Luca Canali: Director of Merchandising, Design & Product Development in Los Angeles, California

• Lead Design, Sourcing, Product Development and Planning to execute the merchandising strategy • Manage department budget and P&L and financial planning • Build and execute the product creation calendar • Develop merchandise business growth strategies for new channels and markets • Manage inventory and purchase orders for E-com and pop-up stores • Lead WSL collaborations and royalty-generating license deals

• Transformed the apparel collections to target a younger and more fashion savvy consumer, which resulted in +39% growth YOY • Revamped the line architecture (400 SKUs/season) by introducing new silhouettes to grow the brand beyond its core customer • Developed a financial planning tool to ensure each collection meets the financial targets (revenue, margin, SKU efficiency) • Revamped the product creation process to make sure key deadlines are met and all departments collaborate efficiently • Identified relevant trends and collaborations to extend the brand reach

• Led a triple-digit business growth, resulting in $90M in revenue and 800 projects/year • Responsible for special make-ups, collaborations, and special projects for men’s and women’s apparel and accessories • Provided guidance to a team of 4 designers and 2 developers to create seasonal quickstrikes, footwear tiebacks and exclusive collections • Analyzed costing to maximize profits and achieve financial goals, while meeting quality standards and account’s expectations • Established a new process and calendar to streamline the workflow between departments and improve the speed to market • Designed and developed a new PLM software specific for SMU and Collabs

• Grew key categories, resulting in high double-digit growth and $60M in revenue, improved profitability and SKU efficiency • Leveraged geography marketplace and consumer insights, in addition to channel and account strategies, to influence and create the regional line plans (700 sku’s/season) in partnership with Global Product leadership • Partnered with footwear cross-functional stakeholders to deliver integrated and aligned product launch strategies • Increased market penetration through a better line segmentation and go-to-market strategy • Improved forecasting and financial planning in partnership with Sourcing and Planning teams

• Cleaned up the distribution and elevated the brand positioning by relaunching it in the Core Snowboard/Skate/Surf channel • Responsible for Italy's marketing, sales, and distribution strategies • Developed and executed the regional sales and marketing plan