DAVID ASHER

**** ********* ****, *** *****, CA **024

415-***-**** scf805@r.postjobfree.com

OBJECTIVE

Senior vice president of merchandise management for a retailer where a fashion forward taste level, talent development, traditional and e-commerce experience, strategic planning, creative innovation and financial acumen are needed.

SUMMARY

20 years of experience (including international) from assistant buyer to president in retail and wholesale organizations demonstrating drive, short and long term strategic thinking , results oriented initiatives, financial precision, and deep insight into product, merchants and consumers. Skilled negotiator with a history of successful vendor relationships and an extensive network of luxury executives. Excellent communicator and manager of multiple priorities. Delivered top volume increases and gross margin improvements during my tenure as a DMM at Bergdorf Goodman.

EXPERIENCE

CONSULTANT, D.ASHER AGENCY, SAN DIEGO, CA 2009-present

Counseled the Shops at the Plaza Hotel on floor adjacencies, vendor matrix and marketing programs as well as a new website supporting the cosmetics business. Educated Akris on potential upgrades to its website including a full conversion to ecommerce. Developed own website project featuring an ecommerce site geared towards men’s second hand clothing.

PRESIDENT AND CEO, ELUXURY, SAN FRANCISCO, CA 2008-2009

Enhanced functionalities and content of the website to drive increases in traffic during a difficult economy. Orchestrated team of 60 people including 5 Directors and $60 million in sales volume. Implemented video features such as Men’s Vintage. Opened website to 24/7 customer service support. Replaced PR firm. Consolidated HR and Customer Service departments. Provided Paris based senior management with forecasts and potential strategic investments to reinvigorate down trending business.

Focused aesthetic on stylist’s point of view to elevate look of site and increase multiple sales by bringing full time stylist aboard. Elevated copy to express a sophisticated fashion viewpoint. Restructured main navigation to better reflect shopping habits as determined by outside consultants. Simplified check out process to expedite customer experience. Recruited New York based merchant to introduce new designer vendors and negotiate exclusives such as Hussein Chalayan.

SENIOR VICE PRESIDENT, GMM OF WOMENSWEAR

HOLT RENFREW, TORONTO, CANADA 2006-2008

Re-assorted women’s ready-to-wear matrix to upgrade vendor offerings with a team of 30 buyers, marketing managers and financial planners. 10% sales and gross margin dollar growth on $250 million in volume in 9 stores prior to economic downturn while replacing bridge, private label and leases with broader designer, contemporary and gold range offerings. Achieved conversion by uniting marketing, fashion office and store operations to devise and execute customer retention and attraction strategies.

Set overall company direction as a member of the senior executive committee in such areas as rebranding initiatives, human resource programs, ethical sourcing, and store operations prioritization. Negotiated vendor shops and placements prior to the opening of new Vancouver store. Instituted expense reductions in tandem with economic downturn.

Promoted numerous buyers, senior buyers, assistant buyers, planners and marketers through project challenges, direct feedback, moves across divisions and the formal review process. Focused team on core business drivers such as key items and vendor maximization, and encompassing the perspectives of other branches of the company so as to respect and align goals for greater synergies.

VICE PRESIDENT, DMM, MEN’S SPORTSWEAR 2005, WOMEN’S EUROPEAN, COUTURE AND SPORTSWEAR 2003-2005, ASSOCIATE DMM, COUTURE AND SPORTSWEAR 2001-2003, BUYER, COUTURE AND COATS 1999-2001

BERGDORF GOODMAN, NEW YORK, NY

Strategized and initiated a major overhaul of the vendor assortment and adjacencies on the couture floor through the development of key businesses such as Akris and Oscar de la Renta, the elimination of plus sizes and the creation of new concepts such as luxury sportswear (moved Loro Piana and Brunello Cucinelli from the 3rd floor to the 4th) and custom couture. Promoted on the financial success of my bold vision, talent development, and synergistic partnerships with key vendors.

Elevated powerhouse couture businesses of Chanel, Akris and Giorgio Armani through partnerships with senior management and designers, elevation of service levels with the addition of on-floor business managers, improvement of marketing vehicles such as trunk shows by reengineering their process. Leveraged store’s prestige and sales volume to create exclusive deliveries with favorable delivery dates resulting in additional annual sales of $3 million. Increases of up to 30% drove Akris and Chanel to $10 million plus volumes and made them the dominant sales points outside of their own boutiques.

Innovated unique customer experiences such as on-floor special delivery office to provide fast accurate delivery of complicated demi-couture orders. Initiated operational supports such as take rate tracking by sales associate that doubled special order volume to $5.3 million at a 47.5% gm in two years.

VICE PRESIDENT, VIVIENNE WESTWOOD, NEW YORK, NY 1998

Launched the wholesale operation for North America and the New York flagship boutique. Merchandised collection for American market with design team. Executed LA personal appearance.

BUYER AND ASSOCIATE BUYER, ADVANCED DESIGNER 1995-1998, ASSISTANT BUYER, CONTEMPORARY 1993-1994, SALES ASSOCIATE, MEN’S 1990-1993

NEIMAN MARCUS, DALLAS, TX

Strategized and executed the expansion of core European designers (i.e. Dolce Gabbana and Gucci) from 5 flagships to 20 locations. Performed trunk shows and in-store training.

DEPARTMENT MANAGER, JUNIORS, MACY’S NE, NEW YORK, NY, 1989-1990

EDUCATION

Georgetown University, Washington, DC- BA in Government/International Relations 1989

Proficient in French, MS Excel and Word

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