Deborah Kelley Email & Phone Number

Goodlettsville, Tn, Us

Vice President, Divisional Merchandise Manager, Channel Innovation, pOpshelf (July 2021 - Present)Developing and leading all merchandising strategic initiatives for a new start up business, pOpshelf.Leading and developing a team of 25+ merchants that include 6 direct reports.Vice President, Divisional Merchandise Manager, General Merchandise (November 2020 - July 2021)Developed and lead all strategic initiatives for the $3.6B General Merchandise Division which included Housewares, Stationery/Greeting Cards, Hardware/Automotive, Electronics and Sundries. Led a team of 13 merchants that included 4 direct reports.Drove an 8.2% sales increase to plan; a 14.8% Gross Margin Dollar increase to plan; a 41bps increase to Gross Margin Rate

Oak Brook, Illinois, Us

Developed and led all strategic initiatives for the Tool and Automotive categories which drove $691M in annual wholesale sales/$898M in retail sales in 5000+ stores. Led and managed a team of 7 merchants who developed assortments, pricing, sourcing strategies, and marketing plans. Collaborated with cross functional partners in Marketing, E-comm, Category Management, Inventory, Pricing, Global Sourcing, B2B, and Private Brands.Key Accomplishments:►Drove +29% sales to LY, +21% to Budget overall. All departments comping between 15% and 48%. Online sales +424% to LY.►Introduced and implemented Joint Business Planning process with top two vendors, Stanley Black & Decker and Milwaukee Tool Company. Developed and aligned on all innovative strategic initiatives to drive significant growth for 2021.►Led team and vendor partners with new strategic approach in Fall 2020 Digital Show which resulted in a 278% increase to prior year in wholesale sales.►Updated and relaunched the Tool Revolution Discovery Program to an additional 800 stores.

Columbus, Ohio, Us

FOOD (2016 - 2019)Selected by SVP/GMM in August 2016 to lead Food team to develop and execute a new strategic vision to meet the goals and objectives for 1400+ stores and e-commerce. Led 8 direct reports, a 24 person buying team and a 40+ person cross-functional team including Merchandising, Planning, Allocation, Replenishment, Marketing, and Global Sourcing to drive $770M in annual sales. Key Accomplishments:►Achieve 99% of sales dollar plan, 101% of gross margin dollar plan, increased gross margin rate by 31 basis points to plan.►Led multi-year strategy to improve customer’s everyday shopping experience by significantly increasing the Never Out Assortment, Owned Brand Assortment, and overall quality of the product assortments. Electronics & Accessories (2015 - 2016)Led, developed and executed merchandising strategies for Electronics, Accessories, Hosiery, Lingerie and Infant categories with annual sales volume of $315M. Directed 10-person buying team and a 20+ person cross-functional team that developed and managed product assortments, pricing and sourcing strategies, promotional and marketing plans and inventory management. Key Accomplishments:►Achieved 99% of sales plan, 100% of gross margin dollar plan, increased gross margin rate 51 basis points to plan and increased inventory turnover 11 basis points to plan. ►Led a comprehensive and complex Electronics reinvention. Identified trending classifications, acquired reliable brands and suppliers, and completed a productivity analysis that resulted in a substantial increase in sales per foot and a vendor, SKU and space optimization. ►Developed vision for Accessories, Hosiery, Lingerie and Infant categories. Established strategies to improve everyday product assortments and create compelling seasonal assortments.

Officer & Member of the Executive TeamRecruited by senior management to bring extensive retail experience into the wholesale model in order to revitalize stagnant brands and operations, recruit/develop new talent, build world class marketing team, establish/implement new and enhanced policies to drive sales and profits. Developed and executed short and long term strategies. Created, developed and led brand, product, assortment and marketing strategies for both Papyrus and Recycled Paper Greetings brands with annual volume of $245M, +25% increase in sales and drove EBIT from 3% to 24%. Directed and led team of 50+, which included 8+ direct reports in 3 geographic locations.Key Accomplishments:►Led substantial enhancements to the Recycled Paper Greetings creative content and product development processes that drove a 20% increase in productivity.►Developed and executed with cross-functional team support a comprehensive Papyrus assortment and revision strategy that drove a 29% increase in productivity.►Developed 5 year pricing strategy informed with consumer insights for both brands; Repositioned from a standard price follower position to price leaders. Achieved 100% acceptance by consumers.►Established the company's first Integrated Marketing Communication team. Created and executed sales support materials, website and social media, public relations, and trade and event marketing.►Directed and led three Account Marketing Teams including Target and Walmart to develop strategies to meet/exceed the needs of our retailers and drive their productivity. This included exclusive product, assortments, merchandising and promotions. Received Vendor of the Year Award from Target every year from 2011 - 2014.

Chicago,, Il, Us

Led home textile merchandising strategies with annual sales of $288M across 905 stores and online. Directed team of 10 buyers who developed product assortments, pricing, sourcing strategy and marketing plans. Collaborated with cross functional teams including: Design, Sourcing, Marketing, Inventory/Planning and Store Operations to drive results. Managed full P & L.Key Accomplishments:►Launched Cannon and Country Living brands that delivered a 40% brand penetration while delivering 466 basis point gross margin rate improvement.►Drove a 46% increase in sales and a 68% increase in gross margin dollars by significantly increasing product offering, establishing best practices and processes for the online business. ►Led strategic sourcing partnership with Kmart buying team which drove cost reductions and improve efficiencies. Realized annual cost savings up to 12%.

Minneapolis, Mn, Us

OUTDOOR SPORTING GOODS (2007 - 2008)Developed/led vision and strategic initiatives for 15 categories that delivered $556M in annual sales across 1600 stores. Drove 9.9% sales increase, 16% improvement in gross margin dollars, 195 basis point increase in gross margin rate. Led a team of 10 who developed product assortments, pricing and promotional plans, marketing priorities and inventory strategies. Provided leadership to multiple cross-functional teams to develop and execute sales driving strategies and delivered results.Key Accomplishments:►Redesigned and redeveloped the private camping branded products, to meet/exceed consumer's expectations; realized 8% sales growth.►Launched "Senior Buyer Award" monthly recognition program; received 98% team assessment.GREETING CARDS/STATIONERY/WRAP/PARTY (2003 - 2006)Led high volume, high margin multi-category business with annual sales volume of $900M. Drove 29% increase in sales, 13% in gross margin dollars, 198 basis point increase gross margin rate. Responsible for the strategic vision, researched market trends and consumer insights, created innovative product and assortments, and designed/executed go to market plans. Directed team of 10 and provided leadership for cross functional teams that supported the strategy.Key Accomplishments: ►Led aggressive strategy to re-negotiate and implement three-year, multi-million dollar greeting card supplier contract that included scan-based trading. This resulted in a $50M inventory buy back and an incremental $12.5M in vendor income. Received 2 top company awards in recognition "Company Turnover Award" and "Store Workload Award".►Received top company award "Best Merchandising Team" in recognition of teamwork, development of innovative differentiated product and assortments and flawless execution. Received 93% and 95% team assessment in 2005 and 2006 respectively.

New York, New York, Us

Leadership responsibilities included: short and long term strategy, market and competitive research and analysis, ideation and product planning, product lifecycle management and talent development for 3 home divisions: On View Home, Home Textiles and Kids, annual volume of $147M. Directed a team of 20 buyers who developed the product, pricing, promotional plans, and global sourcing strategy. Key Accomplishments:►Conceptualized, designed and launched the On View home brand in 1997, including branding, positioning, product assortment, pricing, sourcing, and marketing. Produced rapid revenue growth from launch to $70M in 5 years.►Redesigned and redeveloped the Textile and Kids product lines to meet sales and profit targets.►Selected as the home product development thought leader to develop a new comprehensive product development process that was adopted as best practice for entire company.►Designed, developed and sourced product directly throughout Europe, Asia, India and Middle East to achieve 40% import penetration.Additional Roles: - Director of Product Development and Design (2001 - 2002) - Director of Product Development and Design, On View Home (2000 - 2001) - Group Manager/Senior Buyer, On View Home (1997 - 2000) - Buyer, Import/Handcrafted Bedding (1994 - 1997) - Buyer, Wall Decor/Trim the Home/Gourmet Food (1993 - 1994) - Buyer, Bath and Closet Shop (1987 - 1993)

Roles included: Buyer, Assistant Buyer, and Department Manager at Flagship store.Completed comprehensive Executive Training program