ASHLEY B. REID
Bulverde,TX
Summary
Collaborative leader with dedication to partnering with partners to promote engaged and an empowering work culture. Detail-oriented team player with strong organizational and strategic planning skills. Ability to handle multiple projects simultaneously with a high degree of accuracy.
Overview
16
16
years of professional experience
Work History
Manager of Own Brand Management
H-E-B
06.2020 - Current
- Developed a strong company culture focused on employee engagement, collaboration, and continuous learning opportunities.
- Built high-performing teams through effective recruitment, onboarding, and talent development initiatives.
- Maintained professional, organized, and safe environment for employees and patrons.
- Onboarded new employees with training and new hire documentation.
- Evaluated employee performance and conveyed constructive feedback to improve skills.
- Presented regular updates to senior leadership, demonstrating progress towards key objectives and securing ongoing support for marketing initiatives.
- Spearheaded strategic brand plans for multiple product lines to increase market share and brand awareness.
- Developed and implemented business strategies to achieve business goals and stay competitive.
Own Brand Manager
H-E-B
02.2018 - Current
- Achieved departmental goals by developing and executing strategic plans and performance metrics.
- Facilitated successful cross-functional collaborations for the completion of key projects, fostering strong working relationships among team members.
- Communicated clearly with employees, suppliers and stakeholders to keep everyone on same page and working toward established business goals.
- Monitored and analyzed business performance to identify areas of improvement and make necessary adjustments.
- Compiled product and customer data to generate informed profit projections.
- Accomplished multiple tasks within established timeframes.
- Conducted competitive analysis to identify market trends and capitalize on emerging opportunities for growth.
- Researched market trends to identify customer needs and preferences for strategic planning.
- Streamlined brand messaging by creating and maintaining a consistent visual identity across all platforms.
- Consulted with product development teams to enhance products based on customer interest data.
- Conducted research and analysis to determine brand positioning and messaging.
- Collaborated with cross-functional teams for successful product launches and coordinated marketing efforts.
Account Manager / Sales Representative
Joseph Ribkoff
02.2018 - 01.2019
- Manage and represent the Joseph Ribkoff line for the territory that includes the states of Ohio and Indiana
- Coordinate, prepare and present 4 collections per year to all boutique accounts within my territory
- Write, submit and coordinate proper deliveries of product on all orders each season
- Plan, set-up and host Trunk Shows for selected boutiques twice a year
- Responsible for marketing and selling each collection to all boutiques by using analytical methods to predict trends at each location
- Responsible for increasing sales in my territory by 20% per year - To date I have taken a territory that was down overall -10% to a +48% increase within 7 months
- Responsible for scouting and opening new accounts within my territory
- Attend quarterly sales meeting to view line for up-coming season
- Facilitate face-to-face meetings with accounts and upper management
- Proficient in using Style Master to access and utilize company reports for growth opportunities within each account
- Utilize companies KPI metrics to maintain proper growth in key performance areas of company's success
- Facilitate training seminars in boutiques to educate staff regarding product knowledge.
Brand Manager/Buyer - Allison Daley
Nygard Inc.
03.2016 - 02.2018
- Was responsible for annual brand sales of $50 million dollars, while driving revenue and gross margin goals
- Allison Daley brand located in 221 of 294 Dillard's stores
- Allison Daley is the number 4 volume brand in ready to wear department, in all Dillard's stores
- Participated in quarterly product planning meetings in corporate offices in Winnipeg Canada
- Worked with the Design, Technical and Merchandising Teams to create and cost proper assortment based on quarterly classification needs
- Participated in quarterly market meetings in New York Office to present and market line to Dillard's
- Presented quarterly selected fashion line to Dillard's Buyer and VP
- Choose most profitable assortment based on Dillard's purchase plans for the quarter
- Selected advertising looks for future marketing
- Wrote and submitted all orders for store and internet, based on purchase and sales plans
- Performed weekly analysis of sales trends and competitive data for each territory utilizing the KPI model
- Provided Nygard President with a weekly recap, including sales overview, business impact of “Top 50 Doors”, best sellers, classification selling and product feedback
- Analyzed key classifications based on seasonal product needs
- Analyzed competitors, both within and outside of Dillard's, to strategize revenue and profit growth opportunities
- Approved and select all Advertising and Marketing images submitted to Dillard's
- Attended executive annual meetings in Dillard's Little Rock, AK and Fort Worth, TX Offices
- Provided and educated RDM Team with product knowledge and key trends to facilitate training to Dillard's Associates
- Hosted monthly Fit Clinics in Dillard's, with customers and associates, to gain intel on product feedback to bring back to Design Team, for future product planning.
District Retail Development Manager
Nygard Inc.
12.2011 - 03.2016
- Sales leader for 2012 and recognized by Nygard for superior achievement
- District rep for 6 clothing brands exclusively marketed through 15 Dillard's stores across the Midwest
- Was responsible for achieving a yearly sales goal of 20 million dollars
- Trained, educated, and supported sales specialists within the stores to ensure merchandising standards were met, provided product knowledge, planned and executed events
- Participated in executive annual meetings
- Worked closely with management at the corporate and store level
- Was responsible for building and reinforcing relationships to consistently increase retail sales
- Managed all facets of Fashion Week, semi-annually, to achieve a15 store goal of $150,000.00 in 8 days
- Developed and creatively implemented each store's individual floor layout so that each layout was tailored to the specific market and clientele at each location
- Named corporate Event Leader based on performance and ability to assume additional responsibilities – 2013-2016.
Buyer- Women's Special Sizes
Stein Mart
01.2011 - 12.2011
- Managed three departments total net sales of 44 million dollars; monitored the company's projected gross margin, net receipts and sales, to achieve company's goal
- Analyzed each department's business weekly; looked at sales, on hand units and sell through percent; reported to management on what drove sales to execute a plan to reorder, mark down and forecasted future orders
- Worked directly with Buyer to plan bi-annual Strategy meeting to present to the V.P
- Of Merchandising based on forecasting the upcoming season's plans, trends and styles.
Assistant Buyer- Shoes, Accessories and Lingerie
Body Central
11.2010 - 01.2011
- Assisted Buyer in completing and confirming purchase orders; created and organized pick tickets, photographs, and pricing for accurate inventory maintenance and analysis
- Involved in trend forecasting and development for the upcoming seasons to ensure relevance in the market.
Merchandising Assistant
Body Central
09.2010 - 11.2010
- Monitored stock and allocated merchandise from warehouse to multiple store locations to maintain optimal selling
- Was responsible for monthly sample sale, which included organizing, advertising, marketing and implementing the event.
Sales Auditor
Body Central
10.2009 - 09.2010
- Was responsible for auditing Daily Sales Reviews for 38 retail stores; confirming accuracy of sales using LS400
- Handled charge-backs to customer's credit cards and audit Returns and Allowances.
Assistant Store Manager
Maxstudio.com
05.2008 - 10.2009
- Was in charge of all front and back of house store operations; including but not limited to: completing opening and closing paperwork, handle all incoming and outgoing transactions, send and receive transfers, as well as assist all customers
- Worked directly with colleagues to develop, organize, and construct conceptual sets for seasonal fashion shows.
Education
Bachelor of Science in Fashion Merchandising -
Kent State University
Kent, Ohio12.2008
Skills
- Team Leadership
- Training and Development
- Cross-Functional Teamwork
- Time Management
- Complex Problem-Solving
- Strategic Planning
- Verbal and written communication
- Project Management
Additional Info
W.I.N - Women's Inclusion Network at H-E-B - Chair Member, 06/2020-Current
Colorado Clothing/ Soybu, New York, NY, 01/2008, 05/2008
Timeline
Manager of Own Brand Management
H-E-B
06.2020 - Current
Own Brand Manager
H-E-B
02.2018 - Current
Account Manager / Sales Representative
Joseph Ribkoff
02.2018 - 01.2019
Brand Manager/Buyer - Allison Daley
Nygard Inc.
03.2016 - 02.2018
District Retail Development Manager
Nygard Inc.
12.2011 - 03.2016
Buyer- Women's Special Sizes
Stein Mart
01.2011 - 12.2011
Assistant Buyer- Shoes, Accessories and Lingerie
Body Central
11.2010 - 01.2011
Merchandising Assistant
Body Central
09.2010 - 11.2010
Sales Auditor
Body Central
10.2009 - 09.2010
Assistant Store Manager
Maxstudio.com
05.2008 - 10.2009
Bachelor of Science in Fashion Merchandising -
Kent State University