Always For Me

Challenge

Revamp marketing & merchandising strategy for plus size women’s direct to consumer swimwear business

Process

• Reviewed trends, designs, and product performance for ~50 SKUs and ~300 seasonal SKUs to facilitate growth and strengthen its competitive position.
• Led broad-ranging cross-functional initiatives designed to increase revenue and EBITDA growth by leveraging analytical and problem-solving skills to prioritize tasks, promote teamwork and manage timelines.
• Coordinated with both in-house and 3rd party resources to enhance brand visibility leveraging multiple mediums, including Email, social media, Facebook and Google Ads, online events, SEO, print ads, sponsored digital content, videos, influencers, giveaways, affiliates, direct mail, PR, and local market sample sales.
• Oversaw all private label development, including sourcing, merchandising, and pricing, to increase margins.

Key Achievements

• Grew gross profit 11% and top-line revenue 5%, thwarting a 40% 3-year decline in revenue.
• Improved conversion rate 26% through revamped UX/UI.
• Increased mobile revenue 35% as a result of a mobile-first strategy.
• Increased conversions of 18-24 year olds by 44% and 25-34 year olds by 23% by honing merchandising.