Amber Park
San Clemente
Summary
Passionate Merchandising, Product, Planning and Sales executive with strong business and financial acumen across multiple product categories, channels, and divisions. Adept at balancing the art and science of merchandising to attract the target consumer through scientific analysis as well as creative marketplace insights and high awareness of trends. Specialized in developing high performing teams and collaborative cross functional relationships to implement efficient Go To Market processes. Thrive in fast paced environments with ability to pivot quickly to address consumer needs. Solid analytical, creative, relationship building and influencing skills to deliver on brand strategies to drive top and bottom-line profitability for both wholesale, DTC brick & mortar and digital ecommerce. Consistent history of promotion with substantial increases of responsibility at industry leading brands.
Possesses versatile skills in project management, dealing with ambiguity, problem-solving, and collaboration. Brings fresh perspective and strong commitment to quality and success. Recognized for adaptability and proactive approach in delivering effective solutions while inspiring and cultivating high performing teams.
Overview
29
29
years of professional experience
Work History
Head of DTC Omni Merchandising Americas
Vans
12.2024 - Current
- Responsible for all aspects of DTC merchandising inclusive of strategy, buying, financial planning, allocation, visual in store presentation and marketing execution for 412 Full Price Stores, 112 Outlets and eCom for the Americas (US, CA, MX) targeting $1B+ in revenue.
- Lead with empathy, positivity and inclusion to empower, motivate, develop and inspire 60 member team (inclusive of 2 DMMs, 3 Planning Directors and 2 Allocation Directors) to achieve company and personal goals
- Attract and retain great talent, showing advancement and strong promotion record within team through focus on optimizing org design and succession planning
- Transform strategies and objectives into comprehensive merchandising plans grounded in the consumer through management of 2,500+ skus
- Worked closely with key stakeholders (including Product, Marketing, Store Operations, Supply, Real Estate Teams, Environmental Design and Digital) in executing corporate and divisional strategies to achieve retail and GM$ goals
- Optimized sku productivity upwards of +25%, improved overall comp to LY by +18% in retail sales, +200 basis point increase in GM%, increased ADS by +4.4% with stores delivering strong conversion between 18-22%
- Drove seasonal divisional and departmental strategies to achieve financial targets, managing end-to-end execution cross-functionally from conceptual stage through development and store launch across Footwear, Apparel, Accessories for Men's, Women's and Kid's.
- Created quarterly line architecture, identifying areas of growth and collaborating with product on design, trend research and cost engineering to achieve IMU targets
- Elevated assortment and AUR through +36% increased Investment in performance footwear driving penetration to 11% (vs 7% LY)
- Collaborated with the visual merchandising and marketing teams in creating all in-store and product marketing elements, shop layout and product setup (built assortments by fixture and store concept)
- Evolve eCom business via implementing online exclusive business opportunities, and overhauling approach to email with focus on attributes
- Collaborate with cross-functional partners to ensure product that meet consumer needs. Building categories strategies to ensure we have best sellers and locally relevant product to achieve the growth plan during collection co-creation and product development.
- Establish pricing structure and markdown guidelines based on brand positioning and regional competitor's pricing to optimize sales and profitability while considering regional market dynamics and consumer value perception.
- Stay on top of and evaluate in season sales performance, product performance (down to style, color size level), and market trends to make data driven decisions, optimize modeling and drive new season merchandising strategy.
- Implemented several initiatives to optimize inventory, increase turn, drive profitability and decrease out of stock rates inclusive of fringe sizing analysis, consol to the DC and shifting the mix from pre-packs to bulk. These allowed us to get more of the right product in the right quantities at the right time for the consumer while increasin sell through velocity
Senior Director Sales Strategic Accounts
Vans
04.2023 - 12.2023
- Lead, develop and mentor strategic sales team to deliver 62%+ of Vans wholesale revenue ($255M) through creation and implementation of comprehensive consumer and data informed strategies that promote brand health and consumer targeted segmentation while delivering on revenue, profitability, and product initiatives against our largest wholesale partners in North America
- Partner with cross functional leads on LRPs, line architecture, consumer focused assortment planning, financial planning, marketing and in store execution - Spearheaded gap closing product initiatives to deliver $50M in additional revenue
- Proactively drive talent development and succession planning
- Cultivate lasting relationships with existing customers while identifying new markets, industry trends and sales opportunities
- Drove strategic improvements to enhance operational and organizational efficiencies.
- Directed design and execution of business transformation initiatives to drive performance, profit optimization and growth opportunities.
Senior Director DTC Omni Buying
Vans
02.2021 - 04.2023
- Led team of 32 (3 DMMS, Senior Buyers, Buyers, Associate and Assistants) to develop consumer right assortments and deliver against financial KPIs across Full Price and Outlet stores as well as eCom for the Americas (US, CA and MX)
- Accountable for overall achievement of $1B+ financial category/classification targets through development and management of merchandise productivity plans including Open To Buys, assortment plans, sku productivity, markdown plans, margin plans, turn goals, inventory days and sales promotions to ensure maximum return on investment across 560 stores in 3 countries and eCom
- Develop and implement comprehensive buying, merchandising, and marketing strategies and assortments that align with brand objectives, financial goals and profitability/productivity targets while elevating stores and drive digital connectivity
- Change agent amongst ambiguity and chaos to unite and take store and eCom teams Omni across buying, planning and allocation
- Strong coordination with supply and wholesale to maximize liquidation of excess product through outlet channel
- Manage omnichannel logistics in partnership with supply and digital team optimize inventory and demand
- Implement new ways of working to influence and inform GTM processes to be DTC led
- Streamlined approach and best practices to build repeatable, scalable, processes focused on big picture and the consumer while reducing complexity and increasing efficiencies
Global Head of Merchandising
Under Armour
06.2019 - 09.2020
- Managed all aspects of Global Merchandising for one of UA's largest strategic growth categories: +$700M - Women's & Girls Train Footwear and Apparel
- Drove +117% new customers and +215% increase in Women's revenue on UA.com
- Owned global line architecture and accountability for apparel and footwear SKU productivity and line efficiency - 4,400+ SKUS
- Exceeded all Category SKU, DMD, PROD and GM% KPIs in 2019 for FY20 Seasons
- Partnered with strategy, product, planning, marketing, and visual teams to set seasonal Omnichannel merchandising assortment strategies, buys as well as 5YP strategies to drive productivity, profitability and increase market share (gains of 3%)
- Instinctive knowledge and expertise on branded footwear and apparel marketplace
- Superior product eye with attention to performance and lifestyle trends to anticipate consumer needs by region and channel
- Led global product segmentation, channel differentiation, assortments, and go-to-market strategies Globally for NAM, EMEA, APAC and LATAM regions
- Collaborated with cross-functional executives to align big stories, drive product assortment strategies, and deliver consistent stories across the globe to support brand positioning
- Led, built, and retained teams while communicating vision, inspiring performance, and developing talent
North America Director of Merchandising
Under Armour
05.2016 - 06.2019
- Trusted with +$900M territory overseeing Men's, Women's and Youth Footwear, Apparel, and Accessories Omnichannel assortments and strategies for North America wholesale and DTC
- Drove segmentation and assortments by channel and tier to set consumer relevant line plans based on seasonal strategies, financial targets, and brand vision
- Developed, led, and managed team of 16 merchants to implement strategic account plans to maximize sales and profit while increasing sku productivity
- Created and set category direction and end to end vision for UA's largest business Men's Train by influencing line architecture, pricing, flow, and product lifecycles
- Specialized in strong cross-functional relationships to create cohesion and consensus throughout the Go to Market process
Senior Manager/Strategic Sales Manager
Under Armour
07.2012 - 05.2016
- Lead sales rep under Senior Director for management of Sports Authority in-store and online business +$178M
- Focused on driving profitable & sustainable growth, responsible for P&L ownership
- Maintained account Open To Buy plans by classification to monitor UA performance, resulting in making recommendations to maximize sales, margin and turn through effective inventory management
- Assisted with Strategic Long-Range Planning: Created 3 year shared strategic plan with UA and Sports Authority leadership team
- Oversaw Denver satellite office of 18 including sales, planning and visual merchandising
- Created strong cross functional relationships across merchandising, marketing, planning, customer service, finance, and operations
- Developed best in class sales process and tools that were leveraged throughout the UA sales organization
Account Executive/ Key Account Sales Manager
adidas America
11.2003 - 07.2012
- Managed $100M apparel business at Sports Authority selling Women's and Girls' apparel
- Utilized strong understanding of retail practices and retail math to implement effective sell in and sell through strategies in effort to maximize turn and sales with ownership of Open To Buy plans, markdown strategies, promotional strategies, and inventory management (RA's, RTV, cancellations and swaps)
- Communicated keen knowledge of fashion trends and colors with both U.S
- And Global product merchandising teams to facilitate development of product appropriate to consumer
- Drove clear point of view and directed assortment plan to maximize brand strengths, create differentiation from competition and support brand marketing direction
Account Merchandising Analyst/Planner
adidas America
11.2001 - 11.2003
- Lead integrated merchandise planning and product efforts for Gart Sports/Sport Authority that incorporated Open To Buys, Assortment Plans, Forecasting, Markdowns, Gross Margin and Turn in conjunction with Market, Consumer, Space, and Inventory analysis to grow adidas revenue, profitability, and market visibility
- Considered consumer needs and demographics when recommending styles and fabrications to drive SKU quantity and mix need with recommended quantities and analysis at the fixture/door count level
Field Visual Merchandiser
adidas America
08.1995 - 12.1999
- Delivered End in Mind results by creating innovative best in class visual presentations at the retail level while upholding adidas merchandising standards
- Installed 50+ adi-shops, concept shops and visual impact areas as well as assisted with graphics and other visuals to enhance presentations
- Created product plans that highlighted future assortments, capacities, $/sq.ft sell through and merchandising directives to accommodate multiple door formats across 20 key retailers in specialty, sporting goods and department store channels
Education
Bachelor of Science - Fashion Merchandising with emphasis in Fashion Business
Colorado State University
Fort Collins, COSkills
- Team Development & Leadership
- Diversity & Inclusion
- Enterprise & Growth mindset
- DTC and Wholesale Experience
- Strategic 5YP Planning
- P&L, Financial Plan & OTB Management
- Innovation Roadmap Planning
- Product & Lifecycle Management
- Line Architecture Development
- Negotiation and Influencing
- Communication, Collaboration and Anticipation
- Executive Presentation Skills
- GTM Planning, Regional & Global
- Global merchandising, Regional merchandising, Marketplace merchandising & Visual merchandising
- Marketplace analytics
TECHNICAL SKILLS
Microsoft Office Suite
BI
Data Visualization
Visual Planograming
Marketplace Analytics
ADDITIONAL EXPERIENCE
adidas AG
Account Executive/Senior Key Account Sales Manager
2003-2012
adidas AG
Account Merchandising Analyst/Planner
2001-2003
adidas AG
Field Visual Merchandiser
2000-2001
Timeline
Head of DTC Omni Merchandising Americas
Vans
12.2024 - Current
Senior Director Sales Strategic Accounts
Vans
04.2023 - 12.2023
Senior Director DTC Omni Buying
Vans
02.2021 - 04.2023
Global Head of Merchandising
Under Armour
06.2019 - 09.2020
North America Director of Merchandising
Under Armour
05.2016 - 06.2019
Senior Manager/Strategic Sales Manager
Under Armour
07.2012 - 05.2016
Account Executive/ Key Account Sales Manager
adidas America
11.2003 - 07.2012
Account Merchandising Analyst/Planner
adidas America
11.2001 - 11.2003
Field Visual Merchandiser
adidas America
08.1995 - 12.1999
Bachelor of Science - Fashion Merchandising with emphasis in Fashion Business
Colorado State University
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