Carla Hauptfleisch
Brand Manager | Merchandise Manager | Key Account Manager
Northcliff
Summary
Highly motivated and results-driven professional with +10 years’ experience working with global brands where I specialise in sales, merchandising and marketplace management.
Known for my independent strategic thinking and determination to succeed, I have a proven track record ensuring that brand objectives are achieved whilst brand equity is upheld.
I’m fuelled by my raw ambition to succeed, and I consistently strive to bring value though an innovative problem-solving approach, leveraging data efficiently while remaining people inspired.
Overview
13
13
years of professional experience
29
29
years of post-secondary education
2
2
Languages
Work History
Brand Manager – Footwear, Apparel & Accessories
Converse South Africa & Sub Sahara Africa
05.2022 - Current
- Execute and uphold the Converse brand strategy in alignment with global and local business objectives across all channels
- Lead the full buying, planning, and sales process across wholesale, own retail, and e-commerce, while maintaining marketplace discipline and brand integrity
- Manage end-to-end seasonal buying, including forecasting, product selection, costing, and ensuring targeted gross profit margins are achieved
- Set and manage fiscal budgets, aligning with key KPIs and strategic business goals
- Conduct regular market and store visits to monitor competitive activity, consumer behavior, pricing, markdown trends, and assortment efficiency
- Drive ongoing inventory optimization and gross profit management through effective range planning and stock control
- Deliver accurate seasonal forecasts across core, carryover, and fashion categories, supporting demand planning and financial alignment
- Continuously monitor sales, costs, and category performance, ensuring operational efficiency and ROI
- Collaborate with Marketing to ensure brand health and positioning are aligned with global strategies and locally executed with impact
- Partner with Retail and E-commerce teams to ensure assortments, seasonal storytelling, and campaigns support brand priorities and drive sell-through
- Ensure flawless execution of global initiatives and retail priorities across all consumer-facing platforms
- End-to-end ownership of budget delivery and brand performance, ensuring topline sales and brand KPIs are met across all accounts and channels
Merchandise Manager – Footwear, Apparel & Accessories
Converse South Africa & Sub Sahara Africa
05.2019 - 04.2022
- Lead the Buying & Planning function for Converse Wholesale and Converse.co.za, overseeing full product lifecycle across footwear, apparel, and accessories
- Drive category sales performance across Converse Core Footwear, Fashion Footwear, Apparel, and Accessories
- Own seasonal strategic planning, including accurate forecasting and management of stock across all categories and channels
- Select and evaluate product assortments tailored to both wholesale and DTC (own retail & e-commerce) distribution
- Apply the Global Distribution Framework to segment and price ranges appropriately by tier and channel (wholesale, own retail, and Converse.co.za)
- Collaborate with Converse Global on Consumer Right Pricing to ensure market-aligned pricing strategy for South Africa
- Implemented aged stock reduction strategies, resulting in an 85% decrease in aged stock
- Continuously monitor category sales and costs, driving margin growth and operational efficiency
- Manage inventory levels in alignment with company strategy to balance availability, sell-through, and profitability
- Conduct post-season analysis & reporting, driving informed decisions for future buys and assortment planning
- Foster strong relationships with Group Retail, Key Accounts, Marketing, Operations, and Global counterparts
- Integrate Sales & Marketing efforts, ensuring product launches and seasonal stories are aligned with commercial priorities
- Partner with the marketing team on seasonal product plans to support campaign development
- Work closely with Visual Merchandising to ensure in-store execution reflects Global brand standards and enhances product presentation
Key Accounts Manager – Footwear, Apparel & Accessories
Converse South Africa & Africa
08.2015 - 04.2019
- Worked as major key accounts, such as Pepkor Group, TFG group and Blue Falcon.
- Led strategic sell-ins and customer negotiations while ensuring a professional and high standard is maintained.
- Own monthly reporting across all key accounts, including topline performance, category and product sell-through, and inventory management
- Strong customer relationship management, engaging with retail partners in a confident, solutions-driven, and persuasive manner
- Develop and implement 5-year strategic growth plans for key accounts, aligned with overall brand and market objectives
- Secure orders and projections within globally dictated buying cycles to meet delivery requirements and seasonal milestones
- Negotiate and implement visual merchandising and brand visibility at key retail touchpoints, ensuring optimal brand exposure
- Collaborate with the marketing team to activate campaigns and deploy assets in line with global brand guidelines
- Awarded Top Sales Achievement (2016) for outstanding contribution to business performance
Kidswear & Accessories Buyer
Skye Brands
03.2014 - 07.2015
- End-to-end responsibility for Kidswear & Accessories, including buying, OTB management, net margin, and stock control
- Developed buy plans and budgets by category in line with brand strategy and financial objectives
- Analyzed range performance, identifying key repeats and discontinuing slow-moving styles based on historical sales data
- Maintained strong supplier, customer, and internal stakeholder relationships, ensuring seamless execution across the value chain
- Negotiated costs with suppliers to achieve improved margin and commercial value
- Updated product assortments in alignment with trend direction, brand strategy, and trading performance
- Managed markdown strategies, deal sheets, and promotional activity to drive sell-through
- Oversaw sample management, liaising with suppliers for development and confirmation samples to meet critical path timelines
- Created seasonal trend boards to guide assortment direction and storytelling
- Handled day-to-day coordination with global teams and internal departments to align on product, delivery, and marketing requirements
- Supported seasonal catalogue and campaign preparations, ensuring alignment with global standards
Assistant Buyer Mens & Ladies Footwear and Ladies Handbags
AVI Spitz
01.2013 - 02.2014
- Assistant Buyer for Men’s & Ladies Footwear, Ladies Handbags, and Carvella Clothing
- Supported buyers in seasonal product development, assisting with style, fabric, colour, and trend selection
- Effectively communicated with local and international suppliers, ensuring smooth order placement and timely follow-ups on shipments
- Requested and coordinated samples and pricing, contributing to final range selection and costing
Education
Post Graduate Degree - Consumer Science Specialising in Fashion Retail, Interior Design And Consumer Behaviour
North-West University
Potchefstroom 04.2001 - 11.2012
Graduate Degree - Consumer Science with Business Studies
North-West University
Potchefstroom 04.2001 - 11.2011
High School Diploma -
Dinamika High School
Alberton 04.2001 - 01.2008
Skills
- Forward-thinking strategist
- Polished presenter and strong communicator
- High level of attention to detail
- Planning & Forecasting
- Assortment and range building
- OTB and markdown management
- Strong analytical capabilities
- Great interpersonal skills
- High energy levels
- Extensive Retail & Wholesale knowledge
- Result driven and ability to work in a high-pressured environment
Accomplishments
- Reduced total stock holding by 85%, significantly improving business efficiency and reducing capital tied up in inventory
- Increased net margin by 4% through successful brand negotiations and improved commercial terms
- Implemented a future-focused buying model, enabling tighter stock control and improved sell-through
- Recipient of the Top Sales Award (2016) in recognition of outstanding performance and revenue contribution
- Currently leading the implementation of local apparel manufacturing, aimed at improving speed-to-market and cost efficiencies
Professional skills
- Exceptional Communication: Highly effective communicator with excellent verbal and written skills in both English & Afrikaans
- Strategic Thinking & Leadership: Independent thinker with strong presentation and negotiation skills; proactive and determined with a results-driven mindset
- Key Account Management: Polished in managing major retail and wholesale accounts with a customer-first approach and strong relationship-building skills
- Retail & Wholesale Expertise: Extensive knowledge of both sectors, combined with sound merchant skills and a deep understanding of the South African market
- Team Culture & Leadership: Natural driver of team culture, experienced in scheduling teams and rosters; liaising daily with senior management and cross-functional teams
Timeline
Brand Manager – Footwear, Apparel & Accessories
Converse South Africa & Sub Sahara Africa
05.2022 - Current
Merchandise Manager – Footwear, Apparel & Accessories
Converse South Africa & Sub Sahara Africa
05.2019 - 04.2022
Key Accounts Manager – Footwear, Apparel & Accessories
Converse South Africa & Africa
08.2015 - 04.2019
Kidswear & Accessories Buyer
Skye Brands
03.2014 - 07.2015
Assistant Buyer Mens & Ladies Footwear and Ladies Handbags
AVI Spitz
01.2013 - 02.2014
Post Graduate Degree - Consumer Science Specialising in Fashion Retail, Interior Design And Consumer Behaviour
North-West University
04.2001 - 11.2012
Graduate Degree - Consumer Science with Business Studies
North-West University
04.2001 - 11.2011
High School Diploma -
Dinamika High School
04.2001 - 01.2008
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