Marlene A. Craig
Tobyhanna, PA
E-Mail: mcraigstudios@aol.com
Website: www.mcraigstudios.com
Executive Profile
High performing and solution driven business executive with 20+ years of fashion design experience. In-depth knowledge of the fashion industry at all levels from corporate through start-up company ownership. Self-motivated entrepreneur who is technologically astute. Demonstrated proficiency in product development and design, creating highly profitable programs through marketing, merchandising and sales. Client-focused with passionate experience managing all levels of multiple projects in the fashion industry.
Skill Highlights
*20+ years design/ management experience
Proven ability to plan, organize, and manage design projects from concept through production
*Excellent leadership, communication skills, organizational skills, strong presentation and sales skills
Small business development/management, entrepreneurial attitude and approach
*20+ years client account management experience
Creative eye/color sense in both fashion and home furnishings
*Managed development, sourcing, manufacturing and tracking of total product lines from Far East & Europe. Knowledge in manufacturing in Hong Kong, Sri-Lanka, Philippines, Taiwan and China.
Negotiation Skills, Vendor Negotiations, Vendor Partnerships, Vendor Sourcing
*Event management and promotion of product for major PGA and LPGA tournaments
Customer relations, merchandising and point of sale communication to help in placement of product
Involvement in market analysis, market growth, marketing skills for sales force.
*Proficient in detailed tech packs, CAD, lab dips/color, prototype fit and specification development
Processing product redesign, product analysis, product development to meet target consumer needs
Staff development, staff motivation, staff training, and new hires
Strong track record of execution against strategic objectives
Core Accomplishments
Business Development:
Spearheaded design for Start-up Company resulting in sales of 7.5M over a seven-year period.
Established and managed partner/vendor relationships on a daily basis. Developed new marketing strategy which increased customer base from 0 to over 4000 doors.
Established my own freelance design company with successful 10+ years in business
Project Management:
Launched design department in spin-off corporate division that resulted in an increase in sales over a seven-year period from 18M to 53M.
Implemented business plan strategy for new clients to assume full responsibility for full range of new design project from conception through production
Operations Management:
Mediated operations between departments that supported design i.e.: embroidery, color coordination, production, POP catalogs, sales reps and parameters for quality control
Handled all off-shore production placement
Managed all creative merchandising and marketing support development i.e.: photo shoots, POS/ catalog.
Staff Development:
Launched well-received program of professional development courses for all design staff.
Mentored and coached design support staff employees resulting in a 12% increase in productivity.
Initiated training/development and coaching seminars for design team and sales staff. Focused on knowledge of product and merchandising techniques to ensure margin improvement with each line release.
Professional Experience
February 1999 to Present M. Craig Studios Reading, PA
Owner and President, M. Craig Studios,
Freelance apparel and marketing designer
Established M. Craig Studios in 1999 and continue to run a successful freelance business in contract fashion design.
Source lines with manufacturers/agents, negotiate pricing and follow development through all stages: technical designs, proto sampling, quality construction, size specifications, lab dips, and pre-production samples to final production.
Designed/developed image, concept, color direction, technical sketches, CADs and size specifications for the sportswear/golf market under the following labels: Ashworth Club Collection, Nick Price Golf Collection, Barnes and Noble Collection for College Bookstores [Men's/Women's], Ben Hogan Collection, Woolrich Headwear, Club Colors, Vineyard Vines Men's and Women's Apparel, Bob Timberlake Collection, Izod ‘G' Men's/Women's Collection, Roots Golf Men's/Women's Collection
December 2014 to January 2017: Parrisi Luxury Group, Inc. [New Start up Business]
VP of Design,Merchandising and Marketing.
Conferred with George Gatesy and Aaron Schoussou to establish a new luxury line of handbags and scarves. The line is built around the paintings of the renowned American Neo-Expressionist artist Hunt Slonem. interacted several times with the artist to establish the direction of the line and his vision for the paintings we would use to inspire the line. Created the concept ideas in CAD design for the handbags and scarves. All items are manufactured by hand in Italy. Travel to Italy to oversee design and development of both categories as well as continuing production. Developed hardware and researched quality of skins and printing process to render the artist paintings on both calf [handbags] and silk or silk/cashmere [scarves]. Advised on photography shoot to be used for web development and catalog. Develop press releases and point of sale systems. Involved with all areas of the business.
March 2013 to December 2014: Contract with McIlhenny Dry Goods/Tabasco Company. Avery Island, Louisiana.
Head of Design, Merchandising and Marketing
Designer of Men's Sportswear/Golf lines.
Established new direction for design/color and spearheaded the new lifestyle line- McIlhenny Dry Goods.
Sourced product categories for men’s knit polos, sweaters, woven shirts and outerwear in the Far East, Korea and India. Followed development of line from inception through to sales samples, including tech packs and quality control. Created all CAD designs on Pointcarre. Developed new labels and all point of purchase tools; including catalogs twice a year.
October 2011 to September 2012 Ethan Allen Global Dickson City, PA
Interior Design Consultant/Sales
Provided clients with comprehensive interior design expertise and sales/service. Expert ability to build rapport with clients; design and create projects using CAD technology and creative skills in color, space planning, product selection and overall project design.
May 2009 to July 2010 Tom Masano Mercedes Benz Reading, PA
Sales Consultant, Tom Masano Mercedes Benz
Experienced in the areas of the sales services, client acquisition and management. Superior knowledge about Mercedes Benz product as well as the industry along with reactivation of dormant client accounts reactivation and successful sales. Achieved and surpassed sales targets on regular basis. Created new revenue streams through Internet sales.
January 2005 to June 2005 Albright College Reading, PA
Adjunct Professor of Design Albright College
Senior Portfolio Class and Visual Merchandise Class
Presented college-level courses in Business and Design to university students and, supervised clinical experiences. Conducted lectures to students on fashion and business practices.
March 1993 to November 1998 Charles Sakmann Golf, Inc. Reading, PA
V.P. Design and Merchandising
Designer of Men's and Women's Sportswear/Golf and Headwear lines.
For this $9 million, industry-leading producer of golf apparel and related items manufactured & sold Nationally through Pro Shops, Resorts, and other ‘Green Grass Facilities, started as VP Design and Merchandising, assuming additional responsibilities for marketing, and on basis of outstanding success in the development and handling of key accounts general operations, VP in charge of all aspects of Product Development.
March 1986 to February 1993 Izod Golf & Tennis Division/Crystal Brands Reading, PA
Director of Design
Director of Design, headed designed department for men's and women's apparel and supervised all designers and design assistants
Innovations and management in product line at Izod Club produced an increase in sales volume from $18 Million to $52 Million over eight years.
Managed Development, Sourcing, Manufacturing and Importation of total Golf and Golf accessory product lines from Far East & Europe. Knowledge in manufacturing in Honk Kong, Sri-Lanka, Philippines, Taiwan and China.
Executed special projects; designs, specialized logos, concept boards for tournament sales, proposed layout for catalogs. Worked with photographers on shooting layout, with printing companies on graphics, wrote narrative and negotiated price.
Organized and developed sales/photo book to increase sales volume for sales reps and Point of Sale.
March 1976 to May 1980 Retail Store Management/Visual Merchandising& Display Limited Stores, National Shoes, Woodward & Lothrop Washington, DC, Chicago, IL, NJ.
Education
2010 Pennsylvania Real Estate Reading, PA, Real Estate Licensee
1980 International Academy of Merchandising and Design Chicago, IL Fashion Design/Associate of Applied Science
1978 Fashion Institute of Technology New York, NY Fashion Design/Non-matriculate studies
1974 Wilkes College Wilkes Barre, PA B.A. Elementary Education/Bachelor of Arts
Credentials
Certifications and Licenses:
Pennsylvania Real Estate Licensee, National Association of REALTORS [NAR], PA Association of REALTORS [PAR]
Chicago Fashion Group Design Competition - First Place Award.