Haley Ells: Senior Director of Men's Merchandising at Vuori in United States, CA

• Lead Mountain Essential Outerwear and Fleece product creation and merchandising, ~$600M annual business, growing each season by ~8% • Drive seasonal and long-term product strategy, owning seasonal assortments from initial briefing, through sketching and prototyping to final bulk production • Collaborate with cross-functional partners: brainstorm seasonal briefs with design, partner with materials team to select fabrics/trims, attend fittings with technical development to ensure fit and construction execute, and track costing/margin alongside product development • Curate thoughtful marketplace segmentation strategy by channel/tier to address nuances across distribution, geography, and consumers • Conduct preline meetings with key accounts/strategic partners/ DTC • Direct seasonal Go-To-Market narrative and work with cross-functional partners to ensure the vision comes to life at wholesale and DTC • Manage team of 3

• Lead Mountain Essential Outerwear product creation and merchandising, ~$480M annual business, growing each season by ~8% • Drive authentic and differentiated Essential Outerwear vision, taking complete account of the global marketplace, competitive landscape, geographical needs, historical positioning, consumer profile, distribution, product trends/insights, articulate commercial objectives • Convert vision into product strategies, inviting frequent input from upstream management and key counterparts (DTC, regional teams, sales, global marketing, athletes) to align on global product offering

• Responsible for creating compelling Mountain Sport and Snowsport seasonal assortments for North American marketplace • Worked closely with global category, regional sales, and marketing teams to ensure adherence to seasonal strategy, segmentation, financial targets, and brand vision • Gathered, analyzed, and drove insight from local market knowledge and competitive landscape across all channels • Presented women’s Mountain Sports product strategy and curated channel-specific assortments throughout GTM process

• Responsible for creating e-commerce product assortments for Backcountry.com, Moosejaw & Gear Coop • Briefing seasonal product needs to product teams • Liaison to marketing on digital asset needs & seasonal calendar stories • Help develop 3P assortments

• Managed all on-site women’s merchandising for thirteen EMEA countries in six languages. Contributed to 24% increase in Fall 2016 net sales and grew women’s business by 30% • Liaised between site merchandising and digital marketing teams. Created seasonal content strategy, managed annual content calendar, coordinated creative asset requests, and approved email marketing. Evaluated content click-through performance • Monitored site demand and net sales, conversion, traffic, and AOV to optimize performance. Communicated weekly, monthly, and quarterly site-performance recaps • Participated in seasonal buyer presentations, provided insights on current selling, and communicated e-commerce-specific business needs. Worked with product team to increase women’s product offering and selected styles from US to offer in EU market

• Curated men’s Mountain Sports and Snowsports assortment, provided seasonal strategies, forecasts, and buys for both e-commerce and full-price retail channels in US and Canada • Analyzed sales, margin, inventory, and turnover to maximize growth and efficiency of product by channel. Communicated learning and actions taken weekly, monthly, and seasonally. Worked with Planning team on monthly OTB, inventory management, and sales process • Collaborated with site experience team on merchandising concepts, site content directive, and content requests for each season. Reviewed location assets, approved banners, and monitored content success. Present at on-figure photo shoots to select alternative photos • Worked alongside digital marketing team to relay seasonal priorities, SEO/paid search needs, and email requests. Provided asset direction and products for marketing emails

• Curated seasonal assortment strategies, forecasted, and bought for Youth division • Tracked sales, analyzed and created reports, and reacted to in-season business needs • Executed all youth merchandising responsibilities: uploaded new product, monitored inventory levels, and made seasonal sequencing updates • Worked with planning team on monthly OTB, inventory management, and sales process • Participated in pre-line meetings with product development, providing feedback using current selling insights, competitive landscape, and economy-specific business needs

• Managed merchandising processes- upload new products, monitor inventory levels to remove out-of-stock items, and make seasonal sequencing updates. • Tracked sales in season, analyzes reports, discuss information with the buyer in timely fashion and make ATS recommendations. Assist the buyer by preparing recommendations for next season's assortments based on analysis of selling history and coming season's sales plans. • Managed Action Sports, Performance and Logowear divisions for 7 months while working without a supervisor. Completed merchandising strategies, forecasts and buys in the interim. • Maintained and monitor purchase orders including item set up and data entry tasks.