Kate Aulabaugh
Seattle,WA
Summary
Results-driven leader with extensive experience in scaling teams and businesses across diverse retail platforms. Demonstrated expertise in utilizing financial metrics and profit drivers to effectively manage significant P&L, drive market share growth, and implement innovative strategies. Proficient in leveraging data-driven insights to identify growth opportunities, optimize product assortments, and enhance the overall customer experience. Recognized for cultivating high-performing teams and fostering a culture of continuous improvement and adaptability. Skilled in cross-functional collaboration and process enhancement to maximize efficiency and support growth within dynamic retail environments.
Overview
24
24
years of professional experience
Work History
VP/GMM, Home
Zulily
Seattle, WA
07.2017 - Current
- Leading a team of 35 Merchants, including 6 direct reports, across Product Development, Culinary, Home Decor, and Home Innovations divisions, ensuring strategic alignment and operational excellence.
- P&L responsibility for over $450M in revenue.
- Driving profitability through comprehensive P&L management, effective strategy implementation, and innovative product development, effective strategy implementation, and innovative product development.
- Delivered Financial Growth: Achieved a 4% year-over-year growth in GM$ and a 20% increase in GP$ through strategic category expansions, refined vendor negotiations, and effective strategic shifts.
- Drove significant margin expansion by revitalizing private brands and implementing strategies to restore brand health and boost profitability.
- Cultivated strong relationships with key stakeholders, including customers, vendors, brand guests, and celebrity partners to promote collaboration and long-term success.
- Achieve results through collaborative marketing efforts, including social media, email, affiliates, and promotions.
- Guide the team in developing brand strategies, planning assortments, providing creative direction, negotiating with vendors, ensuring compliance and ethics, and managing operations.
- Spearheaded initiatives to optimize both on-air and digital product assortments, successfully identifying and leveraging market gaps to enhance category performance.
- Led the transition from legacy systems to automated vendor catalog feeds, reducing manual tasks and accelerating the expansion of online-only assortments.
- Developed and proposed a comprehensive launch strategy for the Crafts.com platform, delivering key insights and recommendations to senior leadership.
- Conducted a thorough analysis of digital assortment viability, presenting recommendations to streamline operations and optimize workforce allocation.
- Played a pivotal role in the implementation and training of QRG leadership competencies, fostering a culture of continuous improvement and professional growth.
- Improved performance of underperformers through targeted coaching and development, elevating overall team effectiveness and financial results.
Director of Merchandising, Apparel and Footwear
Zulily
Seattle, WA
05.2022 - 08.2022
- Led 120 Merchants across Women's Apparel, Footwear, Accessories, and Business Development.
- Complete P&L responsibility for v$400M in revenue.
- Supported DMMs with assortment and brand strategies, trend analysis, vendor negotiations, and white space opportunities.
- Prepared and analyzed reports to track financial results and purchasing trends.
- Leveraged data to improve forecasting accuracy, leading to reduced stockouts and margin erosion.
- Partnered with Marketing and eComm team to launch over 40 new digital stores daily.
- Revamped the organizational structure and procurement responsibilities to optimize talent and resources.
Director of Merchandising, Home and Beauty
Zulily
Seattle, WA
11.2014 - 04.2022
- Directed a high-performing team of 140 Merchants to exceed financial targets and KPIs, managing over 1,500 vendors and driving substantial revenue growth.
- Managed a diverse portfolio of 14 categories, including Beauty, Consumables, Home, Housewares, and Tech.
- Full P&L responsibility for revenue of +$400M.
- Partnered with Marketing and eComm team to launch over 40 new digital stores daily.
- Achieved a 42% increase in revenue through seasonal assortment planning, white space optimization, pricing strategies, and vendor relationships.
- Grew Beauty revenue from $3M to $65M leveraging strong vendor relationships, white space optimization, marketing strategies, and enhancements to the digital shopping experience.
- Utilized competitive analysis and market trends to inform strategic decisions and identify new business opportunities.
- Collaborated with marketing and studio teams to elevate brand presence across multiple channels, driving engagement and sales through coordinated campaigns.
- Executed precise inventory and OTB management strategies, maintaining optimal stock levels and maximizing financial performance.
- Led initiatives with Operations to enhance the customer experience and lower shipping costs through improved receiving logic and outbound shipping protocols.
- Led the initiative to enhance EDI capabilities to drive revenue.
- Collaborated with Business Intelligence and Tech to develop tools to improve Buyer workflow and data.
- Mentored and coached team members, fostering talent development and ensuring high standards in hiring and team growth.
- Authored comprehensive strategic documents to drive organizational change and maintain team alignment on key initiatives.
- Interview bar-raiser.
- Co-authored the Leadership Competencies for Merchandising organization.
- Served as the Merchandising Point of Contact with the Project Management Office at Zulily, leading technology enhancements and fostering tech fluency across merchandising teams.Regularly assessed and refined organizational structure and category performance, ensuring optimal resource allocation and effectiveness.tional structure and category performance, ensuring optimal resource allocation and effectiveness.
- Cultivated an environment that encouraged risk-taking and innovative decision-making, leading to significant business growth.
- Consistently demonstrated strong performance management and talent development skills; coached and mentored across the organization at multiple levels.
Merchandise Manager
Zulily
Seattle, WA
10.2013 - 10.2014
- Managed a team of 20 Buyers across diverse categories: Beauty, Crafts, Educational Toys, Housewares, Tech, Travel
- Supported buying team with financial planning, assortment and pricing strategies, and vendor negotiations.
- Coordinated seasonal merchandise planning, aligning product availability with peak demand periods.
- Analyzed sales and marketing data daily to identify trends, gauge product performance, and inform future purchasing decisions.
- Monitored competitor activities to stay current on industry developments and adjust merchandising tactics as needed.
- Managed high-performing team members, providing ongoing coaching and development opportunities for career advancement.
- Championed a culture of continuous improvement within the team, promoting collaboration, feedback, and best practice sharing.
Buyer, Housewares
Zulily
Seattle, WA
04.2012 - 09.2013
- Manged a team of eight Buyers.
- Delivered 70% of the total division revenue within 6 months of tenure.
- Negotiated pricing, inventory, and product assortments.
- Accountable for trend analysis and new brand onboarding.
- Analyzed sales and marketing data to audit customer purchasing behavior and product profitability.
- Planned monthly promotional calendar to meet financial goals and deliver an engaging customer experience.
- Coordinated with logistics teams to resolve any shipping delays or discrepancies while minimizing impact on operations.
Buyer, Cookware, Bakeware, Cutlery, Household
Sur La Table
Seattle, WA
02.2009 - 03.2012
- Built strong assortments to deliver growth and brand differentiation.
- Partnered with national brands to deliver exclusive and FTM product.
- Restructured the private label and import programs to improve gross margin while maintaining or exceeding the existing quality product standards.
- Forecasted consumer trends and improved merchandising strategies.
- Ensured timely delivery of products by closely monitoring vendor performance and addressing any issues promptly.
- Collaborated cross-functionally to implement marketing strategies across digital channels and physical stores.
- Led merchandising efforts for the transformation of the digital store and the implementation of an inventory management system.
Associate Buyer, Cookware and Bakeware
Sur La Table
Seattle, WA
02.2007 - 01.2009
- Collaborated with cross-functional teams to ensure timely execution of initiatives.
- Analyzed market trends to identify new products and make informed buying decisions.
- Developed strategies for inventory management, reducing excess stock and increasing turnover rates.
- Negotiated costs and product exclusivity with vendors.
Store Manager
Sur La Table
Santa Monica, CA
09.2000 - 01.2007
- Managed inventory control, cash control, and store opening and closing procedures.
- Improved customer satisfaction through staff training in customer service and product knowledge.
- Coached sales associates in product specifications, sales incentives, and selling techniques, significantly increasing sales.
- Increased store profitability by implementing cost-saving measures, efficient inventory management, and loss prevention strategies.
- Directed multiple area managers to implement company-wide initiatives to improve performance across all locations.
Education
BA - Liberal Arts
Arizona State University
Skills
- Strategic Planning
- Budgeting and Forecasting
- Negotiations
- Competitive analysis
- E-commerce strategy
- Trend identification
- Private label development
- Talent management and development
- Relationship building
- Retail operations
- Data-driven decision making
- Product assortment
Timeline
Director of Merchandising, Apparel and Footwear
Zulily
05.2022 - 08.2022
VP/GMM, Home
Zulily
07.2017 - Current
Director of Merchandising, Home and Beauty
Zulily
11.2014 - 04.2022
Merchandise Manager
Zulily
10.2013 - 10.2014
Buyer, Housewares
Zulily
04.2012 - 09.2013
Buyer, Cookware, Bakeware, Cutlery, Household
Sur La Table
02.2009 - 03.2012
Associate Buyer, Cookware and Bakeware
Sur La Table
02.2007 - 01.2009
Store Manager
Sur La Table
09.2000 - 01.2007
BA - Liberal Arts
Arizona State University
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