Mar 2018 – Jul 2024 · 6 yrs 4 mos · Redondo beach · On-site

• 2018 to Present FUNDAMENTAL COAST Los Angeles, CA
• Founder and Creative Director:
• Founded and launched Fundamental Coast men’s and woman’s collection from inception to a successful venture with over $8 million in revenue in 2024.
• Managed all aspects of P&L, operations, design, sales, production, fittings, E-commerce and designed the concept for the retail store.
• Created a distinct brand identity that resonated with target audiences, resulting in significant market penetration and brand loyalty within the better men's and women's market
• Cultivated strategic relationships with suppliers, manufacturers, and retail partners such as Nordstrom, Von Maur, Scheels, Costco, Buckle and more to optimize production processes and expand distribution channels
• Led the development and execution of a comprehensive Omni channel wholesale sales strategy, including the launch of a branded e-commerce website, flagship brick-and-mortar store, wholesale sale channels, and private label business which established the brand in better markets.
• Built and led a high-performing team of independent sales representatives, securing distribution in over 350 + specialty retail locations, hotels, resorts and department stores across the US
• Launched Ecommerce store and sourced consultants to optimize and build out advertising strategies which increased sales year over year.
• Built seasonal merchandise strategies that focused on gross margin %, pricing targets by classification to meet and exceed sales goals.
• Established all factory production partners and negotiated all production cost and terms leading to a high internal margins.
• Traveled internationally to fabric mills and factories to develop innovative new products and negotiate current production resulting in stronger partnerships

Oct 2011 – Feb 2018 · 6 yrs 4 mos

• Responsible for the management of all aspects of business including, merchandising, sales management, production, operations, P&L, design direction, seasonal line plans, gross margins and inventory
• Worked with sales and design to build seasonal merchandise strategies to meet and exceed classification internal gross margin goals.
• Built strong relationships with majors buyers by partnering on marketing plans which increased business by over 133%
• Developed secondary line to target action sports which resulted in opening Tilley’s and specialty accounts leading to increase revenue.
• Championed company culture initiatives, fostering high-performing and motivated sales team that consistently exceeded targets.
• Increased company revenue by implementing strategic collection merchandising plans which opened additional key market segments.
• Developed strong relationships with the overseas production team to reduce cost and execute production.
• Secured multiple replenishment and private label programs with major retailers such as Nordstrom, Nordstrom Rack, TJX increasing overall bookings
• Lead all major accounts meetings with Nordstrom, Costco, Von Maur and managed USA/ Canada sales teams.

Jan 2011 – Oct 2011 · 9 mos

• Managed department and specialty store sales, including establishing replenishment programs to major accounts resulting in increased sales revenue.
• Increased sales and market share by doubling the specialty market account base increasing brand presence in the market.
• Implemented large item replenishment programs with major department stores including Nordstrom and Nordstrom Rack on key items.
• Traveled to all accounts which increased sales 160% for the brand and setting seasonal and yearly records.
• Utilized CRM tools effectively to manage client information and track progress on accounts, leading to more accurate forecasting and pipeline management.
• Established long-lasting partnerships with key industry influencers, generating increased brand awareness and credibility.

Jun 2010 – Dec 2010 · 6 mos · Greater Los Angeles Area

• Direction the design team and oversaw the execution of production for seasonal men's and kid's contemporary clothing lines resulting in increased market penetration.
• Lead all major retail accounts including Nordstrom, Sears, Jc Penny's and Macy's resulting in over 12M in revenue and 38% increase in company bookings.
• Analyzed industry trends to keep the collection innovative and current leading to additional onboarding of major retailers.
• Built strong buyer relationships, leading to long-term partnerships and increased business opportunities.
• Traveled internationally to factories to negotiate and place production buys resulting in increased internal margins.

Jan 2001 – Jun 2010 · 9 yrs 5 mos

• Negotiated and planned margin, inventory, and sales targets with suppliers and leadership team – aligning OTB financial plans with merchandise strategies.
• Received Buyer of the Year Award and numerous Buyer Awards for consistent high performing results.
• Communicated with vendors regarding inventory needs and negotiated prices to maintain profit margins.
• Forecasted purchasing trends and improved merchandising strategies.
• Increased sales revenue in 36 stores from $14M to $54M, gross margin from 31% to 51% maintained and increased turn from 3.2 to 6.1 yearly
• Established the premium denim department and brand mix for Nordstrom Rail department resulting in increased sales revenue.
• Built long-term supplier relationships with vendors negotiated cost, planned SMU’s and marketing strategies to drive business.
• Collaborated and directed 36 departments’ managers on product mix and in store event resulting in increased store traffic.

Jan 1998 – Jan 2001 · 3 yrs

• 1998 to 2001 NORDSTROM Walnut Creek, CA
• Assistant Sportswear Buyer: Edited and analyzed product mix to maximize performance. Allocated orders and managed all aspects of the OTB including inventory, turn, and markdowns. Worked with department mangers on merchandising directions and product knowledge for the sales teams. Monitored sales negotiated prices with vendors and analyzed sales reports to determine buying trends.
•  Increased overall sales performance year over year by managing assortments, OTB and motivating and educating department managers teams
•  Improved internal margins by as well as department turn by working with partners on assortments and negotiating cost
•  Won multiple monthly performance awards for sales increases

Jan 1997 – Jan 1998 · 1 yr

• 1997 to 1998 NORDSTROM Sacramento, CA
• Assistant Buyer Polo Ralph Lauren and Nordstrom Private label Group Worked in conjunction with private label team to develop the Callaway golf label, Evergreen brand, and Nordstrom Branded product. Responsible for analyzing seasonal sales performance, and giving direction on product mix by Classification, target retails, IMU’s and developing “mega items” for each brand. At the same time worked on developing and expanding the Ralph Lauren label in the stores with a diverse offering from the luxury purple label, sport collection, and multiple other sub label of the brand.
•  Increased sales by 16%
•  Decreased over all markdowns to 9% for the year
•  Increased turn .8
•  Developed multiple replenishment items in several categories