Lewis Unterrheiner

Key Accountability:

Responsible for maximising the sales & profit growth of Heritage Brands ANZ, through both Retail & Wholesale channels.
Develop, adapt & implement business strategies for all Heritage Brands - Van Heusen, Calvin Klein Tailored & Geoffrey Beene - for their respective target consumer markets and channels of supply.

Key Achievements:

• Led the acquisition and implementation of a strategic business partnership between PVH Heritage Brands & Myer resulting in an annual net sales growth of +60%.
• led the GBB product strategy across all brands including the product development, production, sales & marketing aligned with the business financials objectives.
• Established & implemented all FY23 strategic business plan initiatives resulting in the division achieving both sales & EBIT profit budget.
• Collaborated with the Marketing team to create and execute a rebrand of Van Heusen to target a broader customer demographic.

Key Responsibilities:

• Develop & implement seasonal brand & business strategies which incorporate target markets, marketing and promotional plans, growth opportunities and financial objectives.
• Forecast trends and directions in target market, ensuring each product range compliments the brands positioning.
• Manage the profitability and expansion of the wholesale, retail & e-commerce sales and distribution channels, including the management of the key national accounts and all other customers.
• Manage the complete end-to-end product life cycle including production and collective supply of product for all Australian and NZ channels, within an Inventory management plan / OTB Plans.
• Lead and manage a team of associates across 4 key functional areas - Product, Sales, Buying & Production.
• Present directly to the CEO, CFO, GGM & GM weekly regarding all aspects of the financial performance of the Heritage Brands Division
• Work proactively with the Marketing Manager – Heritage Brands, to achieve the marketing objectives of the Division and contribute to effective marketing, promotional strategies and programs to drive sales
• Work proactively with the Commercial Manager to ensure adherence to all contractual license obligations including lodgements, projections, reporting, payments & audits
• Champion, support and develop a team that delivers excellence, including developing and communicating clear KPI’s for all team members.

Key Accountability

Develop, adapt and implement brand strategies for the Heritage Brands Group for their respective target-consumer markets and channels of supply. Act as the ‘brand guardian and ambassador’, responsible for maintaining the brands integrity and DNA across all Heritage Brands initiatives including product and brand development, marketing lifecycle, and general brand-health.

Key Achievements

• Played an integral role in leading the business through the covid pandemic - mitigating profit loss through strategic cost & inventory reduction, aligned with net sales decline.
• Managed (alongside the the GM) a complete divisional restructure, as the business reset and rebuilt after the covid pandemic.
• Supervised & help implement all key FY21 business plan initiatives resulting in achieving EBIT profit budget which was +7% vs FY19 (pre covid).
• Led all key functional areas of Heritage Brands for 4 months while the division was without a General manager.

Key Responsibilities

• Build and manage the growth and development of the brands in ANZ across all channels through strategic brand planning and analysis within the international context and global objectives of each brand, whilst achieving and exceeding profitability, and ensuring that the brand DNA is considered in all decisions.
• Develop competencies and strategic potential to gain market share across each brand and each channel for current and new product categories as per each agreed business plan.
• Ensure the optimal execution and success of all brand initiatives across all channels of distribution to deliver each Annual operating plan.
• Manage the full product lifecycle, ensuring range selections/buying and optimal-distribution for all channels, including retail, wholesale & O&O are consistent with the positioning/marketing requirements of each brand, never compromising the brand DNA and delivering on budgeted financial metrics.
• In collaboration with Marketing, develop and curate growth initiatives, Marketing activities and activations in conjunction with PVH relevant international offices, and global brand directives and guidelines.
• Manage the full Go-to-market process for optimal execution, liaising and coordinating with relevant functional areas
• Champion, support and develop a team that delivers excellence, including developing and communicating clear KPI’s for all team members
• Work positively group-wide with other PVH Divisions to ensure that best-practise, relevant-learnings and latest knowledge is applied within Heritage Group operations
• Work positively with PVH Retail Operations Group to ensure delivery of all Retail objectives including Sales, Profit, key sales events, and brand-equity metrics.
• Prepare and deliver on financial budgets; whilst managing the cost of doing business, including conducting regular monitoring, reporting and analysis, making changes and providing recommendations when necessary.

Key Accountability:

Responsible for developing, driving & managing the Retail, Department Store & E-commerce strategies, financials & business platforms through increasing sales, improving customer experience, increasing profitability & expanding the overall business.

Key Achievements:

• Managed the roll-out and ongoing operations of 16 Van Heusen & Calvin Klein Tailored Retail B&M stores across Australia.

• Managed inventory control, cash control, and store opening and closing procedures.
• Managed store employees successfully in fast-paced environment through proactive communication and positive feedback.
• Maintained proper product levels and inventory controls for merchandise and organized backroom to facilitate effective ordering and stock rotation.
• Maximized sales and minimized shrinkage through excellent customer service and adherence to standard practices.
• Developed and implemented successful staff incentive programs to motivate employees.
• Trained and guided team members to maintain high productivity and performance metrics.