Layla Crawford

Responsible for global sourcing and private label development across the Pet Accessories category, partnering with international suppliers and cross-functional teams to strengthen margin performance, supply reliability, and product innovation. Key Contributions: • Developed global sourcing strategies and strategic supplier partnerships to support private label growth. • Led private label sourcing initiatives that reduced cost of goods while improving sales, margin, and profit performance. • Negotiated pricing, supply agreements, and commercial terms with international suppliers to optimise cost and supply continuity. • Drove supply chain improvements that strengthened cash flow, inventory productivity, and stock turns. • Partnered with Category and Supply Chain teams to identify private label opportunities and deliver clear go-to-market roadmaps. • Built long-term supplier partnerships focused on quality, innovation, and reliable supply. • Developed reporting tools to track sourcing savings, supplier performance, profit contribution, and ESG compliance. Category Portfolio: Toys • Bedding • Grooming • Seasonal • Small Appliances & Technology • Feed & Drink • Housing & Containment • Travel • Tethering • Training • Clean Up

Owned full category P&L across a large multi-category portfolio, responsible for category strategy, range architecture, supplier negotiations, pricing, promotions, and private label development across omni-channel retail environments. Key Contributions: • Developed and executed category strategies across FMCG and specialty merchandise, aligning range architecture with customer insights, market trends, and financial targets. • Delivered product and promotional programs informed by performance analysis, market trends, customer behaviour, and financial forecasting. • Negotiated supplier contracts and trading terms to optimise pricing, product assortment, and category profitability. • Partnered with key vendors to deliver exclusive products, promotions, and merchandising initiatives across physical and online channels. • Drove sustained category growth through improved range architecture, targeted pricing strategies, and product innovation. • Expanded private label presence across key product segments to strengthen margin and brand differentiation. • Led development and launch of multiple new product programs, including seven private label brands. • Delivered targeted promotional and pricing initiatives to improve category performance and customer engagement. • Collaborated cross-functionally with Planning, Marketing, Supply Chain, QA, Design, Space and Finance teams to deliver aligned category strategies and successful product launches. Category Portfolio: Treats • Grooming • Clean Up • Toys • Seasonal • Small Appliances & Technology • Housing & Containment • Travel • Tethering • Training

Managed national retail partnerships and expanded distribution through strategic account management and product range development across multiple retail categories. Key Contributions: • Secured new national retail partnerships, expanding distribution and market presence • Introduced improved product launch planning processes to enhance speed-to-market and product relevance • Developed reporting tools and commercial insights to support data-driven decision making Category Portfolio: • Kitchenware • Small Appliances • Health & Beauty • Household Clean Up • Sporting Goods

Managed high-volume travel retail and convenience categories, leading range strategy, supplier negotiations, merchandising standards, and promotional execution across multiple product categories. Key Contributions: • Introduced and led the global sourcing of stationery and gifting ranges from WHSmith UK Head Office, successfully adapting proven international product programs for the Australian market. • Negotiated improved supplier agreements and trading terms with publishers and vendors to strengthen pricing, margins, and product availability. • Negotiated record returns with publishers on aged inventory, improving stock productivity and reducing inventory exposure. • Established merchandising standards across categories to improve in-store presentation, product visibility, and customer engagement. • Introduced new store procedures supporting product launches, author book signings, and improved returns management. • Led the integration of newly acquired Gifting and Newsagent businesses into the WHSmith Australia retail and operational framework. Category Portfolio: Books • Magazines • Gifting • Stationery • Cards & Wrap • Travel Goods

Managed seasonal and everyday retail categories, driving category performance through range optimisation, supplier negotiation, and disciplined inventory management. Key Contributions: • Developed private label programs that improved category profitability and brand differentiation. • Optimised product assortments and promotional planning to strengthen sales performance and inventory productivity. • Negotiated supplier agreements and trading terms to improve pricing, margins, and product availability. • Improved GMROI through better stock flow, demand planning, and supplier collaboration. • Led global sourcing of backlist book ranges to develop opening price point offers, improving category value positioning and competitiveness. Category Portfolio: Books • Party • Cards & Wrap • Seasonal

Built strong commercial foundations in high-volume retail buying, supplier negotiation, category planning, and private label development across multiple national retail categories. Key Contributions: • Delivered consistent year-on-year growth in sales, profitability, and inventory productivity through disciplined range planning and supplier negotiation. • Developed and launched private label product programs across categories including small appliances, craft, youth stationery, and outdoor/gardening ranges. • Managed high-volume retail assortments, balancing value price points, product innovation, and strong commercial outcomes. • Partnered with suppliers to develop exclusive products and differentiated retail ranges. Career Progression at Big W: Business Solutions Manager – Project Quicksilver & Everyday Rewards | 2008 - 2009 Executive Buyer - Garden Hardware, Small Appliances, Heating & Cooling | 2006 - 2008 Buyer | Assistant Buyer | Trainee Buyer | Merchandise Assistant | 1999 - 2006 Achievements: Buyer of the Year – 2005 Assistant Buyer of the Year – 2001 Category Portfolio: Stationery • Cards & Wrap • Art & Craft • Partyware • Christmas & Seasonal • Small Appliances • Heating & Cooling • Garden • Hardware • Impulse Merchandise • Video • DVD & Music • Photographics • Health & Beauty • Baby Consumables • Household Clean Up