Summary
Overview
Work History
Education
Skills
Accomplishments
Projects & Activities
Skills
Timeline
Generic

Veronica G. Tello

Toronto,Canada

Summary

Merchandising and planning professional with 5+ years of experience in product strategy and seasonal assortments across DTC and wholesale channels. Expertise in developing commercialization calendars and enhancing inventory performance. Proven track record in increasing brand visibility through effective ecommerce and retail strategies.

Overview

9
9
years of professional experience

Work History

Head of Buying and Merchandising (Retail & Wholesale Operations)

This Candle is Lit
Toronto, ON
09.2020 - Current
  • Led assortment planning and vendor negotiations across 80+ retail accounts, achieving threefold sales growth in 12 months through optimized category mix and pricing strategies.
  • Developed promotional calendar aligned with product lifecycle, resulting in 20% seasonal sell-through increase and enhanced margin performance
  • Streamlined inventory management by analyzing SKU-level performance, reducing aged inventory by 25% and improving stock turnover across core categories.
  • Directed account planning initiatives, coordinating visual merchandising and sales reporting to enhance product visibility and drive 15% increase in partner reorders.
  • Achieved over 85% sell-through during two consecutive holiday seasons through accurate forecasting and effective promotional strategies.
  • Executed replenishment and markdown strategies based on comprehensive SKU analysis, optimizing inventory flow.

Inventory Assistant - Product & Merchandising

Aritzia
Toronto, ON
03.2025 - 07.2025
  • Executed weekly visual merchandising updates, aligning floor sets with seasonal strategies to enhance customer engagement.
  • Coordinated national product launches with store teams and the head office, ensuring 100% visual execution accuracy within launch timelines, supporting brand consistency, and operational readiness.
  • Analyzed product performance across seasonal assortments, identifying top- and low-performing SKUs, and enabling faster replenishment turnarounds, resulting in a 20% reduction in excess inventory.
  • Tracked shipment status in collaboration with the Logistics team, ensuring that 95% of new floor set deliveries arrived on time, preventing launch delays, and maintaining sell-through momentum.
  • Monitored SKU-level inventory and reported on sell-through trends weekly, informing promotional planning and reallocation strategies that increased full-price sell-through by 18% across core styles.

Partnerships Marketing Associate (2018-2020) / Integrated Marketing Assistant (2017)

Mashable Agency + IGN Entertainment
London, United Kingdom
03.2017 - 05.2020
  • Developed high-impact pitch decks and strategic proposals, securing $500K–$1M in annual revenue across digital media and retail collaborations.
  • Managed execution of 15+ multi-channel campaigns, achieving an average 25% increase in partner engagement.
  • Conducted performance analysis using Nielsen, ComScore, and Google Analytics, optimizing campaign strategies for a 12% increase in post-campaign ROI.
  • Oversaw creative production timelines and vendor coordination for global partnerships, ensuring on-time delivery of assets across social media platforms.
  • Collaborated with cross-functional teams to launch 10+ integrated marketing campaigns, generating over 25 million impressions and enhancing brand awareness.

Account Manager

VIP Response
London, United Kingdom
03.2016 - 03.2017
  • Managed performance marketing campaigns across multiple verticals, enhancing lead conversions by 30% and reducing cost-per-acquisition
  • Consulted for international advertising and affiliate networks, providing tailored performance solutions that increased partner portfolio revenue
  • Identified emerging digital marketing trends, launching initiatives that exceeded monthly revenue targets by 25% during promotional cycles.
  • Tracked and analyzed campaign results in real time, delivering strategic recommendations that boosted click-through rates

Education

Bachelor's in Arts & Business - Marketing & Communications Studies

University of Waterloo
Toronto, Canada
06-2013

Skills

  • Strategic commercial planning
  • Data-driven decision making
  • Cross-functional leadership
  • Stakeholder engagement
  • Ecommerce and omnichannel expertise
  • Operational readiness and process standardization
  • Project and change management

Accomplishments

  • Built and scaled a home goods brand sold across North American retailers, including Urban Outfitters.
  • Managed high-volume inventory operations at Aritzia, supporting seasonal floor sets and product launches.
  • Led merchandise planning for multi-season product lines, aligning forecasting, promos, and assortments.
  • Achieved 85%+ sell-through during peak seasons through precise inventory and promotional planning.
  • Collaborated with global brands, securing international press features in VOGUE, InStyle, and HELLO!

Projects & Activities

Featured Magazines + Publications VOGUE, In-Style Mag, HELLO! 2023-2024

Event Volunteer Mayhew Animal Shelter - London, UK 2018-2019

Teacher’s Assistant UofW, Spanish Department - Waterloo, ON 2010-2013

Skills

EXCEL | NIELSEN | GOOGLE ANALYTICS | SHOPIFY ANALYTICS COMSCORE | NETSUITE | TRELLO | ASANA | JIRA | MICROSOFT      

ADOBE | FIGMA | CANVA 

Timeline

Inventory Assistant - Product & Merchandising

Aritzia
03.2025 - 07.2025

Head of Buying and Merchandising (Retail & Wholesale Operations)

This Candle is Lit
09.2020 - Current

Partnerships Marketing Associate (2018-2020) / Integrated Marketing Assistant (2017)

Mashable Agency + IGN Entertainment
03.2017 - 05.2020

Account Manager

VIP Response
03.2016 - 03.2017

Bachelor's in Arts & Business - Marketing & Communications Studies

University of Waterloo

Similar Profiles

CREATE PROFILE
Veronica G. Tello