David Llewellyn

** ** **** ******, ***, NY *****, Tel: 917-***-****

E-mail: ac3crl@r.postjobfree.com

LinkedIn: https://www.linkedin.com/in/dallewellyn

Experience

Seldat Distribution Inc – New York, NY 10/16 – Present

Head of Fashion Projects

Launching online custom clothing e-commerce and brick and mortar platform using the latest in AI

Creating branding, positioning and merchandising strategy to be deployed in an omnichannel environment

Directing consumer segmentation and communication strategy ensuring low CAC and high CLTV

Leading multidisciplinary teams IT, product, design, retail which will accelerate the launch time by 6 months

Building budgets and planning models for rapid growth technology and fashion enterprise

Establishing KPIs around affiliates, paid search, retargeting, and SEO to meet traffic conversion to ensure revenue

Consulting – New York, NY 10/15 – 10/16

Confidential Client – Omni channel business plan development for Italian brand entering the US market. Working through initial P&L, investigating retail and showroom locations, investigating third party vendors offer full suite of digital services including e-commerce and social media messaging, mapping logistics and fulfillment systems

A.W. Lake – developing online platform, Uberwelltm, to increase B2B and B2C engagement within the hospitality, health and wellness beauty fields. Reduced cost of acquisition and retention by 40%

Confidential Client – Testing mobile POS, CRM system, and VIP program for US based furniture retailer with over 100 stores. Doubled rate of new credit card customers through improved e-mail marketing and promotional campaign

Michael Hockey Footwear, USA, Australia, Indonesia 02/10 – 10/15

Co-Founder and President

Created the first fully vertical e-Commerce site for men’s footwear and accessories (factory to consumer)

Directed launch, business strategy, marketing, communications, P&L and investment

Sales increased 200% every year in the US, UK, and Australian markets

Launched an international omnichannel retail strategy: wholesale, digital, mobile, and brick-and-mortar and grew business from $0 to $5million+

Managed creative and development team for continuous site/editorial, ecommerce and social media updates

Planned sales, category, inventory and margin goals to meet three fold business growth year on year

Analyzed digital and sales data that kept acquisition costs low and improve merchandising and grew sales

Harmonized promotional calendar, merchandising strategies and sales cadence online, at retail and with retailers to ensure a consistent presentation of the brand and its pricing globally

Improved ecommerce performance +60% on third party sites with site specific and customer centric targeting

Achieved millions of impressions per editorial post with extensive blogger, magazine, and influencer outreach

Sold the business at the end of 2015.

Hanes Brands Inc (fka Pacific Brands) Melbourne, Australia 07/09 – 08/11

Head of Marketing/General Manager, Marketing Transformation

Lead all operational and functions across integrated marketing, e-commerce, product and consumer insight strategies in a $4 Billion omnichannel environment.

Implemented online and offline marketing strategies across 114 proprietary and licensed brands across 5 divisions (underwear, fashion and footwear, home, hard goods and uniforms/sports apparel)

Improved business performance 100% in first year by setting KPI’s for digital and offline marketing and improving ROI

Oversaw double digit growth in web site traffic and sales through improved email, affiliate and merchandising strategies

Reshaped marketing/advertising strategy, increasing digital initiatives which doubled consumer engagement

Optimized social media, retargeting, SEO, CRM and affiliate marketing driven by enhanced consumer insights analysis

Approved all designs, ads, copy, content and marketing collateral and brand representation

Developed and executed research-based content marketing strategy and built KPIs to ensure ROI

Managed day to day operations and P&L for marketing, production, merchandising and analytics teams

Set and CRM KPIs to establish baseline targets of success or actions for improvement

Lead company-wide reporting analyzing metrics across social media, national advertising, digital marketing, retail marketing, e-mail Marketing, PR, and sales results

Delivered consistent branding across all brands and distribution channels by partnering with global agencies

C suite stakeholder management, prepped them for quarterly financial market reporting, presented to board of directors

Improved product speed to market and logistics by 20% and reduced the cost of new product development

Revolutionized the Australian insights market by creating it’s first ever daily brand market share data report for fashion

L’Oreal USA, New York 03/04 – 07/09

Maybelline (Division of L’Oreal)-Sr. Manager, Global Marketing

Managed USD $1 billion eye and color cosmetics portfolio and increased market share across all categories

Developed competitive marketing 3 year plans for global roll outs and retail implementation

Created weekly sales reports, recommended improvements and implemented approved actions

Consistently launched new products in the top 10 across all distribution channels

Headed up new digital strategy and launched L’Oreal’s first ever digital advertising and social media campaign

Lead product merchandising strategy across all distribution channels on and offline

Oversaw rebranding of Maybelline to Maybelline NY across products, branding, advertising and media

Deployed the sponsorship of NYFW generating millions of impressions across all media

Softsheen-Carson (Division of L’Oreal)- Sr. Manager, Global Marketing

Drove the successful integration of the newly acquired Soft-Sheen Carson brand into L’Oreal through team management, product rationalization and re-branding

Developed three year plans across hair, skin, and professional product categories

Managed timeline across multiple traditional and new media to deliver fully integrated marketing campaigns

Directed new product sales and affiliate strategies across key accounts, making presentation to corporate buying teams

Ensured margins and sales plans met category and channel strategy across Walmart, Kmart, Target, Sally Beauty et al

Innovated product design saving millions of dollars in overhead and improved margins 35%

Softsheen-Carson (A division of L’Oreal)- Manager, Global Marketing

Liaised with internal and external creative agencies to ensure logistics and timely delivery of projects

Lead cross functional relationships (legal, finance, laboratory and senior executives) to phase and stage new launches

Designed, conducted and evaluated consumer and product research to validate new product launches

Managed day-to-day media relationships across broad base of agencies, bloggers, influencers and media

Ran the project management calendar for all new launches ensuring 100% on time launch delivery

Supervised all brand representation (website updates, emails, social, collateral)

Developed all creative with internal and third party agency teams to deliver fully integrated advertising campaigns

New Zealand Trade and Enterprise, New York 07/02 – 03/04

Trade Development Consultant, Creative Sectors

Lead business development for New Zealand firms in fashion, textiles, music, film and technology and improved GDP

Directed communications and PR strategy across B2B and B2C channels that effectively reached millions of US buyers

Presided over the launch of the first New Zealand brands to ever show at New York Fashion Week

Managed the media relationships for coverage of key events at Central Park Summer Stage and VIP Film premiers

Developed strategy and advised the CEO of the Elle Macphearson / Bendon brand through their license negotiations and successful launch in US department stores.

Liz Claiborne, New York 01/00 – 06/01

Brand Manager Licensed Products

Spearheaded strategies for all men’s and women’s licenses with over $700 million in annual turnover

Launched new retail initiatives across US department stores

Analyzed sales results to ensure licensees were on plan to meet budget and revenue targets

Approved all merchandising plans for all licensees and retail partners

Directed design, sales and marketing processes to achieve sales goals and growth objectives

Doubled men’s licensing revenue by partnering with Department stores to improve product position in store

Interfaced with global office to ensure consistent brand messaging, pricing, and distribution

Defined advertising and co-op budgets across product categories and consumer segments

Robert Graham (fka Robert Stock Designs Inc.), New York 03/99 – 01/00

Director Marketing and Licensing

Signed North American master license contract that elevated brand and product exposure and doubled sales

Increased licensing revenue three fold by negotiating licensing and promotional agreements with global impact

Improved product performance at retail with innovative [*]merchandising and display tactics and marketing initiatives

Implemented efficiency measures that increased product offering and cut operational costs 30%

Managed all outsourced creative services and advertising agencies

Education

Tufts University, Medford, MA 1993

Bachelor of Arts in International Relations

Institut D’Etudes Politique de Paris, Paris, France 1992

Skills

Languages: Fluent English, Fluent French, 4 years advanced study of Italian, knowledge of Indonesian

[*] David Llewellyn’s resume page 2

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