Jasmin Ghaffarian Sando
Burlingame,CA
Summary
Customer-centric executive with 23 years of experience spearheading global brands, overseeing substantial P&Ls, and propelling growth across Ecommerce and Product.
Overview
22
22
years of professional experience
Work History
Head of E-commerce Merchandising & Digital Content
Athleta
San Francisco, CA
03.2022 - Current
- Designed and executed digital strategies that elevated customer experiences and drove growth.
- Achieved 14% conversion improvement in 2024 through optimization of digital performance.
- Delivered eight consecutive quarters of positive digital revenue comparisons, sustaining growth momentum.
- Developed a comprehensive five-year roadmap to enhance digital growth and operational excellence.
- Led cross-functional collaboration with marketing, product, and technology teams for compelling omnichannel strategies.
- Launched new Canada site to expand market reach and attract diverse customers.
- Optimized traffic journeys using Customer Journey Data Analytics Dashboards for personalized experiences.
- Directed vision for visual-first product storytelling, enhancing fit, form, and function on redesigned PDP page.
Senior Global Merchandising Director
Athleta
San Francisco, CA
03.2019 - 03.2022
- Directed multi-year merchandising strategy, increasing market share in Bottoms significantly.
- Established outerwear division, generating $60M in revenue within two years.
- Led development of two franchises for Athleta: Endless, achieving $60M annual demand, and Transcend Collection, contributing $16M in new customer acquisitions.
- Developed Bras Architecture strategy with comprehensive innovation guides, boosting brand’s fastest-growing category.
- Guided cross-functional teams in executing product launches, identifying growth opportunities, and optimizing visual merchandising touchpoints.
Senior Global Product Director of Outerwear
THE NORTH FACE
Alameda, CA
03.2015 - 07.2018
- Spearheaded global merchandising and sourcing strategies across North America, Europe, and Asia, ensuring market success.
- Grew annual outerwear revenue to $1 billion through targeted product strategies and launch of eight top-selling franchises.
- Strengthened market leadership by launching ThermoBall, Apex Flex GTX, and Ventrix innovative technologies.
- Guided cross-functional teams in product launches and growth initiatives, enhancing visual execution.
- Conducted a global consumer study, identifying a $75 billion opportunity in urban exploration.
- Accelerated business growth by 20% year-over-year via urban exploration expansion into new consumer sectors.
- Managed a team of 26, fostering excellence in conceptual design and product development.
- Championed expansion initiatives by evaluating best practices and optimizing marketing and finance processes.
Global Merchandising & Product Director of Snow Sports
The North Face Inc.
Alameda, CA
03.2013 - 03.2015
- Spearheaded cross-functional team operations, launching company's first US sponsorship with Free Skiing Team at 2014 Sochi Olympics.
- Directed approximately 80 employees in brand management to enhance market presence.
- Engineered a pants line with clear fit, fabrication, and pricing structure to strengthen leadership in snow sports apparel.
- Created unique uniforms for athletes competing in Skiercross, Freeskiing, and Slopestyle events.
- Developed high-profile launch of innovative waterproof and breathable technology Fuse Form, enhancing material performance.
- Achieved ISPO international design award for cutting-edge product innovation.
- Boosted snow sports business by ten percent after five years of decline through strategic initiatives.
Global Product Manager
The North Face Inc.
San Leandro, CA
03.2006 - 03.2013
Product & Sales Liason
Napapijri
San Leandro, CA
03.2005 - 03.2006
Planner
The North Face Inc.
San Leandro, CA
03.2003 - 03.2005
Education
Bachelor of Science - Construction Management – Business
CALIFORNIA POLYTECHNIC STATE UNIVERSITY
San Luis Obispo12-2002
Skills
- E-commerce strategy
- Consumer insights
- Digital content creation
- Revenue growth
- Data analysis
- Customer journey mapping
- Product storytelling
- Innovation strategy
- User-generated content
- Digital merchandising
Career Accomplishments
- Developed Gap Inc.'s first-ever social-first, data-driven content strategy, enhancing discovery, engagement, and views. Leveraged AI, real-time trends, and user-generated content to maximize relevance, frequency, revenue, and conversion.
- Led the creation of two innovative franchises for Athleta: Endless: The brand’s top-performing style for two consecutive years, driving $60M annual demand. Transcend Collection: The leading fabric driving new customer acquisition, generating $16M in annual demand.
- Expanded The North Face’s outerwear revenue to $1B through strategic brand-building and volume-driven product and marketing initiatives, including the launch of ThermoBall, a $100M franchise, and the relaunch of the 1996 Nuptse, now the company’s #1 franchise for five consecutive years.
- Spearheaded cross-functional team operations and initiated the company’s first sponsorship within the U.S. Free Skiing Team at the 2014 Sochi Olympics, while directing approximately 80 employees across the brand.
Languages
Farsi
Native/ Bilingual
References
References available upon request.
Timeline
Head of E-commerce Merchandising & Digital Content
Athleta
03.2022 - Current
Senior Global Merchandising Director
Athleta
03.2019 - 03.2022
Senior Global Product Director of Outerwear
THE NORTH FACE
03.2015 - 07.2018
Global Merchandising & Product Director of Snow Sports
The North Face Inc.
03.2013 - 03.2015
Global Product Manager
The North Face Inc.
03.2006 - 03.2013
Product & Sales Liason
Napapijri
03.2005 - 03.2006
Planner
The North Face Inc.
03.2003 - 03.2005
Bachelor of Science - Construction Management – Business
CALIFORNIA POLYTECHNIC STATE UNIVERSITY
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