Serena M.

EMEA DTC - Casual Footwear, Mules, Accessories & Shoe Care Key Responsibilities: • Strategy & Planning: Lead the end-to-end planning process for key product categories, ensuring alignment with customer insights, commercial strategy and brand direction. • Range Building: Work closely with Product, Branch and Digital teams to build a well-balanced, customer-centric product range that drives growth across DTC channels and regions. • Forecasting: Own the creation of product-level forecasts and tailored buy plans by channel and region, reviewing and adjusting in-season forecasts to ensure accurate stock replenishment and availability. • In-Season Product Management: Regularly review in-season performance, adjusting forecasts to identify growth opportunities, exit lines and opportunities for profitability. • Launch Coordination: Collaborate with cross-functional teams to track product intake and ensure on-time product launches, ensuring strong availability across eCom and retail channels. Trading & Performance Analysis: • Data-Driven Insights: Compile and analyse weekly trade data to identify key performance drivers, including top-performing products, regions, and consumer types. • Performance Optimisation: Recommend actionable strategies for markdowns, repeat buys, and exit lines based on trade performance, while balancing a high SKU volume of newness with continuity to improve conversion rates. • Collaborative Decision-Making: Work with cross-functional teams to make data-driven decisions that support business growth and improve product portfolio performance.

Lipsy Ownbuy - Nightwear, Event Dresses, Premium, Bridesmaid & Event Tops • Planning, forecasting & managing weekly, monthly & annual sales, stock intake & promotional activity across multiple product categories. This involves reviewing and analysing data to identify key opportunities & lesson’s learnt across online and in stores (Next & Lipsy). • Built strong relationships with key stakeholders across the business in order to improve existing operational processes by establishing best practice standards, improving efficiency and accuracy. For example, by working collaboratively in a logical and methodical manner we were able to implement new reports to track pre-sale performance across the business at various levels to achieve a profitable markdown performance. • I am responsible for managing relationships with key accounts; short and long lead suppliers, negotiation and driving revenue. • Contributing to department strategy and sign off's, demonstrating innovative ideas and solutions, which have a commercial gain. • I have honed my skills in demand planning, product range building, inventory management and sales analysis. • As a Diversity & Inclusion Ambassador for the Lipsy Group, I feel it's important to build a place of community, where we can all learn, share and educate each other without the fear of being judged. To continue the conversation about all thing D&I, I have been involved in creating content, sharing personal experiences and cultural festivities through media platforms and workshops.

Act as a touch point for our employees, to share their feedback and ideas on all things D&I. Support and promote new initiatives among employees, to drive positive cultural change in the workplace. Role model inclusive behaviour to encourage inclusivity and psychological safety within our culture, where employees feel they belong and are comfortable talking freely and without fear of judgement.

Lipsy Ownbuy - Girlswear • Responsible for maximising the profitability of each line working closely with the buying team and suppliers to plan and build product ranges. • Forecasting sales and stock levels to achieve sales plans and margin/profit targets for the department • Monitoring the department performance and identifying opportunities, as well as potential risk/loss. • Maximising profit by ensuring size ratios/returns rates are reflective of the customer needs and reviewed accordingly to the website. • Responsible for ensuring intake targets are achieved and ensure launch product is delivered in a timely manner. • Having a strong understanding of product performance across the various channels, as well as UK and international markets and how to impact performance. • Developing and managing Merchandise Assistants through weekly 1-2-1 sessions, coaching and performance reviews. To help promote a healthy team culture I encouraged honest and open communication, empowering team members to take decisive action and to seize opportunities. By setting clear parameters, this helped guide junior team members but also gave them freedom to learn and progress.

Branded - Misguided, Simply Be & Yours Clothing • Managing relationships between several key accounts to drive sales growth and profitability on the ASOS platform, whilst maintaining strong relationships with these retailers. I was part of a multi-disciplinary team behind the company’s 3 Year Strategy Plan to become the number one fashion destination for ‘20 Somethings’ worldwide. I was part of a team that successfully on boarded two new brands to help shape product direction to capture accelerating growth in the inclusive size category. • Forecasting sales and stock levels to achieve sales plans and margin/profit targets for the department • Monitoring the department performance and identifying opportunities, as well as potential risk/loss • Working closely with the Buying teams to successfully range plan for the department • Participating in trade meetings with Heads of and Directors • Evaluating the running of the department, whilst focusing on lead times and general performance • Developing and managing junior MA's to encourage their development • Managing the WSSI, Lineflows and supporting trade plans

Branded - Topshop, Miss Selfridge, Missguided, Simply Be & Yours Clothing • Managing key account relationships and supporting with new brand launches onto the ASOS platform. • Support with the launch of Topshop on ASOS.com and also within the US. • Created new and improved existing processes by producing daily/weekly reports to track and analyse performance, for example after the launch of Topshop in the US I conducted analysis to optimise stock availability across volume lines to achieve the optimum customer experience in a new market. • Whilst displaying a strong commercial awareness, I would manipulate large data sets to analyse performance and deliver trading updates to identify key trends and minimise risk, in order to take the appropriate actions. • Managing and forecasting stock levels in accordance to the department’s KPI’s, and co-ordinating intake across the wider ww high street brands. • Experience using Lineflow, WSSI, Microstrategy & Power BI

Own Buy - Knitwear, Holiday Shop, Footwear & Accessories, Denim and Outerwear • Manage the Critical Path in terms of guaranteeing that stock is receipted into Lipsy and processed in a timely manner through to the product going live. • Building and maintaining relationships long term relationships with the wider team and suppliers (long and short lead), clearly communicating all information and changes to progress results. • Ensure that any discrepancies between the PO, Critical Path and supplier information are highlighted to the team and amend accordingly on the system. • Attend weekly book meetings highlighting and resolving potential problems for launches and celebrity campaigns. • Maintaining reports and spreadsheets to ensure accurate reporting for ongoing analysis of bestsellers, department trade and sales figures in order to take appropriate actions. • Ensure that Company KPI’s are met, maximising the profitability of each line via online and in stores

• Manage the order raising process for Retail & Web within PO raising deadline. • Attend and assist in delivery progress meetings to ensure that any potential problems are dealt with promptly and effectively in order that all key dates are met, agreeing any proposed actions with the Merchandiser. • Work closely with BAA to ensure key dates within production are realistic to meet ex-factory date e.g. cut dates / production time. High lighting any potential issues to the team. • Work closely with Supply Chain to manage intake into the business. • Work closely with BAA & Site Ops team to ensure web headers and colour linking are correct and in line with launch dates.

• Managing and maintaining the Critical Path, guaranteeing a smooth delivery process from achieving intake dates to product launch. • Manage and action the allocation of stock and maintain effective replenishment.

• Product development for SS17 core range expanding on existing styles with different scales for different price points, including research and sampling into the luxury 3D print/assembly theme. • Specifications of AW16 key products and specification experiments for the CAD cutting of new shape and form ideas for SS17. • Coordinating a photoshoot of Mattox products including image.editing for social media and website

• The role comprises of supporting a variety of University led events, including open days, interview days, live web chats with prospective students and degree shows.

• Responsible for driving sales, being customer focused and a team player in a fast paced retail environment. • My role involves interacting directly with new and existing customers daily, to provide quality customer service.

• Assisted photography shoots of accessory products for social media, online retailers and Daughter of Jón website. • Image editing for online retailers, produced the AW15 collection line sheet and Updated Daughter Of Jón website and blog. • Assisted on the preparation and launch of the pop up shop event, which involved designing and manufacturing small accessories and stock checks.

Designing and manufacturing leather goods and accessories, whilst developing skills in pattern cutting, trend research, team work and CAD including Photoshop, Illustrator and InDesign.