Lifestyle

Skate

Surf

Head of Product 

Top Management

Taking products from concept to consumer – and performing each of the steps in between with meticulous attention to detail.  That’s what makes the end user buy and tell their friends to buy the product.  That’s my mission.

It’s about designing in at every step the performance, fit and feel, the materials and manufacturing processes that deliver the quality and price point that create brand loyalty.

Then there’s production – communicating across different cultures, time zones and convincing factories to deliver on schedule and true to the scrupulously documented specifications you provided and for the prices you negotiated.

Examples of what, where and how I contribute –
Named 2014 Red Dot Design Winner for Speedo Tri Clops Backpack.  Generated successful new programs, SKUs, lead P&L reports, and advised KPIs. 

Created assortments for Nike, Oakley, Speedo, Primitive Skateboarding, Disney, Warner Brothers, Fox,  Forever 21 Women’s and Men’s, BCBG, Marciano Guess, Iron Fist, LRG, Neff, Tap Out, Target and Walmart stores.

Created original product ideas for consideration for approval and distributed to overseas factories – complete detailed design/development packages, including color standards, CADs and flat sketches with all specifications.

STRATEGIC BRAND MANAGEMENT
•	Product Roadmaps/ Lifecycles
•	Trend Analysis & Competitive Market Research
•	New Product Initiatives
•	Category Concept Development
•	Go-To-Market Strategy

MARKETING & SALES SUPPORT
•	Go-To-Market Strategy
•	Documentation – Style Files & Samples
•	Materials & Manufacturing Processes
•	New Product Launch

PRODUCTION & DESIGN SUPPORT
•	Vendor Relations – scheduling, deliveries, management reporting
•	Fabric & Trim Testing & Approvals
•	Product Performance Documentation – wash & wear testing


* Lead the Product team to drive sales and margin growth, supporting financial and brand objectives based on a deep understanding of the consumer and the competitive landscape. 
* Collaborate with Design and Marketing to develop and road map annual initiatives and opportunities to drive brand growth.
* Develop seasonal financial and product strategies with Design, PD, Planning, and Production. Lead Merchandising to create and execute supporting category strategies and assortment plans based on data from consumer insights, sales results, site analytics, competition, and trends.
* Collaborate with Planning and Production to achieve gross margin targets and optimize the inventory productivity of all investments through pre-season planning and actions to drive sales.
* Oversee monthly buys for all styles, presenting clear investment strategies based on relevant KPIs and consumer insights.
* Partner with Creative, Marketing, and Site Merchandising to ensure assortment strategies are effectively communicated across consumer touchpoints such as website, social media, and CRM. Understand and optimize for how product strategies drive engagement and sales across touchpoints.
* Create and present comprehensive seasonal reviews to identify Strengths, Weaknesses, Opportunities, Threats that feed into future actions and strategies.
* Provide analytical thinking, problem solving and strategy development to support QALO and the global long term business planning process.
* Lead and partner with product creation team, including design and merchandising to drive the team to high levels of performance and keep each team member focused on the business strategy, plans and opportunities.
* Maximize margin expectations, business opportunities, sales volume and market share.
* Oversee Go-to-Market meeting, provide global teams and partners the seasonal brief and tools to sell the line, deliver a compelling go to market strategy, develop key account strategies and execute on the same.
* Lead the Product team to drive sales and margin growth, supporting financial and brand objectives based on a deep understanding of the consumer and the competitive landscape. 
* Collaborate with Design and Marketing to develop and road map annual initiatives and opportunities to drive brand growth. 
* Develop seasonal financial and product strategies with Design, PD, Planning, and Production. Lead Merchandising to create and execute supporting category strategies and assortment plans based on data from consumer insights, sales results, site analytics, competition, and trends.
 * Collaborate with Planning and Production to achieve gross margin targets and optimize the inventory productivity of all investments through pre-season planning and actions to drive sales.
 * Oversee monthly buys for all styles, presenting clear investment strategies based on relevant KPIs and consumer insights. 
* Partner with Creative, Marketing, and Site Merchandising to ensure assortment strategies are effectively communicated across consumer touchpoints such as website, social media, and CRM. Understand and optimize for how product strategies drive engagement and sales across touchpoints. 
* Create and present comprehensive seasonal reviews to identify Strengths, Weaknesses, Opportunities, Threats that feed into future actions and strategies. 
* Provide analytical thinking, problem solving and strategy development to support QALO and the global long term business planning process. 
* Lead and partner with product creation team, including design and merchandising to drive the team to high levels of performance and keep each team member focused on the business strategy, plans and opportunities. 
* Maximize margin expectations, business opportunities, sales volume and market share. 
* Oversee Go-to-Market meeting, provide global teams and partners the seasonal brief and tools to sell the line, deliver a compelling go to market strategy, develop key account strategies and execute on the same.

Skills: ERP Software · Customer Relationship Management (CRM) · Product Strategy · Product Development · Retail · Marketing · Sales

Create season line architecture/numeric plans for Mens, Womens, Boys, Ecomm, SMU, Licensing, Athlete Collections, and Celebrity/Influencer Collections. 
Research and direct competitive positioning and trends
Review all brand ROI and KPI
Oversee Licensing agreements 
Coordinate initial forecast, by style, based on design and historical sales data
Set cost targets based on pricing strategy and historical data
Evaluates current business processes to identify improvements and leverage infrastructure
Build yearly development calendar by season starting with Line Arch/Numeric plans to Sales meeting and buy dates.
Manage and maintain yearly budgets
Approve all costing and margin
Solve and Support Seasonal workflow fluctuations

Director of Product Merchandising & Design 


Director of Product & Merchandising over all product categories including Skateboards, Skate Accessories, Cut & Sew Apparel, Printables, Footwear, E-Sports, Subscription Services, Ecomm, and Twitch channel. Also, manage and create licensing / collaboration contracts from initiation, signing, and deal memos from concept to consumer along with subsequent product approvals.
• 2021 Licensing International Excellence Awards Nominee
• 2020 Licensing International Excellence Awards Nominee
• 2019 American Business Awards (Stevie Award) winner for 'Product Management / Development Executive of the Year' and 'Product Developer of The Year'

Director of Product & Merchandising 

Sr. Global Product Manager – SMU & Licensed Product 
 - Direct all product and business globally across all Neff categories (headwear, 	accessories, apparel, watches, eyewear, footwear, socks, underwear, skate, and snow) from concept to commercialization.  (Disney, Warner Brothers, Epic Records, Lucas Films, Marvel, and Riot Games) products. As well as co branded product for Athletes, Actors, and Musical Artists.



Senior Global Product Line Manager

Manage all Oakley’s 50 million dollar accessories business globally across 150 styles from concept to commercialization.  Accessories represent 44% of Oakley’s overall revenue annually.
•	Using strategic brand and market guidance, build seasonal line plans and product strategies delivering products that adhere to architecture, volume, GPM, and efficiency requirements.
-	Leadership role throughout the entire product process, from brief to GTM, in order to ensure that products and execution are met.
-	Analyze forecasts and orders in order to track metrics and KPI’S
-	Support sales and Marketing organization by inspiring and guiding them throughout the process to ensure compelling storytelling
-	Participate in key account pre-lines and product sell-in
-	Build active relationships with internal sales people and external buyers
-	Stay in touch with global consumer and product trends to improve product decisions
-	Maintain continual understanding of global customers and key accounts in terms

Global Product Line Manager  

Product Line Manager
•	Responsible for assigned product category from concept to commercialization; managing and updating line plans, spec sheets, quote sheets, cost break down sheets and the style set up process; creating and presenting range briefs for new products and packaging; developing comprehensive category pricing structure that is market competitive and meeting Corporate goals; work with planners to assure SKU count, margins, and budget parameters are accomplished. 
•	Work closely with the marketing team to ensure that feature set of product ranges and packaging requirements are communicated well both internally and externally, execute hang tags, collateral, workbook seasonally, ensure that product marketing is effective and that a clear and compelling in print and on web seasonal launch package is available for all sales teams globally. 
•	Ensure all design and packaging briefs are delivered to meet on-time deliveries Insure all items arrive on time for various sales meetings, trade shows, catalog shoots, and production. 
•	Develop in depth Market Research for category by analyzing market data, consumer trends, and market conditions. Research will also include on-site visits to pool training sessions, sporting goods accounts, dept. stores, team dealer, and other channels of distribution,
•	Use of ACS, Enovia, XPC, Word, Excel, Illustrator, Photoshop, CS, WGSN, and other Apple and Microsoft programs on a regular basis.
Key Accomplishments:
•	Red Dot Design winner 2014

Product Line Manager: Hard Goods - Speedo

•	Product Developer (Contracted) for Nike accessories (bands, hair management, training gloves, running gloves, brimless head wear, team sports, and cold weather)
•	Responsible for the design direction, development, selection, and approval for material, silhouettes, colors, and patterns for brand profile or product developing for. 
•	Communicate with overseas factories and production to meet targeted cost objectives for each style developed, in adherence with time action calendar for factory production dates, preproduction samples, and top of production samples
•	Insure all items arrive on time for various sales meetings, trade shows, catalog shoots, and production. 
•	Coordinate and direct materials and concepts to the graphic artists to ensure cohesive brand image for licenses or private label product.
Key Accomplishments:
•	Created accessory assortments for NIKE in (NSW, Running, Tennis, Nike Pro Combat, NFL, and MLB)

Sr Product Developer - Contracted (JR286)

•	Responsible for trend direction, conceptual direction, styling execution, color direction, and branding 
•	Create original product ideas for consideration for approval. Responsible for the design direction, development, selection, and approval for material, silhouettes, colors, and patterns for brand profile or product developing for. 
•	Communicate with overseas factories and production to meet targeted cost objectives for each style developed, in adherence with time action calendar for factory production dates, preproduction samples, and top of production samples
•	Insure all items arrive on time for various sales meetings, trade shows, catalog shoots, and production. 
•	Work closely with Chief Creative Officer and VP to ensure team objectives are met on all products developed with costing, quality, and schedule guidelines set forth
•	Coordinate and direct materials and concepts to the graphic artists to ensure cohesive brand image for licenses or private label product.
•	Travel to various trade shows (MAGIC/POOL/PROJECT/SLATE) to meet with customers and bring new accounts in.  
•	Use of Illustrator, Photoshop, CS, Stylesite, WFX, Word, Excel, and other Apple and Microsoft programs on a regular basis.
Key Accomplishments:
•	Created apparel, footwear, and accessory assortments for Iron Fist (Women’s & Men’s), Abbey Dawn, Just Fab, RuPaul (footwear) Forever 21, YMI,

Sr Product Developer & Designer & PLM (Division acquired from Putnam) 

•	Give conceptual direction, styling execution, color direction, and branding including tracking all styles from initial development through pre-production approval process for private label and licensed product .
•	Create original product ideas for consideration for approval. Responsible for the design direction, development, selection, and approval for material, silhouettes, colors, and patterns for brand profile or product developing for. 
•	Create and distribute to overseas factories complete, detailed, design/development packages including color standards, CADs, and flat sketches with all specifications for each style designed in an orderly manner. Communication in a detailed manner with overseas factories and production to meet targeted cost objectives for each style designed and developed.
•	Communicate directly with our Shanghai office and China factories to insure all items arrive on time for various meetings, sampling, PP, and Production. 
•	Work closely with Sr. Women’s Product Manger and Sales to ensure team objectives are met on all products developed with costing, quality, and schedule guidelines set forth
•	Coordinate and direct materials and concepts to the graphic artists to ensure cohesive brand image. 
•	Travel to various trade shows (MAGIC/POOL/PROJECT/SLATE) to meet with customers and bring new accounts in.  
•	Use of Illustrator, Photoshop, CS4, WGSN, Stylesite, WFX, Word, Excel, and other Apple and Microsoft programs on a regular basis.
Key Accomplishments:
•	Created assortments for Forever 21 Women’s and Men’s, BCBG (various divisions), Arden B, Wet Seal, Marciano Guess, Affliction, Iron Fist, YMI, LRG/Luxirie, Tap Out, Alex & Chloe, Rogue, Pastry, Target and Wal-Mart stores.

Product Developer/Designer for Licensed/Private Label

•	Create original product ideas for consideration for approval for Director. Responsible for the design, development, selection, and approval for material, silhouettes, colors, and patterns for brand profile or product developing for. 
•	Ownership over complete design process including conceptual direction, styling execution, color direction, and branding including tracking all styles from initial development through pre-production approval process.
•	Shopping the retail market and Trend shows seeking new product and design inspirations, trends, colors, and materials for season in development.  Interpret and select specific color palettes, patterns, or prints, materials, and trims that fit into the costing and brand profile for each season. 
•	Create and distribute to overseas factories complete, detailed, development packages including color standards, and flat sketches with all specifications for each style designed in an orderly manner. Communication in a detailed manner with overseas factories and production to meet targeted cost objectives for each style designed and developed.
•	Work closely with VP of SLG’s/Belts/Handbags and Design Director to ensure team objectives are met on all products developed with costing, quality, and schedule guidelines set forth
•	Coordinate materials and concepts with other designers for each brands and also Design Director to ensure cohesive brand image.
Key Accomplishments:
•	Created assortments for Kitson, Simply Vera, Target, Gap, Old Navy, Dockers, Von Maur, Dillard’s, Mervyns, Lane Bryant and Wal-Mart stores.

Product Developer & Assistant Designer

•	Men's Retail Division (Dress shirts & Pants)
•	Compiled daily and weekly sales reports.
•	Purchase order entry and data set-up.
•	Maintained model stock levels by item and/or by style by store.
•	Analyzed and tracked sales and inventory on key programs by color and size by store.
•	Determined and executed price changes and markdowns on slow selling items or for promotions.
•	Monitored inventory levels by store and classification based on ROS, WOS, and sell-thru capacity.
•	Responsible for replenishment of existing styles to model stocks.
•	Executed new store assortments.
•	Assist buyer with fashion and product knowledge to create store assortments
Key Accomplishments:
•	Created visual directives, key item sellers and replenishment items for more than 80 Haggar Retail Stores.

Assistant Buyer

Greg Cassius is a Head of Product at QALO in Los Angeles, CA. View their experience, skills and work history on Malakye — the professional network for…

Greg Cassius — Head of Product at QALO — Los Angeles, CA

Greg Cassius

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University of North Texas

University of Texas at Austin