Dee Crncevic

Key leadership role in driving Womenswear innovation across a multi-product portfolio and executing strategic plans to maximise market share and profitability

• Managed and sign-off for branded portfolio by leveraging individual brand performance, customer data, and in-depth knowledge of both local and international markets
• Disciplined OTB management overachieving sales profitability, and stock targets
• Lead weekly trade results on key wins and gap plans, providing actionable trading insights
• Lead Post Seasonal performance analysis and reporting
• Collaborate with cross-functional teams, including contributions to marketing, online and store development initiatives
• Cultivated and strengthened key stakeholder relationships to ensure alignment with Brand DNA and deliver on targets
• New Brand contract negotiation, and reviews to protect business terms and benefits
• Managed portfolio of 30 brands, leading team of 7

Key Achievements

• Delivered significant 11% year-on-year growth in FY23 sales of $130 million
• Contributed 60% Gross Profit in FY23, with growth of 35% vs W21
• Achieved incremental Gross Profit of $600k in FY22 for Denim Brands
• Led successful Denim campaigns, growing market share generating +$1.2 million
• Project Managed in-store elevations for Levi’s delivering 30% sales lifts across 6 locations
• Guided skill development of team members, leading to 4 promotions

Develop and execute Womenswear merchandise strategies managing end-to-end product development process to deliver commercial collections

• Directed the creation of cohesive and creative product ranges across wovens and fully fashion knitwear

• Decision making accountability for fabric, yarn, cost negotiation, delivery, pricing , critical path management & promotions

• Collaborate with Design and Leadership on colour palettes, trend, print opportunities

• Lead fittings in conjunction with QA, to deliver on fit consistency and quality expectations in knitwear, dresses and tops

• Build dynamic product shifts based on category opportunity, trend and customer data

• Managed supplier negotiation on cost prices, deliveries, stock and critical path

• Present weekly and post seasonal sales results to CEO, Board Members, and Leadership teams

• Participated in 7 annual international research and placement trips to deliver seasonal collections

Key Achievements

• Identified and built Playsuit category revenue of $2m by 2019
• Secured an exceptional 24% growth in woven tops in FY18, by leveraging delivery opportunities and anticipating shifts in trend
• Delivered outstanding results for FY17, achieving + $1 million year-over-year, driven by seasonal product initiatives
• Recipient of Just Group CEO award for Excellence in Results 2017
• Demonstrated sustainability practices by achieving a Zero waste record over a 10-year period through meticulous critical path management