FRANCESCA CERAMI
DURANGO,Colorado, United States
Summary
With a levelheaded and positive approach, I foster empathic support and collaboration within teams. I value the perspectives, time, and expertise of cross-functional team members, prioritizing expressing gratitude and building strong, respectful relationships. Mentorship is a commitment I hold dear, as I enjoy teaching and encouraging others whenever possible. Creativity is at the core of my strengths, guiding not only my design work but also my ability to deliver compelling presentations, secure buy-in, and develop innovative solutions. I thrive in dynamic environments, thinking strategically and outside the box, embracing change with adaptability and confidence. By contributing to meaningful projects, creatively solving problems, and being part of endeavors I truly believe in, I aim to align my professional goals with my passions. My career is driven by the pursuit of purposeful work that inspires and challenges me every day.
Overview
24
24
years of professional experience
1
1
Certification
Work History
Senior Product Line Manager
Osprey Packs, Inc.
10.2022 - Current
- Conduct in-depth analysis of global market trends, consumer insights, and sales data to develop innovative product concepts for DTC and wholesale channels worldwide
- Craft and deliver strategic seasonal product briefs, effectively aligning key stakeholders across design, merchandising, and sales teams
- Collaborate with design, development, costing, and material teams to ensure on-time, high-quality deliverables
- Oversee product lifecycle management from initial concept to commercialization, ensuring alignment with brand goals and market needs
- Manage multiple seasonal product lines and priorities simultaneously in a fast-paced environment
- Lead product presentations to internal teams, external partners, and at global sales meetings, driving alignment and excitement around new collections
- Partner with domestic and international merchandising teams to create high-volume, market-relevant products tailored to regional needs
- Achieve and maintain pricing objectives by working closely with design, development, and costing teams to optimize product value
- Develop strategies to address evolving brand demographics, consumer behaviors, and product lifecycles, ensuring continued relevance and growth
- Create consumer personas and spearhead consumer-centric innovation, ensuring product lines resonate with target audiences
- Implement effective color merchandising strategies to enhance product appeal and marketability
- Collaborate with global sales teams to expand distribution and drive consumer acquisition efforts
- Manage Special Make-Ups (SMUs) for key retailers and customers, ensuring tailored solutions that meet unique market demands
- Oversee strategic collaborations, including product development and go-to-market (GTM) strategies, to maximize brand and partner synergy
- Partner with marketing teams to craft compelling product stories that captivate audiences and elevate brand perception
Product Line Manager, Women's and Kids' - Deckers Brands - Teva
Deckers Brands
04.2018 - 11.2022
- Conducted in-depth analysis of global market trends, consumer research, and sales data to develop innovative product concepts for DTC and wholesale channels worldwide
- Created seasonal range plans to achieve financial, margin, and SKU targets, ensuring alignment with overall brand goals
- Authored comprehensive seasonal product briefs and effectively communicated strategies to cross-functional stakeholders
- Collaborated with design, development, costing, and material teams to ensure on-time, high-quality deliverables
- Managed the product lifecycle from concept to commercialization, balancing multiple seasons simultaneously in a fast-paced environment
- Presented new product concepts to internal stakeholders, external partners, and at global sales meetings to drive alignment and excitement
- Partnered with domestic and global merchandising teams to create volume-driving products tailored to key markets
- Achieved and maintained pricing objectives through close collaboration with development and costing teams
- Maintained accurate data within Flex PLM systems to ensure seamless product management
- Co-managed the SMU program for key categories and supported the management of other product lines as needed
- Developed strategies to address shifting brand demographics, evolving consumer behaviors, and product lifecycle trends
Product Line Manager, Women's Boots and Slippers
Deckers Brands
09.2014 - 04.2018
- Spearheaded product line management from initial concept through commercialization, ensuring strategic alignment and timely execution
- Conducted comprehensive analyses of global market trends, consumer research, and sales performance to create innovative product concepts for DTC and wholesale channels worldwide
- Developed seasonal range plans, achieving brand financial, margin, and SKU targets while addressing evolving market demands
- Authored detailed seasonal product briefs and effectively communicated strategies to cross-functional stakeholders, driving alignment and execution
- Collaborated with design, development, costing, and material teams to ensure high-quality deliverables were completed on time
- Managed multiple seasonal product lines simultaneously in a dynamic, fast-paced environment
- Delivered compelling product presentations to internal teams, external partners, and at global sales meetings to build excitement and ensure strategic alignment
- Partnered with domestic and international merchandising teams to create volume-driving, market-relevant products tailored to key regions
- Achieved and maintained pricing objectives by closely collaborating with development and costing teams to optimize product value
- Ensured accurate data management in Flex PLM to maintain seamless product tracking and reporting
- Co-managed category-specific SMU programs while providing strategic support to other product categories as needed
- Developed strategies to address shifting brand demographics, evolving consumer behaviors, and product lifecycles, ensuring long-term relevance and growth
Associate Product Line Manager, Women's and Kids' Slippers - Deckers Brands - UGG
Deckers Brands
07.2013 - 09.2014
- Selected materials and colors for new slipper projects, aligning designs with brand standards and consumer expectations
- Designed and developed innovative materials and trim to enhance product appeal
- Approved strike-offs and lab dips to ensure quality and design accuracy
- Created and maintained CADs for the category to support the design and development process
- Analyzed global market trends, consumer research, and sales data to generate new product concepts and build seasonal line plans
- Wrote detailed seasonal product briefs and effectively communicated strategies to key stakeholders
- Collaborated with design, development, and materials teams to ensure timely and high-quality product deliverables
- Managed the product lifecycle from concept to commercialization, multitasking to oversee multiple seasons concurrently
- Presented product lines to internal teams, external stakeholders, and at global sales meetings
- Established strong communication channels with merchandising and sales teams to better understand market trends and customer needs
- Partnered with development and costing teams to meet and maintain product pricing goals without compromising quality
- Entered and maintained accurate product data in Flex PLM to support seamless project management
Product Coordinator - Deckers Brands - UGG
Deckers Brands
03.2012 - 07.2013
- Supported the creation of design briefs to align seasonal collections with brand objectives
- Designed and developed seasonal materials and prints, ensuring alignment with market trends and brand aesthetics
- Reviewed and approved strike-offs and lab dips to ensure material quality and consistency
- Organized and managed footwear samples to support design and development processes
- Entered and maintained accurate product information in the Flex PLM database to streamline workflow
- Assisted in fit sessions by providing feedback and collaborating on product adjustments
- Communicated with the materials department and external vendors to coordinate material development and deliveries
- Prepared for sample sales by organizing products and ensuring efficient execution
- Conducted research on consumer preferences, design trends, and material innovations to inform new product development
- Created and maintained CADs for the category to support the design team
- Collaborated with the international development team to implement and track product changes effectively
CAD Designer / Colorist - Deckers Brands - UGG
Deckers Brands
03.2011 - 03.2012
- Produced footwear CADs, colored lineart, and created color merchandising boards for UGG at Deckers Brands
- Designed prints, graphics, and specifications for prints and woven textiles to enhance the footwear line
- Created a digital pattern library to streamline design processes and improve efficiency
Women's Designer / Design Assistant - Stonemaster
Stonemaster Gear
06.2007 - 06.2010
- Designed performance-focused women's garments tailored for rock climbing, blending functionality with style
- Created and refined patterns to ensure optimal fit and comfort
- Developed original textile designs, company branding, and apparel graphics
- Evaluated and approved strike-offs and lab dips to ensure quality and brand consistency
- Curated cohesive seasonal color palettes aligned with market trends
- Sourced high-quality materials and partnered with domestic manufacturers to streamline production
- Prototyped and tested garments to ensure durability, performance, and customer satisfaction
Assistant Designer - Gramicci
Gramicci
05.2006 - 05.2007
- Created comprehensive garment tech packs and effectively communicated specifications to international manufacturing partners to ensure accurate production
- Designed detailed garment sketches using Adobe Illustrator, translating concepts into production-ready visuals
- Developed and sourced trims, contributing to high-quality finishes and brand consistency
- Implemented and maintained organizational systems for garment samples, trims, and swatches, optimizing workflow efficiency
- Prepared professional line sheets for trade shows and provided on-site support during events to showcase collections
- Reviewed and approved strike-offs and lab dips, ensuring color and material accuracy
- Supported fit sessions by providing feedback and assisting with garment adjustments
- Contributed to graphic design projects, enhancing brand collateral and marketing materials
Intern - Trek Bicycle Corporation
Trek Bicycle Corporation
09.2003 - 09.2004
- Collaborated with a team of engineers to design and develop a children's bicycle trailer, focusing on functionality and safety
- Designed the fabric components of the trailer, ensuring durability, usability, and aesthetic appeal
- Developed and tested prototypes, selected materials, curated color palettes, and finalized product specifications
- Traveled to China to oversee and prepare the trailer for production, ensuring manufacturing readiness and quality standards
Customer Service and Sales Specialist - REI
REI
01.2001 - 09.2003
- Delivered exceptional customer service to REI customers, ensuring a positive shopping experience
- Maintained in-depth knowledge of REI's product offerings to provide informed recommendations and support customer purchase decisions
- Ensured the sales floor was well-stocked, organized, and visually appealing to enhance the customer experience
- Assisted customers in finding the right products to meet their needs, prioritizing customer satisfaction and fostering loyalty
Education
Bachelors of Science - Apparel Design
University of Wisconsin-Madison
Masters of International Business Management -
University of Illinois Urbana-Champaign
05-2025
Skills
- Data-driven decision making
- Cross functional leadership
- Product launches
- Product lifecycle management
- Customer segmentation
- Competitive analysis
- Financial forecasting
- KPI tracking
- Stakeholder alignment
- ROI analysis
- Product vision and strategy
- Category growth
Certification
- Managerial Economics & Business Analysis Specialization
- Strategic Leadership & Management Specialization
- EDITED Retail Certified
- ARS Sutoria
Timeline
Senior Product Line Manager
Osprey Packs, Inc.
10.2022 - Current
Product Line Manager, Women's and Kids' - Deckers Brands - Teva
Deckers Brands
04.2018 - 11.2022
Product Line Manager, Women's Boots and Slippers
Deckers Brands
09.2014 - 04.2018
Associate Product Line Manager, Women's and Kids' Slippers - Deckers Brands - UGG
Deckers Brands
07.2013 - 09.2014
Product Coordinator - Deckers Brands - UGG
Deckers Brands
03.2012 - 07.2013
CAD Designer / Colorist - Deckers Brands - UGG
Deckers Brands
03.2011 - 03.2012
Women's Designer / Design Assistant - Stonemaster
Stonemaster Gear
06.2007 - 06.2010
Assistant Designer - Gramicci
Gramicci
05.2006 - 05.2007
Intern - Trek Bicycle Corporation
Trek Bicycle Corporation
09.2003 - 09.2004
Customer Service and Sales Specialist - REI
REI
01.2001 - 09.2003
- Managerial Economics & Business Analysis Specialization
- Strategic Leadership & Management Specialization
- EDITED Retail Certified
- ARS Sutoria
Bachelors of Science - Apparel Design
University of Wisconsin-Madison
Masters of International Business Management -
University of Illinois Urbana-Champaign
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