Lisa Kjerulf
Golden Breed Surf (Australia)
Melbourne, VIC
In My Own Words
Product Manager from the US with global experience in the street and lifestyle industry as well as in various start-up environments from small to big business. Works cross-functionally with design, development and sales teams to efficiently fulfill global brand initiatives.
Work Experience
Retail Professional - Surf Lifestyle Apparel / Footwear / Hardware
Golden Breed Surf (Australia)2015 – Present
- KPI success driving sales through initiative with team, exceeding annual targets - Consult management on merchandising, range rollout and stock refill - Provide analytical support to key stakeholders to measure performance and drive business decisions
Product Manager - Lifestyle Footwear / Apparel
adidas (Germany)2011 – 2014
Wholesale: - P&L responsibilities of 90M annual turnover - Brief design and development; ensuring product commerciality, USP and range profitability for a global market - Liaise directly with factory; biannual trips to Asia for prototype finalization - Presentation of global range to subsidiaries and key accounts
Own Retail / Merchandising: - Conceptualize and manage exclusive style range on a fast fashion calendar (parallel to wholesale range) - Collaborate with apparel, accessories, brand marketing and merchandising to build a holistic 360 range rollout - Liaise directly with China, CIS and US for fluid integration of exclusive OR articles alongside WHS range - Develop specific programs for key marketing pushes and endorsee initiatives (Justin Bieber, Selena Gomez...)
SMU: - Manage and drive major key account SMU business: 20% of current business
Vietnam Sourcing Assignment - Lifestyle Footwear
adidas (Vietnam)2013 – 2014
- Manage SMU business from brief to commercialization; supporting China, Japan and US markets directly - Drive seamless direct-to-development process between HQ / Creation Center and Tier 1 factory - Ensure material selection, material standards, development timeline and cost to target are met - Weekly footwear / material development trainings including visits to T1 and T2 suppliers
Product Manager - Street Footwear / Apparel
Pele Sports AG (Switzerland)2009 – 2011
- Contribution to new football product range and global brand launch: South Africa World Cup 2010 - Implement quick response program; work directly with factory to fulfill last minute requests from sales - Optimization of pricing system improving accuracy and efficiency during data entry and target setting
Assistant Product Manager - Sport Style
adidas (Germany)2007 – 2009
- Data management; pricing, range plan overviews, creative briefs with design and development - Sales analysis; initiated and integrated as a key tool for seasonal review and range planning - Order/Sample Management; align with operations and regional sales reps for purchase orders and on-time delivery
Corporate Social Responsibility Internship
Columbia Sportswear (Portland, OR)2007 – 2007
- Factory database management; managed all audit updates from international auditors. - Analyzed international CSR market trends; local political, social and environmental issues.
Retail Sales Associate - Fashion Label
Maurices (Salem, Oregon)2003 – 2005
- Sales benchmarks; contributed to sales team’s achievement of daily, monthly, and yearly sales goals. - Visual Merchandising support; in-store setup. - Customer-shopping trends; analyzed to maximize sales opportunities and provide better customer service.
