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PRINCIPAL, HEAD OF DIRECT-TO-CONSUMER PRACTICE

Education & Training

Go-To-Market, Digital Marketing and Consumer Experience Strategic Advisory Firm

Full-service advisory firm offering strategy development, fractional leadership and on-demand marketing, sales, merchandising, omni-channel operations and financial services. 
Ensure clients have the strategic roadmap, trend analysis, tools and talent to execute company growth plans by filling the gaps in their organizations to create transformational, sustainable growth with added value.

Instrumental in leading the dynamic process of helping clients effect real change by quickly assessing, stabilizing and implementing the best options for strategic direction and dramatic performance improvement.
• Develop Strategies - Develop strategies that transform the consumer experience while driving sales and operating income growth.
• Implement Plans - Effectively communicate and execute detailed plans based upon strategies with actionable prioritized initiatives linked to capabilities and dependencies while assessing the business value, return on investment and risk mitigation.
• Drive Real Change - Oversee change management as advisor, interim manager and executive coach leading results-oriented teams to create a culture of accountability and install performance-based initiatives linked to industry key indicator metrics.

Harley-Davidson Motor Company: Responsible for developing a new end-to-end consumer experience and marketing strategy with connected digital eco-system for the entire Harley-Davidson organization.
• Experience Strategy - Develop transformative strategies for a seamless consumer experience connecting all digital marketing and brand touch points including wholesale dealerships, digital platforms and licensee partners.
• Digital E-Comm Strategy - Develop digital user experience and e-commerce strategies for all global websites and marketplaces including the design of a new H-D.com website and implementation of a digital operating platform with oversight of site design, user experience, operations, merchandising, SEM/SEO, email, promo campaigns, social media, data/analytics and customer care.
• Product Strategy - Create the go-to-market strategy and oversee the execution of all motorcycle apparel, accessories and footwear products including design, development, planning, sourcing, licensing, wholesale, retail and marketing functional areas.
• Dealership Strategy -Define and develop new digital-first store concepts and supporting operating models including environment, products, service, visual merchandising, experience design, consumer messaging, transaction modeling and retention programs.

Backcountry.com: Led the project team on developing a new game changing omni-channel consumer experience and transformational digital operating model for the e-commerce retailer Backcountry.

$650M Annual Sales
Regions: North America, Europe; Channels: E-Comm + 125 Branded Stores/Factory Outlets; Brands: Columbia, Mountain Hardwear, Sorel
Responsibilities: Retail Development, Retail Operations, EComm Operations, CX/UX, Merchandising, Digital Marketing, FP&A, Inventory Management

Provided the vision and structure to develop holistic consumer centric strategies and led the organization to achieve dramatic growth effort that resulted in +95% sales increase ($290M to $565M) and +180% in EBIT ($43M to $122M)
from FY2012 to FY2015 while dramatically improving store and e-commerce product offer and environments.
• Held full P&L responsibility for eComm and stores, defined and effectively executed strategy that drove top-line sales, gross margin improvements, cost reductions and EBIT growth resulting in dramatic performance improvements, and return on investment.
• Revamped the product offer and go-to-market tactics for all channels and brands linked focusing on product development, range planning, localized assortments, right pricing, markdown management, intake flow, rapid replenishment and promotional cadence.
• Delivered strong financial results by aligning company assets with store locations, merchandising gaps, marketing opportunities and consumer needs to provide innovative solutions that facilitate sustainable sales growth, margin expansion and profitability.

Dramatically improved the omni-channel environment and consumer experience by managing the development and successful implementation of three new branded e-commerce website designs, digital marketing campaigns and differentiated store concepts and event retailing for Columbia, Mountain Hardwear and Sorel.
• Developed a new omni-channel consumer journey experience map to serve as foundation of experiential platform supported by strategic systems plan and investment decisions linked to brand awareness, consideration, purchase, loyalty and life-time value.
• Revamped digital marketing plans focusing on enhancing consumer value including SEM, SEO, email, social media and mobile.
• Implemented new operating system with digital platform and established omni-channel best practice operating procedures connecting the on-line digital user experience with the in-store physical consumer experience and visual merchandising.
• Opened up to 15 stores to full-scale operations per annum. Selected locations, performed feasibility analysis, negotiated leases, managed critical paths, recruited staff, managed marketing activities, selected product assortment, and oversaw operations.

Developed merchandising strategies, improved inventory turns and expanded gross margins by spearheading new initiatives to improve tactics and processes in buying, merchandising, allocation and inventory planning.
• Integrated management of the merchandise lifecycle into the offline store and online e-commerce buying & merchandising processes to ensure consistent execution across all channels and alignment across all brand touch points.
• Dramatically improved the product offer and store environment through the introduction of enhanced line segmentation & range planning tactics, visual merchandising standards and improved assortment planning focused on the consumer experience.
• Revamped and significantly improved multiple end-to-end retail store processes in accordance with "best practice" guidelines that included merchandising planning, reporting, performance benchmarking, inventory management and financial controlling.

SENIOR VICE PRESIDENT OF DIRECT-TO-CONSUMER

Amsterdam, Holland * April 2009 - April 2013
GLOBAL RETAIL SENIOR VICE PRESIDENT / REGIONAL WHOLESALE VICE PRESIDENT €200M Annual Sales
Region: Europe, Asia, Middle East, India, South America; Channels: 300 Direct + 500 Franchise Branded Stores/Factory Outlets
Retail Responsibilities: Retail Development, Retail Operations, EComm Operations, CX/UX, Merchandising, Marketing, FP&A, Inventory Management
Wholesale Responsibilities: Market/Channel Sales Development, Sales Force Management, Franchising, Key Account Management, Marketing

Led innovative turnaround effort that resulted in +52+% (€10M) increase in EBITDA from FY2010 to FY2012 for the Mexx retail business and dramatically improved stores' KPIs, service levels and environment.
• Held full P&L responsibility for directly operated commercial activities in all distribution channels (e.g., branded retail, factory outlets, pop-up shops, department stores concessions) and was instrumental in driving commercial and financial performance.
• Defined, effectively communicated and executed eCommerce strategies including site design, user experience, operations, merchandising, SEM/SEO, email, promo campaigns, social media, data/analytics, fulfillment logistics and customer care.
• Revamped and significantly improved multiple business processes and policies in accordance with "best practice" guidelines including merchandising planning, performance reporting, inventory management, labor management and financial controlling.

Accelerated international wholesale growth by developing existing markets and driving entry into new territories.
• Held full P&L responsibility for all wholesale and licensing go-to-market activities in 500 locations across all distribution channels (distributors, franchises, department stores, multi-brands) while operating within matrix management structure in 54 countries.
• Developed go-to-market brand development, localized marketing, merchandising and channel expansion tactical plans while creating the organizational salesforce structure to profitably grow international business for further market penetration.
• Determined market entry strategies with corresponding marketing and merchandising tactics in order to identify optimum business models and maximize profitability across all channels including direct, distributors, franchisees and key account wholesalers.

Increased sales density in comparable stores during FY2011 with +14% by spearheading new initiatives to improve
store service level, trading environment and results on KPIs.
• Linked workforce management with sales productivity in all Mexx stores, including introduction of a new conversion-focused bonus scheme and new employment scheduling system that enabled more intelligent management of staff coverage.
• Dramatically improved the in-store environment through the introduction of a new store concept, enhanced visual merchandising standards, improved product assortment planning and marketing promotional activities focused on increasing conversion.

GLOBAL RETAIL SENIOR VICE PRESIDENT / REGIONAL WHOLESALE VICE PRESIDENT

€270M Annual Sales
Region: Global Markets; Channels: 350 Direct + 700 Franchise Branded Stores/Factory Outlets; Brands: Samsonite, American Tourister
Responsibilities: Retail Development, Retail Operations, EComm Operations, CX/UX, Merchandising, Digital Marketing, FP&A, Inventory Management

Strengthened commercial, financial and operational performance of the global retail business by leading a successful restructuring and reorganization initiative that effectively optimized human, operational, and financial resources.
• Held full P&L global responsibility for retail commercial activities across all distribution channels (full price retail, factory outlets, department store concessions and airport duty free) in North America, South America, Europe, Middle East and Asia.
• Operated within matrix management structure in 40 countries while overseeing the restructuring of the global business that involved turning 5 independent business units into a strategically aligned, results-oriented team reporting in centrally.
• Revamped multiple business processes in accordance with best practice including systems, reporting, performance benchmarking, store environments, merchandising, planning, employment modeling, marketing, communications and promotional planning.

Led initiatives that resulted in +44% (€10M) increase in EBITDA profitability from FY2007 to FY2008.
• Created and integrated regional strategies that delivered the "vision for Samsonite retail" in the worldwide marketplace that drove top-line sales increases, gross margin improvements, cost reductions and EBITDA growth.
• Set up and led strategy for global development of directly operated and franchise retail stores and achieved targets for growth, profitability, and minimum 20% return on capital with payback period of less than 18 months.
• Dramatically improved the store environment and service levels by introducing of new KPI based incentive schemes, enhanced visual merchandising standards, improved product assortment planning and conversion focused promotional activities.

Developed international markets by leading the initiative to rollout new retail concepts and expand the merchandise offer thus enabling the company to achieve financial goals, gain market share and increase global presence.
• Analyzed international markets, determined entry strategy and identified business and ownership model to maximize profitability while selecting the appropriate combination based on geographies, corresponding legal, financial and market realities.
• Developed expansion plans and created the structure to grow international business with three new store concepts. Opened flagship stores in New York City, San Francisco, Chicago, London, Paris, Barcelona, Hong Kong, Tokyo, Singapore, and Moscow.
• Selected store locations, performed financial feasibility analysis, negotiated leases, managed store design, build-out critical paths and budgets, recruited staff, managed marketing activities, selected product assortments, and oversaw store operations.

GLOBAL CHIEF RETAIL OFFICER

€100M Annual Sales / VICE PRESIDENT, EUROPEAN RETAIL €150M Annual Sales
Region: Europe + Middle East + India; Channels: 60 Direct Stores + 90 Franchise Stores, Full Price & Factory Outlet
Retail Responsibilities: Retail Development, Retail Operations, EComm Operations, CX/UX, Merchandising, Marketing, FP&A, Inventory Management
Wholesale Responsibilities: Market/Channel Sales Development, Sales Force Management, Franchising, Key Account Management, Marketing

Provided strong leadership while engaging and mobilizing all parts of the organization in pursuit of achieving the company objective to establish and grow retail as a profitable new channel of distribution in Europe.
• Provided managerial oversight and full P&L accountability for 150 branded stores, factory outlets, SIS concessions, and franchisees.
• Successfully recruited, developed and managed a team that built business from the ground up and consistently delivered results.
• Developed "best practice" for policies, procedures and guidelines in all functional areas of operations and development required to support rapid growth and ensure that stores were merchandised and operated efficiently, consistently and profitably.

Accelerated development of Tommy Hilfiger retail and wholesale business in existing and new international markets.
• Responsibility with full P&L accountability of all wholesale commercial activities for distributors and franchisees operating within a matrix management structure throughout 25 countries in Central/Eastern Europe, Middle East and India in over 150 locations.
• Managed merchandising and direct sales campaign for 4 seasonal market periods for 7 product divisions while overseeing relationships with licensees, distributors, agents, franchise partners, and wholesale customers.
• Analyzed new markets and identified business model to maximize profitability with emphasis on direct, joint ventures and franchisees by selecting the appropriate combination based on corresponding legal, regulatory and financial realities.

Led ongoing international market development by managing all flagship retail operations in important locations.
• Handled location search/selection, lease negotiation, management of store design and build-out, management of promotional and marketing activities, selection of product assortment, staff recruitment and oversight of store trading operations.
• Opened flagship stores in Berlin, Köln, Hamburg, Zurich, London, Madrid, Barcelona, Moscow, Athens, Istanbul and Dubai.


P R EVIOUS C A R EER HISTORY

VICE PRESIDENT, WHOLESALE EXPORT

MANAGING DIRECTOR

DIRECTOR OF GROUP MERCHANDISING & RETAIL STORE DEVELOPMENT

EUROPEAN WHOLESALE & FRANCHISE BRAND MANAGER - RALPH LAUREN HOME COLLECTION

Find out detailed information about Shawn Cox, PRINCIPAL, HEAD OF DIRECT-TO-CONSUMER PRACTICE in West Linn, OR

Shawn Cox: PRINCIPAL, HEAD OF DIRECT-TO-CONSUMER PRACTICE in West Linn, OR

Shawn Cox

ABILENE CHRISTIAN UNIVERSITY