Christelle Keating: Co-Owner/Managing Member in Merritt Island, FL

• Responsible for growing multi-million dollar online sales, profit, and margin goals encompassing nine product departments. Successfully achieving year over year growth in sales and increase in contribution, traffic, average order value, and customer service scores during this time. • Worked closely with merchandise buying teams to ensure the unique needs of our online customer were met through seasonally relevant special buys, inventory allocations, and the collection of product attribution. • Forecasted product sales and inventory sell through at the SKU level for sale events, product launches, brand launches, and digital catalog campaigns. • Partnered with vendors and internal team to execute product and brand launches including timing of inventory shipments, allocation of inventory for direct to consumer orders, procuring digital assets, publishing content to the site, merchandising products on the site, collaborating with creative marketing to dress the site pages and emails, determining deployment dates, and post mortem assessments. • Collaborated with key vendor accounts on monthly, quarterly, and annual strategies involving sales, presentation, copy, images, promotions, cross-selling, first to market opportunities, and more to support year over year growth and profitability. • Partnered with Creative Marketing team to create digitally effective versions of print marketing pieces aligning with email, social, and direct media campaigns. • Guided Digital Marketing team through email concepts focused on sales goals and relevant customer messaging based on seasonal needs. Managed the email creation process from request to deployment. • Partnered with Social Media Manager to develop and schedule campaigns across multiple social platforms including Facebook, Instagram, Twitter, and Pinterest. • Represented eCommerce Merchant team in UX Product Team panel to suggest, test, assess, and implement improvements to the site.

• Provided support during the initiation of companywide programs that invite Associates to maximize talent, thrive, and grow with West Marine. • Gained buy-in with Merchandising and vendor partners to increase the number of vendor sponsored training programs by 100% in 2015. • Overhauled our largest face-to-face training program to align directly with our company growth strategies. Led a team to successfully execute the program within budget through collaboration with cross-functional partners throughout the company.

• Facilitated the West Marine Manager Certification program, certifying over 50 Store leaders by equipping them with key skills ranging from sales to handling difficult situations and developing others. • Implemented the vendor “Product Locker,” an online product training resource developed using feedback from vendors and merchants emphasizing the need to pass information from face-to-face training programs to others in the company. • United cross-departmental subject matter experts to work collaboratively, analyze, and create a comprehensive plan to raise retail customer service scores during the holiday season. • Successfully launched the company’s first Associate-facing social media campaign. • Exceeded our goal to achieve an increase in Customers who purchased everything they wanted in the Stores over the previous year, as well as increasing our overall satisfaction scores from holiday shoppers. • Managed an off-site development team to execute over 15 eLearning courses annually. • Participated in annual strategic planning sessions with the Regional Vice Presidents, as well as Senior Staff. • Partnered in the annual budgeting process and responsible for accurately building, forecasting, and executing the vendor sponsored training budget.

• Managed weekly communication to District Managers and other postings through intranet sites. • Managed stores' online communication tool, which relays all information from the company support center to the stores, including coordination and compilation of physical materials which supported this information. • Led group of Store Managers in monthly conference call to discuss feedback and improvements of operations processes. • Regularly contributed to internal newsletter. • Collaborated with training department to establish new, updated documentation and materials to support Stores in transitioning to new point of sale and order entry system. • Represented the Stores' interests in IT programs involving integral parts of the new POS/OE program, such as the development of a web-based time keeping system. • Managed contest and SPIFF program, continually enacting changes to maximize Associate earning potential and lowering company costs. • Acted as liaison to merchandising and visual merchandising departments for new product rollouts to ensure maximum effectiveness and benefit of execution in stores. • Supported store associates directly on a phone hotline queue by advising on operations, sales, inventory, point of sale, customer service, and overall best practices.

• Performed as manager on duty during this time at multiple retail locations. • Worked directly with customers and their needs. • Participated in numerous projects throughout the company ranging from physical inventory counts, store closures, remodels, expansions, to new store builds. • Assisted in various boat shows and vendor sponsored events.