Lily Fernandes Email & Phone Number

Halton Hills, On, Ca

Burlington, Ontario, Canada

Vendor ownership including but not limited to, contract negotiations, selection of strategic partners, promoting assortments and in branch merchandising support.

Brampton On

Entrepreneurial management of assigned categories to deliver on fiscal plans.Brand management / Product development. Create and introduce new product lines and brands.Quality Control and spec design for specialty private label apparel line. Marketing and Packaging- create design vision and packaging and work closely with the design team to deliver on that vision.

Toronto, Canada Area

Managed a seasonal business with annual revenue of $100M. Managed a Category Implementation Specialist. Lead the trend and style for category.• Strategically offset increase in exchange rate for 2014 and over delivered on corporate inventory target through hard negotiations and vendor changes• By moving product offshore and changing assortment mix as well as strategizing with key vendors to build the private label and exclusive brands I over-delivered on POS, Margin, and shipments in 2013. Grew margin mix by 7% in 2012 and growth in shipments to stores by 2.2%. • Grew POS by 43% in the consumables area by increasing offerings such as special merchandising or deal buys.• Strategically built the annual promotional activity during line review ensuring marketing plans were robust to over deliver and beat competitive offers.• Built key strategies and assortment architecture to meet and exceed sales plans and gross margin expectations. Presenting new and innovative products to dealer community through road shows or dealer conferences.

Airport Rd. Mississauga On

Started a new tween accessories business• Started a new business in the junior girl’s accessories area and over delivered on planned sales for the first 6 months• Working with planning team to address budget needs and open to buy and then execute the buy in a timely fashion. Always managing and juggling immediate buys, future buys and building incentive programs• Built assortment plans. Created a vision, designed the strategy for that vision and executed the strategy making adjustments as deemed by changes in trend or competition.• Source and develop new vendors, new products and licenses along with opening new markets as deemed successful to the business. Measured on new vendor creation. In my first year was recognized for introducing 39 new vendors.

Mississauga, Ontario, Canada

• Responsible for building all seasonal strategies. Maintaining and updating all budgeting, forecasting and planning, assortment building, maintaining monthly open to buy worksheets and managing receipts.• Ran the first September licensed baby event which resulted in 25% sales increase for that 2 week period. Built products with vendors specific to key advertising strategies. Built programs specific to demographic or climate requirements.• Instrumental in building fashion assortment in outerwear to realize a 60% increase in one month for the first time in the category• Built a business plan to bring in swimwear 2 months earlier in the season which created incremental sales growth.• Sourcing of new vendors into a currently narrow base. Going into untapped markets to optimize production and product knowledge and execution of technical programs. Streamlining key vendors and licenses that would assist in sustaining and growing the business.

Entrepreneurial responsibility for all facets of merchandising in assigned hard-line and soft line categories for the HBC e-commerce site DealsOutlet.ca, internal loyalty program, and external third party loyalty programs, including but not limited to selection of product, vendor negotiations and overall value consideration. Managed and mentored a Merchandise Assistant• Increased sales on assigned categories on the e-commerce site by 300% in one year as well as increasing profitability by 100%• Developed new vendor strategy for third party marketing vehicles which reduced overall cost and maximized revenue.• Developed an import strategy for assigned categories that lowered corporate inventory and delivered margin gains.• Hired to focus on Small Appliances, Toys and gaming along with B2B Gift Cards, HABA and personal care electrics, Jewelry. I also managed Electronics for over 9 months during a buyer transition. Other categories managed were Hardware, Home Fashion, Pets, Stationary and Books.• Marketing and working closely with online content team to ensure proper exposure of assortments online and in print. Weekly meetings held to review and develop media content and special offers.• Developed and grew third party loyalty revenue by maximizing vendor dollars and selecting product mix which maximized volume and gross profit dollars.• Executed new categories aimed at reducing the overall loyalty cost while increasing both redemption blends and value proposition to the customer.

Brampton, Ontario

Assistant Buyer in Children’s Cold weather accessory area then moved to girls day wear working alongside the Ladies Intimates Buyer. Annual sales were $35M. Stepped in as Buyer in Ladies sleepwear department while still managing the girls day wear department with combined annual revenue of over $80 million.• Recognized for redesigning the girls day wear planogram to decrease duplication of product which increased efficiencies, profit and sales. At the same time managed project to get all teams on task to complete the new space on time and with minimal store and sales impact• Balanced high level budgets and monthly forecasting, assortment planning, product sourcing, Planogram layouts, Inventory Valuation and End of Period Inventory reporting to align with fiscal plans• Worked with Private Brand team to ensure product maintained brand integrity and to ensure proper assortment on selling floor.

Business Administration

Textiles Retail Fundamental, Buying And Marketing

Education record

Activities and Societies: Time Management, Conflict Management, Leadership, Facilitation, Retail Math, Negotiation Skills

Ossgd, Academics