Christina Hurley

Product line subject matter expert; actively evaluate the voice of consumer, competitive activities and marketplace trends. Collaborate with sales and customer marketing teams to develop and execute product three-year strategic plans, annual marketing plans and budgets. Manage and implement all product development initiatives for the bathroom accessory category; cultivate strong relationships with Liberty Asia partners to ensure timely coordination and execution of product development activities Partner with Customer Marketing to effectively launch new products and promotions into the marketplace Ensure the product line is properly supported with timely, accurate and effective sales and consumer tools (including collateral and packaging). Leverage stage gate and other processes to identify, analyze and recommend new opportunities to drive profitable sales growth within the customer or channel. Develop thorough knowledge of Delta corporate branding standards and work closely with Delta to maintain the integrity of the brand(s) and to maintain product line offering, pricing and quality consistent with brand positioning. Manage cross-functional activities associated with product development including engineering, testing, prototype and finish development. Lead Strategic Initiative “Business Simplification” Work Stream – Product Line Simplification (2021) Lead Strategic Initiative “Online Product Development” Work Stream – Business Plan (2021) Led Strategic Initiative “Pureplay” Work Stream – Execute Pureplay Product and Pricing Recipient of two 2020 Company Awards: • Best 3 Year Category Sales Growth (since 2013 net sales have increased 42.6%) • Best 3 Year Category Operating Profit Growth (since 2013, operating profit has grown by 38%)

Analyzed business/product trends to forecast business strategies and opportunities for upcoming seasons. Coordinated product development timelines with all functional groups within company. Developed and managed execution of packaging from concept to finished product. Managed key licensor relationships on behalf of Renfro via marketing plans, sales reports and brand strategy development. Prepared selling materials, promotional strategies and pricing for sales force.

Drove product initiative outcomes as key support partner for marketing plan design and implementation across the business. Researched and analyzed market to determine new trends and opportunities. Presented Men’s/Boys product lines for inter-company meetings. Prepared sample requests, color cards and product line for major account calls. Executed Spring 2004 Floor Analysis for Casualwear Division.

Assisted with design and implementation of product line objectives and strategies of internally manufactured product. Translated fashion trends into a product line to meet the objectives of the mass customer. Created original screen print designs. Generated CAD’s and product/trend boards for major account calls.

Performed the essential role of driving sales for the North Carolina/southwestern Virginia market. Liaison with Clinique for Hecht’s designated multi-million dollar territory, provided support to retail management and Account Executive/Regional Education Manager. Planned and executed counter-specific goals and strategies which led to the attainment of retailer’s market goals and objectives. Directed the process of coaching and developing the productivity of top performers; trained consultants on product knowledge, selling strategies and makeup application.

Generated line drawings of Men’s, Women’s and Boys garments for seasonal lines. Liaison between Merchandise Manager and various departments within company. Created product concept boards for account presentations. Collaborated with Creative Services to publish quarterly catalogs for Sales team and various retailers.