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Work Background
Vitamin ASenior Buyer
Apr. 2021 - Jun. 2022Costa Mesa, California, United States
Vans a Division of VF OutdoorDirector of Ecommerce Buying
Feb. 2015 - Apr. 2017Cypress, CaliforniaMoved to the eCom department at Vans to oversee development and execution of short- and long-term merchandising strategies to ensure we met our ecommerce sales targets. Held top-line ownership of sales, margin, and inventory of all footwear, apparel, and accessories product categories, as well as site-wide profitability and total a spend of $200M. Led a team of 12 direct and indirect reports. Notable accomplishments: ♦ Drove $90M in revenue (30+% increase) in 2016 and $60M in revenue (36% increase) in 2015 through effective product selection and assortment that attracted new and repeat customers. ♦ Oversaw all aspects of ecommerce site operations, user experience, conversion tactics, content, and structure, including filters, attributes, and hierarchy. ♦ Refined marketing strategies using geotargeting, streamlined marketing calendar, and reduced SKU count by 20% while still meeting all targets. ♦ Selected for Accelerated Leadership Program providing mentoring and career development opportunities to individuals recognized as top talent.
Vans a Division of VF OutdoorBuyer, Women’s Apparel & Accessories
Jan. 2014 - Jan. 2015Cypress, CaliforniaAfter success with men’s and boys’ apparel, tapped to take over buying to relaunch the women’s apparel and accessories category, which was experiencing double-digit negative performance. Spearheaded selection of high-quality, affordable merchandise to position category for fast-turnover based on keen insights into customer interests and competitor offerings. Notable accomplishment: ♦ Achieved rapid turnaround from double-digit negatives to 10% annual growth and $30M in total sales volume by leveraging quick-turn strategies.
Vans a Division of VF OutdoorBuyer, Men’s & Boys’ Apparel
Feb. 2011 - Dec. 2013Cypress, CaliforniaOversaw all buying for the men’s and boys’ apparel category with $60M in total annual sales volume. Participated in the execution of all product plans and strategies from inception through tracking, which involved extensive interaction with design, planning, allocation, and production teams to develop a product-specific brand vision and strategies to optimize sales for each category. Collaborated with our in-house design team to create seasonal line plans with a focus on protecting key categories and trends. Notable accomplishments: ♦ Successfully maintained positive comps, hit target goals, and delivered year-over- year increases, with 36% overall increase. ♦ Teamed up with design and production in key categories to introduce speed to market program enabling company to chase trends and create timely assortments. ♦ Stabilized made for outlet program in denim, shorts, fleece, and t-shirts that boosted channel sales by 35%.
ANCHOR BLUE RETAIL GROUP, INC.Buyer, Girls’ Tops, Dresses, Swim, and Lounge Wear
Jan. 2009 - Dec. 2010Corona, CaliforniaManaged all buying for a $45M category that included outerwear, sweaters, fleece, basics, and fashion knits, wovens, swim, dresses, and lounge. Interfaced directly with third-party market vendors to develop product and hunt business. Notable accomplishments: ♦ Isolated high-priority issues and collaborated with counterparts to streamline processes, increase focus on product, and maximize sales. ♦ Spurred transformation from double-digit negatives into positive sales through in-depth analysis, strategic changes to product assortment, and simplification of price points and sales strategies.
Arden B. - A division of Wet Seal Inc.Buyer/Associate Buyer/Assistant Buyer
Sep. 2002 - Nov. 2008Foothill Ranch, CaliforniaAdvanced swiftly through increasingly responsible roles to serve as Buyer for bottoms in 7/06. Managed product sourcing and selection for bottoms, including denim, generating $40M in annual sales. Previous roles included Buyer (9/04-6/06) for knit tops, including fashion and basics, with $36M in annual sales, Associate Buyer (2/04-8/04) for RTW with a focus on dresses, and Assistant Buyer (9/02-1/04) for bottoms and outerwear.
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