VP - Women's Product & Merchandising, UGG
Company: Deckers Brands
Location: Goleta
Posted on: April 9, 2021
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Job Description:
VP - Women's Product & Merchandising, UGG Accountable for the
development and delivery of an UGG Women's category strategy that
encompasses all elements of the value proposition (Product, Price,
Distribution., Brand expression and marketing investment) and
maximizes the potential of the business. Engage cross functional
stakeholders in the development and delivery of their workstreams
and lead the business through the change.-- As chief category
merchant, deliver a consumer and data-informed product vision,
strategy and plan that delivers Board targets and LRP goals. Ensure
appropriate and consistent execution across all regions. Implement
best practice product merchandising and innovation approaches.
Develop the capability in the team and lead them to deliver market
leading product, exceptional brand experiences, and significant
category growth. Your Impact:
Strategic & Financial Planning
--- Leads and is accountable for the 360 global category vision,
mission, goals, strategies and plans for a major category of
business for 3-5 years in close partnership with cross-functional
leaders across product, marketing, omni sales, etc.
--- Oversees establishment of global category product goals,
strategies and plans that deliver the LRP goals and Board targets.
Identifies and champions the "big ideas" and stories for the
business to rally behind Category assortment and pricing
architecture guidelines
--- Collaborates, plans and vets category strategies with executive
cross-functional leaders in development of category products and
processes. Has portfolio expertise of global competitive space of
direct category/categories, as well as broader brand landscape.
Demonstrates an in depth understanding of the competitive dynamic
impacting each category and consumer segment along with the ability
to develop strategies and plans to achieve growth.--
--- Ensure teams and key stakeholders across product, design,
development, marketing and omnichannel are appropriately engaged in
their part in the delivery of the strategy. Work with these teams
and stakeholders to develop their detailed plans and monitor their
progress on a quarterly, seasonal and annual basis. Recommend
changes to the plan as appropriate and achieve sign off from the
ELT
--- Engage the ELT and the Board as appropriate on the sign off of
the strategy and business case.
--- Acquire the appropriate resources: people, marketing, CAPEX, IT
to deliver the business case
--- Set the vision for category appropriate consumer- segmentation
models that inform product and marketing strategies, including
in-line product, category extensions, new product categories,
collaborations, Brand communication and marketing tactics
--- Ensure customer segment and competitive environment information
are frequently refreshed and integrated into the strategic and
seasonal planning processes as appropriate
--- Perform a Global Category health check every 6 months and
refresh the strategy once a year following the cadence of Deckers
business planning process. Identify key global and regional trends
and shifts in market direction to inform category, product &
marketing decisions that maximize commercial opportunities for UGG
Women's
--- Work with PD on sourcing plans that deliver the product
strategy (price point, LRP margins and incorporate sell in and sell
through costs, sku count and productivity)
--- Establish the appropriate KPIs for the measurement of the
delivery of the plan, set up governance and lead the change within
the organization.
-- Annual and Seasonal Planning
--- Translate the Strategy into an annual operating plan that
delivers LRP goals and budget targets. Achieve sign off by the ELT
and lead the cross functional execution of the plan--
--- Lead the team to develop the annual initiatives to deliver the
plan. Ensure team understanding of competitor positioning, pricing
structures, assortments, distribution channels, etc. and that the
plans are connected to the customer and competitive context.
Clearly identify and communicate consumer types, age ranges,
shopping habits and lifestyles to enable the team to plan and
develop consumer-focused and brand-right product--
--- Develop product lifecycles & global seasonality to maximize
sell in and thru of product. Segment product by distribution
channel and consumer, applying insights and knowledge to create a
balanced product assortment. Guide product phasing and assortment
building by delivery based upon historical performance, missed
opportunities, and competition to maximize sales throughout the
season
--- Motivates the team to deliver financial plans and a range the
maximizes SKU efficiency and margin opportunities. Actively mentor
the team on seasonal planning concepts and techniques
--- Partner with brand & omni marketing teams to translate key
product initiatives into consumer centric stories that bring the
big ideas to life in the market. Ensure marketing investments and
tactics deliver customer goals Ensure consideration of regional
variances in consumer preferences and advise on assortments and
brand communication accordingly
--- Partner with merchandising stakeholders to ensure seasonal
forecasts reflect product initiatives, brand strategy, and demand
plans. Work with cross functional stakeholders to ensure the
quantitative and qualitative feedback on the range is accurate and
delivered in a timely manner. Establish process where required to
ensure excellent and regular connection with global markets and
travel regularly to key global markets to stay in touch with global
trends and the execution of the strategy
--- Continuously update team's understanding of category and
business, clarifying the category vision of right product/position
and competitive set. Ensure team is tuned into market dynamics,
including awareness of buyers, consumer, and sales reps needs and
concerns
--- Propose to executive team inflight action plans to increase
sales, productivity and profitability.--
--- Continuously look for ways to improve existing GTM processes.
Recommend and implement new ways to move faster and deliver
more--
Merchandising
--- Create and implement a first class and efficient Product
Merchandising strategy & process that supports current initiatives
and delivers financial goals. Articulate the strategy and process
to ELT and board of directors as necessary.
--- Ensure regional teams and key stakeholders across product,
design, marketing, sales, and Omni-channel are appropriately
engaged in their part in the delivery of the strategy. Work with
these teams and stakeholders to develop their detailed plans and
monitor their progress on a seasonal and annual basis.
--- Establish process where required to ensure strong and regular
connection with local and global markets and travel regularly to
key local and global markets to stay in touch with trends,
consumers, and the execution of the strategy
--- Champion a mindset and practice of continuous innovation and
improvement; Identify new category, product and merchandising
ideas, analyzing competitor activity and pricing strategies, and
identifying assortment opportunities and product trends.
--- Guide Regional teams in filtering risks and opportunities from
both internal and external factors, balancing brand initiatives and
profitability in decision making.--
--- Adapt short and long-term business plans to address previously
unforeseen challenges and opportunities (excellent sell-thru,
quality/delivery issues, competitor success, market trends,
etc.)
--- Mentor the Regional team in shifting from analysis to insights,
incremental to visionary, and evolution to innovation.
Leadership
--- Energize the business in the delivery and execution of the
Category strategy. Communicate the benefits of change, engineer
quick wins and move fast to realize opportunities
--- Guide the team to become Product management experts leading
with data driven insights, building financial plans that reflect
the opportunity and engaging cross functional stakeholders to
deliver the plans in a structured and systematic way. Guide team in
filtering risks and opportunities from both internal and external
factors. Balance brand initiatives and profitability in decision
making. Adapt short and long-term business plans to address
previously unforeseen challenges and opportunities (strong
sell-thru, quality/delivery issues, competitor success, market
trends, etc.)
--- Continuously evaluate the end-to-end product lifecycle in
partnership with product creation leaders. Anticipate and manage
shifts in the market that could impact the Deckers delivery model.
Mentor team in shifting from analysis to insights, incremental to
visionary, and evolution to innovation.)
--- Infuse a mindset and practice of accountability, humility,
exceptional service, and cooperation
--- Foster and embed Deckers values and culture; champion and
develop a diverse and inclusive team and environment
--- Instill and reinforce the highest standards for collaboration
and teamwork within UGG and across Deckers, identifying synergies,
fostering idea sharing, developing talent across teams, and
establishing common goals--
--- Develop, motivate, mentor and retain top talent; engage teams
in ways that will facilitate the achievement of UGG's strategic
objectives, as well as individual professional development
plans
--- Champion and ensure progressive employee development practices
that provide UGG employees with clear roles, clear goals, clear
development plans, and visible career paths within Deckers Who you
are:
--- Demonstrated experience developing solutions, long-term
strategic plans, and creative strategies/briefs aligned with long
term global organization and category goals.
--- Demonstrated understanding of evolving marketing and product
platforms, technology, and tools, including integrated digital
platforms and channels.
--- Demonstrated experience integrating multiple departments in a
matrix organization to achieve results.
--- Demonstrated experience implementing and adhering to category
KPI and ROI guidelines, including expert understanding of
merchandising, financial metrics, marketing ROI, sales, product
line data and ability to interpret detailed analysis of global
seasonal sell-in and sell-through information, consumer insights,
market research, trends analysis, etc.
--- Expert understanding of category competitive landscape and
Omnichannel retail environment, with strong knowledge of the global
footwear industry and its consumers.
--- Demonstrated presentation skills at the executive level, with
experience influencing and motivating senior level audiences (sales
meetings, key accounts, internal teams, etc.).
--- Able to champion & develop innovative principles & concepts to
affect change.
--- Demonstrated experience shaping and developing highly motivated
and effective teams.
--- Demonstrated experience driving category, category and product
innovation, as well as passion for consumer engagement, through
emerging methodologies and technology. We love to hear from people
with:
Education/Certifications:
--- Bachelor's degree, Masters preferred or equivalent combination
of education and experience
Work Experience:
--- 15+ years similar experience in a combination of 2 or more of
the following areas: global category management, product management
& merchandising, etc., including at least 8+ years in an executive
management function over a team of 6+ employees.
--- Demonstrated experience in a leadership role in multiple global
markets preferred (APAC, EMEA, Americas).
--- Demonstrated experience creating brand and category strategies
for a global audience with multiple distribution channels (retail,
wholesale, ecommerce) exceeding $400M+ ; Women's footwear
experience preferred; Excellent understanding of how to leverage
and integrate product KPIs. What We'll Give You -
--
Equal Employment Opportunity
All qualified applicants will receive consideration for employment
without discrimination on the basis of race, color, religion, sex,
sexual orientation, gender identity, national origin, protected
veteran status, disability, or any other factors prohibited by law
From our corporate offices to our global retail stores, there's a
curious, independent spirit that's distinctively Deckers Brands.
We're about giving people the freedom to pursue their passions. And
we're committed to helping them succeed; to become their best
selves. That's why we're about more than work, the 9 to 5 or daily
grind. We're about opportunity - opportunity to create, to grow and
to have an impact.-- As we work to become better at everything we
do, how we better the world matters, too. Our products and brands
are loved, no doubt about it. But the difference we make in
people's lives begins with our people, right here at Deckers
Brands. We're adventurous, spirited, unafraid of new challenges and
willing to take chances. We are always ready to rally around a
cause.
Put simply, we want all of our people to thrive - to reach their
full potential and have fun while doing it. Because in the end,
Deckers thrives when our people thrive.
Keywords: Deckers Brands, Santa Barbara , VP - Women's Product & Merchandising, UGG, Executive , Goleta, California
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