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Work Background
See Forever ConsultingPrincipal-Merchandising and Retail Strategy Consultant
Jun. 2020Dallas-Fort Worth MetroplexSee Forever Consulting is a retail consultancy focused on solving your complex business puzzles. We help brands and retailers of all sizes and industries set strategy, drive sales and increase profitability. We are resourceful problem solvers, customer obsessed and data-driven decision makers. We are curious, passionate, industrious and love the art of retail. Let us help you dig into data, optimize assortments, understand the customer journey and competition.
Buff City SoapChief Merchandising and Digital Officer
Jun. 2020 - Nov. 2022Dallas, Texas, United States• Lead product, pricing, merchandising and digital transformation strategy of high-growth franchise retail concept; store growth from 20 to 260
• Responsible for digital transformation strategy; ecommerce site and fulfillment; deep partnership with internal teams and external vendors to drive traffic, profitability, conversion
• Led change management of transition to centralized merchandising strategy; developed assortment and pricing approach grounded in analytics and insights; Developed strategy to maximize revenue and profitability to capitalize on differentiators; rationalized SKUs by 85% resulted in 8X productivity increase. Implemented codified pricing structure that improved competitive position and with double-digit GM$ increase
• Concepted, developed, and launched successful new product strategy to drive profitable revenue growth and customer acquisition; business case, unit economics, testing, packaging, marketing, and training
• Created holistic visual merchandising strategy and planogram implementation to drive sales, gross margin, inventory productivity, resulting in 30% increase of product capacity on sales floor. Developed SKU forecast groundwork and product reporting suite to drive visibility and support quality decisions
• Member of Executive Leadership Team; developed company Purpose and Value statements with implementation plan and cultural working groups
• Cross-functional partner steering strategic objectives to achieve metrics; including development of matrixed calendar to manage process/initiatives
• Passionate culture ambassador that creates highly effective, collaborative, and empowered teams; started an ERG and workshops to foster leadership development at all levels
• Cultivate and maintain strong franchisee relations to drive sales, unit economics and performance through leadership, collaboration, communication, and support • Mentor, train and develop direct reports; provide opportunities to leverage strengths with feedback to improve
The Container StoreVice President of Merchandising – Drives Revenue, Business Strategy, Product Innovation
Oct. 2017 - Jun. 2020Coppell, Texas, United States• Established long-term strategic direction and management for key product category representing 35% of company revenue (300M+ annual sales); 75%+ consolidated Gross Margin; business chain included 93 retail locations, B2B, online and 2 distribution centers. Reported to President, CMO.
• Board of Directors, elfa® International AB Sweden (SEK1041M); 3 manufacturing entities and 8 sales companies in Europe; worldwide distribution in 30+ countries.
• Lead for 5 Strategic Company Initiatives; developed new product lines concept to execution impacting revenue, 3-year new product roadmap, customer experience, eCommerce, digital marketing and in-store improvements; developed proprietary design tool to create organization solutions for end-users; developed metrics and reporting, managed costs, risk and risk mitigation; established cross-functional teams to achieve objectives.
• Business Owner Custom Closets (3 product lines); 4.5 annual cost turn on 2000+ SKUs component-based system; developed, sourced and launched a third exclusive, patented closet line Avera™; drove product expansion, long-term strategy; increased profitability through continuous process improvement; tested proof of concept.
• Business Owner Proprietary Design Tool concept to launch; partnered with cross-functional team incorporating Agile and Pivotal; extensive end-user testing; partner with training and store leadership teams for in-store integration.
• Partnered with key technology vendor (Salesforce) on go-to-market strategy and continuous process improvements to drive sales, reduce friction in the selling process to improve customer experience.
• Collaborated with VP of Merchandising Initiatives and team for new store concepts, store design and product integration by department.
• Managed direct reports including Custom Closets Product Director, Sr. Merchandising Planning Manager and Custom Closets Product Manager; managed multiple cross-functional working teams to execute strategic initiatives.
The Container StoreSenior Merchandising Director – Cross-Functional Teams, Global Supply Chain, Product Development
Jan. 2016 - Oct. 2017Coppell, Texas, United States• Collaborated with C-suite and executive team to create short and long term strategies for product categories; 250M+ annual sales, 75%+ consolidated Gross Margin; business chain included 88 retail locations, B2B, online and 1 distribution center; managed buyer/assistant buyer teams; Board of Directors, elfa® International AB Sweden.
• Business Owner Proprietary Closet Systems; developed and managed 2 globally sourced 1550+ SKU component product lines; created long-term strategic merchandising initiatives including launch strategies; e-commerce and digital strategy, QA for product assortments, competitive research, reporting and supply chain management.
• Project Lead for Boston Consulting Group Merchandising Project; COGS reduction, harvested $24M over 9 months; negotiated pricing and vendor RFPs; ensured assortment and sourcing, consumer value and brand repositioning.
• Partnered with CMO to implement proof of concept for different product lines; partnered with EVP of Stores to develop end-user sales process, CRM sales tools, product and sales training.
The Container StoreSenior Buyer –Vertical Integration, Patent Strategy, Global Sourcing, Negotiation, Digital Marketing
Jun. 2013 - Jan. 2016Coppell, Texas, United States• Responsible for six departments $290M annual sales, 2 buying teams, 40% company revenue; aligned initiatives to company objectives as company prepared for IPO; joined Board of Directors (2013) – elfa® International AB Sweden; reported to CMO.
• Project Lead Laren™; added custom manufactured luxury built-in solution to Custom Closets category; developed steering team and working team structures; drove strategy, positioning and sourcing; negotiated vendor contracts; created and implemented merchandising, supply chain, pricing, communication and end-user strategies. • Business Owner elfa® closet/home solutions and TCS Closets™ (200M); managed vertically integrated globally manufactured and sourced component system; developed global patent strategy in partnership with IP attorney.
• Managed Buying teams for Closet (60M) and Gift Packaging, Box and Christmas (30M); developed and implemented strategies, sourcing, pricing and assortment direction for private label dense categories and seasonal goods.
The Container StoreBuyer – Forecasting, Gross Margin, Business Trends, Merchant
Jan. 2006 - Jun. 2013Coppell, Texas, United States• Created and analyzed reporting requirements for business trends; partnered with Finance on sales and gross margin strategies, foreign currency hedging and international business; interacted weekly with C-suite executives;
• Business Owner elfa® closet/home solutions and Proprietary Design Tool for in-store/online end-users; vertically integrated product development, management and training; vendor negotiation; developed intercompany pricing model and electronic ordering process; implemented John Galt forecasting.
• Business Owner Closet and Hooks (150M); private label strategies, product development and management; managed assistant buyer and planner; partnered with marketing/online teams on campaign strategies and product launches; partnered with merchandising teams for in-store displays and signage.
The Container StoreMerchandise Systems Analyst – Sales Goals, Reporting, MicroStrategy, Financial Analysis
Oct. 2004 - Jan. 2006Coppell, Texas, United States• Developed store level sales forecasting process; partnered with Finance; reworked sales goal process, developed and executed merchant focused reporting to analyze sales, inventory and profitability at store, department and SKU levels; MicroStrategy developer and super user; Project Lead - Dollar Per Customer initiative.
JCPenneySenior Merchandise Planner – Diamond Fashion
Jun. 2002 - Oct. 2004Plano, Texas, United States
JCPenneyAssistant Buyer – Gold Chain
Feb. 2001 - Jun. 2002Plano, Texas, United States
Zale JewelersAssistant Buyer – Semi-Precious and Pearl
Jan. 2000 - Feb. 2001Irving, Texas, United States
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