Hi, I’m
Joelle Craigwell
Vice President Wholesale
Portland,OR
Every problem is a gift—without problems we would not grow.
Tony Robbins
Summary
Results-driven Vice President of Sales & Merchandising with forward-thinking approach centered on company success and competitive growth. Demonstrated record of success in building successful teams and managing profitable growth.
Overview
25
years of professional experience
4
years of post-secondary education
Work History
SPARC GroupNew York, NY
Vice President of Wholesale - Eddie Bauer
11.2021 - Current
Job overview
- Pioneered Eddie Bauer Wholesale Strategy, leading change and transformation across business areas to deliver benefits and align company resources.
- Lead cross-functional initiatives across departments to achieve business goals for bottom-line profits.
- Collaborate with CEO and President of Wholesale to develop strategic initiatives and long term goals.
- Manage Wholesale Sales Team, delivering 60% growth in first year.
- Established performance goals for department and developed processes, clarifying roles and responsibilities.
- On boarded SAP, supporting development and architecture of platform.
- Oversee hiring, adding valuable, talented professionals to strengthen management team.
- Resolve issues and recommend actions based on data analytics and market knowledge.
Nike, IncBeaverton, OR
Senior Director Merchandising/ GMM
05.2017 - 12.2020
Job overview
- Spearheaded successful business development initiatives aligned with company's strategy and core competencies.
- Implemented digital first merchandising strategy for JD Sports/Finish Line, partnering cross functionally to fuel e-commerce growth.
- Managed Account Merchandising Team for all genders, footwear, apparel and accessories.
- Grew top line retail sales +55% from 2018 to 2021 to $1.5B, taking JD Sports/Finish Line to most profitable strategic account in NA.
- Expanded account profitability +67%, through improved assortments and depth in key styles.
- Partnered cross-functionally to execute female focused strategy, resulting in double digit Women’s retail sales growth for 8 consecutive seasons & adding $104M (+57%) in women’s incremental retail sales in 3 years.
- Established apparel merchandising strategy, growing business +455% in 3 years, from $18M to $100M.
- Implemented Direct Ship merchandising strategy, delivering incremental $35M in new business first year of e-commerce pilot.
- Developed & delivered keynote presentations to C-Suite executives, introducing strategy & seasonal initiatives.
Nike, IncBeaverton, OR
Senior Sales Director
07.2016 - 05.2017
Job overview
- Championed Women’s sales strategy, delivering profitable growth and marketplace differentiation.
- Managed diverse cross-functional team of 8 in Sales,Planning and Operations.
- Responsible for Go-to-Market planning and execution.
- Implemented Global Product engagement process for DSG, Kohls & Nordstrom’s, improving product offering and enabling feedback.
- Developed new channels of distribution, introducing marketplace opportunity and incremental revenue.
Nike IncBeaverton, United States
Global Senior Sales Director
02.2015 - 07.2016
Job overview
- Led global sales strategy for $3B Men’s Lifestyle footwear business.
- Advised product & planning teams on marketplace insights.
- Delivered 16.5% growth, with sales outpacing inventory at +14%.
- Updated Icon & Franchise Management strategy, leading communication globally & presenting to geography sales.
- Built premium distribution strategy, aligning global approach on account requirements & product distribution.
- Implemented new tools & processes, improving communication with Global cross-functional partners, & geographies.
- Identified opportunities for growth within each geography and collaborated with sales teams to reach sales goal.
Nike, IncBeaverton, OR
Sales Director
07.2012 - 02.2015
Job overview
- Developed & executed seasonal consumer focused assortment plans to drive sustainable growth.
- Provided leadership through preparation, planning and delivery of Category priorities to Wholesale partners & Sales Teams.
- Maximized profitability through trend & sales analysis, as well as forecasting & financial planning.
- Grew Jordan Kids FW business +11% to $585M through account management & product insights.
- Presented seasonal strategy & product line to sales team & strategic accounts.
Education
Fashion Institute of TechnologyNew York, NY
Bachelor of Science from Business Management and Marketing
09.1990 - 05.1994
Skills
Relationship building and retention
Timeline
Vice President of Wholesale - Eddie Bauer
SPARC Group
11.2021 - Current
Senior Director Merchandising/ GMM
Nike, Inc
05.2017 - 12.2020
Senior Sales Director
Nike, Inc
07.2016 - 05.2017
Global Senior Sales Director
Nike Inc
02.2015 - 07.2016
Sales Director
Nike, Inc
07.2012 - 02.2015
Fashion Institute of Technology
Bachelor of Science from Business Management and Marketing
09.1990 - 05.1994
Similar Profiles
Erin HealeyErin Healey
Nautica Sr. Brand Director at Sparc GroupNautica Sr. Brand Director at Sparc Group
Chawntelle TranChawntelle Tran
District Manager at Sparc GroupDistrict Manager at Sparc Group
Lusiana MarquezLusiana Marquez
Sales Supervisor at SPARC GroupSales Supervisor at SPARC Group