Kelli Coleman
Newport Beach
Summary
Strategic and transformational Senior Retail Executive with significant experience in leading global retail businesses. Key leader in the organization establishing and executing global strategies to drive continued enterprise growth, innovation and transformation of the retail business.
Overview
18
18
years of professional experience
Work History
Vice President, Retail
Holland America Group
09.2015 - 05.2023
- Senior retail executive accountable for the business and creative strategy for $380M luxury retail operation for 200+ stores on 40 ships for the Holland America Group brands comprised of Princess Cruises, Holland America Line, Seabourn, and P&O Australia brands under the Carnival Corporation umbrella
- Transformed industry legacy retail model by developing and delivering a refreshed, relevant, and curated retail strategy for each brand resulting in +28% increase in gross revenue and 22% in net profit
- Led corporate organization of 47 merchandise team members of directors, managers, product developers, planners, buyers, store planners, business development, sourcing, finance and 400 onboard operation managers and crew members
- Developed and drove strategy, store design, product development, for 8 new ship deliveries inclusive of new innovative store concepts, exclusive brands, meaningful brand collaborations, and world-class operating teams
- Collaborated and negotiated co-branded licensed agreements with iconic brands, celebrities, and artists for exclusive products and events
- Reinvented retail photo operation from the legacy speculative model to a transformative digital model enabling onboard customization of UGC which was game changing for the industry
- Launched eCommerce platform with online store and ability to sell products on social media sites, other blogs and websites via email, text, and chat
- Steered the department through a business shutdown, implementing crisis management strategies, resulting in 95% reduction in workforce
- Led the team, business, and operation back to return-to-service post-pandemic
- Chief architect and lead negotiator of all aspects of 9 RFPs, driving transformative agreements for all brands dramatically changing the business operating models and negotiating best-in-industry financial terms redefining cruise retail
Vice President
The Walt Disney Company
12.2004 - 03.2011
- Accountable for cross-category retail strategy and product portfolio for $1.2B in merchandise revenue for Walt Disney World Parks and Resorts, Disneyland Resort, Disney Cruise Line, ESPN Zones, Disney Golf Courses, Disney Vacation Club, and Adventures by Disney
- Led organization of 80 merchandise team members of directors, managers, product developers, graphic designers, character artists, buyers, planners, business strategy development, franchise management, and product design
- Chief architect of Walt Disney Parks and Resorts merchandise reorganization
- Developed structure for organizational efficiencies and key strategies to leverage core items worldwide, while maintaining unique brand identity and differentiation
- Credited for transforming core classic Disney merchandise into trend-right and innovative products by diversifying the portfolio of products and creating lifestyle brands
- Created and launched a multitude of clever Disney branded product lines and new store concepts, of which many were leveraged to parks worldwide
- Developed ongoing merchandise business and creative strategies with senior executives at Disneyland Paris, Hong Kong Disneyland, Tokyo Disney Resort, launch of Hong Kong Disneyland and Shanghai Disneyland
- Crafted and delivered key merchandise creative strategies representing Disney Worldwide Merchandise initiatives in decision-making forums with key senior executives Bob Iger, John Lasseter, and TWDC Board of Directors
- Obtained top Annual performance rating of 'Leading the Way' and 'STAR' performer for the last 5 consecutive years in VP role, which is only obtained by the top 10% executives in The Walt Disney Company
- Identified and recognized as successor to replace Senior Vice President as next role in succession planning
Education
no degree obtained -
Tyler Jr. College
Pivotable Experiences and Expertise
Results driven: High performing results-oriented leader with significant experience and an outstanding achievement record in driving a broad spectrum of global retail businesses across diverse and multiple distributed operating locations.
Strategic focused: Adept at architecting, building, and leading a comprehensive retail strategy to optimize operational efficiency, enhance profitability, and achieve long-term objectives.
Exceptional team leader: Builds and leads high-performance teams, fostering a collaborative environment and ensuring alignment with objectives and standards.
Possesses a solid grasp of financial and corporate goals and proactively demonstrates the role retail plays in achieving corporate objectives and cultural change. A
Transformation Experience: Hands on experience leading teams and driving organization transformation in complex, growth-oriented consumer-focused companies. Experienced change agent in transforming legacy retail models by developing and delivering a refreshed, relevant, and curated retail strategy for brands.
Significant experience serving as a trusted advisor and partner in large, matrixed organizations; strong stakeholder management skills and astute at interfacing effectively across all levels of the organization, building consensus, and influencing.
Exceptional analytical and problem-solving skills; coupled with the ability to collaborate cross-functionally and lead high-performance teams.
Decisive, energetic, and resourceful, able to take on challenges and thrive in a fast-paced environment, producing solid results where analytical skills and agility are equally important.
Strong Communicator: Excellent communication skills and an ability to inspire confidence and relate well to people at all levels of the organization as an informed and effective spokesperson for the company and all constituents.
Timeline
Vice President, Retail
Holland America Group
09.2015 - 05.2023
Vice President
The Walt Disney Company
12.2004 - 03.2011
no degree obtained -
Tyler Jr. College
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