Keli Blake

DIRECTOR OF PRODUCT MANAGEMENT

2024 – Present

CATEGORY MANAGER - SOFTGOODS/APPAREL & ACCESSORIES

2019 – 2023

• Responsible for overall product management and P&L for Apparel, Logo wear, Handwear, Headwear and Belts resulting in over 40% growth across all categories for e-comm and wholesale channels • Managed seasonal merchandising assortments and strategic goals, providing category and pricing insights based on market and consumer data analysis • Created, managed and maintained product line plan and seasonal calendars • Led monthly keep/add/drop inventory, purchasing and demand meetings • Responsible for briefing customer research, market conditions and status/activity of competing brands • Executed product briefs for all categories and branded/logo wear in apparel and accessories • Responsible for product performance and feature requirements by ensuring they meet overall brand strategy • Led product design, graphic design, materials, quality and sourcing on all products • Continually analyzed historical and current sales data by category, channel and consumer and sku level • Implemented business plans on new products to meet launch expectations and timing with Sales and Marketing • Designed and Developed Men’s & Women’s cut and sew and knits for all in-line products • Initiated and implemented successful re-launch of all categories through re-sourcing, strategy and margin growth • Created product calendars, softgoods quality manual, seasonal road-maps and go to market plans • Responsible for recommendation and implementation of improvement in existing products and product lifecycles • Managed all creative, innovation, silhouette, print / pattern, color, and materials direction for all categories • Directed creative and merchandising strategies, including visual line plans and pricing strategies • Key point of contact for Sales and Marketing on product-related communications • Managed and analyzed costing from vendors and worked on maintaining and improving margin requirements

PRODUCT DEVELOPER

2015 – 2019

• Developed Men’s, Women’s, and Kids' performance apparel, including cut-and-sew and sweater knit garments • Managed and tracked style development according to established product calendar • Initiated and managed Wear Testing Program, analyzing results to optimize advanced and in-line products • Executed all details of tech pack development including bill of materials, measurement specifications, construction details and points of measure through utilization of Excel and Product Line Management (PLM) systems. • Supported margin goals through value cost engineering in partnership with Operations and Merchandising teams • Managed and scheduled fit sessions, ensuring alignment with brand fit standards • Tracked style development and ensured adherence to established product calendars • Developed and managed yarn development process for sweaters and knit accessories • Traveled and communicated with domestic and international VF Asia offices, factories and trade shows

DIRECTOR OF PRODUCT CREATION / DESIGNER / DEVELOPER / MERCHANDISER / PRODUCT MANAGER

2010 – 2015

• Directed, initiated and managed all aspects of design, development and merchandising assortment planning for apparel including women’s running and lifestyle products in tops, bottoms, outerwear and sports bras • Responsible for product development process: tech packs, tech sketches, materials, specs and construction • Designed and developed all apparel including garment, fabric, trims and textile prints • Researched trend forecasting needs and interpreted ideas for seasonal product strategies • Created development timelines, SKU management, and pricing strategies for wholesale and direct-to-consumer • Responsible for operations, including pricing, margin standards, purchasing, SKU management and line planning • Managed and maintained all key system work associated with product creation • Created retail account specific visual merchandising and product assortments • Managed any additional staff needs when contract help was needed • Prepared and assisted in seasonal product reviews to cross functional team members • Developed product briefs to contain brand information on pricing, competitive analysis, forecasting and colorways • Traveled domestically and internationally for trade shows, accounts and to tour factories • Responsible for merchandise assortment planning and successful creation of new product launch category • Conducted wear testing and fit evaluations across various body types and sizes • Evaluated and commented on protos, fit samples, sales samples, pre-production and top of production samples • Sourced fabrics and trims, ensuring timely testing and approvals for production • Communicated daily with manufacturers in Asia to ensure execution of product details and maintain timelines • Identified, requested and approved lab dips and strike-offs for SMS and production • Created and developed Point of Measure and Quality Assurance manuals • Created and managed tech packs, development calendars, communicated status updates • Negotiated material and garment costs, order quantities, and lead-times with factories to reach financial goals

PRODUCT MANAGER & GRAPHIC DESIGNER

2008 – 2010

• Responsible for executing decorated product services, including apparel, accessories, banners and signs • Designed original art for screen printing, vinyl, embroidery and heat transfer applications • Managed production workflow from customer care to product execution • Communicated costing requirements to customers • Recreated art from unacceptable formats or poor quality, to provide suggestions for best final product execution • Created color separations and film output for correct product application

CONTRACT DESIGNER & DEVELOPER

2009 – 2010

• Keystone Workwear - Created tech packs, tech sketches, folding and packing specs for Painter’s Wear Pants • Island Company - Created tech packs and analyzed fit for Men’s and Women’s apparel resort wear • Dara Gear – Designed, created tech packs and analyzed fit for Men’s and Women’s Muay Thai activewear • Pearl Izumi - Created tech packs for Shimano products including Men’s and Women’s cycling apparel

APPAREL PRODUCT DEVELOPER

2007 – 2008

• Developed Kids, Men’s and Women’s apparel and accessories (woven/knit tops, bottoms, hats, scarves, mittens, bags) for Crocs and Ocean Minded product lines • Created technical packages, including tech sketches, measurements, material specs, and construction details • Collaborated with designers to refine and finalize garment specifications. • Identified, requested and approved color lab dips for sales sample and production cloth • Managed and tracked production stages, ensuring timely delivery and quality standards • Oversaw sample approval process (fit, sales, pre-production, and production samples) • Conducted domestic and international factory tours to monitor production processes • Created point of measure sketches/descriptions for new product categories (swimwear, intimates, accessories

PRODUCT MANAGER

2003 – 2007

• Developed and launched new Kids product category (tops, bottoms, denim, outerwear) for e-comm and wholesale • Designed and introduced School Uniform line with expanded sizing (including toddler sizes) • Led Women’s Workwear development (tops, bottoms, denim, outerwear) and implemented new fit standards • Collaborated with general managers, sales and marketing on seasonal forecast and merch planning • Conducted consumer wear tests, focus groups, and fit tests to align products with market needs • Managed creation of tech packs, including measurement specs, material details, and target costs • Collaborated with factories, quality control, and engineering to address production and quality challenges • Designed and developed trim and cloth from concept to completion. Identified, requested and approved lab dips • Researched consumer needs and trends to interpret ideas for product development seasonal strategies • Responsible for in-line presentations to accounts and national sales force • Maintained carry-over product and updated existing styles with market trends thru evaluating SKU productivity • Responsible for projects and tasks that the Merchandising Assistant worked with • Initiated and developed color and trend boards for new product presentations • Determined new product pricing based upon competitor research, sales input and margin requirements • Traveled domestically and internationally to oversee production and vendor relations

Bachelor's of Science / Fashion Merchandising

1999 – 2003

Portfolio

Brief overview of past work experience!