Summary
Activity
Work experience
TDM Fitness Equipment
VP Operations | 02/2018 - 03/2021
New territory for me: Managing Install and Service Teams to provide best-in-class Fitness Equipment installs of full-
scale gyms in Hospitality, HOAs, Municipalities, Schools, etc as well as oversee constant upkeep via top notch Service
• Managed day-to-day operations of the install, service and Ecommerce retail business
• Oversaw all aspects of support for entire Company including buying, E-commerce, OTB management and communication to, and collaboration with the teams for E-commerce operations, installs and service
• Lead weekly Installation meetings which included individual project management for each install that ranged in number from 25-75 separate installations at a given time, and anywhere from $250 to $500,000+ projects
• Managed buying responsibilities, PO writing and oversaw all shipping, receiving, and accounting on new receipts for over 150 manufacturers; collaborated with vendors, sales teams and accounts to achieve fastest inventory turns
• Managed a team of 10 including warehouse/installation manager, installers, and service techs
• Collaborated with COO, President and tech teams to complete installations and service on-time, as well as with eCommerce team to be sure online Inventory and key items were up to date, merchandised and promoted
• Drove efficiency through development and oversight of project management calendar, constant contact with team
and customers; consistently updated account files to ensure accuracy of account status
• Negotiated with vendor community to achieve best pricing, best delivery and to be apprised of newness
Tilly's
Divisional VP Outlets & Special Projects | 09/2013 - 03/2017
• Developed Outlet Business Plan from class OTB bottoms up analysis of existing business; presented plan and vision to Board of Directors achieving full sign-off in first 6 months
• Hired and trained new buying team for Outlets that would include negotiating, buying and merchandising from existing Vendor base for both new Outlet stores and E-commerce
• Recommended and implemented best practices with visual and store teams to drive sales via cohesive merchandising
stories at POS, including signage and promos, in Outlet stores and E-commerce
• KPIs for Outlet stores and E-commerce businesses were at or above Company averages- UPT, AOV/Avg Sale,
Conversion Rate, GM, and Turn; self-taught Microstrategy platform for data analysis
• Project: At CEO's and CMO's request, developed initial plan for Rewards Program revamp, which would include
Executive level meetings weekly to drill down to eventual roll-out of new, highly successful Tilly's Rewards
• Project: At CMO's request, worked with E-commerce, Stores and Merchant Teams to develop new Clearance strategy
for Brick-and-Mortar and E-commerce stores; strategies developed were tested, rolled out to entire 225 store chain
Quiksilver
VP Factory Stores | 02/2005 - 09/2013
• Negotiated Director level role upon hire
• Initially oversaw all aspects of product buying and merchandising for 25 Quiksilver/Roxy factory stores, including look
and feel, all merchandise categories including closeouts, special make-up, pricing, promotions and marketing at POS
• Grew Outlet Division from 1 assistant buyer to a team of 8 buyers and 8 assistants and a full team of planners
• Promoted from Director level role to VP
• Collaborated closely with VP of Operations, VP of Planning and Marketing to retool Outlet stores into a more
streamlined, exciting and impactful presentation that included fully realized window and in-store POP
• Result was growing store count to 47 ($70M from $30M) within the first 3 years at above-plan sales, gross margins,
incorporating new DC Shoes factory stores business as well
• Drove DC Shoes E-commerce store to #1 volume online brand vs Quiksilver and Roxy by constantly monitoring KPIs,
shifting assortments, bringing newness, and changing content and marketing on homepage, landing pages, and PDPs
• Project: Led amazing 35 person Stores and Visual team in 11k square foot pop-up store ($1.2M sales in 8 days) for the Quiksilver Pro Surf Contest; included end-to-end planning: Pop-up Tent construction, merchandise, marketing, Teams
