Catherine Durnan

𝗦𝘁𝗿𝗮𝘁𝗲𝗴𝗶𝗰 𝗙𝗼𝗰𝘂𝘀: Helping furniture companies grow brands and bridge the gap between product vision and market success. Whether you're scaling an existing portfolio, launching private label initiatives, or optimizing global sourcing, I bring the strategic expertise typically found only in seasoned CPOs—available as flexible fractional support. 𝗣𝗥𝗢𝗗𝗨𝗖𝗧 𝗟𝗘𝗔𝗗𝗘𝗥𝗦𝗛𝗜𝗣 𝗦𝗢𝗟𝗨𝗧𝗜𝗢𝗡𝗦 Strategic product leadership across the entire lifecycle: 𝗦𝘁𝗿𝗮𝘁𝗲𝗴𝗶𝗰 𝗽𝗿𝗼𝗱𝘂𝗰𝘁 𝗶𝗻𝘁𝗲𝗹𝗹𝗶𝗴𝗲𝗻𝗰𝗲 Create your winning edge by knowing what to build before your competitors do. • 𝗧𝗿𝗲𝗻𝗱 𝗙𝗼𝗿𝗲𝗰𝗮𝘀𝘁𝗶𝗻𝗴 - Get 3 - 6 months ahead with data-driven market intelligence • 𝗖𝗼𝗺𝗽𝗲𝘁𝗶𝘁𝗶𝘃𝗲 𝗜𝗻𝘁𝗲𝗹𝗹𝗶𝗴𝗲𝗻𝗰𝗲 - Track emerging styles, materials, and consumer preferences • 𝗔𝘀𝘀𝗼𝗿𝘁𝗺𝗲𝗻𝘁 𝗔𝗿𝗰𝗵𝗶𝘁𝗲𝗰𝘁𝘂𝗿𝗲 - Define product mix, pricing, and channel strategy • 𝗧𝗿𝗮𝗱𝗲 𝗦𝗵𝗼𝘄 𝗔𝗻𝗮𝗹𝘆𝘀𝗶𝘀 - Discover innovations and evaluate market direction 𝗚𝗹𝗼𝗯𝗮𝗹 𝘀𝗼𝘂𝗿𝗰𝗶𝗻𝗴 & 𝗺𝗮𝗻𝘂𝗳𝗮𝗰𝘁𝘂𝗿𝗶𝗻𝗴 From idea to shelf – develop and source margin-rich products. • 𝗙𝗮𝗰𝘁𝗼𝗿𝘆 & 𝗩𝗲𝗻𝗱𝗼𝗿 𝗦𝗼𝘂𝗿𝗰𝗶𝗻𝗴 - Connect with vetted global manufacturing partners • 𝗣𝗿𝗼𝗱𝘂𝗰𝘁 𝗗𝗲𝘃𝗲𝗹𝗼𝗽𝗺𝗲𝗻𝘁 - Create specs, manage prototypes, and ensure quality • 𝗖𝗼𝘀𝘁 𝗢𝗽𝘁𝗶𝗺𝗶𝘇𝗮𝘁𝗶𝗼𝗻 - Negotiate pricing, MOQs, and shipping terms • 𝗦𝘂𝗽𝗽𝗹𝘆 𝗖𝗵𝗮𝗶𝗻 𝗦𝘁𝗿𝗮𝘁𝗲𝗴𝘆 - Build resilient, diversified sourcing networks 𝗚𝗹𝗼𝗯𝗮𝗹 𝘀𝗼𝘂𝗿𝗰𝗶𝗻𝗴 & 𝗺𝗮𝗻𝘂𝗳𝗮𝗰𝘁𝘂𝗿𝗶𝗻𝗴 From idea to shelf – develop and source margin-rich products. • 𝗙𝗮𝗰𝘁𝗼𝗿𝘆 & 𝗩𝗲𝗻𝗱𝗼𝗿 𝗦𝗼𝘂𝗿𝗰𝗶𝗻𝗴 - Connect with vetted global manufacturing partners • 𝗣𝗿𝗼𝗱𝘂𝗰𝘁 𝗗𝗲𝘃𝗲𝗹𝗼𝗽𝗺𝗲𝗻𝘁 - Create specs, manage prototypes, and ensure quality • 𝗖𝗼𝘀𝘁 𝗢𝗽𝘁𝗶𝗺𝗶𝘇𝗮𝘁𝗶𝗼𝗻 - Negotiate pricing, MOQs, and shipping terms • 𝗦𝘂𝗽𝗽𝗹𝘆 𝗖𝗵𝗮𝗶𝗻 𝗦𝘁𝗿𝗮𝘁𝗲𝗴𝘆 - Build resilient, diversified sourcing networks

• 𝗣𝗿𝗼𝗱𝘂𝗰𝘁 𝗗𝗲𝘃𝗲𝗹𝗼𝗽𝗺𝗲𝗻𝘁: Manage the product lifecycle from concept to market, ensuring top quality and compliance under tight deadlines. Work with 40+ factories in Vietnam, Malaysia, Indonesia, and China to negotiate costs, secure exclusive products, and drive efficiencies. • 𝗗𝗮𝘁𝗮-𝗗𝗿𝗶𝘃𝗲𝗻 𝗜𝗻𝘀𝗶𝗴𝗵𝘁𝘀: Foster a data-driven culture by creating user-friendly datasets with pivot tables, turning raw data into actionable insights. Built analytics frameworks for pricing, inventory, and strategy, enabling informed decisions. Streamlined processes, cut go-to-market time by 30%, and drove company-wide adoption of data-driven practices. • 𝗠𝗲𝗿𝗰𝗵𝗮𝗻𝗱𝗶𝘀𝗶𝗻𝗴 𝗦𝘁𝗿𝗮𝘁𝗲𝗴𝘆: Created innovative furniture assortment strategies using market trends, customer insights, and competitive analysis. Launched 200+ SKUs annually, driving 40% YoY revenue growth across Amazon, Walmart, Wayfair, Home Depot, and B2C channels. • 𝗔𝘀𝘀𝗼𝗿𝘁𝗺𝗲𝗻𝘁 𝗣𝗹𝗮𝗻𝗻𝗶𝗻𝗴: Partner with cross-functional teams to deliver well-balanced furniture assortments. Achieved 12x higher sell-through and 8x revenue growth versus legacy SKUs. • 𝗩𝗲𝗻𝗱𝗼𝗿 𝗮𝗻𝗱 𝗦𝘂𝗽𝗽𝗹𝗶𝗲𝗿 𝗥𝗲𝗹𝗮𝘁𝗶𝗼𝗻𝘀𝗵𝗶𝗽𝘀: Built strong supplier partnerships through trade shows and factory visits. Negotiated factory cost savings and secured up to 20% shipping credits to offset freight volatility and ensure cost efficiency. • 𝗢𝗽𝘁𝗶𝗺𝗶𝘇𝗲 𝗦𝘂𝗽𝗽𝗹𝘆 𝗖𝗵𝗮𝗶𝗻 𝗥𝗲𝘀𝗽𝗼𝗻𝘀𝗶𝘃𝗲𝗻𝗲𝘀𝘀: Negotiated on-demand shipping programs with Asian factories to address long lead times. Secured reserved manufacturing capacity for rapid replenishment of best-sellers, balancing inventory while meeting surging demand. • 𝗜𝗻𝘃𝗲𝗻𝘁𝗼𝗿𝘆 𝗠𝗮𝗻𝗮𝗴𝗲𝗺𝗲𝗻𝘁: Created an inventory calculator to optimize order quantities based on warehouse capacity, sales forecasts, and delivery timelines. Collaborated with teams to implement it, improving forecasting, turnover, and minimizing stockouts and overstock.

• 𝗕𝘂𝘀𝗶𝗻𝗲𝘀𝘀 𝗚𝗿𝗼𝘄𝘁𝗵: Managed a portfolio of 160+ accounts, including leading brands like Ashley Furniture and Walker Edison, achieving 10–30% sales increases per account through optimized product assortments and private-label strategies. • 𝗦𝘁𝗿𝗮𝘁𝗲𝗴𝗶𝗰 𝗩𝗲𝗻𝗱𝗼𝗿 𝗣𝗮𝗿𝘁𝗻𝗲𝗿𝘀𝗵𝗶𝗽𝘀: Negotiated contracts with senior executives, creating exclusive offerings and increasing profitability by 6%. • 𝗠𝗮𝗿𝗸𝗲𝘁𝗶𝗻𝗴 𝗜𝗻𝗻𝗼𝘃𝗮𝘁𝗶𝗼𝗻: Partnered with digital marketing teams to implement performance-based marketing programs, improving CPA, conversions, and sales across platforms like Amazon and Walmart Marketplace. • 𝗧𝗲𝗮𝗺 𝗟𝗲𝗮𝗱𝗲𝗿𝘀𝗵𝗶𝗽: Built and developed a high-performing business development team, setting clear objectives, conducting regular reviews, and fostering collaboration. • 𝗗𝗮𝘁𝗮-𝗗𝗿𝗶𝘃𝗲𝗻 𝗜𝗻𝘀𝗶𝗴𝗵𝘁𝘀: Leveraged tools like Power BI, Amazon Seller Central, and Google Analytics to inform strategy, streamline operations, and enhance decision-making.

• 𝗠𝗲𝗿𝗰𝗵𝗮𝗻𝗱𝗶𝘀𝗶𝗻𝗴 𝗦𝘁𝗿𝗮𝘁𝗲𝗴𝘆: Designed and executed a merchandising strategy for a new category (porcelain and ceramic tile), leveraging market trends, customer insights, and competitive analysis to drive revenue, profit growth, and market share expansion on BuildDirect's B2C platform. • 𝗦𝘁𝗿𝗮𝘁𝗲𝗴𝗶𝗰 𝗦𝗼𝘂𝗿𝗰𝗶𝗻𝗴: Established a global sourcing strategy, securing partnerships with 20+ factories and suppliers across Asia, Europe, and the USA. Successfully integrated these suppliers into BuildDirect’s 3PL-managed dropship and consignment supply chain models. • 𝗖𝗿𝗼𝘀𝘀-𝗙𝘂𝗻𝗰𝘁𝗶𝗼𝗻𝗮𝗹 𝗖𝗼𝗹𝗹𝗮𝗯𝗼𝗿𝗮𝘁𝗶𝗼𝗻: Collaborated with digital marketing, merchandising, and SEO teams to ensure the successful launch of the new porcelain and ceramic tile category on BuildDirect’s B2C website, driving engagement and sales.

• 𝗣𝘂𝗿𝗰𝗵𝗮𝘀𝗶𝗻𝗴 𝗠𝗮𝗻𝗮𝗴𝗲𝗺𝗲𝗻𝘁: Oversaw nationwide purchasing for 85+ SoftMoc stores, sourcing factories, vendors, and brands while attending international trade shows to diversify and expand product selection. • 𝗖𝗮𝘁𝗲𝗴𝗼𝗿𝘆 𝗗𝗲𝘃𝗲𝗹𝗼𝗽𝗺𝗲𝗻𝘁: Developed and launched SoftMoc's first comfort/business dress category, introducing a cohesive mix of private label and branded products. Successfully initiated and executed new category launches, including a handbag category that achieved a 40% sell-through within the first month. • 𝗘-𝗖𝗼𝗺𝗺𝗲𝗿𝗰𝗲 𝗖𝗼𝗻𝘁𝗿𝗶𝗯𝘂𝘁𝗶𝗼𝗻𝘀: Enhanced the online shopping experience by compiling monthly competitor reports, analyzing trends, and curating website "collections." Regularly updated the site to reflect evolving trends and managed daily content changes. • 𝗦𝘁𝗿𝗮𝘁𝗲𝗴𝗶𝗰 𝗣𝗹𝗮𝗻𝗻𝗶𝗻𝗴: Managed category budgets and buying plans, driving new business development and achieving measurable sales growth across in-store and online channels.

• 𝗖𝗮𝘁𝗲𝗴𝗼𝗿𝘆 𝗣𝘂𝗿𝗰𝗵𝗮𝘀𝗲 𝗠𝗮𝗻𝗮𝗴𝗲𝗺𝗲𝗻𝘁: Managed over $100M in nationwide category purchases for 100+ stores, including branded, private label, and seasonal inventory. Developed and executed strategic plans for each seasonal launch, setting financial goals, gross margin targets, and inventory productivity metrics while forecasting yearly category growth. • 𝗣𝗿𝗼𝗱𝘂𝗰𝘁 𝗗𝗲𝘃𝗲𝗹𝗼𝗽𝗺𝗲𝗻𝘁 & 𝗦𝗼𝘂𝗿𝗰𝗶𝗻𝗴: Sourced factories, vendors, and products to create private label collections, including comfort and evening footwear. Oversaw sample fit testing, quality assurance, and final sample approvals, ensuring alignment with brand standards. Collaborated with suppliers to develop prototypes and ensure production met quality and design specifications. • 𝗡𝗲𝗴𝗼𝘁𝗶𝗮𝘁𝗶𝗼𝗻𝘀 & 𝗜𝗻𝘃𝗲𝗻𝘁𝗼𝗿𝘆 𝗦𝘁𝗿𝗮𝘁𝗲𝗴𝘆: Negotiated pricing, terms, and closeout opportunities to maximize profitability. Partnered with the merchandising team to conceptualize and develop new footwear collections, including co-branded initiatives like Mattel’s Barbie line. • 𝗟𝗶𝗳𝗲𝗰𝘆𝗰𝗹𝗲 & 𝗗𝗮𝘁𝗮 𝗠𝗮𝗻𝗮𝗴𝗲𝗺𝗲𝗻𝘁: Managed the entire product lifecycle from concept to production, adhering to strict timelines and budgets. Analyzed sales data and market trends to guide purchasing decisions and ensure category performance.

• 𝗖𝗮𝘁𝗲𝗴𝗼𝗿𝘆 𝗣𝘂𝗿𝗰𝗵𝗮𝘀𝗲 𝗠𝗮𝗻𝗮𝗴𝗲𝗺𝗲𝗻𝘁: Managed over $2M in nationwide category purchases for 60+ stores, overseeing branded, private label, and seasonal inventory. Delivered significant growth in core categories, achieving company-wide sales increases of 20–30% year-over-year. • 𝗦𝘁𝗿𝗮𝘁𝗲𝗴𝗶𝗰 𝗣𝗹𝗮𝗻𝗻𝗶𝗻𝗴: Developed and executed category plans for each seasonal launch, setting financial goals, gross margin targets, and inventory productivity metrics. Forecasted yearly growth potential to drive long-term success. • 𝗣𝗿𝗼𝗱𝘂𝗰𝘁 𝗗𝗲𝘃𝗲𝗹𝗼𝗽𝗺𝗲𝗻𝘁 & 𝗦𝗼𝘂𝗿𝗰𝗶𝗻𝗴: Sourced factories, vendors, and products to create private label collections, including comfort and evening footwear. Oversaw sample fit testing, quality control, and final sample approvals, ensuring high standards across all products. • 𝗡𝗲𝗴𝗼𝘁𝗶𝗮𝘁𝗶𝗼𝗻𝘀 & 𝗜𝗻𝘃𝗲𝗻𝘁𝗼𝗿𝘆 𝗢𝗽𝘁𝗶𝗺𝗶𝘇𝗮𝘁𝗶𝗼𝗻: Led negotiations for purchasing opportunities and closeout deals, maximizing profitability and ensuring optimal inventory levels.

• 𝗕𝘂𝘀𝗶𝗻𝗲𝘀𝘀 𝗣𝗹𝗮𝗻𝗻𝗶𝗻𝗴 & 𝗢𝗽𝗲𝗿𝗮𝘁𝗶𝗼𝗻𝘀: Developed a comprehensive business plan, including site selection, property negotiations, and financial planning, ensuring a seamless store launch. • 𝗙𝗶𝗻𝗮𝗻𝗰𝗶𝗮𝗹 𝗠𝗮𝗻𝗮𝗴𝗲𝗺𝗲𝗻𝘁: Managed all financial aspects, including budgeting, accounting, bookkeeping, taxes, insurance, and property management costs. Monitored inventory, vendor payments, and margins to maintain profitability. • 𝗩𝗲𝗻𝗱𝗼𝗿 𝗦𝗼𝘂𝗿𝗰𝗶𝗻𝗴 & 𝗠𝗲𝗿𝗰𝗵𝗮𝗻𝗱𝗶𝘀𝗶𝗻𝗴: Built strong vendor relationships to secure discounts, extended terms, and exclusive purchasing opportunities. Curated product assortments, set pricing strategies, and designed engaging in-store visual merchandising. • 𝗠𝗮𝗿𝗸𝗲𝘁𝗶𝗻𝗴 & 𝗖𝗼𝗺𝗺𝘂𝗻𝗶𝘁𝘆 𝗘𝗻𝗴𝗮𝗴𝗲𝗺𝗲𝗻𝘁: Directed advertising initiatives and fostered community relationships to build brand awareness and drive customer loyalty.