Amelia Smaridge
Stockholm,Sweden
Summary
Seasoned Head of Buying and Senior Product Manager with 12+ years’ experience leading cross-functional teams in the development, sourcing, and delivery of commercially successful, customer-focused product ranges. Demonstrates strong leadership in strategic planning, budgeting, and supplier negotiations, with a proven ability to drive margin growth, optimise product assortments, and align product strategies with business objectives and market demand. Adept at guiding products from concept to launch, transforming business goals into high-impact, sustainable collections. Known for combining analytical insight, market intuition, and team empowerment to deliver measurable commercial results across both agile and traditional retail environments.
Overview
14
14
years of professional experience
5
5
years of post-secondary education
Work history
Senior Product Manager
Acne Studios
Stockholm
12.2023 - 07.2025
- Achieved three per cent increase in profit margins across key categories via data-driven product strategies.
- Drove revenue growth through development of effective pricing and competitive strategies.
- Oversaw management of approximately 850 SKUs annually, aligning with sustainability goals.
- Streamlined Production and Design processes, improving efficiency for over 100 team members.
- Implemented supplier strategy to optimise production capacity and enhance margins.
- Established comprehensive confection guidelines to ensure product finishing consistency.
- Coordinated Paris Fashion Weeks, successfully showcasing innovative luxury collections.
- Performed market trend analysis to uncover strategic opportunities for informed decision-making.
Head of Buying & Sourcing
Finisterre
Saint Agnes, Cornwall
01.2021 - 01.2023
- Delivered turnover growth exceeding 28% YoY by managing buying and sourcing for men's, women's, and accessories categories.
- Increased profit margins from 63% to 72% through strategic sourcing initiatives.
- Developed and implemented a three-to-five-year business strategy aligned with brand objectives.
- Reported directly to CEO and CPO, presenting key strategies to board of directors.
- Executed sourcing and supplier strategy, identifying sustainable opportunities within the market.
- Led cross-functional meetings with marketing and e-commerce teams to align product offerings.
- Managed and trained buying team in daily operations, promoting efficiency across departments.
- Collaborated with suppliers to innovate fabrics and dye methods, enhancing sustainability efforts.
Senior buyer
Finisterre
Saint Agnes, Cornwall
07.2016 - 01.2021
Trainee Buyer/ Assistant Buyer
Primark
01.2013 - 01.2016
- Managed dresses with a budget of approximately £110 million and skirts with a budget of around £20 million, overseeing 400 options.
- Responded swiftly to sales performance, adjusting trading strategies and stock phasing as needed.
- Collaborated with international teams to analyse competitors, identifying factors affecting sales and margins.
- Interpreted fashion trends to develop commercially viable products tailored for Primark customers.
- Organised key range reviews for directors and board members to facilitate strategic decision-making.
- Conducted supplier meetings to negotiate delivery schedules and refine style aesthetics for optimal pricing.
Trainee Buyer/ Assistant Buyer
Seasalt
Cornwall
01.2012 - 01.2013
Education
BSc (Hons) - International Fashion Business
Nottingham Trent University
Nottingham 10.2008 - 06.2011
GCSE - 10 GCSE’s A-C
King Edwards VI
Totnes, Devon 01.2006 - 01.2008
Skills
- Leadership
- Budgeting & forecasting
- Strategy planning
- Problem Solving & decision making
- Team coaching
- Performance metrics interpretation
- Merchandising knowledge
- Range Building
- Supplier negotiation
- Sustainable sourcing
Websites
Accomplishments
2017 Cornwall Winner of 30 under 30 award
Timeline
Senior Product Manager
Acne Studios
12.2023 - 07.2025
Head of Buying & Sourcing
Finisterre
01.2021 - 01.2023
Senior buyer
Finisterre
07.2016 - 01.2021
Trainee Buyer/ Assistant Buyer
Primark
01.2013 - 01.2016
Trainee Buyer/ Assistant Buyer
Seasalt
01.2012 - 01.2013
BSc (Hons) - International Fashion Business
Nottingham Trent University
10.2008 - 06.2011
GCSE - 10 GCSE’s A-C
King Edwards VI
01.2006 - 01.2008
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