Brand Strategy Firm.
PRINCIPAL/FOUNDER
Established an agency dedicated to shaping brand vision throughout the entire lifecycle, from conceptualization to commercialization, and proficiently managing the Go-To-Market process. Skillfully executes comprehensive omni channel brand storytelling strategies. Pioneers the establishment of a robust team framework, emphasizing streamlined processes, effective communication and collaboration, and operational efficiency to seamlessly integrate into organizational pipelines for B2B & B2C. Develop and implement targeted solutions to fortify brand implementation and success in apparel and footwear, including revenue growth and cost saving negotiations, E2E product development, supply chain management and sourcing matrix improvements. AI enthusiast with the ability to bring brand awareness and build content/ assets for businesses small, medium and large.

A $3B global footwear brand management company with ownership of 15 well-renowned brands.
VICE PRESIDENT, DESIGN, DEVELOPMENT, PRODUCT, & COMMERCIALIZATION
Recruited as Director by the former President of UGG, who took over Vionic as President and Board Member, earning a swift promotion to VP to oversee all product departments globally due to solid leadership performance and spearheading processes and operations to steer new product direction. Led the Vionic global brand with 7 direct and 30 indirect reports, managing a direct department OPEX budget of $12M with accountability for $200.7M P&L. Built authentic relationships and ensured the team was truly invested. Performed complex problem-solving while positioning brand across multiple product lines to drive revenue and enhance brand status.
• Organizational Development: Built a robust product team organization of design, development, product merchandising, costing, sourcing, and commercialization by expanding and diversifying sourc

Promoted to oversee the selection, curation, and development of materials by establishing merchandising consistency across all categories. Directed design and materials teams of 3 direct and 5 indirect reports and collaborated with product development to implement, innovate, and merchandise materials and colors and implement GTM strategies for the men's, women's, and kid's footwear and lifestyle apparel departments.
• Spearheaded the materials consolidation effort, significantly reducing development fees by $1.2M while strengthening negotiations with tanneries and sourcing partners.
• Initiated a new twin-face sheepskin development process and sourcing initiative to drive operational efficiency, eradicating color development waste by 75% each season.

Promoted to define and lead the overall product line strategy and forecasted future demand for UGG, using market trend analysis, detailed merchandising stories, and cross-collaborative efforts to support global commercial product flow for best-in-class product development and global product line growth.
• Drove sell-through performance of the fashion product to advance profit by an average of 12%.
• Increased margins by an average of 5%, generating an additional $6M per season.
• Strategically modified the fashion calendar timeline and streamlined the sales sampling process, garnering seasonal cost savings from development sampling fees.

A $10M independent franchise specializing in luxury footwear, apparel, handbags, and accessories.
DIRECTOR, MERCHANDISE PLANNING/GM (2010 – 2012)
Managed seasonal assortment plans for shoe, apparel, handbags, and accessories from over 30 luxury brands. Supervised, hired, and trained all staff members, allocated retail space according to assortment plans, trend analysis, and visual merchandising. Executed all purchase orders and managed vendors.
• 75% average sell-through rate for footwear, 65% apparel, 89% accessories & handbags.
• Launched private label line of footwear for Footcandy

• Managed all marketing campaigns, increasing monthly sales by 15% average.
• Created website, implemented social media channels, private events, contributing expert to Bay Bella Publishing, created Footcandy media kit and branding guidelines.