Madeleine Lawson

Key Responsibilities: ◊ Execute & streamline organisational & buying strategies across all brands/product ranges ◊ Negotiate/manage trading terms & build strong relationships with suppliers & franchisees ◊ Build a strong and supportive team environment by providing effective leadership, management and support ◊ Manage, train, mentor & monitor the performance of direct reports ◊ Drive maximum value by using the most effective Merchandising processes ◊ Partner with wider senior management team to ensure the delivery of sales target/strategic objectives ◊ Provide merchandising direction to Marketing Manager to build the National Advertising Plan ◊ Lead Seasonal Buy, Post Season Analysis & Markdown Planning activities ◊ Develop & execute the seasonal product strategy in line with Stirling Sports vision & Operational Objectives ◊ Work with Merchandise Planners on managing OTB, SKU plans & Vendor Refill to maximise commercial opportunities & minimise risks Major Achievements: ◊ Awarded further responsibility as Sustainability Manager in Jun 2019 ◊ Improved closing margin to 45% by 2020 to ensure reaching the goal was on target ◊ Increased Comp Store sales by 3% in 2018 & achieved 7.9% in sales growth ◊ Sets a budget in excess of $50M a year for 63 stores & ensures purchases remain within budget ◊ Manages recruitment in conjunction with HR ◊ Together with Buy Team received Players Player Award 2018 ◊ Received positive feedback for going the extra mile to raise the sales of a newly launched underperforming brand ◊ Significant involvement in 2 major projects: - Women’s Training Category Tight and Bra Bar expected to lift category sales by 20%. Negotiating more favourable terms with suppliers to improve the opening margin for 2019 - Refocused marketing to better align with product strategy for Christmas 2018 campaign ◊ Requested to present buying segment strategy & areas of focus at annual conference. Followed by a personally organised fashion show

Key Responsibilities: ◊ Lead a team to develop the Stirling Sports & Stirling Women Merchandise Strategy and maintain close relationships with Franchisees to ensure the strategy is implemented and maximised ◊ Negotiate and manage trading terms for the Stirling Sports Group ◊ Identify new product and brand opportunities and build and maintain relationships with Suppliers ◊ Work closely with Field Management Team to drive sales, merchandise strategy and overall commercial success across group ◊ Manage online product range and strategy ◊ Provide merchandise direction to assist Marketing Manager with building the national advertising plan ◊ Work with Merchandise Planning team to create seasonal budgets and SKU Plans ◊ Monitor monthly sales, inventory and margin targets ◊ Manage budget spend for company owned retail stores and assist Franchisees with budget spend Major Achievements: ◊ Introduced a number of new brands that achieved high sell through with increased margin. This resulted in an overall sales increase of 20% ◊ Streamlined purchases to reduce overall SKU count, resulting in higher stock turn ◊ Led and developed a strong buying team who successfully executed the overall Merchandise Strategy

see above for responsibilities and achievements at Stirling Sports Limited

Key Responsibilities: ◊ Analyse Market Research such as competitor tear downs, research focus groups, CRM database insights and trade and development trips to determine Product Group Strategy for future seasons ◊ Brief Creative, Public Relations, Marketing and external stakeholders on product, photoshoot direction and creative concepts for the development and implementation of key marketing plans ◊ Brief Brand and PR in setting up local events and activities to drive product awareness ◊ Develop and maintain strong relationships with multiple new and existing external Suppliers to facilitate joint promotional/business plans leading to category growth ◊ Travel overseas to source new product opportunities and foster new supplier relationships ◊ Negotiate pricing and contracts to meet margin requirements and deliveries within each OTB ◊ Manage style development from concept through to finished product Major Achievements: ◊ Effectively sourced and fostered a number of successful relationships with local vendors and Chinese suppliers leading to an increase in business efficiencies and category profit ◊ Negotiated a 5% discount in cost prices for FY17 product. This was necessary to maintain profit given unfavourable exchange rate for the period ◊ Asked to present the strategy for assigned categories to the Board of Directors at their annual meeting, a task usually given to the more senior leadership team ◊ Fully sponsored by the company to attend an Outward Bound course ◊ Product Manager responsible for bringing Tom’s Eyewear to Kathmandu

Key Responsibilities: ◊ Work with Category Buyer/Developer to determine product range and nominate advertised lines ◊ Assist with product development by managing fabric/colour/trim approvals and facilitating QA ◊ Manage garment costing, ensuring margin requirements and deliveries within each OTB are met ◊ Negotiate and manage deliveries throughout the season, ensuring penalties are taken where necessary, advertised lines are received in correct timeframe and orders are updated efficiently ◊ Analyse and report on in-season sales performance and provide appropriate recommendations ◊ Raise and track orders ◊ Assist marketing department in developing effective marketing strategies specific to our brands Major Achievements: ◊ Awarded complete ownership of boy’s sleepwear. Operating off a merchandise plan I ranged and developed a number of sleepwear options per OTB month. Within this role I was given full exposure to the buying process. I analysed post seasonal data to ensure I was developing the right kind of range for my customer and therefore maximising the season’s stock turn and sales with the result of an 8% increase in sales on the year before ◊ Worked directly with the Planning Manager, Category Buyer and Allocator to assist in making appropriate decisions and recommendations in order to accurately order, allocate and position local and overseas stock within stores ◊ Maximised brand growth and revenue by educating stores on merchandising and sales techniques

Key Responsibilities: ◊ Support the buying team with system and administration related functions. ◊ Arrange samples for marketing, load promotions and communicate necessary information to stores. ◊ Maintain Buying Masters File so all data is accurate and up to date. ◊ Communicate with Suppliers and team members to ensure all necessary action is completed effectively. ◊ Maintain the category’s online presence, including product photos, details and price changes. ◊ Conduct store visits and in-store assessments. Major Achievements: ◊ Appointed online champion for Childrenswear. This involved attending online strategy and process meetings, ensuring all information was communicated effectively to CBAs, and implementing ideas to maximise online sales for the category. This saw a 208% increase in companywide online sales.

◊ Commenced as an Assistant Manager ◊ Promoted to the role of Manager Major Achievements: ◊ Implemented new strategies to increase number of customers signing up to our VIP database system. Result: a 10% increase in number of customer signups that assisted in a 12% increase in yearly sales ◊ Developed and trained a team of staff to be enthusiastic and results driven. Result: Overall conversion increased from 11% to 12%, ATV exceeded target by $4.00 contributing towards a 12% lift in sales – taking the store from Silver to Gold status ◊ Completed Retail Management training, Levels 1-3