Two young adults, a woman and a man, stand against a gradient background with warm tones. The woman wears a blue denim shirt and shorts, with a serious expression. The man wears a beige shirt and pants, smiling and with his hand on his chin.
Two young adults, a woman and a man, stand against a gradient background with warm tones. The woman wears a blue denim shirt and shorts, with a serious expression. The man wears a beige shirt and pants, smiling and with his hand on his chin.

LED A $1B+ COMPLEX OMNICHANNEL BUSINESS. DEFINED & IMPLEMENTED A CONSISTENT BRAND VISION ACROSS DTC, DIGITAL, WHOLESALE & LICENSING CHANNELS.

EXECUTED A 360 AMPLIFIED LIFESTYLE STRATEGY, INCLUDING NEW CATEGORIES, BUSINESS SEGMENTS & POINTS OF DISTRIBUTION, GENERATING MORE THAN $250M IN INCREMENTAL REVENUE ACROSS ALL CHANNELS.

THE CHALLENGE

  • Chief Merchandising Officer 2011 - 2017

  • Led a $1B+ portfolio spanning DTC, wholesale, outlet, digital, licensing, and international businesses with responsibility for accelerating profitable growth while strengthening brand consistency and operational performance.

  • The business needed new revenue streams, broader distribution, stronger channel execution, and more disciplined commercial strategies to drive long-term growth.

  • Served as internal advisor to executive team on new business and licensee opportunities.

  • Led a 120+ person organization with 14 direct reports, driving organizational alignment and execution across the enterprise.

WHAT I LED

  • Owned full P&L responsibility across wholesale, digital, outlet, licensing, and international businesses.

  • Defined and executed enterprise merchandising, product, channel, and commercial strategies across the portfolio, including: including product/ assortment expansion, flag/big box initiatives, increasing core door productivity, omni-channel initiatives, account & demographic based product segmentation, execution of seasonal/geo-clustering strategy to improve sell thru and profitability, while leading all collaboration, 3rd party, and new licensing initiatives.

  • Established a unified brand vision and accessible premium positioning across every channel and customer touchpoint.

  • Expanded distribution through strategic partnerships, new account acquisition, and channel development, adding more than 500 wholesale doors.

  • Launched Lucky Plus, expanded licensing into new categories including Lucky Home, and created new revenue opportunities across the portfolio.

RESULTS

  • Generated more than $250M in incremental revenue.

  • Increased eCommerce sales by 45% while improving profitability.

  • Rebuilt and cultivated retailer relationships with existing and new account base.

  • Expanded distribution by more than 500 wholesale doors, increasing market reach.

  • Conceived and launched Lucky Plus, generating approximately $45M in revenue in year 1.

  • Expanded licensing into new categories and increased licensing revenue by 30%.

  • Improved inventory productivity, channel profitability, and enterprise performance
    across a $1B+ business.

CATEGORY AND CONSUMER GROWTH EXPANSION TO ACCELERATE GROWTH:

DEVELOPED ONLINE EXCLUSIVES' STRATEGY

DEVELOPED ONLINE EXCLUSIVES' STRATEGY

LAUNCHED PLUS / EXTENDED SIZES

LAUNCHED PLUS / EXTENDED SIZES

ACCESSORIES & LICENSING EXPANSION

ACCESSORIES & LICENSING EXPANSION

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