As a strategic and results-driven General Manager, I have a proven track record of steering brand success in the Pacific Region. Supported by over a decade at major global brands Adidas and Reebok, I specialise in brand management and product strategy, along with a passion for recruiting and leading diverse, high-performing teams. I foster a leading team culture through coaching and mentorship, while building productive relationships and forging strong alliances with stakeholders at all levels. As a people-centred leader, I prioritise emotional connections with my team, leveraging their strengths and ambitions for the greater good of the business.With solid experience in P&L management, I’ve consistently delivered financial results above expectations. My commercial acumen and market analysis skills ensure that best practice processes and corporate governance are embedded, driving market share growth and overall business success.I bring strengths and expertise in:Strategy | Global Brand Management ❘ Cross Functional Leadership | Revenue & Profit Growth | Omni-channel Business Management | Merchandising | Product Strategy | Market Analytics | Consumer Profiling | Talent Management | Team Development | Coaching and Mentoring | Commercial Acumen | Go-to-Market Planning | Market Positioning | Footwear | Apparel | Wholesale | Ecommerce | Retail | P & L Oversight | Communication | Presentation StandardsI’m currently interested in discussing roles such as:• General Manager • Country Manager• Brand Manager• Brand Director • Head of Merchandise• Head of Wholesale
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General Manager, Reebok PacificReebok May 2022 - Mar 2024Boston, Ma, UsStepping into the newly created General Manager role following Reebok’s transition to Brand Collective ownership, I was charged with spearheading the brand's establishment and orchestrating its organisational structure from the ground up. In this inaugural senior leadership position, I supported Reebok through a period of significant change while also propelling the brand to a 22% revenue growth in the first year. My leadership was underlined by the assembly of a strong, multi-disciplinary team that reinforced Reebok’s competitive stature in the market.ACHIEVEMENTS: ► Achieved 22% Net Sales growth in year 1 as Reebok GM► Assembled and currently lead a dynamic team of 18 corporate staff members► Forged strategic wholesale partnerships, strengthening Reebok’s profitability and standing in the marketplace► Oversaw the opening of 8 new retail stores, spanning an even balance of Concept and Outlet locations, enhancing Reebok’s market footprint and consumer connection► Nurtured a culture of excellence, guiding staff toward collective goals and peak performance -
Head Of Merchandising & Brand Operations – Reebok Pacific At Adidas GroupAdidas Apr 2019 - May 2022Herzogenaurach, Bavaria, DeAssumed this pivotal role to shape and amplify the Reebok brand's presence across Australia and New Zealand, setting the strategic direction for brand positioning and market penetration. Led merchandise strategy and oversaw brand operations with a consumer-centric approach, driving a consistent 19% CAGR over three years. As the strategic lead, I fostered collaborative relationships with key global business units and internal channel teams, refining the GTM approach to resonate with local market trends and demands. My role was central to developing market pricing strategies and collaborating closely with sales teams to meet regional consumer demands.ACHIEVEMENTS: ► Led Merchandise and Brand Operations, enhancing market positioning and operational excellence► Drove 19% annual growth rate for Reebok over 3 years by aligning product strategy with evolving consumer expectations and market opportunities► Orchestrated impactful go-to-market strategies and seasonal planning, ensuring strong market presence and brand visibility► Devised and maintained market segmentation tactics, bolstering Reebok’s brand appeal across various consumer segments► Balanced profitability and market competitiveness with savvy pricing strategies► Merged market research and competitive insights to inform and refine strategic direction► Communicated strategic developments and brand performance to APAC leadership, enhancing data-driven decision-making at executive level -
National Account Manager, FashionAdidas Oct 2015 - Mar 2019Herzogenaurach, Bavaria, DeAs the National Account Manager for adidas Pacific's fashion segment, I had the responsibility for overseeing $40M in wholesale accounts, driving strategic initiatives that ensured sustainable growth, while significantly strengthening relationships with key partners. My leadership was instrumental in shaping range plans and business strategies that adhered to segmentation frameworks and best practices, propelling the brand forward through strong partnerships with market leaders such as HYPE DC, Platypus, The ICONIC, Culture Kings, and Stylerunner.ACHIEVEMENTS: ► Surpassed sales targets consistently, realising a +278% increase in net sales over three years► Secured record seasonal sales by strategically leveraging partnerships with HYPE, Platypus, and Culture Kings, resulting in an average sales uplift of +92% across three years with these strategic accounts► Sought out and capitalised on new business avenues through analysis of market trends and consumer insights► Collaborated with adidas Category Managers to develop and execute a sophisticated fashion segmentation strategy, enhancing product placement and market adoption
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Senior Key Account Manager, Field SalesAdidas May 2013 - Oct 2015Herzogenaurach, Bavaria, DeRecruited to spearhead the strategic growth and management of wholesale accounts valued at up to $36M. In this role, I nurtured and expanded relationships with major partners including Intersport and ARL, guided a team of key account managers and crafted strategic plans that set new standards for partnership excellence and financial performance. My leadership was pivotal in establishing foundational strategies for key Field partners, driving sustainable growth.
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Key Account Manager - Myer National AccountBrand Collective Pty Ltd Dec 2011 - Feb 2013Cremorne, Victoria, AuElevated to the role to steer the growth and development of Brand Collective lifestyle brands within Myer, collectively worth up to $21M. I championed business expansion across iconic brands like Diesel, Stussy, Superdry, Mossimo, Freshjive, and 55DSL. My strategic approach to product placement, coupled with tactical promotions and marketing initiatives, consistently surpassed financial goals. I provided leadership to one direct report, fostering an environment geared towards aggressive business development and sales excellence. -
Account Manager – Sme/Clearance ChannelBrand Collective Pty Ltd Nov 2010 - Dec 2011Cremorne, Victoria, AuInitially brought in as a Sales Analyst, I progressed to this role where I identified and pursued new opportunities within the existing Clearance Channel. My scope of work included discovering additional potential sales in season by collaborating with territory sales agents to ensure frequent servicing, expeditious credit account management and effective sell-through for SME accounts.
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Sales AnalystBrand Collective Pty Ltd May 2007 - Nov 2010Cremorne, Victoria, AuBased within the Myer National Buying Office as an integrative Brand Collective employee. Responsible for extracting detailed weekly sales history from the Myer database and conducting comprehensive analysis reports for review by senior management. Carried out all Brand Collective product registration for Myer and was the first point of contact between both businesses.
Ashley Sampson Skills
Frequently Asked Questions about Ashley Sampson
What is Ashley Sampson's role at the current company?
Ashley Sampson's current role is General Manager | Brand Leader | Brand Strategy | Wholesale Sales Management | Retail | Ecommerce | Merchandising | Footwear | Fashion | Apparel | Ex. Adidas & Reebok.
What are some of Ashley Sampson's interests?
Ashley Sampson has interest in Graffiti, Sport, Technology, Fashion, Sound Design, Cafe Culture, Music Production, Street Art.
What skills is Ashley Sampson known for?
Ashley Sampson has skills like Retail, Strategic Planning, Sales, Marketing Strategy, Account Management, Apparel, Merchandising, Fashion, Competitive Analysis, Building Relationships, Customer Service, Visual Merchandising.
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