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Work Background
HONOR THE GIFTBrand Operator
Jan. 2022Los Angeles, California, United States•Managed the brand transformation, overseeing creative direction across digital, retail, and social media, leading to a 35% increase in online sales and 800K new IG followers
•Developed and managed a premium gifting program for professional athletes and cultural influencers, including personalized product seeding and in-store gifting initiatives, contributing to a 43% increase in hero-style sales.
•Led cross-functional teams to execute seasonal brand campaigns and community-driven experiential activations, enhancing brand presence by 25%.
•Spearheaded strategic collaborations with Union and CLOT, curating unique marketing and consumer experiences to boost cultural relevance and talent engagement.
•Increased revenue YoY, managing marketing and product budgets to enhance brand positioning and profitability across DTC, B2B, and retail channels.
•Created an innovative production calendar to cut shipping costs
SNSGeneral Manager of North America
Jan. 2021 - Jan. 2022New York and Los Angeles•Managed P&L for North America, with a focus on increasing market share in the LA region through curated in-store experiences and strategic influencer gifting programs
•Spearheaded a 3-year growth strategy for Sneakers and Stuff, increasing North American business through precise market positioning and expansion initiatives
•Expanded brand presence by partnering with NYC’s Meatpacking District to grow North American business through community-driven activations and improved brand visibility
•Successfully crafted and aligned regional strategy with global KPIs, driving operational efficiency and improvement in in-store customer engagement
BUTTERFLY AFFECTCEO and Founder, Cultural Engagement and Collaborations
Jan. 2018Indiana & Los Angeles, CA•Provides tailored consulting for talent and brands, focusing on curating unique gifting and experience-driven campaigns that resonate with diverse audiences
•Connects brands, creatives, and influencers in fulfilling a brand’s requests on talent acquisition and creative needs, bringing an elevated body of work and a more profound connection to a brand’s campaign
•Consults clients to develop bespoke marketing and gifting strategies, leading to a 20% improvement in brand perception and strengthening ties with community influencers
Beats by Dr. DreSenior Product Manager, Partnerships
Jun. 2016 - Dec. 2018Indiana & Los Angeles, CA•Elevated Beats’ ENERGY luxury/fashion brand partnerships and high-impact gifting through compelling narratives, inspiring packaging, and product storytelling, achieving an uplift in brand awareness and an increase in customer engagement during key campaigns integrating gifting into broader brand strategies
•Improved go-to-market efficiency by implementing cross-functional project timelines, reducing project delays, and enhancing product launch success
•Spearheaded PRODUCT(RED) partnership, generating greater campaign visibility in collaboration with brand ambassador Yvonne Orj, and strengthening global brand equity
ConverseGlobal Merchandising Director
Jan. 2013 - Jan. 2015Greater Boston Area•Led a cross-functional global team, increasing the adoption of seasonal key product lines through improved SKU management and impactful storytelling strategies
•Created SWOT (strengths, weaknesses, opportunities, and threats) analysis to identify how and where the brand and regions could improve product positioning and messaging. This resulted in a decreased rate of dropped projects and increased globally adopted products
•Improved adoption rate of CONS, Jack Purcell, and Kids lines by balancing the art and science of regional needs, market trends, and the global offering
ConverseSenior Product Manager ¬– EMEA Creation Pod
Jan. 2010 - Jan. 2013hilversum, netherlands•Drove product development and marketing for Footlocker Europe's CTAS Padded Collar franchise to a historic sales milestone of over 2 million pairs, achieving record weekly push rate and sell-out •Collaborated with a team of five across design and product development, reduced account special request products, enhanced inline adoption •Conveyed European marketplace insights to the US audience through monthly trend reports. •Grew women’s business by 65% by forging partnership with Marimekko to target fashion-forward females.
ConverseSenior Product Line Manager
Jan. 2007 - Jan. 2010Boston, Massachusetts, United States•Championed the first-ever partnership and philanthropic initiative in collaboration with Black Greek organizations, increasing cultural engagement through the internship program, product gifting of partner affiliations, and a sneaker with permanent placement in the Smithsonian National Museum of African American History and Culture
•Achieved category growth through the creation of human-centered product briefs that aligned with global initiatives, challenged development, and considered regional needs •Led diverse and high-impact projects that secured a 15% increase in sell-ins and established a permanent presence in the Premium footwear category
NikeUS Footwear Merchandiser-Metro & Indie
May. 2004 - Feb. 2007Beaverton, OR•Created US-centric positioning and led the growth of METRO and INDIE categories through strategic collaborations and initiatives with Urban retailers and sneaker boutiques •Created the iconic 78th Oscars shoe in collaboration with Fred Segal
•Collaborated with Sports marketing to identify Amare Stoudemire as a US Metro male athlete, inspiring a new men's collection
•Increased category awareness through a collaborative partnership with Brand Marketing to feature Metro and Indie during the Nike Women's Marathon, increasing sales by 20%
•Earned Nike Maxium award for innovative seasonal merchandising playbook building and implementing US Metro & Indie strategy with DTC, digital, and retail stores
•Created a gifting program with female influencers highlighting and influencing the impact of females in the world of sneakers
FootactionFootaction, Women's and Men's Footwear Buyer
Jan. 2001 - Jan. 2004Mawah, NJ•The originator of the Midnight launches in athletic sneaker stores. Marketing and Buying liaison for the flagship store at 34th & 7th.
•Produced store comps through the creation of a balanced budget that reclaimed the Lifestyle footwear position through a focus on Hispanic consumer
•Increased Women's footwear sales through SMUs that balanced the art and science of the brand demographics
FootactionFootwear Merchandiser, Men's Outdoor
Nov. 2000 - Jan. 2001Mawah, NJ• Managed budget and allocation of Men's Outdoor footwear to key markets • Led Private label footwear creation and allocation to drive sales in key markets.
FootactionMens and Womens Branded Apparel Merchandiser
Jan. 1999 - Jan. 2001Dallas, TX• Managed budget for Private Label Apparel of Women and Men's and Women's Branded apparel • Oversaw marketplace management, inventory, and transfers to key stores for optimal product allocation.
• Led and mentored Assoc Merchandiser to develop marketplace knowledge and effective allocation plans.
Finish LineMens Urban Apparel Merchandiser
Jan. 1997 - Jan. 1999
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