Fashion

Lifestyle

Outdoor

Skate

Snow

Streetwear

Surf

Sr. Director of Buying/Merchandising, DTC

Executive

An accomplished Omni-Channel leader with experience in buying, merchandising, brand management, and retail strategy. Proven track record of driving sales growth, optimizing inventory management, and enhancing customer experiences across multiple platforms, including premium retail, outlet, and e-commerce. Skilled at utilizing data-driven insights to forecast demand, manage product assortments, and execute successful pricing and promotional strategies. Highly skilled in cross-functional leadership, collaborating with merchandise/design, marketing, supply chain, and technology teams to deliver cohesive, integrated retail solutions that align with brand objectives. Results-oriented with a focus on team growth and development.

Lead the buying strategy for a portfolio of premier lifestyle and action sports brands, including Volcom, Billabong, RVCA, Quiksilver, Roxy, Honolua, Captain Fin, and Spyder, across both retail and eCommerce channels

Responsible for developing and implementing assortment strategies for all product divisions at Volcom that improve merchandise productivity and profitability for full price, outlet, and eCommerce in North America.

Director of Buying/Merchandising, DTC

Responsible for merchandise strategies across Quiksilver, Roxy, DC Shoes, and third-party product for North America Retail.
•A total 100 stores generating +$150M in annual sales (Premium Retail and Outlet) 
•Ecommerce generating +$50M in annual sales
•Collaborate with global merchandising, design, product development, planning, and marketing to align assortment plans, develop special make-up (retail exclusive) products, visual, marketing, and promotional strategies across all channels of direct-to-consumer
•Partner with finance to establish financial goals, align seasonal buying with strategic objectives, and facilitate monthly planning reviews to analyze and optimize sales/gross margin performance 
•Coordinate with business development to launch new channels, such as airport, resort locations, and company owned liquidation channel
•Share market analysis and research with global retail team to develop assortment strategies that are implemented across the worldwide retail network
•Represented the voice of the customer and ensured information was integrated into the product offerings
•Lead and developed compelling and consistent merchandise assortments for different store segments.

Vice President of Buying and Merchandising, DTC

Managed $90 million in annual sales across Quiksilver, Roxy, DC Shoe, and third party brands- a total of 48 premium retail stores. Managed all aspects of business strategies including buying, merchandising, assortment and financial planning, visual merchandising, allocation, transfers, pricing, and promotions

Significant Accomplishments:
•Achieved +33% comparable store increase in Roxy swim, maintained 82% margin, and increased gross profit by $700K by offering year round, trend right product with mix and match silhouettes
•Increased Men’s and Junior’s destination and namedrop tee and fleece business from 3% to 5% by updating silhouettes and artwork relevant to the destination
•Focused and edited assortments that centered on key categories and item strategies
•Reduced SKU’s by 40% across the Full Price chain while maintaining flat/ positive comparable sales and increased gross margin
•+5% comparable store increases in Roxy Sportswear and +200bps in margin by refining assortments, increasing turn, reducing transfers and markdowns
•Developed 20% of the seasonal assortments as “Retail Exclusive” to achieve increases in gross margin and provide early test reads for Wholesale

Director of Buying and Merchandising, DTC

Find out detailed information about Kelly Ketner, Sr. Director of Buying/Merchandising, DTC in Orange, California

Kelly Ketner: Sr. Director of Buying/Merchandising, DTC in Orange, California

Kelly Ketner