Crystal Fernandez Email & Phone Number

Watsonville, California, United States

- Manages the Publishing team and oversees processes related to publishing product detail pages to West Marines B2C and B2B sites- Supports weekly reporting to ensure new products are published- Owns onsite navigation and identifies opportunities for improvement in friction points during customers' product searches- Manages & executes changes to faceted filtering & guided navigation- Optimizes faceted filtering on product listing and search pages- Owns product hierarchy and partners with SEO Manager and Site Merchandising team to optimize- Develops and executes A/B tests to prove theories related to improving navigation KPIs- Analyzes and interprets navigation KPIs in order to identify opportunities for growth- Partners with the Analytics team to build out navigation reporting to better understand customer behavior- Partners with product and development teams to implement navigation-related enhancements- Quickly resolves ad hoc navigation issues reported by various teams

-Worked closely with merchandising teams, publishing manager, E-Merchants, and search manager to source content and implement new product standards- Edited and enhanced product information based on West Marine Standards and optimize images to load to Westmarine.com and Westmarinepro.com- Documented & organized all incoming product information submissions- Validates product information for quality and completion- Created and edited brands and taxonomy in Hybris- Assigned taxonomy and brand to SKUs- Processed weekly Hybris export- Key programs included Salesforce, Hybris, Excel and Photoshop

Watsonville, California

- Executed and coordinated omni-channel retail and Professional marketing programs.- Coordinated Company Events, Marketing Kits, Direct Mail versioning and Planning-related projects.- Developed wireframes with detailed guidelines for In Store Marketing Materials.- Developed store communication for the Marketing Kits and Events.- Owned content coordination and maintenance of Monthly Ad binders and Ad Results recaps.- Maintained ongoing planning documents such as Annual Flowchart, Annual Marketing Calendars and Go-To-Market Planning Calendar.- Assisted Merchant teams with Marketing planning deliverables, information and deadlines. - Developed annual Go-To-Market and Ad Candidating process with Merchant counterpart.- Supported the DVP Integrated Marketing and Integrated Marketing Planning Managers with planning, processes and ad hoc tasks.

Watsonville, California

- Documented & organized all incoming product information submissions.- Worked with internal & external resources to gather product information and formatted in Excel. - Routed internal communication to appropriate writers responsible for product categories.- Validated product information for quality and completion.- Corrected and revised product information as required.- Key software included JIRA, Hybris and Experience Manager

Watsonville, California

- Created CADS and Lookbooks for seasonal collections.- Prepared weekly data reports that include month to date sales, units sold, and profit.- Assisted in preparing sales reports for category manager.- Created emails to request information regarding sales, images and content. - Worked closely with the assistant category manager to create content for internet, publishing, and planning- Created weekly content for Merchandising Update.- Collected, checked-in, and prepared samples for store operations, photo studio, and line reviews.- Managed Pinterest for inspiration and mood boards used to create private label merchandise.- Created SKU’s for new products- Collected all content used for publishing, advertising, and website.- Created and proofread advertising.

Capitola, California

- Set up advertising displays and arranged merchandise on counters and tables to promote sales and promotional events. - Ensured compliance with established merchandising and housekeeping standards.- Executed load processing to productivity goals.- Assisted the Merchandise Manager with daily store replenishment, merchandise flexing process, store cleanliness standards including trash removal, physical inventory preparations, and merchandising and visual standards.

Simi Valley, California

- Achieved a strong, visible social media presence and developed concepts with viral potential.- Continuously monitored online public relations and ensured the success of company social media sites.- Developed and managed online marketing campaigns for the company, effectively driving brand awareness, engagement and traffic to social media pages.- Increased followers by 110%.- Blogger outreach.- Brand Mentions included Women's Health Magazine, Essence Magazine, Glamour Magazine, and The Honest Life.- Managed all logistics and preparation for trade shows including shipment of displays, products, and marketing materials.

El Segundo, California

- Researched and assembled press kits.- Compiled media mentions of the brand.- Prepared packaging of products.- Support, research, and administrative tasks.- Contacted media outlets to arrange press coverage.

Santa Monica, Ca

- Performed merchandising on featured items.- Took inventory of various brands and pre-paired them for pricing.- Wrote in-store editorial for various products and brands including luxury skincare, body and hair care.- Created visuals for in-store events.- Provided assistance to the store director.- Assisted in creating, organizing, and setting up in-store events

San Francisco, Ca

- Cashier and online order trained.- Followed store diagrams on how to stock and organize merchandise.- Interacted with customers to assist with their buying needs and help guide them to the desired merchandise.- Facilitate inventory and stock merchandise.- Maintained in store displays to enhance product visibility and to ensure there was adequate amount of stock.

Associate Of Arts, Beauty Industry Merchandising And Marketing

Merchandising & Marketing Courses include: Retail Environment Marketing Essentials Marketing & Finance Professional Practices Consumer.

Computer Buisness Managment

Activities and Societies: Majored in computer's and the working's of Microsoft 2010 programs. Inculding PowerPoint, Excel, Word, databases.