Fashion

Lifestyle

Yoga

President

Experienced retail merchandiser with a strong social media marketing base.

•	Launched a handbag line focused on encouraging imagination, sustainability and individual expression of tweens 
•	Responsible for all marketing efforts, including advertising, public relations and social media
•	New account acquisition and management
•	Website design, operations and management
•	Partner with head designer to decide on new products and fabrics for each delivery
•	Financial analysis for sales, gross margin, sell-thru on all products and classifications


•	Responsible for major and boutique accounts in California, Nevada, Arizona, Oklahoma, Texas and Illinois
•	Initiate, plan and execute trunk shows and other customer events
•	Visit accounts on a regular basis for sell-in of new collections, visual merchandising updates, sales support and give product knowledge
•	Travel to accounts to sell new collections and suggest new styles and reorders from existing collections based on sell-thru
•	Trade show and market preparation to include initiating communication with prospective accounts
•	Give regular product knowledge meetings to managers and sales associates in all accounts 
•	Partner with accounts and Links of London Advertising to develop of co-op print, direct mail, e-blasts and in store advertising
•	Achieved 101.9% of 2010 sales plan; All accounts showing increases over LY in Fiscal 2011


West Coast Merchandiser

•	Opened brand new store location, merchandised floor, hired and trained associates
•	Develop unique and innovative marketing ideas to expand brand awareness in store, mall and community
•	Established positive working relationships with Bloomingdale’s employees and management; created mutually beneficial events
•	Coordinated and executed product knowledge meetings to three Neiman Marcus locations to assist with Friendship Bracelet product launch
•	Surpassed sales budget for Q4 2009; exceeded Target 3 sales budget for Spring 2009


Store Manager 

•	Managed $3.9 M of annual sales; managed 8 full-time associates; responsible for the day-to-day operations in women’s sportswear
•	Recipient of Department of the Year award for Fiscal 2008
•	Acquired and launched 3 new lines successfully; developed appropriate vendor matrix with buyers
•	Executed floor moves and merchandised sales floor according to Neiman Marcus visual standards
•	Communicated regularly with vendors’ representatives regarding sales, product knowledge meetings, contests and events
•	Planned and executed department events including personal appearances, trunk shows, focus days and fitting room events
•	Enforced the stockroom is compliant with standards resulting in a 0.00% shortage for Fiscal 2008
•	Coached associates to grow business and improve relationships; worked in committee creating new motivational campaign to store


Department Manager, Designer II

•	Launched online store on Amazon.com; sales increased 77% over LY, gained 1000+ new e-commerce customers in 1 quarter
•	Created and developed promotions and marketing strategies to further develop existing customers
•	Prepared purchase orders for refills and new products; communicated with vendors to ensure timely delivery; updated online store



Manager of Brand Development

December 2004 to November 2005				Department Manager, Men’s Sportswear
•	Responsible for annual volume of $4.5M; achieved sales increase of 7.5% over LY and Plan
•	Managed 7 associates; recruited, interviewed and trained new associates; Executed floor moves for best adjacencies and location
•	Motivated associates to reach higher sales goals; 4 of my associates increased sales over LY
•	Evaluated vendor matrix and selection with merchants; assisted with Fall 2006 buy for 2nd highest volume vendor
•	Communicated with vendors to set up product information meetings, contests, events and convey top sellers and voids
•	Directed morning meetings to all store associates regarding product knowledge and contest information
•	Networked with vendors, buying offices and other department managers at annual conclaves to view upcoming lines
August 2004 to December 2004				Department Manager, Holiday and Epicure
•	Increased department sales to #1 in volume of company; increased sales volume 11% over LY

Department Manager - Men's Sportswear

Asst Buyer/Merchandise Planner:
Office managed 18 multi-vendor classes with annual volume of $16.5M; exceeded sales and gross margin plan
Supervised independently luggage and sunglasses departments: $2.5M Open-to-Buy, assortment planning, sales analysis, markdowns, merchandise allocation, vendor matrix and negotiations; increased Gross Margin by 6%; sales volume of $2M, increased 23% over LY
Communicated daily with 150+ vendors, stores and distribution channels to ensure proper shipping and order fulfillment
Identified opportunities to maximize business, including product development on key classifications and to fill voids
Negotiated to receive up-front discounts, terms, Return-To-Vendors’ and contest incentives
Calculated gross margin recaps by vendor and classifications and style sell-off reports to analyze store performance
Opened two new locations; responsible for visual merchandising
Division leadership: product knowledge meetings to exchange product information & best practices


Assistant Buyer/Merchandise Planner 

Find out detailed information about Reina Smyth, President in Oceanside, CA

Reina Smyth: President in Oceanside, CA

Reina Smyth

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