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Catalog Creative and Production Manager

Engineering & Production

A product manager, merchandiser, and graphic artist based in Orange County, California and Portland, Oregon. Passionate about the apparel and lifestyles industries with ties to the surf community. As a current member of the Hurley Creative team, my previous roles speak to the diversity of my work and my ability to constantly learn and adapt to new situations. 



- Reformat Adobe Illustrator files from clothing designers for pre-production, digital sales tools, reporting tools, and print 
- Create and distribute Mens, Womens, Wetsuit & SMU Catalogs
- Typesetting 
- Prepare and distribute catalog layout proofs 
- Prepare catalog files for pre-press 
- Attend press checks at printer 
- Assembly of online order forms and digital sales tools 
- In charge of image website for Hurley's B2B website

The nature of the work is focused on consumer insights, assortment planning, Go To Market, and product management activities. 
- Acts as an expert in building Consumer Right Assortments for assigned categories and locations. 
- Briefs the product engine on the needs of the consumer for both the category/geography and upcoming trends. 
- Work across the product engines to ensure product is being created with the retail end in mind. 
- Edits the product line for assigned locations and categories using both directed assortments and selecting the line outside of the global    core product with a goal of 
- responsibly for meeting revenue and margin targets. 
- Builds directed assortments that support category vision, working with geographies and retail end in mind.

Associate PLM | Assistant Global Merchant

- Collaborate with Sales, Product and Merch teams to build account specific product for Hurley’s G5 accounts (DSG, Pac, Buckle, Macy’s & Tilly’s)
- Create line differentiation and account segmentation within the marketplace
- Lead team from conception/CAD to when the PO is placed
- Act as liaison between sales, product, and development
- Negotiate LDP/FOB to meet category margin and revenue goals
- Set wholesale and retail pricing through market landscape and product integrity

Special Make Up Product Manager 

- Conducted marketplace analysis and product sell-through (by category, channel, pricing, etc.) 
- Organized and tracked AF/GTM samples for all meetings
- Built product assortments by classification and channel 
- Prepared all product lines for key dates & gates (GTM)
- Assisted in building architecture for upcoming season, setting retail/wholesales by category 
- Assisted with in-house catalog photo shoots

Merchandising Innovation Intern

Sophia Magee is a Catalog Creative and Production Manager at Hurley International in Newport Beach, CA.

Sophia Magee

Sophia Magee

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