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Work Background
Lojas Renner S.A.Senior Fashion Buyer - Women's Lingerie and Underwear
Jan. 2021 - Jan. 2023Porto Alegre, Rio Grande do Sul, BrasilDeveloped and executed comprehensive category strategy aligning with overall business goals. Oversaw Women's Lingerie & Loungewear Business Unit at leading multinational team, contributing to 10% of total company revenue. Steered diverse team of 5, including buyers, senior product designers, visual merchandisers, and fitting technicians to delivery product strategy and collection development with focus on assortment, pricing, and company goals. Negotiated favourable terms, pricing, and delivery schedules to ensure the best commercial calendar execution. Optimised stock levels, minimised markdowns between seasons by 25%, boosted sales by 10%, and achieved 5% cost reduction in consolidated NOS categories by implementing risk mitigation strategies.
- Established structured product pyramid, improving base/NOS product accessibility and availability for customers.
- Secured favourable pricing and delivery conditions by negotiating terms and building solid suppliers’ relationships.
- Gained extensive experience in licensing, specialising in partnerships with renowned brands, including Disney, Mattel, Cartoon Network, and Universal.
- Led product visual merchandise strategy for physical stores and web shop with focus on maximising value for money perception, fashion information, and ultimately sales performance.
- Mitigated availability issues and enhanced assertiveness in cross-selling strategies for paired products by streamlining collection construction.
Uatt?Independent Managing Consultant - Merchandising and Product Manager
Dec. 2020 - Dec. 2021Florianópolis, Santa Catarina, BrasilSpearheaded creation of commercial area, integrating marketing, supply, innovation, and commercial intelligence to strengthen collaboration with various departments. Developed comprehensive Buy Plan aligned with financial annual plan, incorporating sets of KPIs such as margin, sales, and inventory turnover to optimise and stabilise performance.
- Revitalised innovation department at Uatt, implementing growth-oriented routines and tools, such as collection mapping and assortment planning. - Uncovered underperforming products and improved assortment assertiveness by reallocating resources to profitable items, resulting in increased profitability and reduced space wastage.
- Elevated digital performance and boosted commercial outcomes through targeted inbound marketing, as well as generated higher quality leads using CRM.
- Executed negotiation strategies to secure favourable terms with vendors, whilst augmenting sales and shopper engagement.
FARM RioNew Business Development Responsible
Feb. 2020 - Nov. 2020Rio de Janeiro, BrazilCollaborated with the leadership team to develop new strategies for achieving significant growth in the children's market, along with implementing governance tools to ensure structured and swift team integration.
- Led strategic projects and collaborations aimed at acquiring new clients, tapping into new markets, and ensuring consistent delivery to our existing customer base.
- Worked with the Ecommerce and Marketing teams to develop actions and partnerships focused on enhancing customer experience and increasing perceived product value.
- Collaborated with the Fashion team and suppliers to track and qualify our collections with the aim of becoming leaders in more sustainable products within the Soma group. Additionally, negotiated closed deals with fabric and product suppliers based on incentives to increase the share of more sustainable inputs products.
C&A BrasilSenior Fashion Buyer - Women's and Kids Shoes
Jan. 2018 - Oct. 2019São Paulo, BrasilManaged collection development for Women's Shoes department, incorporating collaborations with third-party value brands. Acted as primary point of contact with shoe suppliers and industry partners across Brazil, ensuring alignment with brand vision and goals. Directed strategic collection decisions based on in-depth trend research and performance analyses. - Orchestrated entire product strategy, encompassing trend analysis, collection structure, assortment planning, and pricing to target specific customer segments. - Led multi-disciplinary team of 8, including fashion managers, senior product designers, graphic designers, visual merchandising, and fitting technicians.
- Co-ordinated key decision-making for marketing, visual merchandising, planning, HR, and budgetary considerations.
- Oversaw value proposition project, redefining brand strategy and customer focus in response to consumer behaviour and market shifts. - Guided the mood boards creation to visually communicate design concepts and align team vision.
C&A BrasilSenior Fashion Manager - Kids & Accessories
Jan. 2017 - Sep. 2019São Paulo, BrasilOrchestrated development of category strategies and performed supplier negotiations, consistently securing favourable terms and agreements to optimise costs. Played pivotal role in the "Collection Building" Project, amplifying speed and efficiency of product capsule introductions through implementation of new tools, concept revisions, and adjustments to commercial calendar. Oversaw multifaceted team of 20 professionals across three departments, including fashion managers, senior product designers, graphic designers, visual merchandisers, and fitting technicians.
- Cultivated robust business mindset and sales-driven culture within team, fostering results-oriented environment, whilst administering Cope and Building Department during eight years of tenure.
- Led sustainability and safety products project, positioning children's division as leader in sustainable practices across all divisions and regions.
- Maintained C&A's Kids sector as Brazilian market leader for over decade, consistently achieving highest percentage share with average 10% annual growth.
- Directed C&A's licensing business with esteemed partners, encompassing Disney, Mattel, and Universal to enhance brand appeal and value.
- Spearheaded collection development for Kids and Accessories Department, spanning Newborn through Teens, including Shoes, Beachwear, Underwear, and accessories across 422 physical stores in 150 cities and online.
- Steered product visual merchandise strategy across physical stores and web shop, focusing on enhancing value perception, fashion communication, and driving sales performance.
- Supervised Kids’ department to market leadership and reference status within Brazilian retail fashion sector over a span of 6 years.
- Pioneered innovative approaches to product development, employing reverse engineering techniques to achieve desired selling prices, whilst upholding stringent quality standards.
C&A BrasilFashion Manager - Kids/ Babies and Accessories.
Feb. 2013 - Dec. 2016São Paulo, Brasil
C&A BrasilFashion Designer - Kids
Jan. 2011 - Feb. 2013São Paulo, Brasil
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