Sholeh Mirzai
Sr. Director- Product / Inclusive Design Champion · YETI
Denver, CO
In My Own Words
Experienced and passionate merchandising & product line management expert with 14+ years experience in the baby, outdoors, sporting goods and luxury goods industries. Specializing in apparel, accessories, soft-goods and equipment at companies ranging from start-ups to multi-billion dollar companies. Experience with significantly growing existing businesses as well as identifying and launching innovative and new categories. Fun, energetic, and creative leader who understands that creating and fostering a great team is the foundation of any successful department. Expertise in backpacks, luggage, headwear, leather goods, mens and womens sportswear/outerwear, baby accessories/gear and socks. Passionate about bringing JEDI (justice, equity, diversity and inclusion) practices to every stage of the GTM process.
Work Experience
Director of Merchandising- Jansport & Eagle Creek
VF Corporation2019 – 2021
Head of Merchandising reporting into the President. Implement and manage all Merchandising functions for two brands. Responsible for global wholesale and ecomm merchandising, including segmentation, product briefing, margin and revenue goals as well as strategic planning and business development. Co-founder of Justice & Equity Council (internal diversity & inclusion group)
Global Product Director- Accessories
Under Armour2016 – 2019
Responsible for growing full line of Accessories including headwear, backpacks, gloves, duffles and bedding YoY. Product creation for all global regions (US, LATAM, APAC and EMEA) as well as DTC and .com exclusives. Managed licensees and licensors for Accessories. Achieved margin growth YoY while reducing SKU counts and increasing SKU productivity.
Sr. Global Product Line Manager- Backpacks & Travel
The North Face2015 – 2015
Owned full GTM process for global product line of backpacks, travel and duffles. Managed team of 2 developers.
Global Product Manager (Merchandiser)- Daypacks & Travel
The North Face2011 – 2015
Responsible for creation and management of daypack and travel assortment and product line from inception through production.
Design/Product Manager
Hlaska Inc.2010 – 2011
Managed team of 2 designers as well as interns for full GTM process from concept creation to in-store merchandising for fully vertical product line. Managed .com and in-store assortment and buys. Product lines included mens and womens outerwear, sportswear, knits and woven tops, leather goods and handbags.
Design Project Coordinator
Hlaska Inc.2010 – 2010
Manage and propel the design calendar to ensure on time deliveries and quality products. Manage and develop seasonal assortments, branded design elements, and seasonal buys. Advise in all aspects of company branding, from website development and graphic design to apparel design and packaging . Assist in all operational responsibilities including opening retail locations, setting up e-commerce site and creating and implementing company policies concerning both internal employees and external customer relations. Create protocol for POS, inventory control, assortment planning, production and design systems.
PR/Marketing Manager
Hlaska Inc.2007 – 2010
Developed and executed a ground up strategy for all PR and marketing related duties to grow and increase brand awareness of a start-up apparel company. Secured editorial placements in top publications, developed social media presence and ongoing strategy, planned in store events, promotions and sales to drive awareness or\f brand while increasing sales both online and in stores.
Substitute teacher
Hayward Unified School District2005 – 2007
Substitue teacher for grades K-6. Managed classrooms of 20-30 students. Followed ever changing detailed lesson plans and daily schedules. Developed and implemented original curriculum for students while ensuring a safe and productive learning environment. Consistently and effectively organized awesome games of dodge ball and eraser tag.