Melanie Smallwood CV
Tall Trees, Heathway, East Horsley, Surrey KT24 5ET
melanie@melaniesmallwood.co.uk
uk.linkedin.com/in/melaniesmallwood
Tel : 07786 702012
An experienced fashion industry professional with extensive knowledge and experience in fashion
buying and merchandising in both online and bricks and mortar businesses . With a strong track
record of building and maintaining successful relationships across a broad network of luxury and
contemporary brands, retail partners and industry influencers.
A highly motivated team leader with strong commercial acumen and excellent operational
capabilities, politically savvy and able to work within complex matrix organisations and has the ability
to collaborate and work effectively across multiple functions to deliver success for the business.
Employment History
Feb 2011 - April 2015
eBay Uk Ltd
Head of Merchandising , Head of Fashion
Head of Merchandising
Experience
I managed a 20 strong team of merchandisers and copy writers that create all of the editorial content
and product merchandising that is featured on the eBay Homepage and in the new iPad App which
launched in 2014.
I also managed the team that produces Collections which is a new curation feature on eBay that
launched in 2014.
My role requires a strong strategic focus and an excellent operational skill set and the ability to work
cross functionally to deliver the best results for the business.
I set the merchandising strategy for the business and work with the team to deliver the right products
at the right time in the right place with a strong focus on customer demographic
Head of Fashion
Experience
As Head of Fashion for the B2C business my strategic focus was on acquiring and scaling premium
high street and high street brand and retail partners in order to build the fashion category on eBay.
In my role as Head of Fashion I was responsible for devising, communicating and implementing the
strategic direction for the fashion category on eBay.co.uk
Financial forecasting and budget management for the fashion category.
Identifying and optimizing commercial opportunities, acquiring new brands and retailers in order to
fill the inventory gaps, then identifying key pain points and problem solving around those to ensure
that the brand/retail partner relationships were maintained and commercial opportunities
maximized.
I led a team of Category Managers, Business Development Managers, Acquisition Managers and
Account Managers whose responsibilities included the acquisition and the commercial development
of the brands and retailers on the eBay site, our business objective was to scale and optimize the
revenue for these partners using all of the available asset's and tool that eBay offered.
My role required a strong understanding of online trading at category level and retail operations and
my industry knowledge of brands together with my buying and retail experience has enabled me to
deliver consistent growth in Fashion since I joined the business in 2011.
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Strong business and customer relationships across a variety of functions within eBay to
ensure that the Fashion brands and retailers we partner with are supported across the
business to optimize their business to drive strong commercial results.
Drive change in business practices at eBay, implementing industry standard retail practices
such as retail and trading calendars, improved reports and reporting tools.
Drive the use of data to analyze the business in order to maximize the commercial potential
for retail partners and eBay.
Presented quarterly business performance reviews to brands/retail partners in order to
maximize performance and demonstrate positive ROI.
Headed up a mobile innovation project for the business. Delivered a mobile first, premium
web site designed to secure the premium more aspirational brands to partner with eBay,
successfully engaged with over 40 premium brands for the business .
Developed the brand strategy and proposition, creating a unique mix of premium and
lifestyle brands.
I was instrumental in developing the eBay relationship with the BFC, designed to promote
eBay fashion as a credible destination for brands and retailers, sponsoring and mentoring
emerging British designers and developing commercial opportunities to scale their
businesses on a digital platform.
Launched a new browse experience for eBay in January 2014, developed and implemented
the strategy for Collections and worked closely with the product teams in the US to build a
product roadmap that supported the business strategy and business requirements.
Working with our Customer Insights team to ensure that we are leveraging customer data
insights to inform on the business strategy for the Fashion Category.
Working with the User Research team to test and learn our way through new product
launches in order to improve the experience for the customers.
Achievements
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Delivered +20% YoY growth in the fashion category consistently for two years.
Worked closely with the product teams in the US to deliver the new iPad app and a new
onsite browse experience integrating multiple categories, with a strong fashion focus.
Developed and implemented a retail/trading calendar for the Fashion Category.
Developed and implemented strategic business plans for all of the key fashion brands/retail
partners.
Acquired new brands for the eBay fashion category, Debenhams, Joules, Boden, French
Connection, Kurt Geiger.
Secured full range of inventory from key brands like Office, Joules, Debenhams and Boden
increasing the selection available to customers on core site.
Increased the volume of full price inventory on the site by 30% YoY.
Worked with brands to develop SMU and exclusive products for the Fashion Category at key
times throughout the season.
Secured the first global flash sale onsite with one of the top performing brands in the fashion
category, promoted the sale across 29 countries, negotiated 104,000 units of stock and sold
in excess of $4 million products in a two day period.
Delivered a strategy for a mobile first responsive design white label fashion site for eBay to
support premium brand acquisition In 2014.
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Created a strong business partnership with the British Fashion Council, developed exclusive
designer collections with Henry Holland, Holly Fulton, David Koma and Michael Van Der Ham
to promote eBay as a credible fashion destination.
Negotiated the first ever British Fashion Council Pop up shop on eBay selling products
exclusively made for eBay during LFW.
May 2010 – January 2011.
Secretsales.com
Head of Buying, Women swear
Secretsales.com is an online private members club that serves as a clearance platform for a range of
premium and luxury brands, with over a million members the business is going through the process of
rapid expansion since a multi million pound investment earlier this year.
Experience
My role at Secretsales.com was as Head of Buying Women's wear , working with a network of
contacts and brand partners to add value to the division through successful negotiation and
introduction of key brands to the business in order to increase sales revenue and improve margins.
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Worked with brands and suppliers to increase business contribution, and work with the new
suppliers to sell the concept and identify areas of the business that could be developed.
Built strong working relationships with over 400 brands throughout my career and continued
to use those relationships for the benefit of the business.
Trained and developing the buying team, and external recruitment of high calibre buyers to
maximise the potential within the business.
Worked closely with the CEO, Buying Director and the Finance Director to ensure that the
business goals are achieved.
Sept 2005 – Dec 2009
Harvey Nichols, Riyadh
Buying Manager /Consultant
Experience
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Financial Forecasting for the buying division, implementation of new structure for
forecasting and monitoring sales growth at brand level.
Restructure of the buying division implementation of new buying team, introduction of a
buying coordinator to liaise with suppliers and provide regular feedback on sales
performance and general business, new buying resource for the US and effective
management of a buying service in New York and Europe.
Development of a long term buying strategy for all divisions.
Streamlining the brand profile and introducing key International Brands, Marni, Derek Lam,
Haider Ackermann,Lanvin & Nina Ricci, Sergio Rossi.
Increasing profitability across all divisions using effective buying strategy, forecasting and
concession management strategy.
Own bought vs concession business ensuring that the balance is correct in order to maximize
the potential in both areas of the business.
Concession management, working with the concession partners in order to maintain the
brand strategy and profile of the store.
Research and analysis of new brands and potential growth areas Men’s, Children’s
Accessories
Achievements
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Increased own bought sales by 6% in 2006.
Increased overall sell through percentage pre-sale to 60%.
Managed profitability to maximize sales potential and minimize stock.
Introduced new financial forecasting and sell through monitoring reports in order to monitor
the business in more detail.
Streamlined brands and focused the product mix to reflect the cultural sensitivities of the
Riyadh market.
Successfully converted the Children's wear division from 100% Concession to Own Bought
within a twelve month period.
Increased the sell through on Childrenswear to 70% pre-sale ( SS2007)
Introduced new buying structure and minimized payroll expenditure.
Negotiated better payment terms ensuring maximum profitability for the store.
August 2003 – Sept 2005
Harrods Ltd
GMM Womenswear & Way-In
Experience
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Providing creative and commercial leadership in all areas of the Womenswear and Way-In
divisions.
Maximizing profitability for the division with effective planning & detailed execution of
financial and strategic goals at every level.
Developing the Concession strategy (55% contribution) - Working closely with concession
partners and brands , reviewing current business and re-negotiating commercial terms,
worked closely with brand partners to optimize their business.
Developing the Brand strategy across the womenswear division.
Project Management - Planning, negotiation and execution of all new room and brand shop
fit concepts in Women swear & Way-In.
Achievements
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Increased trade by 3.1%, by introducing better buying disciplines continuous review and
management of concession business, introduction of key brands, launch of new room
concepts and development of strong buying & management teams to maintain consistency
and drive sales.
Increased overall margin by 9% - Effective aged stock strategy, negotiation of better trading
agreements to increase margins, both concession & own buy.
Increased net contribution £ per sq. ft by 11% reviewed and managed brand placement and
sq. foot allocation to ensure maximum return.
Increased stock turn from 2.0 to 2.4, achieved by instilling focused buying disciplines,
maintaining tighter OTB control and reacting in season to both sales performance and
market trends.
December 2001 - August 2003
Harrods Ltd
Divisional Sales Manager Womenswear & Way-In
Experience
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Formulated divisional sales strategy, plans & budgets and monitored sales performance to
ensure targets are met.
Managed over 300 sales associates and managers in 53 departments.
Managed recruitment & training of all staff.
Reduced Payroll Costs by 8.3% to plan (241k).
Planned & executed four new room concepts - Designer Studio 1&2, Eveningwear & Millinery
& Designer Classics).
Developed new room concepts and implemented brand strategy
Planned & Executed 27 Individual Projects - Chanel, Gucci, Paul Smith, Plein Sud, Etro,
Vivienne Westwood & Celine.
Increased Supplier Staffing Contributions by 75%.
1997 - 2001
Harrods Ltd
Buyer Junior Collections , Buyer Contemporary & Weekend
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Increased sales & maximized profitability through a more focused product offer.
Streamlined brand offer from 60 brands to 6 (80% of trade) maximizing the profit.
Introduced new contemporary shop concept -. Kenzo, Moschino Cheap & Chic, Philosophy,
D&G
Introduced new Weekend Room brand strategy - Just Cavalli, D&G Jeans & Versace Jeans.
Introduced new concept and brand strategy for Junior Collections, a department with huge
potential.
Introduced strong accessory concept to enhance the sales of apparel, worked very well by
increasing link sales.
1993 - 1996
Harrods Ltd
Assistant Buyer - International Designer Room.
1986 – 1993
Various Luxury Sales roles, rising to Area Manager
Valentino, Laura Biagiotti, Benetton Retail Ltd
Education:
Languages:
1977 - 1981
1981 - 1986
5 O-Levels
Italian
Greycoats Girls School, Sloane Square
Heath End School, Farnham, Surrey