Kellwood
Vice President Brand Management | 02/1993 - 02/2015
Vice President Brand Management (2011 to 2015)
Brand Director (2003 – 2011)
Reported to CEO and President. Directed all merchandising and managed brands for Walmart with sales exceeding $115 million.
• Partnered with designers in creating seasonal plans based on goals, sales trends, in-store presentation requirements and consumer expectations, and managed product line development ensuring that all sales plans were met.
• Created, implemented and presented weekly and monthly strategic sales analysis to President, CEO and retail partner which drove sales and created additional market share.
• Led weekly production meetings and managed entire production process to ensure on-target, timely delivery which led to reduced cost and chargebacks by retailer.
• Communicated with buyers, brand teams and support teams on all costing, assortment building, gdp’s, purchase order creation and shipments.
• Directly sold product line to Walmart.com team exceeding forecast plans by 50%.
• Launched Thalia Sodi Brand for Macys in 2014-2015 resulting in $3 million in new business.
• Ensured design and production team stayed on calendar to meet Macy’s required deadlines.
• Interacted with internal design team in executing assortments.
• Worked with Macy’s design / brand team to create and execute assortments for deliverers.
• Worked with production to ensure costing was on target, factories were on schedule and AD samples were executed and delivered on time.
• Chosen by COO in 2014 to develop and manage all aspects of product development, and pattern and sample reports while continuing regular duties. (Operation Excellence Committee)
? Created and implemented companywide design calendar which enabled design teams to stay on calendar thus reducing overtime by 20%.
? Developed and managed pattern tracking reports that ensure all patterns makers were properly utilized and on target for deliverables.
• Created vendor-made presentations for 1st annual Vendor Supplier Summit with 20 factories participating.
Account Executive (1994-2003)
Managed major accounts including JC Penney, 5-7-9 and May Co, with sales of $15+ million, and maximized gross profits.
• Presented kids and junior line to Tokyo retailers resulting in $500,000 in annual sales.
• Managed private label Lucy Pareda launch for Sears totaling $3 million.
Sales Representative (1993 -1994)
• Sold Junior and kids accounts with Robinson May, 5-7-9, JC Penney.
• Traveled to NY for market week, working with buyers, DMM and GMM’s.
• Assisted with all phases on Walmart account.
• Implemented the use of Walmart’s Retail Link System.
• Created and executed all Walmart sales reports to President and CEO.
• Worked with Disney for the BLOSSOM license sold directly to Robinsons May.
