Laura O'Kane
Greenisland
Summary
Experienced professional with a strong background in data analysis, trend forecasting, and stock-flow management. Known for being organised and efficient, with excellent communication skills and a proven ability to work effectively as part of a team.
Overview
19
19
years of professional experience
6
6
years of post-secondary education
Work History
Trading Manager
Musgrave
Belfast
07.2024 - Current
- Delivering category sales and margin versus targets. Analysing weekly category performance versus sales and margin budgets and creating actionable plans to address any shortfalls.
- Managing relationships with key suppliers, negotiating terms and pricing and developing joint business plans to grow category performance.
- Executing range reviews. Using market and sales data to ensure the optimum range and working with category planning teams to develop planograms.
- Successfully launching new products and range maintenance to delist discontinued lines and slow sellers.
- Developing optimum own brand range
- Creating promotional proposals, securing the best deals and prices for consumers, liaising with marketing on leaflet activity,
- Ensuring smooth intake and reliable product supply to meet customer demands
- Oversee sales and margin for seasonal events
- Collaborating with sales team to drive category change and growth
Merchandising Manager
Hometime - Dreams
Belfast
09.2023 - 07.2024
- Driving change and efficiencies through development and implementation of new systems and procedures, examples include order processes, intake planning and warehouse stock management.
- Developing and implementing forecasting strategy for the business.
- Delivering on margin targets through pricing points and shipping negotiations
- Analysing and reporting on sales, margin and stock data to enable data led decision making in a number of areas including intake, ranging, promotions and store layouts.
- Managing range reviews and recommendations with buyers, identifying gaps in range and problematic lines.
- Forecasting sales demand and developing supply plan to ensure optimal inventory levels and intake to meet demand and maximise profitability.
- Overseeing Intake plans and product flow into the business in line with targets and managing warehouse relationships.
- Ensuring the effective flow of stock through the business including the exits of discontinued and clearance stock.
- Developing and trading of promotional calendar to drive sales, sell through of overstocked products and to maximise key trading events.
- Liaising with marketing on promotional activity timings, hero products and call outs and new product ranges.
- Managing 3 Direct Reports, Admin assistant, Stock Controller and Assistant Merchandiser
Category Merchandiser
WiggleCRC
04.2017 - 09.2023
- Management of Wheels and Tyres Category
- Developing department budgets and strategies alongside buyers and finance.
- Delivering on category strategy to achieve sales, margin and closing stock targets.
- Analysing and reporting on sales trends and pattern and reacting accordingly through pricing, promotions, intake and replenishment to ensure sales and margin targets are achieved.
- Managing and controlling category stock programme to ensure availability, cover and sales whilst working within intake and stock targets.
- Weekly forecasting 12 week view of intake by value and stock health and proposing cancellations, and amendments to orders.
- Weekly pricing analysis and adjusting pricing accordingly based off competitor data, sales trends and margin reviews.
- Compiling forward orders and forecasts for suppliers using historical data and market trends.
- Forecasting demand of seasonal and peak trading periods and ensuring supply of stock to meet demand. Evaluating and reporting of peak periods versus forecasts and historical variations.
- Managing the range of 4000 skus within agreed parameters - width of range, price points and proposing skus to delist out of the business.
- Owning Category WSSI, forecasting sales demand, margin and stock and proposing OTB.
- Communicating key information to the wider business through Weekly trade meetings, leading monthly merchandising reviews and participating in quarterly business updates.
- Developing and maintaining strong supplier relationships through supplier meetings. Ensuring supply and addressing over and under performing lines.
- Managing one direct report Replenisher, setting KPIs and reviewing performance
Buying and Merchandiser Assistant
WiggleCRC
01.2016 - 04.2017
- Managing suppliers and stock flow into the business
- Weekly pricing review of market and adjusting pricing accordingly
- Ensuring accurate pricing uploads to websites
- Creating and maintaining supplier and item data
- Negotiating small deal stock offers
- Monitoring and reporting on competitor activity
Fitness Coach
Self Employed
05.2013 - 01.2016
- Managing and running a small fitness business
- Provided 1:1 personal fitness training including regular goal-setting to drive clients to achieve fitness goals.
- Marketing and selling of products and packages - Training packages, nutrition packages, competition packages
- Organising and hosting fitness seminars
- Increased client retention rates through well-planned and exceptionally executed fitness classes.
- General business administration
- Competing regularly in fitness competitions
Trade Marketing Manager
Richmond Marketing
04.2010 - 05.2013
- Managed and controlled trade marketing alcohol portfolio within Northern Ireland including Kopparberg Cider, Miller, Peroni
- Worked with Sales teams to achieve various targets including growth, market distribution, market share, new products
- Set pricing structures for key brands within key accounts
- Managed marketing budgets with data and results-driven decision making.
- Monitored market trends to remain ahead of competitors
- Delivered professional sales presentations, creatively communicating product quality and market comparisons to prospective clients.
- Created engaging marketing materials, driving campaign and brand awareness.
- Coordinated promotional activities to increase brand visibility.
- Merchandise and Uniform stock control
Sales Development Manager
Bacardi Martini Ltd
11.2007 - 04.2010
- Managing the development of all portfolio brands within 400 bars and 100 Off-licences
- Achieving brand distribution targets and increasing brand visibility
- Cross-selling complementary products to customers through transfer orders for key distributors
- Enhanced business development through proactive networking and relationship-building strengths.
- Developed and implemented bespoke marketing promotions for individual accounts and groups
- Set up appointments with potential and current customers to discuss new products and services.
- Managed route planning and travel schedule
Territory Manager
Hollywood and Donnelly
09.2006 - 11.2007
- Developing and promoting the Key Magners brand to increase sales and distribution
- Securing new listings and increasing distribution across all brands
- Increased revenue through upselling and consistent contract renewals.
- Identifying negotiating and securing new business
- Provided clear, accurate pricing information to customers regarding specific products.
- Gathered and analysed customer data to improve sales performance.
- Effectively resolved customer problems and complaints
Education
BA (Hons) - Business Studies
University of Ulster
Jordanstown 09.2001 - 06.2005
GNVQ Advanced - Business Studies
East Antrim Institute: Further & Higher Education
09.1999 - 06.2001
Skills
- Data analysis
- Trend forecasting
- Stock-flow management
- Organised and efficient
- Team player
- Excellent Communication
Interests
Sports and Fitness
Timeline
Trading Manager
Musgrave
07.2024 - Current
Merchandising Manager
Hometime - Dreams
09.2023 - 07.2024
Category Merchandiser
WiggleCRC
04.2017 - 09.2023
Buying and Merchandiser Assistant
WiggleCRC
01.2016 - 04.2017
Fitness Coach
Self Employed
05.2013 - 01.2016
Trade Marketing Manager
Richmond Marketing
04.2010 - 05.2013
Sales Development Manager
Bacardi Martini Ltd
11.2007 - 04.2010
Territory Manager
Hollywood and Donnelly
09.2006 - 11.2007
BA (Hons) - Business Studies
University of Ulster
09.2001 - 06.2005
GNVQ Advanced - Business Studies
East Antrim Institute: Further & Higher Education
09.1999 - 06.2001
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