Marilyn Thu

Lead brand strategy and creative marketing for leading Canadian fashion retailer ($4M+ budget). Direct integrated campaigns, product launches, and brand transformation while managing cross-functional teams across Marketing, Merchandising, Operations, and Visual. Champion people-first leadership that empowers teams to deliver breakthrough campaigns and measurable growth. - Led 40th Anniversary campaign delivering 222% sales lift, 256% gross margin growth, $39K under budget, with major media coverage (Rogers TV, local press) - Execute viral product launches—Spice Mice (sold out in 10 min), tie-dye collaboration (sold out in 2 weeks)—through strategic positioning and brand storytelling. - Transformed email marketing: +7.9 pts open rate, 8% AOV lift, 42% unsubscribe reduction via consumer insights and segmentation - Grew social community 65% across Instagram, TikTok, YouTube, Facebook through strategic content and in-house video production.

Advanced through marketing management roles building systematic frameworks and consumer insights strategies. Partnered with senior leadership developing integrated marketing strategies while managing agency relationships and cross-departmental collaboration. - Developed integrated marketing strategy through seasonal planning and business analytics, streamlining campaign execution. - Coordinated brand communications and creative direction with agency partners, ensuring on-time, on-budget delivery across all channels. - Established cross-functional processes connecting merchandising, creative, and digital teams for aligned product launches - Built go-to-market calendar and promotional frameworks supporting campaigns across email, digital, social, and retail channels.

Managed merchandising and product marketing bridge role connecting buying, design, and marketing teams to ensure brand consistency and go-to-market alignment. Focused on brand guidelines, sustainability compliance, and cross-functional collaboration supporting strategic initiatives. - Created comprehensive sustainability compliance framework ensuring brand guidelines adherence and positioning brand as responsible retail leader through research, systematic tracking, and transparent reporting processes. - Coordinated product development initiatives ensuring quality standards aligned with go-to-market strategies through systematic processes and timeline optimization. - Partnered with marketing and merchandising teams to ensure product stories translated effectively into customer-facing campaigns and seasonal launches.

Managed buying and product development responsibilities across multiple categories, including Blouses, Sweaters, Sleepwear, Socks, and Paper Goods, with budgets ranging from $12M to $19M. Developed seasonal product assortments to meet the company's strategic and financial goals while partnering with cross-functional teams to maximize sales, gross margin, and profitability. - Achieved 8% sales increase and 14% gross margin improvement through data-driven decision making, strategic assortment planning, and vendor cost negotiations that enhanced initial mark-up rates. - Managed Open-to-Buy and inventory levels on a weekly basis, ensuring optimal stock levels, receipt flows, and category performance aligned with sales forecasts and business objectives. - Partnered with the Allocations team to ensure distribution plans met store needs and with the Marketing team to optimize sales through promotional strategies and product features. - Negotiated pricing and terms with vendors to maintain profit margins while building and strengthening vendor relationships to ensure timely production and delivery schedules. - Performed quarterly category planning analysis, including post-season reporting to identify future trends, opportunities, and strategic assortment improvements.

Collaborated with Product Manager on product assortment development and program planning to meet the category's strategic and financial goals. Assisted with quantification of product assortments, maintained Open-to-Buy worksheets, and analyzed sales performance to support buying decisions and inventory optimization. - Analyzed in-depth weekly sales reports and monitored receipt flows to identify trends, best-sellers, and inventory opportunities supporting strategic buying decisions. - Partnered with Allocation Analyst to ensure distribution plans were met across the store network, optimizing inventory placement and sales potential. - Managed vendor communication regularly, confirming production status, delivery timelines, and resolving any supply chain issues to ensure on-time product delivery. - Collaborated with Quality Assurance Technicians to verify quality standards were met and products aligned with brand expectations before market delivery.

Supported design team with daily administrative duties, including creating, managing, and archiving seasonal line sheets used as a cross-functional visual communication tool between merchant, product development, marketing, and allocation teams. Directed quality control for all product types through colour coordination and vendor communication. - Managed colour lab dip process, directing, managing, and controlling quality for all product types through communication with local and overseas vendors and manufacturers, ensuring brand colour standards. - Created technical and fashion illustrations for product spec pack communication and garment production, supporting accurate product development and manufacturing. - Collaborated with the VP of Design on trend and mood board creation, providing input for product development and seasonal direction. - Served as liaison between VP of Design and cross-functional teams, facilitating communication and ensuring design vision was translated effectively across departments.

Provided administrative support for the Merchandising Department, including creating domestic and foreign purchase orders, managing product line sheets, and coordinating marketing campaigns and photo shoots. Maintained KPI charts and promotional calendars while supporting cross-functional communication and sample sales coordination. - Created and managed purchase orders for domestic and foreign vendors, ensuring accurate product ordering and delivery tracking. - Consolidated weekly top sellers for VP/GMM, providing critical sales data that informed buying decisions and assortment planning. - Maintained product line sheets, ensuring accuracy and distribution across merchandising, marketing, and allocation teams for coordinated planning. - Assisted the Director of Product Development with coordinating marketing campaigns, print catalogues, and photo shoots, supporting brand communication efforts.

Supported retail stores with operational activities, emphasizing streamlined communication and sales initiative development. Developed sales events, coordinated field recognition programs, and managed Store Support Hotline, providing day-to-day operational assistance to store teams and District Sales Managers. - Developed and communicated sales initiatives, including store contests and incentives designed to drive top-line sales and motivate retail teams across the network. - Managed Store Support Hotline, answering and assisting stores with day-to-day operational issues, providing timely solutions and support to field teams. - Coordinated field recognition programs and communications, celebrating store achievements and building positive culture across retail locations. -Produced daily sales reporting and provided administrative support for the VP of Sales, the Director of Sales, and the Operations team, ensuring data accuracy and timely distribution.