Andrew Rotteveel
ConOps Retail Solutions
Lawrence, NJ
In My Own Words
Assisting retail brands achieve their goals. I have a track record of success with some of the most dynamic retail organizations on the planet and have leveled up their capabilities in the areas of merchandising, planning, and operations.
Work Experience
Driving $ for COOs and CFOs though Inventory Management excellence
ConOps Retail Solutions2023 – Present
Current engagements -
National Oil Changing Brand (150+ multi state locations). Creation and implementation of a demand forecasting and model stock replenishment program. Involves financial modeling, tooling creation, workflow design, dynamic forecasting models, and sku rationalization. Designing Best in Class Operating Model.
Multi Channel, Industry Leading Home Décor Brand. Pricing model Optimization with automated competitive reference by product type. Dynamic demand forecasting for liability and opportunity detection. Operating Model design
National Distributor of artisan products. Demand forecasting and promotional planning enhancements. Sku performance enhancements and rationalization.
At ConOps, we are not just retail consultants, we can be your retail business operators - tailored to your specific needs. https://conopsretailsolutions.com/
Merchandise planning and forecasting professional Co-Founder
Etablir Solutions2024 – Present
Providing Dynamic, Custom Demand Forecasting and Replenishment Solutions. Driving Customer Satisfaction, Inventory Optimization and P&L Enhancements
Advisor - REI Path Ahead Ventures
REI2024 – Present
REI Co-op's Path Ahead Ventures offers full-spectrum support to startups owned and led by Black, Indigenous, Latina/o/x and Asian American and Pacific Islander people.
Senior Director of Merchandising
SimpleTire2022 – 2023
Recruited by way of Chief Supply Chain officer referral (former Walmart colleague)
Catalyst for $103M in incremental Sales in under 12 months. Defined business case with the merchandising team to heavily invest in the commercialization of targeted strategic brands within the SimpleTire portfolio. Aligned sourcing, pricing, sales, marketing, and catalog teams to optimize for incremental sales and profit. The results of these efforts landed best in industry growth from previous negative year over year comps.
Enhanced internal and external catalog health efforts. Guided catalog team in SOP enhancements and ROI assessment to drive 7-figure incremental sales to the business in Q3 and Q4 of 2022. Led efforts for the creation of content scoring methodology and visibility across channels of operation.
Direct input into standardized analytics revamped to read and react to weekly business performance
Developed reporting and data insights tooling for substitutability and opportunity identification
Created first-ever preseason sales and unit plans by channel and brand for in-season performance measurement and company-wide sales focus. Blended historical performance, current trend, internal metrics, competitive view, and market intelligence to support Executive level alignment on performance expectations.
Mentor a high-performing team and worked with a key member to enable promotion in 2023
Senior Director of Merchandising and Planning
Hair Cuttery ®2021 – 2022
Recruited by CEO by way of Walmart referral
Leads Merchandising, Planning, Supply Chain and Operations strategies across 500+ Salons, DTC and Marketplace Channels.
Created a centralized replenishment program that reduced working capital by $5M dollars across the fleet of salons
Private Label Brand Development (cibu hair care product line)
Assortment Optimization
Provide warehouse forecasting for inbound and outbound ordering, Develop and monitor KPIs with 3pl teams
Mentors team of high performing individuals
Manages global brand portfolios
Director of Assortment Analytics and Strategy at Walmart US-eCommerce
Walmart eCommerce2019 – 2021
Developed and implemented an assortment optimization strategy, liability detection methodology, remediation workflows, automations, reporting suite and management policy for Walmart’s owned assortment. Reduced overstocks, aged and unproductive inventory by 25%. Optimized markdown remediation efforts by implementing algorithmic management with a margin improvement of 1k bps
Created Walmart’s 1st brand and product attribution reporting suite for in season management, hindsight and line planning activities. Attribution consisted of internal Walmart performance and 3rd party market insights. In addition, attribution coverage and enhancement efforts experienced an average increase of 15% between sales and impressions
Key contributor Walmart’s end to end assortment planning and forecasting tooling, policy, roles and responsibilities, workflow design and implementation
Lead the design and evolution of a substitutability and channel recommendations engine for margin enhancements and customer choice count optimization
Formulated quality of sale policy and analytics for enhanced strategic initiatives within seasonal review, growth planning, assortment architecture and item level investments
Director of Ecommerce Operations
Urban Outfitters2014 – 2015
Oversee the operational execution, customer experience and expense oversight of the Urban Outfitters eCommerce organization
Lead for order online and ship from store initiative. Collaborated with Internal operations, planning and IT teams to set financial parameters and goals. Q4 2014 experienced an increase in margin rate, revenue goals and store fill rate. This sector of the business was $50M in sales with $25M being incremental to the online channel.
Project lead for international expansion in the Home division. Created P&L for specific classification to prove out profitability at the operating income level. Partnered with transportation to secure cost by carrier and service level. Aligned merchandising, planning and marketing for launch into new markets.
Operations lead for launching Urbanoutfitters.ca. Coordinated the inbound network, costs and service level agreements with transportation partners. Created an in country redirect for customer returns by utilizing current store locations for returns and outbound shipments. Provided analysis to position merchandise within Canada in order to avoid duty charges for cross border shipments.
Utilized Opinion Lab to track net promoter score and customer pain points along their Journey. Facilitated weekly meetings with IT and front end development teams to prioritize site issues and breakdowns in the customer journey. Implemented financial analytics to project lost revenue in order to increase speed of maintenance and solutions.
Develop and monitor KPIs for contact center and outbound customer orders
Provide order forecasts for DC network
Director of Merchandise Planning - Urban eCommerce and Omni Channel
Urban Outfitters Inc.2006 – 2014
Grew eCommerce business from $65M in 2006 to $263M in 2014. Direct ownership of open to buy, net shipped sales, gross margin, assortment development, and style productivity. Established new businesses in partnership with merchant team as well as product, lifestyle and attribute expansion.
Integrated Customer Analytics elements into Product and Marketing Strategies. Combined the following elements to guide strategic development; Customer shopper frequency (1x,2x,3x..), Product attribute affinity, channel preference and propensity to purchase at full price.
Collaborated directly with CMO in defining and implementing “web is alpha” strategy. Investments set by division, class and attribute with Planning, Divisional Merchandise Directors and heads of design teams. Defined web exclusive penetration, in house design and branded product. Defined life cycles of product within categories based on fashion, fashion basic, and core attributes. Results - average year over year growth of 25%
Created email marketing campaigns with marketing and merchandising team leads. Ensured the proper balance of full price campaigns with seasonal and promotional activity.
Integrated the Planning Team into item selection process for Home page, category page, and product assortment for Urban outfitters website and marketing campaigns. Measured sales trend of individual items and categories to maximize marketing events, overall sales and revenue. Partnered with marketing and CRM teams to understand conversion, customer acquisition and shopping behavior. Created a multi channel attribute reporting and assortment tool. Streamlined Final Product review meeting by providing senior members of the planning and merchant teams a full view of assortment past, present and future.
Led a team of 14 individuals consisting of Associate Planners, Planners, Sr. Planners, Planning Manager and Business Analysts