — Led Groupon's North American Goods business, covering merchandising, planning, analytics, pricing, operations and technology.
- **2017-2019** — Served as Belk's Senior Vice President of Omni, Digital and E-commerce.
- **2019-2021** — Served as Chief Marketing and Digital Officer at Belk.
- **2022-2024** — Served as Chief Marketing, Digital and Omni Officer at Forever 21.
- **2025-present** — Serves as Chief Marketing and Omnichannel Officer at Five Below.

## Achievements

- Built a retail career spanning online marketing, supply chain, pricing, merchandising, operations, e-commerce and brand leadership.
- At Forever 21, helped launch a mobile app whose share of mobile sales penetration rose from 14% to 40% in less than a year.
- Used Forever 21's Roblox environment as a product-testing channel; a virtual beanie that sold 1.5 million units informed a physical collection.
- Led Groupon's North American Goods operation as part of a team of more than 400 people across merchandising, planning, analytics, pricing, operations and technology.
- Spoke at NRF 2023 on creator relationships, social measurement and reaching younger customers.
- Joined Five Below in March 2025 to lead marketing and omnichannel strategy.

## Latest updates

- **2025-03** — Joined Five Below as Chief Marketing and Omnichannel Officer.
- **2025-04** — Five Below's appointment announcement emphasized deeper customer relationships, brand awareness and reaching shoppers on social media.
- **2025-10** — Five Below continued to list Hawkins as Chief Marketing and Omnichannel Officer in its management materials.

## Links

- Website: https://www.fivebelow.com
- LinkedIn: https://www.linkedin.com/in/jacobhawkins

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Profile page: https://yespress.io/jacob-hawkins
Published by YesPress — https://yespress.io
Last updated: 2026-08-14