BRAND: FashionNOVA ROLE: Chief Brand Officer & Creative Director 2018 - 2019
LOCATION: Los Angeles, California fashionnova.com
ASK: First permanent Chief Brand Officer and Creative Director, overseeing 200+ employees. Oversaw merchandising/buying, design, product development, planning, sourcing & production, retail stores, brand studio, and brand marketing.
ACCELERATE TOP & BOTTOM LINE SALES. RESTRUCTURE, STREAMLINE, AND SCALE THE ORGANIZATIONAL & OPERATING BUSINESS MODELS.
Doubled the sales revenue & increased EBITDA rate during tenure, becoming the fastest growing retailer and #1 googled fashion brand in 2018 & 2019.
Launched men’s (Y1: annualized @ 9 figures, contributing 15% to the total business ) & NovaSport; developed NovaBeauty; expanded the Plus+Curve & accessories segments.
Managed all company talent/celebrity collaborations, including: Cardi B, BlueFace, and others.
RESULTS:
BUSINESS: Doubled the revenue while improving the EBITDA rate; complete P&L ownership of $1B+ DTC/DNB business; managed and led cutting edge retail model leveraging social platforms as the primary revenue driver.
OPERATIONS & INFRASTRUCTURE: Re-structured & streamlined the organizational and operating business model. Architected and executed all buying/planning/ merchandising infrastructure, while implementing cross functional disciplines and accountabilities across the organization.
Introduced a comprehensive & strategic brand marketing calendar to ensure integration across product & marketing strategies.
Overhauled vendor/source base strategy, including rationalizing vendor base, while identifying new, direct vendors.
CATEGORY EXPANSION & NEW BUSINESS: In addition to doubling the core women’s business and adding new categories, increased the plus+curve penetration (8% to 15%), launched men’s (Y1: annualized @ 9 figures, contributing 15% to the total business), expanded accessories, and initiated development of new businesses (Beauty & NovaSport) while maintaining gross margin rates and improving inventory turns.
COLLABORATIONS: Developed and led all company talent/celebrity collaborations.
MEN'S LAUNCH
DEVELOPED TWO CARDI B COLLABORATIONS
FASHIONOVA PLUS+CURVE
SITE MERCHANDISING STRATEGY
NovaSPORT LAUNCH
ACCESSORIES EXPANSION & NEW CATEGORIES