Melanie Weaver

Directed strategic planning process and its projected outcome in partnership with CPG companies, such as Procter & Gamble, M&M Mars, and Mead Westvaco. Partnered with Design and Brand teams to identify areas of opportunity, shape / influence the strategic direction of client brands, and recommend appropriate plan of action. Defined and tracked innovative thinking across industry lines, applying relevant solutions to client plans.

Drove brand repositioning by refreshing look of car-seat and stroller soft goods to attract young, hip moms; improvements led to superior retail placements, boosted brand awareness, and increased price points. • Challenged marketing team to attain “molecular” understanding of consumer; identified three distinct market segments and conceived new designs; product visuals effectively transmitted features to all demographic niches at store shelf. • Led soft-goods engineers and graphic designers in exploration of home interior and automotive trends, athletic equipment, and apparel for inspiration; mined European trend research for new directions; buyers responded favorably with orders. • Managed creative direction of industrial-design team to enhance visual impact of baby bottles, toddler cups, and breast pumps; tight tooling budgets necessitated highly cost-effective strategy; joined in assessing technical ramifications of design plans to facilitate informed costing decisions. • Spearheaded redesign of Snugli soft CARRIERS BRAND to appeal to young, hip moms; introduced technical fabrics and athletic apparel construction to allow for more streamlined, ergonomic design. Combined new models with fashion forward patterns and colors to land specialty market placements.

Consulted with senior management in Germany and license holders in Canada to launch golf and tennis apparel in U.S. at 2008 PGA Merchandise Show. • Analyzed market to pinpoint target demographic and developed product from scratch, while honoring heritage design signature. • Managed overseas agents and factories, sourcing new materials, products, techniques, and processes; oversaw development and production process, achieving consistent 50%+ cost margins and ensuring 90% timely delivery. • Trained factory in Malaysia in technical athletic wear fit and construction; delivered two well-received seasons.

Hired as Director of Production, tasked with moving the manufacturing of men’s T-shirts and women’s loungewear to Asia for improved margins; traveled overseas to implement production refinements. Expanded product offering to include men’s street wear and women’s contemporary fashions. • Assumed role of Design and Merchandising Director; engaged owner in intensive brainstorming to focus brand identity and guided designers along new path; new men’s line scored all-store-buy recommendation from president of Macy’s. • Led design team in exploration of color, material, and styling trends as well as establishment of signature fit and art direction of new brands; partnered with marketing and sales teams to provide trend and brand direction to retailers. Ensured collections contained proper assortment of items. • Managed overseas agents and factories, sourcing new materials, products, techniques, and processes; oversaw development and production process, achieving consistent 50%+ cost margins and ensuring 90% timely delivery.

Fourstar Apparel