Responsible for driving long-term, sustainable growth for the direct-to-consumer channels (eCommerce, Retail, Catalog) through the development of thoughtful and strategic merchandising strategies. Partner with creative, marketing and commercial teams to inform and implement seasonal go-to-market strategies-ensuring product stories come to life in a visually compelling and cohesive way. Combine data-driven analytics with customer feedback and competitive market research to help inform in-season assortments and decision-making and ensure alignment across all customer touchpoints. Develop, prioritize, and execute assortment building and digital/retail experiences. Perform product performance analysis at weekly, monthly and seasonal basis, as well as at the channel level. Actively monitor and analyze key competitors to understand emerging trends and opportunities to improve demand-generating efforts. Ensure all product marketing campaigns focus on key features, functionality and consumer benefits, drawing the customer to the brand. Build seasonal shot lists for location shoots and in-studio imagery needs that support all channels. Execute the creation of catalog spread layouts, online shopping guides, and in-store product flow and features. Evaluate proposed creative layouts, content and photography across all direct-to-consumer channels to ensure best product depiction.

Responsible for the execution of seasonal product strategies across the direct channels of business in order to meet/exceed customer expectations and DTC financial goals. Combined data-driven analytics with customer feedback and competitive market research to help inform in-season and future season assortment strategies and decision-making and ensure alignment across all customer touchpoints.

Ensured excellent operational status to deliver a fast, magical, easy experience in all of Reformation’s retail locations and on the eCommerce site. Responsible for all of Reformation's inventory warehousing, and fulfillment direct to customers as well as allocation to all retail and wholesale outlets. Continuously improved operational systems, processes and policies – integrated and trained staff on multiple systems/platforms in both retail and warehousing environments. Liaised with Head of Retail, eCommerce, Wholesale, Customer Experience, IT and Finance. Created and maintained inventory and fulfillment reports to track KPI's and ensure information flow for organizational planning. Performed other ad-hoc analysis and modeled data for decision making to impact Reformation's growing operation. Created and maintained Standard Operating Procedures and other pertinent documentation pertaining to any inventory flow for the organization.

Reporting and analysis to provide feedback and recommendations to improve processes and support business partners throughout the organization. Built and maintained operational KPIs and executive metrics from Supply-Chain to Customer Service. Provided analytical insights to support critical decision makings. Drove key initiatives by drilling into datasets and finding business opportunities.

Voice of the brand. Built and enhanced the customer experience during all points of contact with Reformation. Displayed commitment to customer service, with the ability to build productive relationships, resolve complex issues and win customer loyalty. Focused on strategic relationship-building skills -- solved problems creatively, and used tact and diplomacy to achieve win-win outcomes. Recommended potential products or services to management by collecting customer information and analyzing customer needs. Prepared product or service reports by collecting and analyzing customer information.

Assisted in the selection, pricing, and product assortment across all women’s categories including apparel, accessories, shoes, jewelry, and beauty for three retail locations and e-commerce channel. Partnered with Senior Buyer and Owner to grow private label assortment in order to meet greater financial goals. Helped manage monthly category budgets, reacting to selling patterns and partnering with internal teams to effectively feature categories and brands. Analyzed inventory and sales data to ensure proper flow of merchandise. Recommended promotions and product strategies to meet business goals. Monitored the competition and developed in-depth understanding of customer profile and needs.

Created an exceptional client experience through a luxury service and selling approach. Focused on excellent product knowledge and meeting customer needs. Catered to each individual with the highest level of customer service. Kept all client information organized and updated. Maintained a high referral and retention rate. Informed clients when designers or new collections became available. Liaised with the General Manager to review department performance and opportunities to drive sales.