FARHANA SHAIKH
Toronto,Canada
Summary
Merchandising professional with extensive experience managing multi-million-dollar, SKU-driven businesses across footwear and apparel. Skilled in executing merchandising strategies, optimizing inventory, and enhancing vendor relationships to maximize profitability and customer satisfaction. Proven success in analyzing data to drive product improvements and revenue growth.
Overview
12
12
years of professional experience
Work History
ASSOCIATE BUYER - WOMEN'S FOOTWEAR
Designer Brands Canada (DSW | The Shoe Company)
01.2022 - Current
- Own end-to-end merchandising for a multi-million-dollar women's footwear portfolio across 50+ brands, using market research, competitive analysis, and customer feedback to build profitable assortments aligned to customer needs and market trends.
- Lead vendor relationships with premium and owned-brand partners (Adidas, Nike, Skechers, Birkenstock, Clarks, Michael Kors, Crocs, overseas Asian factories) through onboarding, line reviews, negotiations, compliance, and ongoing business management.
- Plan, negotiate, and write seasonal and in-season buys in line with sales plans, margin targets, open-to-buy, size forecasts, and allocation strategies; create buy sheets, MSC uploads, issue EDI purchase orders, and track order delivery across 500+ stores.
- Monitored SKU-level performance using data analysis to track sales velocity, margin, sell-through, return rate, conversion, and inventory metrics; identified best sellers and slow movers, developing data-driven action strategies including markdowns and re-allocations.
- Analyze customer ratings, reviews, and return data to identify product quality issues and market trends; partner with Product Development and Sourcing to improve styles and deliver strong customer value proposition.
- Partner with Planning and Allocation teams to optimize inventory, streamline allocation to stores, and ensure right-place, right-time inventory execution.
- Collaborate with Marketing on creative campaigns, photoshoots, promotional strategy, and email content to amplify key product stories and drive sales and engagement.
- Presented line reviews and business performance insights to senior leadership, preparing executive reporting and dashboards with Excel pivots and financial analysis.
Purchase Order Management Specialist
Designer Brands Canada (DSW | The Shoe Company)
Toronto, Ontario
09.2021 - 01.2022
- Processed purchase orders through inventory management software, enhancing tracking accuracy and visibility.
- Reviewed purchase orders for compliance with contractual agreements and product specifications, ensuring alignment with standard terms and conditions.
- Coordinated with internal departments to assess purchasing needs and specifications, facilitating informed decision-making.
- Identified discrepancies between purchase orders, invoices and delivered items.
VISUAL MERCHANDISER
Banana Republic (Gap Inc.)
Burlington, Canada
05.2021 - 08.2021
- Led execution of brand visual standards and store presentation, aligning with assortment priorities and promotional strategy to optimize sell-through and customer engagement.
- Led floor team, coaching associates on product styling, merchandise knowledge, and brand storytelling to support sales and customer experience targets.
FASHION DESIGNER
TS Clothing Pvt. Ltd. (HUUR)
Mumbai, India
04.2019 - 02.2020
- Led end-to-end seasonal collection development, coordinating design, costing, sourcing, and production execution to meet margin and timeline targets.
- Analyzed customer feedback and sales data to inform design decisions and assortment strategy; drove 30% year-over-year sales growth through product-market fit optimization.
MERCHANDISER
Ginza Industries Pvt. Ltd. (SOIE)
Mumbai, India
06.2017 - 04.2019
- Managed a $30M SKU-driven business, balancing sales growth, margin performance, and inventory turns through data-driven merchandising decisions and assortment optimization.
- Led day-to-day vendor coordination across production and shipments; resolved delivery delays and quality issues to protect timelines and store readiness.
MERCHANDISER
Saramai Clothing Pvt. Ltd.
Mumbai, India
05.2015 - 05.2017
- Supported senior buyers with SKU creation, purchase order management, and inventory tracking; built strong operational foundation in buying and merchandising.
- Partnered with vendors on pricing, lead times, and product specifications to balance cost, quality, and speed-to-market.
DESIGNER / MERCHANDISER
AZ Couture
Mumbai, India
06.2014 - 05.2015
- Coordinated client requirements, fabric sourcing, fittings, and production timelines for high-visibility bridal and celebrity projects.
- Managed samples, documentation, and cross-team handoffs to ensure smooth execution from design through delivery.
Education
Bachelor of Science - Fashion Management
NIFT
06-2014
Skills
- End-to-End Merchandising & Assortment Strategy
- Product Launches
- Revenue & Margin Management
- SKU-Level Assortment & Inventory Optimization
- Pricing & Markdown Strategy
- Vendor Management & Compliance
- E-commerce & Direct-to-Consumer (DTC) Principles
- Data Analysis (Sales Velocity, Return Rate, Conversion, SKU Productivity)
- Customer Ratings & Reviews Analysis
- Purchase Order Management (EDI Creation to Delivery)
- Forecasting & KPI Tracking
- Cross-Functional Collaboration (Planning, Allocation, Marketing, Product Development, Sourcing)
- Process Mapping & Standardization
- Product Obsession & Quality Focus
- Advanced Excel & Google Sheets
- Merchandising Systems (MAP, BI Oracle, JESTA)
Timeline
ASSOCIATE BUYER - WOMEN'S FOOTWEAR
Designer Brands Canada (DSW | The Shoe Company)
01.2022 - Current
Purchase Order Management Specialist
Designer Brands Canada (DSW | The Shoe Company)
09.2021 - 01.2022
VISUAL MERCHANDISER
Banana Republic (Gap Inc.)
05.2021 - 08.2021
FASHION DESIGNER
TS Clothing Pvt. Ltd. (HUUR)
04.2019 - 02.2020
MERCHANDISER
Ginza Industries Pvt. Ltd. (SOIE)
06.2017 - 04.2019
MERCHANDISER
Saramai Clothing Pvt. Ltd.
05.2015 - 05.2017
DESIGNER / MERCHANDISER
AZ Couture
06.2014 - 05.2015
Bachelor of Science - Fashion Management
NIFT