Aimee Colorado

Chief Merchandising and Marketing Officer

Professional Overview
Aimee Colorado is an accomplished retail and marketing executive with over 15 years of experience driving growth and innovation in the fashion and consumer goods industries. As the Chief Merchandising and Marketing Officer at VICI, she is responsible for leading the company's merchandising strategy, brand development, and omnichannel marketing initiatives to enhance customer engagement and drive sales.

Experience Summary

Current Role
Aimee currently serves as the Chief Merchandising and Marketing Officer at VICI, a leading lifestyle and apparel brand. In this role, she oversees the company's product development, inventory management, and go-to-market strategies. Aimee also spearheads VICI's digital transformation, implementing innovative marketing campaigns and data-driven customer insights to strengthen the brand's online presence and drive e-commerce growth. Under her leadership, VICI has achieved significant market share gains and expanded its customer base both domestically and internationally.

Career Progression
Prior to joining VICI, Aimee held various merchandising and marketing leadership roles at prominent retail and consumer brands, including serving as the Vice President of Merchandising at Anthropologie and the Director of Marketing at Athleta. Throughout her career, she has demonstrated a keen ability to identify emerging trends, optimize product assortments, and develop effective multi-channel marketing strategies that resonate with target audiences.

Academic Background
Aimee holds a Bachelor of Arts degree in Marketing from the University of California, Berkeley, where she graduated with honors. She also completed an executive leadership program at the Harvard Business School, further enhancing her strategic and operational expertise.

Areas of Expertise

• Retail merchandising and product management

• Omnichannel marketing and brand strategy

• Digital transformation and e-commerce acceleration

• Consumer insights and data-driven decision making

• Cross-functional team leadership and collaboration

Professional Impact
Throughout her career, Aimee has led several transformative initiatives that have driven significant business results. At Anthropologie, she spearheaded the development of a successful private label clothing line that contributed over 20% to the brand's total revenue. At VICI, she has implemented a data-driven approach to merchandising, resulting in a 15% increase in full-price sell-through and a 25% boost in online conversion rates.

Conclusion
Aimee Colorado is a seasoned retail and marketing executive with a proven track record of driving growth and innovation. Her deep understanding of consumer behavior, combined with her strategic leadership and cross-functional expertise, make her a valuable asset to VICI as the company continues to expand its market presence and enhance its digital capabilities.