Von Kelley
Senior Account Executive · The North Face
Kingwood, TX
Work Experience
Senior Account Executive
The North Face2021 – 2022
- Drove The North Face business for strategic accounts in multiple categories (Sporting Goods, Department Store, and Lifestyle Specialty). Managed Bass Pro/Cabela’s, Academy Sports+Outdoors, Von Maur, and Glik’s. - Built brand enhancing assortments that met/exceeded seasonal sales goals of the brand and delivered against the business goals of the accounts - Managed SMU’s and ensured business needs were achieved by collaborating with multiple internal departments and sales team members - Managed seasonal orderbook and ensured goods were delivering on-time and in-full. Maintained regular and constant communication with buying team - Application of air freight where/when possible. Work with buying team to find suitable alternative in ATS when goods were delivering outside of sellable window - Highly skilled in forecasting at style/color level. Most recent forecasting exercise was 98% accurate, which directly lends to product landing on-time and in-full
Key Account Merchandise Manager
The North Face2019 – 2020
- Key Account Merchandise Manager to the largest account for the company, Dick’s Sporting Goods - Ensured seasonal assortments met the business needs of the account while achieving the brand seasonal business strategies and were brand enhancing - Implemented 365 Brand Relevancy with account resulting in order increases and brand presence in-store year-round. This included style/silhouette as well as color adjustments to US line plan. These line additions were made available companywide resulting in double digit increases YOY. - Focus on under-penetrated business categories. As a result, Youth category grew +100% for multiple seasons - SMU dependence dropped from 38-18% YOY by proactively identifying efficiency opportunities. This lowered risk for both the company as well as the account. In addition, products had a higher on-time rate and additional in-line goods were made available to company account base, thus growing national business opportunities
Strategic Account Manager
Under Armour2016 – 2019
- Lead the Outdoor Apparel, Footwear, and Accessory businesses for Academy Sports+Outdoors - Managed Licensed Team Sport (MLB) assortment for the inaugural offering for the company on the heels of On-Field uniforms - In multiple seasons I grew category sales over +65% YOY by focusing assortment on core consumer and expanding assortment onto multiple fixtures and across multiple price-points and categories. - Manage inventory levels by flowing goods throughout season rather than front-loading inventory. Created excitement on the floor by flowing color, styles, and seasonally appropriate products for a buy-now, wear-now strategy. - Provided consumer insight and product line direction to the Global Product team through market research and having a keen understanding of the business and consumer needs - Identified AR opportunities and implemented programs ensuring inventory levels were appropriate, which maximized sales while minimizing risk to the brand. - Collaborated regularly with cross-function partners to ensure current line plan coincided with the long-term vision and direction of the brand. - Monitor stock/sales and manipulated shipments based on inventory levels to minimize company risk and maximize sales. - Created EDLP program resulting in +123% increase YOY while maintaining healthy assortment and GM.
US Market Merchandise Manager
Columbia Sportswear, Inc.2014 – 2015
- Operated as the market expert for the US regarding trends, product assortment, competitive landscape, and price points - Assembled US Line Plan using company and industry data while overseeing US pricing, margins, forecasts, color flow, and fit dimensions for the company - Lead decisions with design and product teams to ensure market relevance in style assortment while constructing long-range product plans for future growth opportunities - Identified key market opportunities and ensured the product team delivered key price-points, fabrications, and silhouettes - Drove forecasting with Planning to ensure units were relevant for the market so that optimum factory capacities could be met - Collaborated to establish color and silhouette flow for largest product line in the company - Identified market trends and successfully implemented the largest product line expansion for the company in more than 6 years. - Presented new seasonal concepts to management prior to seasonal launch in order to ensure the corporate product strategy was appropriate for the market. - Developed and implemented marketplace segmentation strategy for North American market due to the company’s broad distribution in Dept. Stores, Sporting Goods, and Specialty channels. - Managed line plans, assortments, and product briefs while traveling the country for market travel trips, traveling 25-30 weeks per year to develop marketplace insight reports that were shared company wide - Built and distributed sales tools to highlight features and benefits of new styles/lines with marketplace comparative data to drive results - Presented regularly to the sales team as market expert during key moments in timeline such as go-to-market and sales meetings - Lent story-telling support to both the marketing team and digital team for online execution (internal and external)
Key Account Sales Manager
Columbia Sportswear, Inc.2009 – 2014
- Territory Sales Rep covering Texas/Louisiana for Columbia, Inc., including Columbia Sportswear (apparel, footwear, equipment, accessories), as well as Sorel footwear - Doubled territory sales volume by strategically growing existing business and opening new accounts - Highest company increase in Accessories, Equipment, and Collegiate: 2011 - Finalist for 2012 national sales contest for Ski Specialty - Serviced the largest Ski Specialty account in the US - Minimized expenses while maintaining +12% growth for 3 consecutive years - Exhibited the expertise to service specialty retailers, participate in line adoption meetings, and gain brand exposure in a rapidly growing region of the company.
Sales Manager / Operations Manager
Backwoods Equipment Co.2006 – 2009
- Opened new Flagship store for the company in Austin, TX - Hired and managed 15 staff members, coached sales standards, individual goals, and product training. - Oversaw store appearance standards as well as in-store marketing - Awarded highest grossing sales for The North Face in the company for Holiday 2008 - Received corporate lowest shrinkage award, 2008 - Minimized expenses in order to maximize profitability by negotiating store hours with company management as well as adjusting staff levels accordingly. - Exceeded annual corporate sales goal resulting in top sales award - Company leader in sales contests and programs resulting in multiple promotions