Freddy Richardson

Director of Merchandising and Marketing @Homewise Appliance

Hayward, CA, US

Director of Merchandising - As Director of Merchandising Manage all aspects of the Purchasing Department and store merchandise product offerings in alignment with customer shopping habits. I also oversee all Purchasing and vendor related contract negotiations, the creation all product promotions and the overall disposition of products and brands currently carried by Airport Home Appliance. I also ensured that company goals for profitability, sales, overall inventory and inventory turns are met and exceeded for Northern California’s largest independent home appliance retailer. During my current tenure as Director of Merchandising Airport Appliance has expanded into two new markets and have doubled in sales revenue since 2019 along with 10X our E-Commerce sales revenue.*Director of Marketing - As Director of Marketing I personally manage, create and allocate marketing medium budgets, create and direct strategy and direct buys with my direct relationships with our OTT/CTV and linear TV providers. I also develop and oversee Airport Appliance\'s overall Marketing and Advertising strategy with our digital marketing agency with regards to monthly budget and monthly digital marketing medium allocation within Google Keyword search, Goolgle shopping, Google local, Google Discovery ads, Display Ads, Google Video (Youtube Trueview) and Performance Max. I approach marketing with my \"Merchandising\" lens from an very analytical standpoint and I create and adjust our Marketing and Advertising strategy as needed when needed based on market changes and customer shopping habit changes identified on Google Analytics (GA4) and competitor changes identified on Auction Insights. During my first year in my Director of Marketing role I streamlined processes, reduced excess marketing expenses & devised strategies that allowed Airport Appliance to be \"In the Black\" and profitable regarding the overall company advertising spend for the first time in the company\'s 40+ year history.

Arizona State University

Bachelors, Justice Studies