Shekinah Rose
Cape Town
Summary
Dynamic leader with extensive experience in homeware and furniture, driving product strategy and design direction. Expert in trend analysis and negotiation, I revitalized the Woolworths homeware range, achieving significant growth, and enhancing brand identity. Proven ability to mentor teams and implement innovative solutions that elevate customer experience and profitability. With a key focus on performance, I continuously review work to identify areas of opportunity. Focused on enhancing workflows and procedures to maximize team success.
Overview
10
10
years of professional experience
Work History
Head of Buying Trend and Design
Woolworths Home
04.2024 - Current
- Managed private label and brand initiatives within homeware, furniture, and kids categories, prioritizing sustainable growth and profitability.
- Formulated differentiated product strategy to enhance Woolworths’ market position in homeware sector.
- Interpreted relevant global trends to create appealing, commercially viable product lines for Woolworths Homeware.
- Led talented Buyers and Designers to continuously enhance merchandise quality and customer satisfaction.
- Transformed Woolworths' home business into a sought-after destination for premium homeware in South Africa, resulting in double-digit growth in record time.
- Streamlined categories through scientific approach to range building, improving overall performance.
- Defined clear design and trend research processes to create cohesive product narratives.
- Drove collaboration between Buying and Design teams, achieving synergy across merchandise categories.
- Established robust processes for accurate trend execution by buying teams.
- Crafted elevated design direction for homeware and related categories aligned with customer preferences within eight months.
- Devised compelling marketing campaign concept that resonated with new product strategy.
- Transformed instore execution to provide aspirational displays, enhancing overall customer experience.
- Restored team confidence, dedication to product excellence, and personal growth.
Senior Buyer
The Foschini Group - @home
09.2019 - 03.2024
- Drove growth in furniture business to achieve sales and profit targets.
- Revitalized design and product direction to establish leadership in on-trend statement furniture.
- Transformed stagnant furniture offerings into innovative, market-leading products.
- Implemented strategies to enhance brand visibility and attract target customers.
- Transformed perception surrounding @Home Brand and furniture product portfolio by effectively modernizing +/- 80% of obsolete furniture lines across all categories through trend research, reinforcing brand identity and uncovering product & design gaps in market.
- Led engagement with inaugural TFG furniture factory by analyzing operational processes and merging systems to facilitate seamless transition to in-house supply
- Administered entire onboarding process and related strategies for relocating 80% of couch ranges to TFG furniture factory.
- Identified and collaborated with smaller local suppliers to enhance Group's local strategy
- Coordinated onboarding initiatives, managed payment term negotiations with direct entities and third parties, delivered design insights and inspiration for new product lines, and developed administrative frameworks contributing to factory expansion
- Optimized management and negotiation of raw material supply to secure economy of scale and timely delivery.
- Reinforced emphasis on marketing furniture collections through close partnership with Marketing team on recent launch campaigns, prioritizing enhancement of underperforming products to uphold brand prestige in quality and design.
- Rejuvenated team spirit and rekindled enthusiasm for product among team members
- Secured double-digit growth for furniture department during initial 2 years
- Achieved sales and profit targets by driving growth in furniture business.
- Reinvented product line to establish leadership in trendy statement furniture sector.
- Revamped design strategy to overcome stagnation and attract new customers.
- Launched targeted marketing campaigns to elevate brand presence and drive sales.
Buyer
Home Choice
08.2018 - 08.2019
- Developed commercially viable textile ranges that consistently appealed to customers, boosting profitability.
- Established productive procurement processes and created business documents for improved workflow.
- Set rigorous quality standards in partnership with Quality Control teams to enhance product quality capabilities..
- Manage and mentor the buying assistant.
- Conducted market analysis to ensure alignment of textile offerings with customer demands.
Assistant Buyer
Woolworths
05.2017 - 07.2018
- Sourced and developed exclusive bath and body ranges tailored to Woolworths' customer tastes.
- Created gap analysis tool to pinpoint product gaps and opportunities for core range expansion.
- Launched first mini hand cream program at competitive entry price, attracting new customer base.
- Revamped in-store merchandising principles to elevate customer shopping engagement.
- Established comprehensive packaging strategy leveraging strategic product and supply alignment.
- Ensured high-margin contributions from a mix of core ranges, value lines, and gifting categories.
- Oversaw development of luxury decorative ranges aligned with market demand.
Buyers Assistant/Trainee
Woolworths
08.2015 - 04.2017
- Updated brand handwriting for David Jones Knitwear, resulting in significant sales and margin increases.
- Launched first season of Edition Men’s Knitwear, establishing strong market presence.
- Engaged in training with senior knitwear specialists to refine industry knowledge.
- Contributed to overall growth and strategic development of knitwear business.
Education
Bachelors of Consumer Science - Retail Management
University of South Africa (UNISA)
Skills
- Product development and design direction
- Negotiation expertise
- Market analysis
- Consumer behavior insights
- Coaching and mentorship
- Strategic thinking
- Product strategy
- Trend analysis
- Range rationalization
- Supplier negotiation
- Brand development
- Financial analysis
- Cross-functional team leadership
- Strategic sourcing
- Global sourcing
- Supplier management
- Decision-making
- Procurement process
- Analytical thinking
- Vendor acquisition
- Global procurement
- Category management
- Process optimization
Languages
- Fluent English
- Afrikaans
Training Obtained
- Merchant Math’s, 12/01/12, Clicks Group
- Excel Introduction, 12/01/12, Clicks Group
- Range Building, 06/01/16, Woolworth’s
- Fabrics: Textile printing and dyeing, 06/01/16, Woolworth’s
- Post Seasonal/ Strategy Development, 06/01/16, Woolworth’s
- Knitwear Specialist training, 01/01/15, Woolworth’s
- Evaluate Weekly Trade, 01/01/17, Woolworth’s
- Product Development, 01/01/17, Woolworth’s
- In Season Forecasting, 01/01/17, Woolworth’s
- Excel Level 1 and 2, 01/01/18, Woolworth’s
- Value Based Leadership, 01/01/18, Woolworth’s
- Decision Making, 01/01/19, Home Choice
- Essential Negotiator GAP, 01/01/21, @home
Timeline
Head of Buying Trend and Design
Woolworths Home
04.2024 - Current
Senior Buyer
The Foschini Group - @home
09.2019 - 03.2024
Buyer
Home Choice
08.2018 - 08.2019
Assistant Buyer
Woolworths
05.2017 - 07.2018
Buyers Assistant/Trainee
Woolworths
08.2015 - 04.2017
Bachelors of Consumer Science - Retail Management
University of South Africa (UNISA)
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