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

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.

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.

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