DANIELA MARTINEZ

In my current role, I manage product assortments and site merchandising strategies at the product detail page (PDP), product listing page (PLP), and navigational levels, overseeing site operations for both retail and wholesale platforms. I leverage my analytical problem-solving expertise and project management skills to take ownership of digital experiences, utilizing product data and customer analytics to enhance outcomes. I own the strategy and execution of site promotions and key events in collaboration with merchandising, marketing, and vendor partners to meet the annual sales plan for both retail and wholesale sites. A few examples are 4 successful OEM launches that just recently went live on our site: Mercury Parts OEM, Honda OEM, Yamaha OEM, with more coming soon! Additionally, I support the product content strategy in partnership with merchandising, publishing, and creative teams, as well as agency and freelance resources, with the goal of enhancing content on top products and improving related funnel metrics. I bring a consumer and market perspective to ensure the best possible customer experience. My role involves analyzing and synthesizing data related to customer interactions with products and site content, aiming to unlock insights that enhance funnel metrics such as bounce rates, add-to-cart rates, and conversion rates.

In my role as the Senior Product Manager for the Women's Innerwear (WIW) Brands, I led two cross-functional teams to achieve project milestones and deliver high-quality results. I managed the DTC sites for Bali, PTX, Maidenform, and Hanes and managed the Omni team, a three-member team managing all other eCommerce businesses. I executed the product vision strategy and merchandising line plan for all retailer.com accounts, including Amazon, Mid-Tier Department Stores, and Walmart Marketplace/Target.com. In addition, created seasonal product roadmaps for each account. Collaborating with key stakeholders, I successfully influenced and launched both short- and long-range merchandising strategies and objectives, which resulted in successful collection launches, a great example was the Bali Breathe Launch. I contributed to the product development calendar, sharing responsibility for ensuring the team adhered to critical deadlines ensuring for a successful launch. Analyzed POS trends and lifestyle fashion trends, applying market information and brand management principles. Analyzing KPI results and seasonal projections while utilizing tools like Keepa, Helium 10, and Vendor Central for AMZ sales analysis, as well as Luminate for Walmart Marketplace analysis allowed me to make accurate decisions for the business and precise planning for tentpole events. Additionally, I provided the marketing and sales teams with vital product knowledge, serving as an informational resource regarding top disruptors by brand and key competitors in both omni-channel and wholesale markets, providing guidance on creating gold-standard product detail pages (PDPs) universally across all retailer.com accounts, including Amazon, Walmart, Target, and DTC sites. I worked closely with creative teams to identify seasonal brand messaging, key items, and looks, while also managing brand shop emails and photoshoots. Leveraging insights, I highlighted opportunities for the entire Hanes Brands portfolio and collaborated cross-functionally to drive annual and develop long-range brand marketing plans that supported sales and growth.

In my role as Senior Merchandise Manager, I was responsible for developing and communicating the merchandising vision for our monthly campaigns, ensuring alignment with beauty trends and member sentiment,. I managed a team of three members and collaborated closely with our Planning, Marketing, and Growth teams to focus on achieving key performance indicator (KPI) goals, monthly sales plans, gross margin targets, and site metrics for multiple monthly events featuring up to 1,200 SKUs. A key initiative included translating the "Shop the Box" concept into an engaging online shopping experience for our members. I created a personalized member experience by implementing the best promotions, daily deals, buy-one-get-one (BOGO) offers, and bundling top products and beauty brands. Additionally, I designed collection product rails for each monthly campaign, emphasizing high consumer delight and ensuring the application of best-in-class education and A+ content, and SEO on the site. I was responsible for the site's assortment layout and overall website merchandising for each event, collaborating with product boards to visualize flow and conducting user acceptance (UA) testing. I prepared sneak peeks and choice items to enhance upcoming assortments and highlight emerging trends. My strategies focused on increasing product relevancy, developing new opportunities, and maintaining consistency within the on-site search platform. During events, I analyzed campaign sales and site metrics daily and weekly, reporting results, successes, and opportunities back to the Executive Leadership Team. I also collaborated with Ipsy Site Merchandise Managers to develop effective cross-site strategies.

In my role, I managed the assortment planning process and the lifecycle of all online brands, such as: Straight Talk, Total Wireless, Simple Mobile, Net10, PagePlus, Tracfone, Safelink, and GoSmart. Successfully overseeing the handset assortment by tier (Tier 1-2-3) and pricing strategies for regular, promotional, and clearance sales for +300 devices. I forecasted as well as managed all new device launches for all brands listed above. As a member of the Movers & Shakers Agile Team, I contributed to managing migration efforts and was assigned to the Company's Special Project group focused on supply chain improvements. In addition, I oversaw the implementation of market development funds to support original equipment manufacturer (OEM) campaigns and facilitating handset transitions by season to achieve online activations and revenue goals. I developed, implemented, and managed the annual marketing calendar in coordination with Digital Marketing, Brand Management, Sales Channels, and Finance (Demand Planning). My responsibilities also included analyzing all sales and activation results, both current and historical, to continually refine and enhance our go-to-market sales strategy to meet and exceed performance goals. Based on deep analytics of business results, I recommended changes to demand generation tactics. I partnered with internal teams and external vendors to effectively translate the business strategy to the eCommerce channel, ensuring that we met the financial, technological, and operational demands of the business. Additionally, I managed the accessories assortment for all TF websites, closely collaborating with third-party vendors to make informed buying and merchandising decisions by brand.

In my role as Director of Merchandising, I directly worked with Invicta Watch Group to execute strategic business plans and oversee product development and launches, managing all store openings and setups with the field operations team, achieving a remarkable growth of 164% from April 2017 to October 2018. My role also involved overseeing product launch projects in collaboration with the marketing, logistics, customer service, and eCommerce teams, as well as coordinating product buys for special events, such as the Invicta Cruise and NY Comic Con in October 2018. I regularly traveled to stores to conduct merchandise performance reviews, ensuring compliance by reviewing product displays, signage, and overall store aesthetics to meet company standards. Notably, I achieved the company's first-time goals during the Holiday 2017 season, generating $1 million in sales over Black Friday weekend and $4 million in December, ultimately surpassing $20 million in total sales for the year. I managed the Merchandising and Visual Departments, collaborating closely with all cross-functional teams. In addition, I met quarterly with Mall Management to discuss future store events, while also developing merchandising and brand strategies that included marketing, demand forecasting, business planning, purchasing, and managing in-stocks for all locations, including ecommerce hubs. My responsibilities included creating sales plans and budgets, as well as sales promotions. I authored the Merchandising Training Manual, providing the company a first-time SOP for the Merchandising department. I coached and developed the team focusing on departmental growth and success. Additionally, I designed Visual Guides and Plan-o-grams for both in-line and kiosk stores, including all new store openings across the U.S. and Puerto Rico.

In my role, I proactively managed Wholesale National accounts Bloomingdale's, Nordstrom, Macy's, L&T, Neiman Marcus, Dillards, and Von Maur. I led the development and execution of initiatives aimed at driving sales, profitability, and efficiencies across both brick-and-mortar and eCommerce businesses, ensuring that proper Brand marketing was utilized on all sites and that fixtures were effectively merchandised. I curated assortments tailored to each customer, which included managing new product launches, communicating out-of-stock items, making recommendations for incentives, and overseeing product launches and pricing adjustments. Providing comprehensive support for my assigned accounts, I handled various aspects such as customer service, order allocations, planning and forecasting, and the execution of sell-in and sell-out programs. I gathered and analyzed sales and trend information, creating training materials, point-of-sale (POS) materials, and visual sales aids to drive retail sales and enhance sell-through results, while implementing visual guidelines. I facilitated teamwork and effective communication between TAOS and retail and wholesale partners, taking full ownership of market preparation, including signage, fixture fills, assortment plans, and business and marketplace updates. As the primary liaison for my accounts, I collaborated closely with supply chain, marketing, production, and logistics departments. Additionally, I remained updated on competition, market changes, and the emergence of new luxury retailers by conducting thorough competitive analyses.

In my role as Senior Accessory Buyer, I managed two brands, PEI & OPG. Notably, I launched the PE Watch Category into a $2 million business by Fall 2015 and increased the OPG Accessories business from 1% to 10% of total sales. I created a new revenue stream for both by introducing the new category. I focused on achieving sales, gross margin, and inventory turn goals while managing third-party vendors in product design and development. Collaborating with Planning, Marketing, Design, Sourcing, Finance, eCommerce, and Store Teams, built effective brand-right assortments and merchandising strategies that exceeded sales and margin targets. I developed pricing strategies and conducted competitive analysis to enhance and improve customer journey and experiences on line as well as in-stores. I achieved significant growth in the accessories business, establishing a profitable growth plan for seasonal buys across various categories, including jewelry, fragrances, and men's furnishings achieving +70% GM rates for 2 years in a row.

In my role as the Senior Sportswear Buyer, I have a history of building successful businesses, Brand right assortments and strong fashion sense within the B&M and e-commerce channels. Strong merchandising, planning and buying skills with relentless passion for retail. I analyzed business categories by store reporting findings to upper management & ELT along with strategies to drive results. I assessed underperforming styles while considering gross margin, sales, and average unit retail plans to manage inventory liabilities. Collaborating with the visual team, I made marketing decisions for window displays and in-store presentations, and worked closely with the design team on new, innovative ideas. I initiated seasonal photo shoots, creating a field guide & planograms for stores, and developed merchandise directives to enhance customer engagement. My regular store visits enabled me to review visual presentations, identify POS marketing issues, and collaborate with personnel to improve units per transaction and average dollar sales, and conversion. I conducted in-season trend analysis and worked with the planning and allocation team for optimal distribution. Additionally, I collaborated with sourcing and logistics teams to track shipments and chargebacks while managing seasonal buys across various departments, including wovens, knits, and outerwear. I also sought new opportunities to foster division growth and ensured timely tracking of overseas shipments for accurate ETAs.

In my role as Senior Planner, I was responsible for planning a $41 million annual business plan, overseeing inventory management, and developing strategic plans and budgets in addition to assisting in preparing the Open To Buy. I set departmental goals for sales, gross margin, and inventory turnover while managing ladder plans in Perry Solutions, Excel and RPAS across categories like wovens, knits, and outerwear. I monitored out-of-stock rates for replenishment, edited assortments by store and region, and quickly addressed potential inventory liabilities. I also tracked on-time delivery prices to maximize sales and minimize margin loss, created seasonal plans for merchandise, and developed forecasts for annual sales and markdowns for third-party vendors. My analysis of seasonal trends ensured proper inventory levels in stores and distribution centers.