Marina Freeda Dmello
Bangalore
Summary
Experienced in Retail Planning over 14+ year with leadership, strategic planning, and operational management. Sound understanding of Retail Planning & Merchandising, Retail Operations, Sales & Marketing, Expertise in team leading, Drive the sales plan through consistent focus on studying the category performance, monitoring inventory and sales data, and bringing in new products based on predicted needs of the customer for the assigned category in the mid premium format.
Overview
15
15
years of professional experience
1
1
Certification
Work History
Manager
Reliance Retail
11.2022 - Current
- Leading Retail Planning for GAP Business.
- Achieve Buy plan targets by meeting inventory norms, budgeted profits, budgeted sales and full price sell throughs.
- Maintain merchandise assortment plan (MAP) based on open to buy (OTB).
- Maintain inventory levels and minimize mark downs.
- Provide inputs on replenishment/stocking parameters to Distribution & Logistics team.
- Work out effective strategic plans to liquidate products in a profitable way.
- Create the right assortment offer at the right price, in the right quantities, at the right time at the various points of sale.
- Identify customer preferences and forecast consumer trends to deliver high-quality products and facilitate sustainable growth.
- Always ensure availability of the right assortment at the store.
- Create Buy plans by working out replenishment strategies to make the business yield more profits
- Develop in-season forecasts and future merchandise plans and adhere to internal process calendar.
- Create allocation strategies based on seasonality, trend, store capacity and stock-to-sales, partnering with allocations to develop and implement these strategies.
- Analyze sales trends to develop the range brief.
- Ensure no shortages at the distributor or warehouse level.
- Develop unit plans and seasonal plans to reach maximum sales.
- Tracking Stores performance Ops Plan wrt Dc fill and sell through.
Asst. Manager - Retail Planning
Arvind Lifestyle Limited
01.2021 - 10.2022
- Forecasting Financial Budget & Season Budget to ensure sale & margin targets are achieved.
- Annual sales & Stock Planning- Open-to-Buy management.
- Inventory Management -Initial Allocation, Replenishment & Consolidation, Stock Gaps.
- Analyzing to improve on full Price sell thru by tracking best sellers & taking necessary action on poor sellers
- Forecast Weekly ST% Norm & Track actual ST% week wise to achieve Pre & Post EOSS ST% No
- Display Capacity Adherence –Ensure Display fill% freshness %, month on hand cover.
- Seasonal revision in MBQ and option plan for Stores.
- Achievements/ Initiatives:
- Setting up the norms for Core line for daily replenishments to ensure availability of all sizes.
- Core Ordering as per the Store norms and ROS.
- Revised the Layouts by analyzing past 4 season division potential for Top 36 doors
- Set up process for Inter store Transfers for Nonmoving/ Low sell through Styles.
- Closely monitoring on the Inwards against Orders/Buy.
- Calls/ Visit to the store to understand the customer / store /requirements.
Retail planner
Lifestyle International Pvt Limited
04.2019 - 01.2021
- Responsible for financial goals including pre-season financial plans, sale and stock projections, Open-to-Buy management.
- Assortment Planning and merchandising activities Pre, In season and post Seasons.
- Retail Allocation ensuring right product mix and right sizes.
- Ensuring Timely launch and inward plan for the stores.
- Supervising the replenishments, Consolidation, RTV and Lot Sales.
- Planning DC for respective Season with consideration of New brand Launch & Exit.
- Make Inventory Norm, Control NOD & Age Mix as per the norm for Financial Year.
- Monitoring Sell Through on A Weekly Basis to Achieve the Targeted Sell through and action on non performing styles/ Low Sell through Styles.
- Monitoring Ageing and Recommending Markdowns to Clear the Old Inventory.
- Achievements/ Initiatives:
- Initiated Order tracking System to identify the root cause of delayed inwards.
- Driving Core/ELPP sales to maximize the mix to Pvt label, reordering the stocks basis NOD.
- Initiated delivering the stocks on time to the marketplace on Big billion sales.
- Awarded as a Best Merchandise lead for on time execution and results.
Deputy Manager as Retail planning
Future Group- Fashion at Big Bazaar
05.2010 - 04.2019
- Responsible for planning of stocks and sales of around 80 stores in the zone around 350 crores of annual turnover for Kids wear.
- Tracking Budgeted sales growth and ROS.
- Inventory Management, Planning Stocks as per Sales plan , Store grading & Pre allocation
- Space Planning and placement of brands, Merchandise mix to the Store.
- Monitoring and periodically balancing the Stocks as per the MBQ.
- Reviewing the stock gaps, allocation, and replenishments.
- Analyzing the Sell through, Corrective actions for Low performing styles.
- New Store MPM.
- Achievements/Initiative:
- Effectively Increase the Kids sales contribution from 16% to 20%, through repositioning / space for Kids brands at fashion floor across South Fashion at big Bazaar stores.
- Recognized for holding individual Sales & Account Achievements worth 250 Crore businessby overseeing of kids wear with focus ton line% as well As RGM%.
- Taken Initiate In Parivartan/renovation of Fashion floors by providing training on MPM, range plan & driving sales
Education
Master’s In Business Administration - Finance
Justice K.S.Hegde Institute of Management Nitte
03.2010
Bachelor of Commerce - undefined
Poorna Prajna College Udupi
01.2008
Skills
- Team leadership
- Time management
- Decision-making
- Clear understanding of retail math skills
- Ability to work closely with stores, suppliers and distribution teams
- Proficiency in Microsoft Excel
- Knowledge and experience of planning and forecasting tools and principles
- Analytical Skills
- Teamwork & collaboration
PERSONAL VITAE
Languages known : English, Kannada, Hindi and Konkani
Certification
- CM - Certified Manager Certification
Timeline
Manager
Reliance Retail
11.2022 - Current
Asst. Manager - Retail Planning
Arvind Lifestyle Limited
01.2021 - 10.2022
Retail planner
Lifestyle International Pvt Limited
04.2019 - 01.2021
Deputy Manager as Retail planning
Future Group- Fashion at Big Bazaar
05.2010 - 04.2019
Bachelor of Commerce - undefined
Poorna Prajna College Udupi
Master’s In Business Administration - Finance
Justice K.S.Hegde Institute of Management Nitte
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