EXPERIENCE
2014 - Present
ParkWest Creative, Managing Director
Working with both small and large scale businesses, ParkWest Creative focuses on brand development and digital strategy with a focus on web design and development, graphic design and print marketing. I manage our client portfolio, and ensure our projects are finished on time, within the project scope, and does not exceed our clients budget. I drive our strategic business initiatives, including product pricing, strategic relationships and quality all while exceeding revenue goals.
- Business is up 100% year over year
- We get referred! Our clients bring us more business
2012 - 2014
Amerella, Merchandiser & Graphic Department Manager
At Amerella I was able to work with Target and Walmart to develop outerwear and menswear product that fit into their assortments. I managed these accounts through the product life-cycle, providing exceptional customer service, and maintaining relationships to ensure long term stability and sales growth. After carefully researching trends, planning product and developing assortments, I would present collections and work with our customers to fill products into their existing assortments.
- Awarded Target contract for Infant & Toddler Outerwear after presenting sales pitch to senior management - $1M growth
- Utilized revenue and reports to monitor sales, analyze deficiencies and respond quickly to opportunities
2010 - 2012
Sears Canada, Senior Product Manager - Private Brand
Working at Sears I developed, merchandised and managed the creative direction for Tradition private brand. After extensive European travel, I built assortments for each season, and presented each collection to senior management for buy-in. In Hong Kong I successfully negotiated with vendors to ensure budget was met, and margins were maintained. Managing cross-functional teams, including technical, graphic design, buying, marketing, etc.
- Managed private brand that accounted for 70% of Sears women's wear business
- Developed sold out sweater program
2008 - 2010
Globe-Link Sourcing, Creative Merchandiser
Working at Globe-Link I developed collections for junior ladies G21 and men's B.U.M. Equipment specifically for Walmart. After extensive research I would present trends, colour and assortment to the Walmart brand teams for buy-in. I set pattern, print and graphic direction and worked with the graphic department to execute my vision. I provided styling and technical direction to the technical department during garment fit sessions. I participated in cost negotiations with buyers, to both domestic and import vendors. Mentoring my junior product developer, we worked as a team to monitor, track production and delivery to ensure goods were received within the Walmart timeline.
- 56% sell through in 2 weeks for men's plaid shirt program for B.U.M. Equipment
- 12% sales increase on POS tables for G21 ladies
2006 - 2008
Clothing for Modern Times, Technical Designer
I managed the technical design and product development of all men's woven commodities, including denim, for the Urban Behaviour brand. Extensively researching new trends, styles and fits in men's fashion, I created presentation materials and assisted in presentations to senior management. I was responsible to ensure fit and proper construction of garments maintained style integrity. I coordinated the entire production process to ensure goods were received with in technical specifications.
- Standardized fit specifications for each commodity
- Streamlined the menswear approval process calendar
2004 - 2006
Kappa Canada, Designer
Designing mens, women's, youth and accessories product specifically for the Canadian market. I traveled to Italy to work with the head office to incorporate Canadian principles into their assortment. I created all presentation materials and brochures for our sales reps to communicate collections to our clients.
- Kappa women's and kids wear entered the Canadian market with my collection
- 30% sales increase adding women's wear to Canadian retailers
- Participated in trade shows, including Magic and Project
EDUCATION
2016 - 2017
University of Toronto, Certificate in Digital Marketing
This programs focuses on digital strategy and best practices to maximize online traffic, customer engagement, and conversions using search engine optimizations & social media marketing. Understanding web analytics and key performance metrics enables effective reporting to achieve measurable return on investment.
2015 - 2016
University of Toronto, Certificate in Project Management
Using PMBOK as the guiding principles, this program increased my knowledge of project management best practices. Focusing on cost, time, quality and risk management, this program, complimented by my experience, has given me the skills to manage large and small scale projects effectively to implement strategy and change.
2001 - 2004
Seneca College, Honours, Fashion Arts Diploma
Graduated with honours in 2004, and immediately started my career in the fashion industry. The Fashion Arts program at Seneca prepared me for this fast paced industry, researching trends, designing collections, pattern making and draping, garment construction, and how to sell myself in this competitive industry.
- "Best Collection" recognition from The Fashion Incubator
- Lesa Edmonds Award
