Carla is a commercially-minded eCommerce and consumer leader with deep experience in apparel and accessories. She has historically worked up and down the org chart, equally comfortable generating strategy and insights for C-suite executives while being hands-on-keyboard to supplement internal capabilities and capacity.
Key capabilities include:
* Ownership of the full product-to-market calendar, partnering with product design, production, allocation and distribution, as well as both internal DC and external 3PL partners; other capabilities include SKU and UPC creation and managing preseason samples for sales, planning and marketing photo shoots
* In-depth data analysis, integrating customer data and sales results to generate segmentation, LTV quantification and data-driven go-forward strategies
* Product-detail-page info generation and population, including launching full seasonal collections on Amazon
* Development of LRP bottoms-up and tops-down revenue and margin projections by product category, market, wearer, flow etc., as well as leadership-level weekly sales and margin reporting
* Broad buying and merchandising experience across Women’s, Kids and Baby apparel, shoes and accessories
* Multi-year work with Blink Fitness (Equinox’s value gym offering, now sold) including extensive consumer insights work coming out of COVID, customer LTV and price-elasticity work, and financial modeling of promotional strategies
