anna silva - WordPress.com
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anna silva - WordPress.com
ANNA SILVA Education m. 954.821.5064 [email protected] annapaulasilva.wordpress.com POLIMODA, Florence, Italy Candidate for: Master’s Degree – Fashion Brand Management Estimated Time of Graduation: June 2015 Bentley University, Boston, USA à Lorenzo de’ Medici, Florence, Italy Bachelor’s Degree in Marketing Cum Laude, May 2012 Study Abroad Program, Spring 2011 Minor in Finance and Global Studies Fashion Design & Marketing Program Merchandising & Marketing Experience Macy’s Inc (Corporate) – NEW YORK CITY Jan ’13 – May ‘14 Assistant Merchandise Planner • Managed the planning process for the Sleepwear & Robes division – a 10M dollar business – across 658 Macy’s locations for Fiscal Year 2013. Helped grow the business by 6% that same year. • Analyze retail metrics such as seasonal trend, margin, sales to stock penetrations, turn to plan, project and forecast sales, markdowns and receipts on a weekly basis. • Manage the assortment and replenishment process for over 20 vendors on a daily basis. Make category, sales and stock projections, replenishment strategies and analyze seasonal plans using Foresight systems. • Identify opportunities and analyze sales trends by location to maximize results. • Communicate inventory issues with the buying team to react to current market trends. Buying & Planning Executive Development Program Nov ’12 – Jan‘13 • Attend all day classes three times a week. Learned about the industry, merchandising math, negotiation skills, and Macy’s systems. Work in the office twice a week with team. • Meet vendors to go over collections, choose assortment and negotiate wholesale prices. • Work with buyer to create allocation strategies and assortment plan to better suit each door/region's need based on target market demand. • Execute ‘Return To Vendor’ merchandise and bring in Fast Track orders. Make recommendations in order to alleviate stock issues. Strategize all markdowns and promotions to maximize sales. • Developed and presented Capstone Project – a 7.2M dollar opportunity – to upper management. Reebok International (Corporate) – BOSTON Aug ’11 – Oct ‘12 Marketing Assistant – Reebok Classics • Participate from creation of product story, to execution of ideas, to final launch of advertising campaigns: Partner with photographers/models/stylists/brand assets to execute the vision of campaigns. Advertised broadly: All White Pack Classic Leather, Sparkle Sport Campaign, Classics Retro Pack, and other campaigns. • Manage product seeding (celebrity gifting) in the market. Seeded products with to over thirty influential celebrities, which in turn would create hype on social media via Twitter and other means. • Produce and present bi-‐monthly trend reports and competitive analysis to Classics team. Trend reports were used by the design team as inspiration and base to create new product lines. • Worked at MAGIC (largest fashion trade show in the country in Las Vegas, NV) at the Reebok booth: Coordinated special media events (such as the launch of the Classics Retro Pack). Responsible for 14 Brand Ambassadors before and during the event, booking all travel arrangements -‐ flights, hotel, dining, meetings, among other details. • Assist each Brand Ambassador on their localized nationwide events throughout the year to create hype around the Classics brand. Make sure all Ambassadors were promoting the Classics vision. Event Production Experience Miami Fashion Week May 2014 Event Coordinator / Assistant to: Custo Barcelona, Lisu Vega, Nicolas Felizola, Viviana Gabeiras • Assemble gift bags and press kits, assist Miami Fashion Week PR team. Coordinate backstage set-‐up. • Partner up with style team to do model fittings and castings. Assist the choreographer with model rehearsals • Dress models for the shows in a timely manner, making sure every model is ready to walk the runway with all correct pieces (accessories, shoes, etc). Languages English Fluent / Portuguese Fluent / Italian Advanced / Spanish Intermediary