Katie Murray

Experience

• 

  The KMAC Group

  Jan 2012 - May 2013

  Account Coordinator

  Account Coordinator for experiential shopper marketing agency focused on improving in-store shopping environment and enhancing consumer engagement. • Developed and executed >20 in store projects for Procter & Gamble brands: Oral-B; Crest; Scope; IAMS & Eukanuba at Costco, Loblaws, Walmart and PetSmart locations across Canada • Responsible for coordinating the execution and leading support functions involved in the end-to-end campaign implementation of each project• Owned overall project management including personnel/hiring and enhancement of staff development through the creation and presentation of training curricula as well as evaluations• Provided optimal client service by continuously monitoring progress and presenting campaign results and key leanings with brand managers and key stakeholders Show less

• 

  Canadian Tire

  May 2013 - Mar 2017

  Accountable for the successful integration and enhancement of eCommerce functions into Merchandising activities and processes including Assortment and Business Planning, Line Review, Content Development, Integrated Planning and Reporting as well as continuously improving on-site merchandising through various SEO and SEM practices. • Developed flawless, on-time, on-budget, and coordinated implementations, working closely with several cross-functional stakeholders, such as, Merchandising, Digital, Supply Chain, and IT to seek process and technology solutions • Conducted data and process analysis to tackle eCommerce business requirements and challenges and created detailed process maps and flow charts to highlight any gaps in the processes with a data-driven approach • Delivered verbal and written strategic recommendations based on sound analytics, logic and business acumen to mid and senior level executives across the organization • Supported and participated in testing activities that validated both processes and technical deliverables to resolve any issues • Accountable for all aspects of product buying (sourcing, vendor management, cost negotiations, etc.) and selling (assortment management, pricing, etc.) for online exclusive vendors • Developed divisional homepage landing pages, including strategy, SKU selections, and product profiles • Acted as the liaison between merchandising and digital to prioritize website updates (category and brand landing pages, homepage banners, product detail page updates, etc.) • Worked with merchandising teams to better understand overall strategy and led analysis on how to better improve SEO and SEM for key category and brand priorities using Google Analytics 360 and SEOMonitor Show less Supported the strategy and execution of the core merchandising activities: integrated category management, buying decisions, vendor management, marketing and advertising, supply chain and pricing in a highly complex $100M category. • Collaborated frequently and intensely across functions and with external parties to ensure flawless execution of five annual line reviews consisting of >8,000 SKUs• Owned several key analyses including highlighting cost discrepancies and changes in cost factors, and analyzing and identifying opportunities for regional assortment• Analyzed historical SKU performance, competitor tactics, and inventory analysis to optimize weekly promotional strategies for >70 flyer pages per year• Developed a strong understanding and proved ability to execute key retail activities in a complex and fast-moving environment: category management, offshore sourcing and vendor negotiations, supply management and inventory optimization, pricing optimization, marketing, eCommerce and digital including supporting the re-launch of Canadian Tire’s online platform for the category• Selected by upper management for several highly sought after over and above initiatives due to strong performance and leadership, including lead for 2014 Canadian Tire Dealer Convention and Divisional Lead for Canadian Tire Jumpstart Charities Merchandising Initiative• Chosen as Project Lead for key company initiative The Outsider Spring/Summer Magazine 2015. Managed overall creative direction and theming, budget of $1M, coordination with outside agencies and marketing, product proposals, and owned senior management sign-off to effectively distribute 2 million copies nationally Show less

  • eCommerce Merchandising Analyst

    Aug 2015 - Mar 2017

  • Category Implementation Specialist

    May 2013 - Aug 2015
• 

  Dyson

  Mar 2017 - now

  Responsible for creating, executing and driving a sales plan for Direct channels that deliver sales and profit growth of new and existing products.• Collaborate closely with eCommerce and media teams to identify problems and find creative solutions that continue to drive sales and increase ROAS, while also developing a better understanding of trends to improve forecasting• Work with channel leads, marketing, finance and supply teams to ensure correct products are strategically being promoted, while also driving Direct exclusive products and activations and managing promo spend ensuring efficient ROI• Act as representative and present Direct sales updates during daily sales update meetings and monthly sales & kinaxis meetings• Lead the team through a very successful PEAK campaign in 2022, by determining promotional strategy and implemented processes to track forecasts, offers and inventory, which lead to over-delivering to target Show less Responsible for managing trading relationships with multiple national retailers. Accountable for creating unique and refreshing strategies, achieving sales and inventory targets.• Successfully forecast sales trends and ROI assumptions, while developing programs that deliver profit, net revenue and volume targets• Build strong and trustworthy relationships with accounts, while negotiating with buyers on trading margins, pricing strategies and merchandising (bricks & mortar and online) execution• Collaborate with retail marketing team and field sales team to understand space constraints and historical sales data to create the most efficient and profitable assortment for each account• Primary account is a direct to consumer televised home shopping account. Developed a plan for each monthly show (assortment planning, inventory management, run of show, set design, demonstrations, management of on-air host demonstrators), as well as continuously managing the day to day account (online sales, promotional spend, etc.)• Strong understanding of supply chain processes of how a sales forecast translates into supply and demand planning, all while working with the retailers to hit targets on purchasing timelines against POS targets• Manage individual promotional budgets for each account. Work with accounts to create flyer programs, in-store marketing campaigns, employee purchase programs and national promotional plans• Present to retail executives on top-to-top strategies twice a year Show less Main liaison between the various aspects of the direct business, communicating key strategies and business plans to all necessary team members. Responsible for driving profit and sales by converting customers to shop Direct. • Team leader for the Direct business (eCommerce, Dyson Demo Store, Customer Service, Marketplaces)• Responsible for creating account specific plans for each channel that addressed strategic opportunities and were financially compliant• Drove execution of all sales activities by communicating the overall vision, targets, forecasts and deliverables to the channel owners, with our key focus being converting Canadians to shop Direct through our eCommerce platform• Sat equally on the Direct and sales team and acted as the liaison between both. Worked closely with the sales team to understand upcoming promotional plans, and built a strategic yearly roadmap around these plans• Strong understanding of forecasting methods and processes. Responsible for forecasting under the Direct umbrella by analyzing historical sales trends, lifts and potential cannibalization • Key stake holder during the opening of the Dyson Canada’s first Demo Store at Yorkdale. Responsible for determining the merchandising strategy and assortment, forecasting product and creating all promotional and supply chain processes• Built very strong relationships with supply chain team and corresponded multiple times daily to communicate any changes in strategy, forecast, and to better understand receipt timing Show less

  • Marketplace eCommerce Manager

    Aug 2024 - now

  • eCommerce National Account Manager, Direct to Consumer

    May 2022 - Jul 2024

  • Account Manager

    Nov 2018 - May 2022

  • Account Manager - Direct Business (eCommerce, Retail and Customer Experience)

    Mar 2017 - Nov 2018