Karyn Co Email & Phone Number

Asst. Category Manager for Accessories, Premiums, & Umbrellas for Asia Pacific Regional Beauty Boutique and Home

Makati City

• Responsible for the category management of Jewelry & Watches for the Philippine market (Top 6 globally). Develop and execute plans to drive growth and margins, manage inventory, and optimize product portfolio.• Conceptualizes creative and copy direction for all Jewelry & Watches brochure pages—average of 12-15 pages per book/catalog with a total of 24 brochures in a year.• Person-in-charge for launching celebrity endorsers for the category, tie-ups/alliances, and designer collaborations with an across-the-board activation that covers customer, Avon dealer, branch, PR and digital marketing promotions.• Managed product life and inventory, ensuring that Life in Days and Size on Line are within target• Prepared quarterly Category Analysis Reports and New Product Range Plan to align with the Regional Product Development team• Prepared quarterly Brand Analysis and Strategies and annual Brand Reviews to present to the Philippine Marketing team in the planning conferences• Prepared training decks and product information bulletins to highlight the category’s new products and portfolio• Work harmoniously with Supply Chain, Demand Planning, Channel Enablement, and Sales team to drive growth and energy for the categoryKEY HIGHLIGHTS• Spearheaded the turnaround of the Jewelry and Watches category from a three year decline with a 3% growth in sales through improved product portfolio, investments in productive forms, and impactful brochure executions.• Won an Avon Spot Award for exceptional category sales in 2015.• Launched a celebrity endorser for Jewelry & Watches complete with a 360° activation which resulted in a +10% growth in sales for the brochure launch• Category lead of Avon Philippines’ first-ever designer collaboration launch, Rajo+Avon, which encompasses 4 SKUs from Intimate apparel, 3 SKUs from Accessories, and 6 SKUs from Jewelry & Watches designed by the Philippines’ top fashion designer, Rajo Laurel.

Bonifacio Global City

• Solely responsible for the management of the following categories: bags, wallets, belts, sunglasses, jewelry, and small leather goods which contributes to 45% of the total Charles & Keith Philippines business. Merchandising functions include OTB buying, pricing, sales analysis, inventory control, and mark-down analysis.• Key part of a two man team who handled 30 Charles & Keith boutiques (8 of which opened during 2012-2014), 2 concessionaires, and 4 outlets/kiosks ensuring all stores have the appropriate sales to stock ratio.• Expanded role after six months to be the Marketing-in-charge of Charles & Keith Philippines which entails managing the marketing calendar and budget, conducting competitive reviews and market research, planning and executing local sales-generating and brand impacting promotions and marketing events, and handling all brand communication with the press and marketing partners to ensure global brand alignment.• Conducted various customer service, sales, seasonal style workshop and product training to boutique managers and store staff• Reported directly to the VP of Foreign Brands of Suyen Corporation and worked closely with Charles & Keith International partnersKEY HIGHLIGHTS• Won the Foreign Brand Retailer of the Year for Charles & Keith on March 2014 from the Philippine Retail Association at the 17th Outstanding Filipino Retailers & Shopping Centers of the Year• Started handling the bags and accessories category with 30% share of business and by the end of 2014 and after two years of managing the category, category contributed to 45% of the business and grew 87% (2013 sales vs. 2011 sales)• Single-handedly developed and executed the distribution guide for store allocation of bags and accessories and spearheaded the email and SMS blasts directory

Makati City

Wrote various AOB (Announcer on Board), DJ spiels, body copy, and headlines; assisted in conceptualizing ideas and art direction; and edited and prepared various comprehensives for various advertisements.

Bachelor'S Degree, Major In Advertising Management

Awardee for Best in Thesis, SY 2011-2012. Consistent Dean’s Lister, SY 2009-10. Dean’s List: 1st Term, SY 2009-10; 2nd Term, SY 2009-10.

High School Diploma

• Honorable Mention, SY 2004-05, SY 2005-06, SY 2006-07, SY 2007-08