BILL JOHNSON, Page 2 of 2
Led update of product line to fill
holes in wholesale line. Sourced product providers through
new manufacturers and designers that now account for 30% of
Developed new store design and
changed shopping environment to attract a greater audience.
Reduced turnover in stores 50% by fostering a store-friendly
culture. Launched Star Sightings communication program that
shared best practices and success stories in customer
services. Introduced recognition awards for Top Stores
Built an accelerated career program
for gifted college students to add talent, diversity and
VICE PRESIDENT MARKETING,
NATURALIZER BRAND, JUL 1997 - JUN 2002
Promoted to oversee all marketing
strategy and execution for Naturalizer brand. Managed $16M
annual budget across trade and consumer advertising,
market/consumer research, sales events/promotions, packaging,
relationship marketing, store design and more. Oversaw team of
Credited for role in growing sales
85% in 5 years from $230 to $350M, averaging 15-20% growth
Doubled market share, increased brand
awareness and improved profits by 250% or $10M by directing
brand repositioning through an integrated product, store and
consumer communications 3-year plan. Named "Brand of the
Year" in 2001 by the industry's leading publication.
Launched a Direct to Consumer Catalog
and e-commerce platform to add incremental sales and
profits, resulting in +$12M in sales and $2.6M in profits.
Recognized for contribution to
successful addition of the Naturalizer brand within the
Federated Department store group that generated an
incremental $35M in sales annually.
DIRECTOR OF RETAIL MARKETING, SEP
1994 - JUL 1997
Promoted to lead the marketing function
in support of +300 specialty women's footwear stores throughout
the United States. Managed $6M budget and team of 9 comprised of
Art Directors, Copywriters, Production Manager, Database Manager
as well as an external media agency. Oversaw all marketing and
visual projects including events, promotional design,
advertising, store graphics and signage, Customer Relationship
Management, local/grassroots marketing tools and more.
Noted for role in growing sales to ~
Credited for transitioning marketing
strategy for a mass media communications program to a
consumer database marketing platform that reduced marketing
expense +$2M while driving same store productivity to record
sales per square foot. Created data warehouse and introduced
data mining to support highly targeted direct mail programs.
Introduced Voice-Of-Customer Panel to
test products, promotions, store design and service changes.
DIVISIONAL MERCHANDISE MANAGER,
FEB 1992 - SEP 1994
Led the footwear buying and merchandising
teams for 47 better grade department stores on the West coast,
generating $64M in annual revenues. Charged with creating
consumer-right and trend-right assortments to drive high sales
and margins. Supervised team of 10 Buyers, Planners and
Increased margins by +2%, delivering
an incremental $1.2M in Gross Profit.
Increased Inventory turn by 30% with
corresponding improvement in markdown expense.
Added premium priced brands to brand
matrix driving a 10% increase in average retail prices.
University of Tennessee,
University of South
Carolina, Columbia, SC