PROFESSIONAL EXPERIENCE

Business Development Manager | Feb 2022–April 2023

Rosa Rugosa, Toronto

Responsible for the development and execution of the go to market sales and marketing strategy for a locally made start-up DTC clothing brand resulting in over $600k in sales and high sell through percentages.

• Operationalized DTC business by developing e-commerce management & logistics department

• Responsible for inventory planning & product matrix, initiated projects with third party manufacturers

• Oversaw marketing & CRM strategies, content and visual assets production

Retail Buyer, Design Manager | Aug 2020–Dec 2021

Superette, Toronto

Responsible for the buying and development of 3rd party and private label smoking accessories, branded apparel/goods category. Oversaw budgeting, merchandising, inventory allocation for multiple locations. Liaised key partnerships to create brand awareness and community building in the cannabis space.

Buying / Merchandising

• Managed end to end buying process as well as implementing internal practices for inventory management

• Developed buying strategy, budgets and brand matrix for hyper localized markets

• Responsible for shipment logistics and procurement

Product Development

• Worked with key stakeholders to develop product assortment, creative direction, product feasibility and costs

• Developed tech packs for vendors and liaised with manufacturers

• Assisted in store design and merchandising across multiple locations

Director, Merchandise and Accessories | March 2018–June 2019

Aurora Cannabis, Toronto

As Director, Merchandise and Accessories, I was responsible for overseeing all merchandise and accessory acquisitions, supply chain activity delivering against sales and brand building objectives. As team leader, I was responsible for daily operations as well as implementation of new strategy and processes that drove cost savings and efficiency. The role required a high degree of analytic as well as design and technical skills, using a creative mindset to lead the design, build and execution of a best in class cannabis merchandise and accessories program for b2b and consumer markets.

Creative Direction / Strategy

• Created and implemented framework for a go to market strategy prior to federal legalization

• Vetted cannabis accessory and promotional goods manufacturers to determine design feasibilities and production timelines

• Conceived and managed full production cycle of Aurora Cannabis accessories initial wholesale offering, bought and sold on OCS e-commerce website

• Conceived and managed end to end cycle of various Aurora internal promotional campaigns and external marketing initiatives including concept, sales & supply chain activities

• Initiated and liaised with external contractors and freelance designers to provide graphic design concepts, print artwork and possible XM initiatives for consumer facing executions

• Mall flagship store including creative decision making for store concept design and product offering

Leadership / Management

• On-boarded a team of 4 full time employees and 4 contract employees

• Continually recruited potential candidates for cross functional departments

• Collaborated cross functionally with multiple departments to deliver internal and external promotional goods

• Established vendor relationships and production schedules to meet a four month legalization launch

Director of Fashion Retail, Chief Creative Officer | March 2005—Dec 2018

Nomad, Toronto

Co-founded and operated what grew to become a globally renowned contemporary menswear boutique. Our vision to pioneer a new approach to the traditional retail boutique set a precedent for the menswear space in the Canadian and worldwide market. Through our continued focus on a highly coveted product matrix and impeccable retail execution, Nomad’s 13 year history continues to leave it’s impression on the Canadian retail market.

Buying / Merchandising

• Improved Nomad’s buying process focusing on planning and strategy designed to maximize buying budgets achieving a +90% sell through average and maintaining optimal margin dollars seasonally

• Fostered vendor relationships that produced successful collaborative projects and alternative streams of revenue such as Justin Bieber Purpose Tour Pop Up, October’s Very Own x Roots Collaboration Launch, Fear of God Vintage Tee Launch

Operations

• Increased annual revenue through data analysis and implementing actionable solutions across all departments leading to a 61% increase between 2014-2016

• Created and enforced budgets across all departments to attain optimal efficiency and profitability

• Led performance training and development of management and sales team through mentorship and succession planning using key performance retail metrics

• Developed personal client service program, including innovative practices increasing footfall and overall conversion in store

Marketing & Social Media/ E-commerce Development

• Launched e-commerce website implementing creative standards and brand guidelines using industry standard best practices contributing to 20% of overall sales

• Strategized effective marketing and social media campaigns increasing social engagement but 500% between 2013-2017

• Planned and implemented communications strategy adjusting weekly to respond to emerging content opportunities on various communication platforms

• Conceptualized and assisted in the creation of visual assets and content management for use over social media and e-commerce campaigns

Design Director

Goodfoot, Toronto | 2003–2009

Ransom Holding Co., Toronto | 2005–2009

Led the creative development of the Goodfoot and Ransom Holding Co. private label brands concurrently. Defined brand identity by conceptualizing creative direction and product design as well as managing production cycle process. This led to wholesale distribution worldwide and a coveted brand status within the streetwear culture.

• Conceptualized brand identity and vision through a strategic approach around product design and assortment leading to 25 wholesale accounts collectively

• Managed production cycle end to end internally and externally

• Developed marketing initiatives and production of visual assets for use in seasonal lookbook and marketing campaigns

• Supervised sourcing and production materials, graphic design assets and manufacturing partners