Elise (Hassan) Novick

Ownership of DTC business channel, managing Buying, Planning, and Omni Strategy (E-Commerce & Retail)

• Manage DTC business with focus on merchandising & buying strategy for e-commerce (through Shopify Plus platform) and retail stores • Created a streamlined Bridal experience online with in-stock assortment and digital Ring Builder & Diamond Feed • Lead weekly & monthly sales reporting for the Bridal division cross-functionally and strategic initiatives in partnership with marketing, PD & Creative • Own YoY growth targets by increasing productivity in revenue, units, margin, retail pricing, ST % and AOV

• Manage merchandising and buying strategy for e-commerce, retail, wholesale and international channels for the Tory Sport brand in categories: RTW, Handbags, Shoes, Accs. Expanded scope to include Mainline RTW & Home as well. • Create strategic product roadmap for design team to follow and architect design’s creations into a commercial assortment • Took initiative to create seasonal marketing messages map, digital strategy and key investment deck to guide creative team • Created detailed weekly, monthly, and quarterly selling reports and present to all cross functional partners • Communicate consistently with store managers at our retail stores to provide product knowledge and receive direct customer feedback • Collaborate with wholesale team to meet the needs of our partners- Shopbop, Nordstrom, Holt Renfrew, Neiman Marcus, Bloomingdales • Own assigning retail prices on all styles, maximizing margin, and negotiating costing with Product Development team • Partner with Planner to place production buys for e-commerce + retail stores while minimizing inventory risk and forecasting replenishment • Maintain line plans for categories - RTW, Shoes, Handbags, Soft accs - for each seasonal delivery and identify monthly forecasted sales targets • Accountable for maximizing revenue, gross margin, and sell-through % while minimizing excess inventory • Collaborate on reducing SKU count to focus on digital-first business and identify markdown product assortment while maximizing margin • Upkeep of linesheets, go-to-market calendar, PDM updates & sales contracts in system • Daily Inventory management and style movement between accounts to drive business and meet our e-commerce customer demand • Partner with Site Merchandising on digital metrics and KPIs including site traffic, UPT, conversion, sessions, bounce rate, cart abandonment etc. • Ensure product detail on site is accurate, include copywriting, images, size guides, pricing and ensure key products are featured properly

• Liaison with cross-functional partners, including design, production and marketing, to bring accessories from concept to retail quarterly • Collaborate with the Sales Director to increase the total DKNY business volume by re-launching the brand in the domestic marketplace • Manage wholesale needs and planning for all accounts - Macys, Lord & Taylor, Hudson Bay, Dillards, Zappos and international partners • Manage the e-commerce setup process for all wholesale accounts, including web photography, copy forms, and digital marketing • Analyze sales and stock inventory by door for each respective wholesale account in order to maximize productivity • Partner closely with the store management field team to identify challenges and opportunities both at the visual and inventory level • Took initiative to create a detailed sales analysis template to react to best-selling styles, improve slow-selling styles , and increase sales • Partner with planning team to manage each account’s open-to-buy, forecasting and continually increase replenishment assortment • Continually research new trends in the marketplace for both product, marketing and e-commerce initiatives to drive incremental sales • Partner with marketing teams to leverage a lifestyle brand focus with the re-launch of the DKNY brand to increase brand lift by 10% • Create product knowledge decks and present to all cross-functional partners to communicate brand value and product details • Upkeep of linesheets, Go-to-Market calendar, style setup with system maintenance, and coordinate all sample tracking

• Promoted within 10 months for quickly gaining a strong understanding of managing core merchandising functions while taking on additional sales and marketing responsibilities • Collaborate in an entrepreneurial environment to launch fashion jewelry collections for Sam Edelman, The Sak, and Sakroots • Took the initiative to develop a sales analysis template to effectively present selling data on a weekly and quarterly basic, analyzing sell-through percentages, stock-to-sales ratios, etc. and identifying opportunities to improve our business • Created an effective merchandise SKU plan template to present to our designers on a quarterly basis • Collaborate with the sales team on placing buys by managing minimums with our manufacturers while minimizing inventory risk • Took the initiative to liquidate excess inventory by creating product assortments, margin analyses, and becoming the primary contact for off-price retail accounts • Analyze design CADs to assign target retails and costs for every style then continually working with Product Development on cost negotiations with our overseas manufacturers • Manage the setup process for all e-commerce accounts by writing copy forms and directing still photography • Partner with the sales team on identifying product to advertise at our key retail accounts, specifically a feature on Shopbop’s Instagram and Lord & Taylor’s Holiday accessories catalog • Collaborative with our fixture and carding manufacturers on all branded in-store jewelry fixtures, ticketing, and carding • Develop and continually manage linesheets and costing charts for each jewelry collection • Team lead for creating PowerPoint presentation decks for potential new brand licensee pitches and competitive research • Continuously research jewelry trends in the marketplace and direct design to incorporate applicable trends into their lines • Communicate with both licensors, including coordinating with Public Relations for editor and celebrity gift sampling

• Communicate and negotiate directly with sales representatives at national television networks • Maintain and manage television inventory using Donovan Systems and Media Ocean OX systems • Consistently work with traffic departments to ensure a seamless process of changing ad space • Manage four clients simultaneously on Upfront and scatter deals – Payless, Stride Rite, Adacel, Frontline

• Assist with managing replenishment and allocation functions for all Fendi store locations • Learned the Retail Pro system to allocate merchandise

• Worked closely with the Domestic and International sales teams developing buy collages, sell-through reports, line lists, and merchandise presentations • Collaborated with the Samples Coordinator organizing samples and showroom displays • Maintained excel documents highlighting weekly sales and client orders

• Helped develop Chirp, a seed business of Redbox, which is an expansion of the DVD kiosk sales concept to the sales of fashion accessories • Assisted Buyer with retail buys and market research of various fashion accessories brands • Headed a weekly customer survey to all Redbox customers; deployed questions on possible new product offerings, received feedback from over 400 customers, and analyzed survey results • Conducted daily brand analysis from flash sale retailers, such as giltgroupe.com, to create a database of reference information

• Developed in-depth case studies on various brands including Urban Outfitters, Kohl’s and Macy’s in order to evaluate them as potential customers or competitors • Cooperated with the Brand Manager and account management team in marketing research and branding of new brands and revitalizing existing brands • Participated in marketing brainstorming sessions for new product ideas and provided follow-up notes • Collaborated in group project and case study on Walmart by identifying a white space opportunity, developing a new platform to offer organic apparel, and presenting it to the company executives

Relevant Courses: Buyer Behavior, New Product Development, Sales Management, International Business, Visual Merchandising