Johanna Koeberle
7433 Kreuter Rd. NE, Belmont,MI
Summary
Dynamic product line management and merchandising professional with over 25 years of experience collaborating with top industry product teams to craft innovative product narratives that drive business growth and elevate brand presence. Expertise in blending the art and science of product line management with a keen eye for design direction and emerging trends, ensuring a consumer-centric approach in every initiative. Proven track record in team building, mentoring, and public speaking, fostering a culture of creativity and collaboration that inspires excellence. Passionate about leveraging strategic insights to create impactful solutions that resonate in the marketplace.
Overview
17
17
years of professional experience
Work History
Global Senior Product Line Manager
KEEN
07.2021 - Current
- Led cross-functional teams to develop and launch innovative product lines.
- Analyzed market trends to inform strategic product positioning and lifecycle management.
- Drove product development processes from concept through commercialization, ensuring alignment with brand values.
- Collaborated with marketing to create effective go-to-market strategies for new product launches.
Senior Product Director, Global Lifestyle
MERRELL
01.2017 - 01.2020
- Set category strategy and direction for 36-month design outlook (LRP).
- Identify white space growth opportunities and develop and execute business plans to attack those opportunities globally in collaboration with other categories, marketing, design and sales.
- Evolve line architecture to match business growth goals and objectives, including development of 4 season product flow strategy.
- Managed product franchises in the category.
- Drove strategic identification, analysis, and application of market data relating to competitor, consumers, and Regions.
- Partnered with Marketing on Storytelling and Sales with Sell-in.
- Created and helped to implement Tier 1 strategy called Merrell 1TRL (@merrell1trl) – in order to drive awareness and heat around Merrell for trickle down strategy.
- Responsible for bringing to market collaborations with Outdoor Voices, AWake, Filson, Beams, A.Four among others.
- Grew Men’s business 35% and Women’s business 10% during Covid.
- Introduced the Hydro Moc that saw a 400% increase in sales in 1 year.
- Introduced the Alpine Sneaker which was the 3rd top selling style for the Lifestyle category.
Global Senior Product Line Manager
KEEN
01.2012 - 01.2017
- Build, drive and achieve sales and gross margins through building product lines, identifying opportunities and capitalizing on the line architecture and product creation function for the category's trending business while minimizing risks.
- Create, communicate and implement a strategic category vision through product development, merchandising and seasonal story creation.
- Analyze consumer and competitive trends in the marketplace and identify product segments and insights that provide a commercial advantage.
- Generate clear commercial product briefs that align against category and global objectives for execution by design, development and sales.
- Oversee and lead the design and development process from conception to sell-in and sell-through.
Senior Product Line Manager
Sorel
10.2008 - 05.2012
- Instrumental in bringing the Sorel brand from a Canadian Winter brand to a Women's Fashion brand in 2008 and 2009.
- I was the Senior PLM for the Joan of Arctic, Cate the Great, Tivoli, and the Joan wedge collection during my tenure. Many styles that have paved the way for the future of Sorel today!
Education
BA - Communication & Journalism
University of New Mexico
Skills
- Product performance metrics
- Team management
- Data-driven decision making
- Product lifecycle management
- Design thinking
- Attention to detail
- Teamwork and collaboration
- Competitive analysis
Timeline
Global Senior Product Line Manager
KEEN
07.2021 - Current
Senior Product Director, Global Lifestyle
MERRELL
01.2017 - 01.2020
Global Senior Product Line Manager
KEEN
01.2012 - 01.2017
Senior Product Line Manager
Sorel
10.2008 - 05.2012
BA - Communication & Journalism
University of New Mexico