• Comprehensive market research and trend analysis to align US market-specific merchandising efforts with consumer preferences (Footwear, Accessories, and Bags).
• Provide actionable insights from competitive analysis to increase product placement and a more targeted merchandising strategy for Isa-Traesko's key account in the footwear and accessory category, ALDI.
• Monitor emerging trends & consumer behavior, advising my client on strategic pivots that can lead to new revenue streams.

• Appointed by the CEO to lead a deep dive into the women's category; expanded into a cross-functional role supporting both women's and men's categories across product, consumer, and go-to-market strategy. Spearheaded the segmentation and definition of key product franchises, ensuring long-term brand elevation while addressing commercial needs.
• Developed a seasonally updatable competitive blueprint, helping Timex stay ahead in an increasingly competitive market.
• Crafted a multi-season product strategy roadmap rooted in consumer insights (quantitative and qualitative) as well as trends, internal capabilities, and market analysis, ensuring future growth and relevance.
• Embedded the foundational DNA of Timex with modern consumer expectations and
trends to guide product development, storytelling, and merchandising.
• Led strategic thinking for the development of the women's category

• Reported to the Brand President of the Rockport Group. Accountable for the vision, ownership, and overall global performance of the women's footwear category. Responsible for creating and delivering a product line strategy and collection that encompassed all elements of the value proposition (product, price, distribution, brand expression, and marketing investment) to maximize the business's potential.
• Team of 6 direct reports (in-house designers, global team of design consultants/studios, and product managers).
• Delivered a consumer-centric, trend & data-informed product vision, Go-To-Market strategy & plan that delivered to company targets and LRP goals. Identified & championed 'big ideas' and stories for the business to rally behind category assortment.
• Collaborated with brand marketing team on creating seasonal marketing stories and bringing those to life through marketing campaigns

• Streamlined product lifecycle planning for comprehensive merchandising across all products.
• Crafted key seasonal narratives that align consumer insights with brand vision and business goals.
• Facilitated collaboration among merchandising, product, marketing, and sales for effective assortment execution.
• Orchestrated communication between Italian design studios and Boston teams to ensure cohesive development.
• Traveled to Asia several times yearly for product development. Performed international market evaluations to uncover emerging trends and assess competition.

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