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RETAIL PLANNING & MARKETING EXECUTIVE I have extensive retail management expertise in catalog and ecommerce, planning, forecasting, inventory management and marketing. I have a proven track record in achieving profitability targets, sales goals and key strategic results for a fast-paced national specialty retailer. I am an analytically driven leader with strategic planning expertise who drives profitable growth. I am recognized for strong leadership, problem solving and communication skills.KEY COMPETENCIES▪ Strategic Planning and P&L Responsibility ▪ Budgeting and Financial Analysis▪ Catalog Circulation and Direct Marketing Expertise ▪ Sales Forecasting, Metrics & Analytics▪ Assortment and Category Management ▪ Systems Implementation▪ Staff Recruitment, Coaching and Team-Building ▪ Cross-functional Collaboration▪ Vendor Management ▪ Process Optimization
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Vp | CirculationEddie Bauer 2015 - 2015Seattle, Washington, UsResponsible for budgeting, planning and execution for all direct Mail for $900M multi-channel outdoor retail business with annual direct mail budget of $40M. Responsible for ROI, retention and new customer acquisition.• Implemented and tested revenue attribution methodology for fractionally allocating sales across all marketing programs. Test results showed scalable sales gain of $3.3M and profit gain of $500K in catalog.• Led internal and external teams in testing, validation and analysis of company strategic customer segments in time to impact new customer acquisition plans for Q4. Accomplished on short turn time with proven track record of gaining key outdoor customer segments.• Developed short and long term marketing strategies for all direct mail activities. Improved profitability of existing customers by 15% while reducing number of contacts per customer without losing top line sales. Savings was used to fund new customer growth to support number one company goal. • Successfully led development, implementation and training of new circulation planning tools and reporting to improve efficiency, accuracy and visibility to key metrics with downsized marketing team. -
Vp | Direct Planning And CirculationEddie Bauer 2012 - 2015Seattle, Washington, UsResponsible for all planning, forecasting, inventory management for $400M direct business. Led team of 30+ employees and vendors. Took on additional role of planning, forecasting and executing catalog circulation decisions including direct marketing budget of $45M. Member of executive leadership team and weekly target meetings to drive company sales and profit goals.• Maximized sales and margin through strategic inventory investments which delivered three consecutive years of double digit margin growth while tightening inventories and improving turn and ROI to best ever levels; outpaced company in sales and margin improvements.• Developed a program recognized for training and developing associates who consistently delivered exceptional results, met career objectives and ensured retention.• Key member of steering committee responsible for leading implementation of a new ecommerce web platform which improved stability of the site and increased site conversion.
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Vp | Direct Planning & OperationsEddie Bauer 2011 - 2012Seattle, Washington, UsGained responsibility of ecommerce operations in addition to planning with goal of streamlining process and improving conversion. Responsible for all website operations related to user experience. •Improved ecommerce site performance by establishing new leadership team bringing cross-functional partners together aligned to the common goal of driving results through metrics and customer usability.•Established aggressive testing of free shipping offers to determine most profitable method of competing in the free shipping environment.
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Vp Direct Planning And Direct MarketingEddie Bauer 2009 - 2011Seattle, Washington, UsAdded Direct Marketing organization as “interim” role in addition to Direct Planning in the absence of a CMO. Responsible for all aspects of direct marketing including catalog circulation, email, SEO,SEM, affiliates and loyalty. •Shifted budget out of catalog into more profitable digital programs resulting in highest new customer growth in over 5 years without impacting catalog sales and improving catalog profitability.•Built business case to add 4 positions to online marketing division to support, SEO, SEM, affiliates and on-site search. Headcount was approved and exceeded business case delivering an additional $7.3M in sales above expectations and $5.1M in margin.•Increased paid search by 45% by changing from fixed dollar budget monthly to 25% efficiency target.•Grew email file by 40% by onsite and store focus.•Led team to prioritize SEO as #1 company initiative bringing together ecommerce, IT & creative to educate on best practices and prioritize how to get biggest return on investment. •Led internal team and external vendor to creation and implementation of new loyalty program saving company over $2M annually without impact to sales while creating greater customer satisfaction. •Implemented budgeting/planning process across divisions for merchandising, planning, and marketing which minimized rework and improved productivity.
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Vp Direct PlanningEddie Bauer 2008 - 2009Seattle, Washington, UsPromoted to oversee the $400M direct catalog and ecommerce business, based on proven track record of financial performance. Reported directly to CFO and managed team of 25.•Improved turnover & GMROI by 40%. Achieved highest level of inventory turn in Eddie Bauer history by cutting sku’s and tightening inventory. •Partnered with merchandising and marketing to implement preview strategy which improved profit by $20M on less inventory.•Led development & implementation of industry leading planning and inventory management systems for the catalog and Internet business.•Achieved cost savings of $1M annually through implementation of system to restock hemmed pants.
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Divisional Vice President | Direct PlanningEddie Bauer 2001 - 2007Seattle, Washington, UsResponsible for all aspects of financial planning, forecasting, and inventory management for direct channel.
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Director | PlanningEddie Bauer 1998 - 2001Seattle, Washington, UsPromoted to lead $300M Women’s Division. Responsible for financial plans, forecasting and inventory management.
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Senior PlannerEddie Bauer 1996 - 1998Seattle, Washington, UsPromoted to lead development of new AKA Eddie Bauer business.
Vicki Hulse Skills
Vicki Hulse Education Details
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Rocky Mountain CollegeGeneral
Frequently Asked Questions about Vicki Hulse
What is Vicki Hulse's role at the current company?
Vicki Hulse's current role is Executive | Strategic Planning | Retail Planning & Marketing | Catalog Circulation | Direct Marketing.
What is Vicki Hulse's email address?
Vicki Hulse's email address is vi****@****ast.net
What is Vicki Hulse's direct phone number?
Vicki Hulse's direct phone number is +142575*****
What schools did Vicki Hulse attend?
Vicki Hulse attended Rocky Mountain College.
What skills is Vicki Hulse known for?
Vicki Hulse has skills like Retail, Merchandising, E Commerce, Apparel, Management, Leadership, Trend Analysis, Strategic Planning, Marketing Strategy, Merchandise Planning, Visual Merchandising, Multi Channel Retail.
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