Ashley Allen

Senior Merchandiser, Direct to Consumer @prAna

Responsible for driving long-term, sustainable growth for the direct-to-consumer channels (eCommerce, Retail, Catalog) through the development of thoughtful and strategic merchandising strategies. Partner with creative, marketing and commercial teams to inform and implement seasonal go-to-market strategies-ensuring product stories come to life in a visually compelling and cohesive way. Combine data-driven analytics with customer feedback and competitive market research to help inform in-season assortments and decision-making and ensure alignment across all customer touchpoints. Develop, prioritize, and execute assortment building and digital/retail experiences. Perform product performance analysis at weekly, monthly and seasonal basis, as well as at the channel level. Actively monitor and analyze key competitors to understand emerging trends and opportunities to improve demand-generating efforts. Ensure all product marketing campaigns focus on key features, functionality and consumer benefits, drawing the customer to the brand. Build seasonal shot lists for location shoots and in-studio imagery needs that support all channels. Execute the creation of catalog spread layouts, online shopping guides, and in-store product flow and features. Evaluate proposed creative layouts, content and photography across all direct-to-consumer channels to ensure best product depiction.