Summary
Overview
Work History
Education
Timeline
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Erika Fleming

Encinitas,CA

Summary

Passionate product merchant with 10+ years of experience in omni- channel global merchandising, product management & product development. Experience at fast paced start up companies in addition to large established brands working on various product categories.

Overview

9
9
years of professional experience

Work History

Senior Merchant, International

Vuori
10.2023 - Current
  • Manage 11 different countries on Vuori ecommerce platform in addition to multiple brick & morter stores within two key markets: Shanghai & UK, all reflecting strong YoY growth
  • Develop product assortment strategy & best practices for entering new international markets via brick & morter stores for each store size group
  • Funnel market research, consumer insights & regional feedback to global merchandising team to inform product assortment mix for each key international region
  • Attend global product milestone meetings to gain understanding of product offering, design details, positioning, etc.
  • Built regional pricing strategy. Conduct continuous research to ensure we maintain ideal brand positioning in all key markets
  • Hindsight business for key markets on weekly, monthly & quarterly basis in partnership with planning team to impact business as needed
  • Work cross-functionally with Marketing, Visual Merchandising & E-comm site managers to ensure global brand strategy is executing overseas, while implementing regional nuances where appropriate
  • Partner with planning and finance team to build liquidation strategy for each key market
  • Manage, mentor & develop junior merchant supporting UK business

Senior Merchant, Men's

Vuori
12.2022 - 10.2023
  • Managed merchandising assortment strategy for Men's apparel line
  • Developed seasonal product strategy and detailed line plans for men's business while partnering with planning on seasonal investment strategy across all regions DTC channels
  • Partner with marketing team to build seasonal product marketing strategies
  • Worked cross-functionally with design, product development, tech design & materials team to ensure product assortment needs were being met
  • Developed seasonal global pricing strategy and positioning
  • Analyzed in-season product performance weekly, monthly & quarterly to inform future season product assortment & revenue plan mix
  • Mentored two junior merchants, providing guidance on best practices and fostering professional growth opportunities.

Merchant

Vuori
10.2020 - 12.2022
  • Managed merchandising and product strategy for Men's apparel & accessories supporting Women's business as needed
  • Developed seasonal and annual product strategy and line plans for men's + accessories business while partnering with planning on seasonal investment strategy.
  • Developed pricing strategy and positioning each season
  • Analyzed business on weekly, monthly, and quarterly basis to adjust product assortment and forecast as needed
  • Partnered with marketing team to build seasonal marketing strategies & go to market calendars.
  • Managed and develop a team of two junior merchants

Product Line Manager

Outdoor Voices
07.2019 - 07.2020
  • Managed merchandising assortment for Men's, Women's & accessories categories for all channels, including SMU's and collaborations
  • Created seasonal & annual product roadmap & line plans based on sales history, future business goals, market insights, and consumer insights
  • Managed creation of seasonal product briefs for design team based on long term product roadmaps
  • Performed seasonal trend analysis and consumer research to influence product lines
  • Successfully increased margin by 10 bps season over season through cost engineering product
  • Built out and managed go-to-market calendars
  • Oversaw preparation of marketing copy, images, videos, emails and other collateral for product launch

Product Line Manager

Under Armour
09.2017 - 07.2019
  • Managed women's apparel categories inclusive of Sportstyle, Sports Bras, Underwear, Sleep, and Graphic Tee's from concept to launch
  • Built out strategy and process for quick-to-market graphic tee's reducing time to market by 75% while maintaining cost targets
  • Built seasonal product briefs based for global design team while clearly communicating product intent and cost targets
  • Attended weekly apparel fittings to ensure product & cost targets were being met
  • Presented product strategy and detailed features in various settings, including global sales summits and key account meetings leading to adoption of product line
  • Trained team coordinator on managing PLM system, sample tracking, consumer research, and building initial line briefs

Associate Product Line Manager

Under Armour
01.2016 - 09.2017
  • Assisted in managing Women's Sportstyle, Training and Graphic Tee categories for DTC and wholesale channels
  • Managed consumer research & trend analysis to inform seasonal product briefs and global business opportunities
  • Worked directly with global product designers, developers, and merchandisers to create and develop seasonal product lines
  • Managed PLM system by updating specific product information for 600+ skus
  • Facilitated sample tracking for product, marketing and global merchandising teams
  • Assisted in global sales summits and key account meetings

Education

Bachelor of Science - Fashion Merchandising

University of North Texas
Denton, TX

Timeline

Senior Merchant, International

Vuori
10.2023 - Current

Senior Merchant, Men's

Vuori
12.2022 - 10.2023

Merchant

Vuori
10.2020 - 12.2022

Product Line Manager

Outdoor Voices
07.2019 - 07.2020

Product Line Manager

Under Armour
09.2017 - 07.2019

Associate Product Line Manager

Under Armour
01.2016 - 09.2017

Bachelor of Science - Fashion Merchandising

University of North Texas

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Erika Fleming