Profile: Dynamic executive and founder of a multichannel direct marketing sportswear company. twenty years of entrepreneurial experience developing and managing all aspects of the direct marketing catalog, e-commerce and retail business. Extensive knowledge of luxury sportswear for both women and men, with expertise in the make and fabrication of knitwear, active wear, golf wear, sleepwear, footwear, sportswear and tailored clothing categories. Established and maintained an extensive network of enduring relationships with apparel professionals and manufacturers worldwide (owners, designers, agents and sales representatives). Unparalleled understanding of U.S. better retail market, including: different customer segments, style and fashion trends and sizing. Proficient in importing products into the U.S. Recognized widely as an ethical and knowledgeable industry expert, and the ‘go-to’ American for European manufacturers seeking to break into the U.S. market.
Professional Experience:
1989-2009 TUTTLE, INC., Wallingford, CT (formerly Tuttle Golf Collection, Inc.) Founder and President--Multichannel direct marketing catalog, internet, and retail business, selling women’s and men’s distinctive sportswear.
Merchandising
• 19 years of experience reviewing lines, selecting and purchasing all merchandise featured in the catalogs, internet website and retail outlet.
• Oversaw merchandise re-buying throughout each season and implemented strategies to reduce excess inventory and maintain cash flow.
• Gained a comprehensive understanding of women’s sportswear, golf wear, tennis wear and active wear markets. Researched apparel and accessory marketplace by analyzing the competition, product trends and business opportunities.
• Executed merchandising strategies and seasonal line plans to build profitable assortments which met internal profit margin goals.
• Attended trade shows in diverse markets such as regional and national bridge and better sportswear shows, golf wear and active wear shows, and international women’s wear shows.
• Developed strong professional and personal relationships with and purchased merchandise from over 40 European manufacturers and 75 North American, South American and Asian vendors. Introduced 15 European brands into the US market which resulted in continued success.
Direct Marketing/Business Development
• Developed business from start-up to $9 million in sales. Responsible for short and long range strategic financial and business planning. Full accountability for company profit and loss and managed expenses. Responsible for advancing the business model to take advantage of opportunities and meet the needs created by the changing economy, trends and marketplace.
• Produced 4–6 catalogs per year (125 total catalogs; 44 pages); mailed nationally with a 5 million circulation.
• Initiated a fully functional ecommerce website (1999); www.tuttlecatalog.com. Oversaw ongoing functional and user-friendly upgrades resulting in the website achieving over 50% of company sales by 2007.
• Created and maintained a clear brand identity, determined target markets and integrated a clear, concise, and consistent message through all sales channels.
• Negotiated and managed all aspects of catalog creation including design, copywriting, photography, color separation, and printing. Determined all page layouts and density. Oversaw and approved all color separations and press okays.
• Designed and planned all email and web promotional activity; analyzed results for improved performance.
• Conducted competitive analyses and developed sales forecasting, pricing, initial and maintained profit margins within each sales channel.
• Assisted in developing seasonal mailing plans, customer acquisition and list management, including outside list rentals, continuations, exchanges, and co-op databases.
Education: Amherst College, BA European Studies, Cum Laude
Attended University of Bonn (Germany), University of Stockholm (Sweden), and University of Uppsala (Sweden).
Languages: Conversant in German and Swedish. |
