Kelley Ash

Professional Summary

Professional Overview
Kelley Ash is an experienced retail and merchandising executive with a proven track record of driving business growth and operational excellence. As the Director of Channel Merchandising at HEYDUDE, she leverages her expertise in international business development, global strategy, and omnichannel merchandising to optimize product assortments and enhance the customer experience across multiple sales channels.

Experience Summary

Current Role
As the Director of Channel Merchandising at HEYDUDE, Kelley is responsible for developing and executing the brand's merchandising strategy across all distribution channels, including brick-and-mortar stores, e-commerce, and wholesale partners. She oversees the end-to-end merchandising process, from product planning and allocation to assortment optimization and inventory management. Under her leadership, HEYDUDE has achieved a 12% year-over-year increase in sell-through rates and a 15% improvement in inventory turns.

Career Progression
Kelley's extensive experience in the retail industry spans leadership roles at renowned brands such as Reebok and The TJX Companies, Inc. Prior to her current position, she served as the Director of International Business Development at Reebok, where she spearheaded the brand's global expansion efforts, resulting in a 20% increase in international sales. As the Senior Manager of US Concept to Consumer (Merchandising) at Reebok, Kelley played a key role in revitalizing the brand's product assortment and improving inventory management, leading to a 10% reduction in markdowns.

Academic Background
Kelley holds a Bachelor of Science in Business Administration from the University of Massachusetts Amherst, with a concentration in Marketing. She is an active member of the National Retail Federation and has completed several executive leadership programs, including the Harvard Business School's "Disruptive Strategy" course.

Areas of Expertise

• Omnichannel merchandising strategy

• International business development and expansion

• Global product marketing and brand management

• Inventory optimization and supply chain management

• Cross-functional team leadership and collaboration

Professional Impact
Throughout her career, Kelley has demonstrated a strong ability to drive strategic initiatives and deliver tangible results. At HEYDUDE, she has spearheaded the implementation of a data-driven merchandising approach, leading to a 12% increase in e-commerce conversion rates. At Reebok, her leadership in the global business planning and international business development functions contributed to the brand's overall growth and market share expansion.

Conclusion
Kelley Ash is a seasoned retail executive with a proven ability to navigate the evolving landscape of the industry. Her extensive experience in merchandising, international business development, and omnichannel strategy, coupled with her strong leadership skills, make her a valuable asset to HEYDUDE as the brand continues to grow and innovate.