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Cheryl Berenberg

Cheryl Berenberg

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Flor

Director of Merchandising

• Spearheaded the new discipline of Merchandising at FLOR, by assessing needs of the business as a new multi-channel retailer and implementing strategic and visual merchandising initiatives to grow the brand.
• Created a new vocabulary of seasonal launches, supported by:
o New Design and Product Development partnerships to create seasonal assortments.
o Implementation of company-wide timelines, creating a cohesive launch plan.
o Conception and execution of a visual merchandising strategy across stores, web, and catalog to effectively present effective product themes.
o Guidance of Marketing and Creative teams to implement seasonal story through photography, design, and copy via catalogs, online content (FLOR.com, email, social), PR, and Service training.
• Answered FLOR’s need to shift product to 100% recycled content, by:
o Structuring a markdown strategy, selling through 20% of FLOR’s old assortment, enabling the turn over of key programs and launch of new core and seasonal collections.
o Establishing a tiered pricing strategy to reach new customers at opening and luxe price points, with all new products earning 5-10 more gross margin points.

Career medium 04
Career
Career medium 03

Gifting Grace, a JCPenney Company

Director of Web Merchandising

• Key leader in launch of www.giftinggrace.com, championing site user experience through effective merchandising.
• Develop ecommerce merchandise strategies of all site assets to achieve sales, margin, and conversion plans.
• Create process, style guide, budget, and timelines for all photography and copy content.
• Work with partners at Hearst Magazines (O, The Oprah Magazine, Good Housekeeping, and Redbook) for editorial and product content for print and web.
• Oversee launch assortment of over 1100 styles, while creating processes to continually refresh site merchandising themes, promotions, and add product content.

Career

Mark Shale

Director, Web & Marketing

• Developed and implemented new Mark Shale ecommerce site, partnering with marketing and IT companies to design new platform.
• Managed all aspects of markshale.com, through marketing, merchandising, and project management, to drive increases in sales and traffic.
• Oversaw all social, direct, and in-store marketing, including Facebook, email, direct mail, and store signage.
• Created all web analytic reports to effectively manage business.

Career medium 04
Career

Mark Shale

Merchandise Apparel Buyer

Responsible for product assortment, including financial accountability for gross margin, inventory, and sales.

The Land of Nod

Product Manager/Senior Buyer

Reporting directly to the owner of the company, I was tasked with growing the Soft Goods assortment. By developing programs for older children and bringing in more modern designs, we were able to find a new audience of on-line customers, and grow the business to 1/3 of the company’s product assortment.
• Maximized sales growth of 14%, introducing new private label and branded programs.
• Worked with international and domestic vendors to negotiate prices, minimums, and deliveries, while ensuring design integrity and safety requirements.
• Managed inventory planning, creating annual budget: sales plan, open-to-buy, and markdown strategy.

Career medium 04
Career
Career medium 02

Coach

Senior Merchandise Manager, Ecommerce/Catalog

Responsible for developing the Merchandising Department in one of the fastest growing divisions of Coach, I created and standardized all merchandising processes for the division. By owning all digital product content, I was able to build an alignment strategy with the brick-and-mortar division, creating a more cohesive company brand message. Through new analysis of store vs. direct businesses, I was able to maximize the business, effectively merchandising and marketing the site to Coach’s online customer.
• Contributed to 30% divisional growth, through effective merchandising, and a strategy of site refreshes.
• 45% traffic increase, while maintaining conversion through focused product assortment and easy navigation.
• Oversaw planning for division (7/03-10/04) creating an effective inventory management process.
• Created and implemented monthly and seasonal merchandise training courses for Customer Service.
• Awarded the Coach Retail Excellence Award for my success in this role.

Career

Coach

Merchandise Inventory Planning Manager

Developed financial plan of Womens Accessories,and partnered on assortment; reforecasted sales, gross margin, and all inventory components by style/department to result in a profitable assortment.

Career medium 02
Career

Brooks Brothers

Merchandise Inventory Planner

Planned sales, receipts, markdowns, and profit by style and department; determined coordinating style/color/size models, by store.

Lacoste

Retail Buyer/Planner

Customized merchandise assortment for retail division. Planned all coordinating financial and inventory plans at the style, store, and class level, establishing a cycle of markdowns and transfer to optimize stock turn.

Career medium 05
Career

Macy's East

Assistant Buyer

Assistant Buyer of Womens Designer & Bridge Shoes

Nine West Group

Store Manager

Lehigh University

BA, International Business