KARRAH BERNAT
Sarasota,FL
Summary
Dynamic Merchandising and Brand Development Leader with a proven track record of architecting high-growth strategies for portfolios exceeding $140M at SalonCentric. Recognized as a strategic architect of change, consistently delivering exceptional results, including a $139.8M year-end finish and a 46% product margin that surpassed budget expectations. Expertise in 'Big Bet' commercialization and portfolio expansion, coupled with a commitment to cultivating high-accountability teams, ensures sustained market leadership. Results-driven professional adept at developing effective business strategies, optimizing processes, and fostering a collaborative team culture that drives measurable outcomes in fast-paced environments.
Overview
11
11
years of professional experience
Work History
Director of Category Management – Partner Brands
SALONCENTRIC
St. Petersburg, FL
04.2025 - Current
- Stellar Financial Performance: Orchestrated a $139.8M finish (Budget: $136M) with a 46% product margin (Budget: 42%). Reduced unproductive inventory to $1.3M, beating the $1.46M target.
- Hyper-Growth Execution: Drove DESIGNME to +50% growth ($6.1M finish), exceeding the $4.6M stretch goal by $1.4M through coordinated off-shelf support and a "less but more meaningful" promotion strategy.
- "Big Bet" Launch Specialist: Directed the $10M OUAI launch, securing premium Q4 off-shelf space and additional high-velocity SKUs (deodorants) to drive the brand's largest month ever in December.
- Agile Portfolio Expansion: Successfully assumed leadership of the Impulse business portfolio during a team transition; managed the strategy for trend-led, high-velocity products and onboarded 5 new brands without loss of momentum.
- Resilient Headwind Management: Mitigated the impact of K18’s co-distribution shift and Moroccanoil fee restructuring; maintained a proactive strategic POV to protect market share and drive 2026 recovery plans.
- Strategic Way of Working: Reimagined the Ad Spec, Catalog, and Marketing review processes to create systemic consistency across cross-functional partners (Supply Chain, Visual, Marketing).
- Leadership Factory: Mentored a high-performing team; specifically elevated team members' strategic management of the amika turnaround and Bumble & Bumble / Kevin Murphy onboarding.
Senior Category Manager – Partner Brands
SALONCENTRIC
11.2017 - 04.2025
- Portfolio Growth: Managed a $90M+ Haircare portfolio, delivering profitable sales through data-driven assortment planning and prescriptive merchandising for the independent stylist market.
- Brand Diplomacy: Cultivated trust-based relationships with manufacturer partners, negotiating exclusive opportunities and high-ROI promotional calendars to drive brand equity.
- Operational Excellence: Achieved industry-leading forecast accuracy by partnering with Demand Planning to optimize inventory for major launches and seasonal events.
Senior Inventory Control Analyst
SEARS HOLDINGS CORPORATION
Hoffman Estates, IL
11.2015 - 11.2017
- Managed a $75M national inventory portfolio; received four promotions in 24 months for exceptional performance in replenishment and workload reduction.
Inventory Control Analyst
MEIJER
Grand Rapids, MI
02.2015 - 10.2015
- Achieved financial plan goals through meticulous DC and store-level demand forecasting and trend analysis.
Education
Bachelor of Business Administration (B.B.A.) - Marketing & Merchandising
Western Michigan University
Kalamazoo, MI12-2014
Skills
- Strategic P&L Management: $140M Portfolio, 46% Margin Achievement, Unproductive Inventory Risk Mitigation
- Brand Architecture: End-to-End Lifecycle Management, "Big Bet" Launch Strategy, 360 Marketing
- Agile Portfolio Leadership: Managing diverse business models (Prestige Hair, Impulse/High-Velocity)
- Executive Leadership: Cross-Functional Influence, Strategic Negotiation
- Transformation: Process Reimagination (Ad Spec/Catalog), Channel Segmentation, "Future-Fit" WOW
- Team management
Timeline
Director of Category Management – Partner Brands
SALONCENTRIC
04.2025 - Current
Senior Category Manager – Partner Brands
SALONCENTRIC
11.2017 - 04.2025
Senior Inventory Control Analyst
SEARS HOLDINGS CORPORATION
11.2015 - 11.2017
Inventory Control Analyst
MEIJER
02.2015 - 10.2015
Bachelor of Business Administration (B.B.A.) - Marketing & Merchandising
Western Michigan University