Clara Kerley
Merchandise Manager - Run Creator Footwear · adidas
Portland, CA
In My Own Words
I am a passionate running and outdoor industry professional, with over 15 years of wide-ranging experience and progressive growth. I just don't talk the talk, but walk the walk - my versatile background and vast personal experience affords me a comprehensive and profound understanding of consumer insights, with a keen intuition for identifying market trends. I have a particular interest and experience for the storytelling aspect of product marketing, and enjoy the challenge of creating compelling ways to connect with fellow athletes and adventurers.
Work Experience
Merchandise Manager - Run Creator Footwear
adidas2016 – Present
Responsible for merchandising strategic plan and GTM process of Run Creator footwear, achieving triple-digit category growth, improved net margin, and SKU productivity. Develop and execute new short- and long-term assortment strategies, utilizing industry data services (NPD, SGI, etc), consumer insights, retail network feedback, DTC analytics, and competitive landscape analysis. - Lead collaboration with global creation to develop category product initiatives. Own category margin, profitability, forecasting, product assortment and life cycle, category spokesperson, and alignment with cross-functional business partners.
Global Product Line Manager - Trailhead
KEEN Footwear2018 – Present
Oversee product line management of the global Trailhead footwear category, from concept brief through market introduction.
Merchandise Manager - Slides and Training Footwear
adidas2015 – 2016
Entrepreneurial approach towards building the Slides and Training footwear business strategy and range assortment plan, with long-term clear product direction. Briefed and managed SMU needs to global creation team, in order to maximize strategic opportunities with key accounts and cultural moments (Boston Marathon). Analyzed competitive landscape and consumer insights to identify market trends and opportunities, and develop seasonal initiatives and assortment plans. Lead spokesperson at internal stakeholder and key partner category presentations.
Product Marketing - Running Footwear
ASICS America Corp2001 – 2015
Product line management, from concept brief through commercialization, with a focus on Trail, Speed, and other incremental growth opportunities to build Running Footwear to $1+ billion. Built relationships with consumers, retailers, and trade media to research and assess the U.S. footwear marketplace in order to identify and analyze market trends and opportunities. Lead spokesperson of new products during creation and sell-in process to key retail partners across all channels of distribution, from Finish Line and Road Runner Sports to Amazon.com and Kohl's. International collaboration with the development and design teams based in Japan and ASICS subsidiaries worldwide to produce global product strategies. Provided technical and market expertise to Marketing & Communications, leading cross-functional teams to produce compelling consumer focused brand messaging. Lead spokesperson of Running Footwear for trade media events and internal stakeholder presentations.
