Adam Shaw
Manchester,Lancashire
Summary
- Result-driven fashion wholesale merchandising expert with over 25 years in the industry. Proven ability to negotiate effectively and build strong relationships with clients and suppliers. Experienced in cross-functional roles across brands and licensees in the UK and Europe. Skilled in sales management, strategic planning, and financial analysis, with a strong focus on meeting deadlines and achieving results.
Overview
23
23
years of professional experience
Work history
Brand Manager
Sebago (GLD GROUP)
2023.09 - 2026.03
- Solely responsible for all functions of the brand - Sales, UK range selection, brand presentations for the wholesale and DTC team along with ownership of SMU and Exclusive projects across all categories, working with strategic independent men's and ladies accounts as well as key/national accounts
- Develop and maintain strong, productive communication with the brand owners Basic Net
- Work closely Basic net on global strategy, range management, forecasting and trend analysis.
- Delivering the global brand strategy to the UK market and brand positioning.
- Set and achieve financial targets as required by the business
- Manage the UK agents, making sure they are in line with brand strategy and equipped with the relevant sales tools.
- Orderbook & critical path management, Liaising with factories and the Basic net product team.
- Plan and execute local marketing activities working in tandem with marketing team and sound financial budget delivering the strongest brand message including; product launches, promotions, advertising.
- Seasonal launches and in-season selling, Identify & Negotiate Trade show activity for the GLD Footwear Brands.
- Report to directors on weekly basis with clear and comprehensive analytical breakdown for each key account.
- Reporting and presenting sales strategies to the board of directors on a monthly basis.
- Account Debt Management, working with finance team to protect and manage Debt Exposure
- Sales and Margin ownership & negotiate commercial terms and contracts.
- Monitor and report on market and competitor activities and provide relevant reports and information to marketing and product teams
- Negotiate marketing activities in line with Brand strategy.
National Account Manager
Sebago & Superga - (GLD Group Ltd)
2019.06 - 2023.09
- Promoted to National account manager, looking after both the Sebago & Superga National Accounts.
- Solely responsible for Sales and UK range selection.
- Ownership of SMU and Exclusive projects across all categories
- Develop the strategic independent men's and ladies accounts as well as key/national accounts.
- Setting targets & strategic growth plans to support both GLD and the national accounts.
- Monitoring in-season core and carry over sales weekly to ensure healthy stock levels throughout the year along with seasonal selections, injection programs and collaborations.
- Executing efficient and proactive account management support with consistent weekly trade calls, in person meetings, store visits, marketing and sales support along with negotiating cancellations, markdown support and returns.
- Supporting Marketplace, Drop ship and concession models across various accounts.
- Prospecting new business.
- Weekly/Monthly reporting to Sales Manager/Directors along with quarterly 360 business reviews.
- Working closely with customer services, finance, production and supply chain throughout the year.
- Working side by side with Italian production & design team on global range feedback, brand presentations, forecasting and trend analysis.
Key Account Manager
Superga – (GLD Group Ltd)
2017.04 - 2019.06
- Manage all aspect of the sales function for the Northern territory for Superga within the GLD group, whilst also managing the Strategic fashion accounts for Sebago across the UK.
- Create strategic account plans for all key accounts, 3-year growth plans and strategic imperatives.
- Weekly trade calls with all key accounts.
- Account analysis, implementing ‘Never out of stock' program on core lines.
- Growing the UK business in line with sales strategy.
- Seasonal brand presentations for the sales team.
- Core/Carry over stock management.
- Brand segmentation and brand positioning.
- Forecasting and Targets.
- Seasonal range building, clearly identifying the relevant product for the marketplace and customer.
- Marketplace & concession management.
- Trade show implementation and organization.
- Work with marketing team to identify any opportunities to promote the brand, budgets and marketing meetings.
- Working closely with customer services/ finance/ production and supply chain
- Showroom set up and merchandising
- Weekly/Monthly reporting to Sales Manager/Directors.
Account Manager
CAT Lifestyle Footwear (Wolverine Worldwide Ltd)
2016.02 - 2017.04
- Manage all aspects of the sales function for the northern territory within the Heritage brands group of Wolverine Europe.
- Strategic account plans for top 5 independents for all brands including sell in reports.
- Work closely with the customer service team and credit team to ensure flow of product to the territory.
- Forecasting for all accounts across the territory, for each season.
- Working with demand planning teams, to ensure future stock replenishment.
- Maintain and grow the regions business in line with the UK sales strategy/targets.
- Build brand profile by working closely with the regional FSR to aid sell through and build brand awareness through marketing and social media.
- Range building support for each forward order season, clearly identifying the correct product for the marketplace and customer.
- Growing the territory by creating new business in line with sales strategy.
Field Services Representative
Wolverine Worldwide - Field Services Representative (Sebago and CAT footwear)
2015.02 - 2016.02
- Drive sales from the shop floor, promote, create and offer continuing support and development to our accounts, with our underlining strategy of “winning at retail”.
- Work closely with sales and marketing accounts teams to plan and implement strategies to promote brands in the marketplace.
- Deliver in store training sessions to store managers and their teams to promote and educate them in the benefits and techniques which will improve brand presence and sales figures.
- Carrying out retail visits to ensure optimum POS and displays by using my visual merchandising experience and expertise.
- Work with the marketing team to promote new seasons and brand developments out in the field.
- Write reports on new potential business and comparative data on other brands.
- Liaise with the sales team to work on account feedback and follow up on new potential business.
- Acting as ‘eyes and ears' for changes in fashion trends and reporting back to the wider team, providing ideas and suggestions of how to move the brands forward.
Recruitment consultant - Fashion and design specialist
Reed Recruitment
2013.11 - 2015.02
Store Manager
Carhartt (Manchester)
2008.02 - 2013.11
Store Manager
Size? (Trafford Centre)
2005.04 - 2008.02
Assistant Store Manager
Size? (Manchester)
2003.06 - 2005.04
Education
Walkden High School, Manchester / Bolton College
Greater ManchesterREFERENCES
Available upon request
Accomplishments
Sebago Brand Manager
- Successfully onboarded John Lewis to an SOR model in 2023, now achieving 400k per annum / +27% growth vs previous year.
- Solely responsible for re-positioning the Sebago brand within the UK market, by implementing segmentation plans across all collections, Targeting and converting Strategic fashion accounts to elevate the brand, and successfully actioning brand collaborations with key retailers such as Peggs & son, Hip store, Oi polloi & Stuarts of London.
- Built strong relationships with the Italian brand owners, and successfully delivered the global brand strategy to the UK market.
Sebago National Account Manager
- Onboarded national accounts such as Office shoes, Jones bootmakers and Kurt Geiger which lead us to achieve the yearly target in 25/26.
- Developed and grew the existing Marine distribution by 20% in 25/26, by injecting new product in to the marketplace, relationship building and working closely with accounts to react to market requirements.
Key Account Manager
- Increased the Schuh turnover by 50% within the first year of direct key account management.
- Executed my 3-year growth plan within 2 years working with Schuh, being the first account to reach one million turnover, and continues to be one of the largest accounts in the business.
- Implemented a men's segmentation model which took the Superga menswear business from 15% to 25% of the overall yearly turnover.
Account Manager
- Increased the CAT footwear orderbook by 52% in my first season as account manager and opened 26 new points of distribution across the North & Scotland.
Timeline
Brand Manager
Sebago (GLD GROUP)
2023.09 - 2026.03
National Account Manager
Sebago & Superga - (GLD Group Ltd)
2019.06 - 2023.09
Key Account Manager
Superga – (GLD Group Ltd)
2017.04 - 2019.06
Account Manager
CAT Lifestyle Footwear (Wolverine Worldwide Ltd)
2016.02 - 2017.04
Field Services Representative
Wolverine Worldwide - Field Services Representative (Sebago and CAT footwear)
2015.02 - 2016.02
Recruitment consultant - Fashion and design specialist
Reed Recruitment
2013.11 - 2015.02
Store Manager
Carhartt (Manchester)
2008.02 - 2013.11
Store Manager
Size? (Trafford Centre)
2005.04 - 2008.02
Assistant Store Manager
Size? (Manchester)
2003.06 - 2005.04
Walkden High School, Manchester / Bolton College