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
Business Development
Business planning
Policy and procedure development
Performance metrics analysis
Financial Management
Decision-Making
Recruiting and Hiring
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