Hedy Wertenbroek
Costa Mesa,CA
Summary
A results-oriented Senior Executive with a proven track record of driving revenue growth through innovative design, strategic merchandising, and effective sales leadership. Expertise in translating market trends into successful product strategies, leading cross-functional teams, and cultivating strong retailer partnerships. An entrepreneurial mindset combined with a deep understanding of apparel, accessories, and footwear enables me to create compelling product offerings, optimize assortments, and expand market share in fast-paced environments. Skilled in sales forecasting, P&L management, and cross-functional collaboration, I leverage market trends, AI, and reporting tools to optimize business operations and expand market share.
I am a California girl with a passion for outdoor lifestyle and the ocean, fashion, and building relationships. With extensive experience in apparel, accessories, footwear, and packaging, I bring a strong entrepreneurial drive to sales, key account management, product development, merchandising, design, and brand growth. I excel in fast-paced environments and thrive in meeting objectives and goals.
Overview
22
22
years of professional experience
Work History
Senior Director of Sales - Guy Harvey
Intradeco
06.2025 - Current
- Senior Director of Sales for Sporting Goods, Club, Off-Price, Specialty, Big Box, and new business, as well as Buy groups and Tradeshows.
- Direct, design and execute business transformation initiatives to drive performance, profit optimization and growth opportunities within existing and new accounts.
- Manage and Direct Sales reporting through SPS and other reporting portals.
Senior Director of Product and National Key Accounts
Salt Life
10.2024 - 04.2025
- Senior Director of Product encompasses all Design, Merch, Product Development, Production and Patterns, Photo Shoot, Design and Brand Direction
- Management of Direct 3 direct reports and Liaison between the License and parent companies
- Lead national key account sales and product strategy, driving revenue growth across major retailers such as Amazon, Bass Pro, Scheels, Macy's, Belk, Dunham's, Disney, Dillard's, DSG, Beall's, and off-price/big-box retailers
- Manage and develop a national sales representative team, providing strategic direction, coaching, and performance oversight to ensure sales targets and business objectives are met
- Identify, strategize, and secure new business opportunities, expanding Salt Life's market presence in both existing and untapped retail channels
- Act as a product specialist, analyzing retailer assortments to identify gaps and needs, ensuring Salt Life's product offerings align with consumer demand and retail objectives
- Oversee business planning, buyer relationships, assortment planning, promotional strategies, and account reporting, driving sales growth and ensuring successful retail execution
- Manage P&L, sales forecasting, and KPI tracking to measure success, drive continuous improvement, and optimize profitability
- Manage analytics, buy projections, EDI, ATS, inventory, trend forecasting, SKU planning, pricing strategies, MAP pricing, co-op marketing, chargebacks, and liquidation plans to enhance account performance
- Create and deliver high-level sales presentations, reports, and growth tracking through data visualization and performance analysis
- Plan and attend national sales meetings, trade shows, and key account meetings, strengthening industry relationships and brand positioning
- Work cross-functionally with marketing, design, and production teams on co-op programs, pitch decks, catalogs, brand guides, assortments, photo shoots, and shipping logistics to enhance sales execution and brand awareness
- Drive YOY growth by implementing innovative sales strategies and leveraging market trends to increase account profitability
- Utilize a creative, strategic, and data-driven approach to sales, ensuring Salt Life remains a leading lifestyle brand in the market
Director of National Key Accounts Sales
Salt Life
05.2023 - 10.2024
- Same as above for all sales responsibilities but for Lifestyle Apparel and Accessories.
Freelance Consultant
Self Employed
02.2013 - 05.2023
- Extensive experience in brand and sales development, key account management, merchandising, sourcing, production, and compliance
- Expertise in forecasting, allocations, product integrity, licensing, marketing tools, and sales analytics
- Skilled in CRM, B2B sales, sales processes, market analysis, and SOP development
- Brands worked with include Salt Life, Hawk, Real Tree, JJ Winks, Tilly's, Sam's Club, O'Neill, Nordstrom, and other confidential brands
- Strong background in sales rep management, cold calling, and inside sales strategies
Global Key Account Manager
Maxim Label & Packaging
11.2021 - 05.2022
- Global management and development of business plans, goals, and key relationships
- Key accounts include Nike, STANCE, Marchon, Fanatics, and JR286
- Oversee and present full-package designs, including mock-ups for quality, design approval, and marketing materials
National Key Account Sales Manager
AFTCO, Guy Harvey
02.2017 - 09.2021
- Extensive experience in managing, developing, and executing strategic business plans, including goal setting, buyer and team relationship cultivation, assortment planning, promotional strategies, and comprehensive account reporting to drive business growth
- Lead the planning, development, marketing, and sales strategy for the 5-Fin Women's line, ensuring successful product positioning and market penetration
- Proven track record of setting, achieving, and exceeding sales targets, driving revenue growth with existing accounts while successfully identifying and developing new business opportunities
- Build and manage high-performing sales teams, fostering collaboration and accountability to optimize sales performance
- Work cross-functionally with internal teams to strategize and creatively execute account needs, ensuring seamless alignment between sales, marketing, product development, and operations
- Represent the company at national sales meetings, trade shows, and key account meetings across the U.S
- To strengthen industry relationships and drive business expansion
- Manage key accounts including Bass Pro Shops, Academy Sports, Dillard's, TJ Maxx, Stein Mart, Beall's, Beall's Outlet, West Marine, Sierra Trading Post, Zulily, Rural King, Dick's Sporting Goods, and more, implementing tailored sales strategies to maximize account success
Senior Product Manager
Oakley
11.2011 - 04.2013
- Management of the merchandising & development process and team of direct reports
- Categories include Apparel, Axs., Footwear, hardlines – Domestic and Global
- Planning and development of product from forecasting/ to final delivery
- International and Domestic development and Travel
- Extensive Work Creating and maintaining calendars, Product charts, lineplans, hi-lo reports, WIPS, budgets, Time and Action, PO's, costing -negotiations, margins and setting, testing and compliance
Product Manager Ym Bottoms
Pacific Sunwear
05.2011 - 11.2011
Senior Product Manager
Surroundings Intl
09.2010 - 05.2011
Merchandiser/Product Developer
Billabong USA
11.2005 - 07.2009
Designer
BB Dakota
11.2003 - 11.2005
Education
FIDM - Apparel Manufacturing
FIDM
CSULB - Apparel Merch & Manufacturing, International Business
CSULB
Skills
- AI for sales and product
- Adobe Creative Cloud
- Microsoft Office (Excel, PP)
- Salesforce, Shopify
- SPS, Accelerate Analytics, Domo
- Amazon Vendor Central
- National Sales Strategy & Leadership
- Outdoor, Fishing & Resort Apparel Expert
- Key Account Management & Growth
- Product Development & Merchandising
- Data-Driven Forecasting & Analytics
- Retail Partnership Development
- Team Leadership & Rep Management
- GTM Strategy & Sales Execution
- P&L Ownership Negotiation Budgeting
Timeline
Senior Director of Sales - Guy Harvey
Intradeco
06.2025 - Current
Senior Director of Product and National Key Accounts
Salt Life
10.2024 - 04.2025
Director of National Key Accounts Sales
Salt Life
05.2023 - 10.2024
Global Key Account Manager
Maxim Label & Packaging
11.2021 - 05.2022
National Key Account Sales Manager
AFTCO, Guy Harvey
02.2017 - 09.2021
Freelance Consultant
Self Employed
02.2013 - 05.2023
Senior Product Manager
Oakley
11.2011 - 04.2013
Product Manager Ym Bottoms
Pacific Sunwear
05.2011 - 11.2011
Senior Product Manager
Surroundings Intl
09.2010 - 05.2011
Merchandiser/Product Developer
Billabong USA
11.2005 - 07.2009
Designer
BB Dakota
11.2003 - 11.2005
CSULB - Apparel Merch & Manufacturing, International Business
CSULB
FIDM - Apparel Manufacturing
FIDM
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