Samantha Crawford
Glasgow
Summary
Ambitious promoter and skilled people manager with deep understanding of market trends and successful strategies to achieve sales and marketing results. Strengths include leveraging data to optimise approaches, building strong cross functional relationships and capitalising on new opportunities.
Overview
21
21
years of professional experience
Work history
Category Lead
Office Furniture Online (Takkt Group)
07.2021 - 02.2026
- Delivered a product range that exceeded customer demands and met business objectives.
- Conducted ongoing market research and competitor analysis to inform NPD strategy.
- Expanded private label product range through development with key partners, achieving commercial aims.
- Built proactive relationships with suppliers and distributors to optimise commercial opportunities.
- Ensured product information was accurate and optimised for search engines and shopping feeds.
- Maintained competitive selling prices while exceeding margin expectations on purchase prices.
- Set performance targets and conducted reviews to evaluate products and supplier performance.
- Collaborated with colleagues across Takkt Group to align commercial and operational objectives.
Buying & Merchandising Manager
Powerhouse Fitness
Glasgow
07.2017 - 07.2021
- Responsible for buying and merchandising of website & 8 retail sites with over 4000 SKU's & 180 suppliers.
- Control of merchandise budgeting and planning processes, devising optimum product ranges and ensuring key operational and strategic decisions were efficiently incorporated within agreed time frames.
- Run weekly and monthly strategy reports to analyse business trends and make recommendations to relevant stake holders.
- Building supplier relationships both UK & abroad and negotiation of trading terms & pricing.
- Work closely with suppliers to optimise own brand ranging and effectively communicate USP's to internal teams & our target customer.
- Pricing management across all ranging and selection of product for seasonal or promotional events in order to achieve / exceed KPI's.
- Management of team of 3 employees, overseeing hiring, training and professional development.
- Presentation of Buying & Merchandising plan at annual Management conference.
Head of Retail Merchandising & Market Channels
Crieff Hydro Ltd
Crieff
05.2016 - 07.2017
- Responsible for buying, merchandising and management of all retail spaces (Gift Shop's, Spa's and Leisure centres) across a group of 10 hotels.
- Implementation of strategic and financial planning with sign off on P&L with CEO & CFO to drive 25% sales growth over the financial year.
- Tasked with development of retail processes and practices to improve efficiencies and drive revenue and margin.
- Reviewed weekly and monthly sales performance, executing rebuy and markdown actions as needed to facilitate sales growth and manage any under performance.
- Provided support to Managers and establishing KPI's & priorities, undertaking full monthly reviews with all Managers.
- Worked with HR Teams to hire, manage, review and support retail employees.
- Presentation at Monthly Leadership Meetings.
- Coordinated and installed window and in-store displays in accordance with seasonal branding guidelines using props, fabrics and signage. Managed full refit and remodelling of Peebles Hydro Gift shop.
Merchandiser
M8 Retail
Livingston
06.2013 - 04.2016
- Responsible for merchandising of both websites www.greenfingers.com & www.petplanet.co.uk with over 6000 live options each.
- Primary focus on Far East supply managing intake of 200+ containers annually.
- Management of 2 direct reports in the UK office & remote management of China Sourcing & QC Team (staff of 7) with quarterly trips to China.
- Provide direction to China team regarding sourcing & QC requirements to enable us to achieve KPI's and minimise markdown and returns.
- Tasked with development of range planning & management of WSSI's & OTB with a view to streamlining ranging, improving margins and reducing stock holdings to protect cash flow whilst maximising sales.
- Working with UK buying team to identify gaps in ranging and source short lead time suppliers.
- Management of pricing & promotions, working with the VM team to ensure appropriate presentation.
Merchandising & Projects Manager
Baxters Food Group
Tullibardine
08.2009 - 05.2013
- Planning buying strategy for Baxters retail and supporting buyers & store teams to achieve company's goals and influence direction.
- Working with Head of Retail to build annual sales budgets/KPI's.
- Working with store management teams to enable them to effectively manage their P&L.
- Development & monitoring of OTB for the retail business to ensure best management of retail stock holdings and identification of ranging gaps. Successful reduction of warehouse stock holding from £1.2m to £400k over 2 years.
- Project management of store events & promotional calendar from inception to implementation.
- Management of retail marketing campaigns and budgets.
- Responsibility for internal and external communications (POS, E-Blasts, Mail outs etc.).
- Working with marketing team to devise e-commerce strategy and provide creative & technical recommendations for copy and content.
- Management of Hamper project including sign off of budgets, selection of ranging, forecasting and management of online and direct marketing campaign & delivery of POS to stores.
- Development of own brand and gifting ranging.
- Quarterly board meetings with CEO, Finance Director & Head of Retail.
Marketing & Web Co-ordinator
M&Co Ltd
London
03.2007 - 12.2008
Assistant Merchandiser
Freemans
London
11.2005 - 03.2007
Visual Merchandising Co-ordinator (Temp Contract)
Figleaves
London
06.2005 - 11.2005
Education
Business of Fashion course (credit) - Fashion & Retail
London College of Fashion
London2004
Master of Arts Degree with Honours - Human Geography
The University of Edinburgh
Edinburgh2001
The Mary Erskine School
Edinburgh1997
Skills
- Selected to be part of the OFO 2025 / 2026 Brand Team to generate strategy and building blocks for growth
- Successfully negotiated cost downs and improved specification on top 10 ranges with potential annualised profit benefit of £15m
- Delivered £11m revenue with new products in 2025, exceeding target
- Driving improved own brand product margins despite increased costs base and consistently exceeding budgeted trading margins in 2025 (32% YoY)
- Improved website hierarchy, PDP's in order to maximise page views, conversion rates and capture new industry trends
- Sourced short lead time suppliers, creating bespoke, component based ranging to create market USP
- Negotiated exclusivity with prominent brands (stock in and drop ship)
Timeline
Category Lead
Office Furniture Online (Takkt Group)
07.2021 - 02.2026
Buying & Merchandising Manager
Powerhouse Fitness
07.2017 - 07.2021
Head of Retail Merchandising & Market Channels
Crieff Hydro Ltd
05.2016 - 07.2017
Merchandiser
M8 Retail
06.2013 - 04.2016
Merchandising & Projects Manager
Baxters Food Group
08.2009 - 05.2013
Marketing & Web Co-ordinator
M&Co Ltd
03.2007 - 12.2008
Assistant Merchandiser
Freemans
11.2005 - 03.2007
Visual Merchandising Co-ordinator (Temp Contract)
Figleaves
06.2005 - 11.2005
Business of Fashion course (credit) - Fashion & Retail
London College of Fashion
Master of Arts Degree with Honours - Human Geography
The University of Edinburgh
The Mary Erskine School