Costa Mesa, California, United States
I am an apparel executive with a background spanning product development, merchandising, and design. This end-to-end experience has shaped my ability to align every phase of the product life cycle for maximum impact. Passionate about building consumer focused products that balance form and function, and developing strategic product lines that foster brand engagement and cultivate lasting consumer loyalty.
Continue to lead Merchandising and Product Development for the Volcom brand snow division. Assigned additional duty to Merchandise Volcom women's headwear line & Dakine brand on-snow division.
Direct workflow of the entire snow product team. Global cross-functional collaboration to build and deliver a relevant, innovative product line encompassing the categories of technical snow gear, layering, and accessories. • Drive divisional margin performance by delivering best in class product lines through building competitive assortment strategies and optimized pricing structures. Negotiate with critical suppliers to mitigate cost increases, develop strategic solutions to maintain profitability. • Own line architecture creation that aligns financial objectives with market trends and consumer insights. Integrate input from Planning, Design, Sales and Marketing teams. • Continuously analyze market trends, pricing strategies, and product performance of endemic and non-endemic brands. Identify emerging market needs, assess product lines strengths and weaknesses, and create market disruptors to drive growth. • Assigned to Executive Strategy team to develop and implement a high-growth revenue strategy for the division. Achieved or exceeded annual global average revenue growth target of 12%, driving an additional $25 million in revenue in 5 years. • Successfully led development of the 2022 US Snowboard Olympic Team products during the pandemic, overcame significant challenges to meet the expectations of our brand, USSTA, and athletes. • Anticipate and address system process requirements and supply chain dynamics. Refine seasonal sourcing and planning strategies. Adapt and pivot in real time as needed. • Cultivate long-term, transparent partnerships with suppliers and retailers. Many of these lasting over 5-yrs, some dating back to the inception of the line in 2000. • Develop and lead accomplished team with a high rate of promotion and long tenures. Reflecting a culture of excellence and retention. • Effectively manage divisional budget, optimizing resources and advocating for needs. • Evolve with the brand through various ownership & operational landscapes
Designed, developed, and sourced line of technical outerwear, layering, and accessories for men’s, juniors, boys and girls as the sole person in the snow division. • Directed creative vision for 4 global team athletes for their signature series outerwear collections. Aligned product design to athlete’s desire while achieving brand margin and revenue objectives. • Drove a 4% divisional margin increase in the 1st season, continued gains throughout tenure. • Initiated collaboration with Creative Directors of the Men’s and Juniors department to unify brand image across the surf and snow product lines. • Enhanced collaboration with global teams in Europe and Australia to improve product line synergies and drive brand cohesion
Consulted with renowned ski brand Nils Inc. on design, fabric selection, color direction, and fit. • Appointed to develop and design the brand’s first ever Junior’s line, aimed at expanding their consumer base and developing a higher margin collection. • Successfully launched the line on schedule, met margin goals, and achieved targeted distribution growth. Assisted apparel design firm, 4 Season Design, to execute high profile projects for leading apparel companies • Broadened product expertise to include denim, swimwear, and other non-technical apparel categories.
Promoted from merchandising and design assistant to Volcom’s first ever women’s specific snow designer. • Developed entire snow line in tandem with Snow Creative Director. Managed tech pack creation, fit processes, athlete and sales rep input sessions, and supported line launches. • Contributed to the design, development, and filing of Volcom’s patented Zip-Tech®️ technology, enhancing product functionality and innovation.