Tricia Mahoney, CMO of Twisted X Global Brands, leads integrated marketing, branding, communications and creative services for brands, Twisted X, Twisted X Work, Black Star boots, CellSole and Wrangler Footwear.  

As the only female C-suite member of Twisted X’s leadership team, Mahoney is widely known as a trailblazer, one who graciously and elegantly goes against the grain. Peers eagerly anticipate her bold and thoughtful “what ifs” which strike a unique chord to the all too frequent “why nots” of corporate America.  

With this change-agent spirit, Mahoney has evolved challenger brands to champions, elevated beloved brands to high-flying, household names—all the while empowering her peers and mentees to redefine success.   

Since joining Twisted X in 2019, Mahoney has orchestrated the successful introduction of major collections and new comfort technologies such as Black Star, Zero-X, Tech X and Wrangler, among others. Her leadership has been instrumental in growing brand awareness. Under her guidance, Twisted X has earned more than 100 prestigious awards in corporate excellence, marketing and creative innovation. 

After receiving a bachelor’s degree in business management, Mahoney began her career in high-tech marketing with powerhouse companies, Leo Burnett and CMGI. She then transitioned to B2C, founding her own style and inspiration companies, which expanded her knowledge and experience across product development, manufacturing marketing and operations. Another career pivot led Mahoney to work agency-side at TM Advertising, serving a variety of clients and then client side at Mr. Cooper.   

With each experience, Mahoney further honed her poise and agility to navigate rough waters, while at the same time, staying true to her belief that “all boats rise,” if championing people.   

Mahoney has been recognized by the AAF as a “Shining Star,” was honored as a Top 50 Women Leaders in Consumer Products & Retail by Women We Admire and a Top Women by PR News as well as received the Stevie Award for Most Innovative Woman of the Year. Most recently, she was a finalist for CMO of the Year from the American Marketing Association.  

In her spare time, this two-time published author has written her third book, Trust the Path, and is drafting its companioning TV/Movie script while preparing for literary representation.