WIll Cheung

• Lead a cross-functional team of 8 professionals across PR, Trade Marketing, Digital Marketing, Visual Merchandising, and
Graphics, ensuring seamless collaboration and execution of marketing initiatives across multiple channels to drive brand
visibility and sales.
• Forecast and manage a multi-million-pound omni-channel marketing budget, overseeing brand marketing for fashion, sports,
and apparel product divisions, while implementing strategies that optimise brand presence across retail, wholesale, and online
platforms.
• Develop and implement brand strategy for the UK and Ireland market, aligning with global corporate initiatives to drive local
growth and brand cohesion
• Collaborate with media agency to plan and execute comprehensive ALT campaigns throughout the year, driving brand
awareness and sales across all business functions
• Developed and executed a digital strategy that achieved over 80% growth in the UK and Ireland eCommerce business in 2023,
enhancing the brands digital footprint and sales via both the companys platform and wholesale partner websites.
• Spearheaded the launch and expansion of multiple new product divisions in the UK and Ireland, achieving significant market
penetration and positioning the brand as a leader in a competitive industry
• Delivered cost-effective and creative marketing campaigns, driving a 20% increase in wholesale account sales in 2023, and
achieved 10% cost savings in the visual merchandising budget through strategic sourcing, negotiations, and efficient resource
allocation.
• Developed and implemented a comprehensive trade marketing strategy that supported wholesale partners, increased brand
awareness, and drove customer acquisition, ensuring alignment with overall company objectives for both short and long-term
growth
• Provided strategic support to retail and franchise divisions, overseeing key consumer and PR events, trade show planning, and
market-specific initiatives, while traveling extensively across the UK, Ireland, and Europe to implement key marketing strategies
and drive brand initiatives
• Guided the brand to numerous industry accolades, including Mens Footwear Brand of the Year 2022 and Kids Brand of the
Year 2023, while establishing a multi-award-winning product division from the ground up in the UK market.

• Overseeing all wholesale B2B accounts to ensure the execution of brand-aligned visual marketing strategies, driving sales
growth and enhancing brand consistency across channels
• Cultivated and maintained strong, long-lasting relationships with independent and national managers, buyers, and sales
associates, ensuring effective communication and alignment with the brands vision to maximise product visibility and sales.
• Led the creative merchandising of key accounts, implementing dynamic product displays that adhered to brand standards while
strategically adapting to the unique consumer market needs of each location, achieving enhanced customer experiences and
sales performance.
• Organised and facilitated regional seminars to train retail teams on product knowledge, selling techniques, and visual
merchandising standards, equipping them with the tools and expertise to drive sales and improve customer interactions.
• Managed all aspects of seasonal product launches for wholesale accounts, overseeing the timely execution of visual
merchandising strategies, coordinating product deliveries, and ensuring that new collections were presented according to
brand guidelines.
• Drove sales growth within key accounts by developing and implementing strategic promotions, conducting tailored training
programmes for sales teams, and managing Gift with Purchase (GWP) initiatives, ensuring adherence to budget allocations and
alignment with seasonal marketing plans.

• Managed a £1.1m annual sales store, overseeing all daily operations, ensuring seamless service, and leading a team of 15
employees, focusing on performance through tailored training programmes, setting clear goals, and conducting regular
performance monitoring to ensure high standards.
• Directed the stores visual merchandising by carefully planning and executing product displays that adhered to brand standards
while adapting to seasonal trends and customer preferences, which enhanced product visibility and maximised sales
opportunities.
• Managed payroll budgets by analysing sales trends, foot traffic, and historical data to ensure optimal staffing levels during peak
and off-peak hours, effectively controlling labour costs while maintaining operational efficiency and delivering exceptional
customer service.
• Collaborated with merchandisers to review sales performance data and customer feedback, offering strategic
recommendations on seasonal product assortments, layout adjustments, and promotional campaigns to optimise product sales
and improve inventory flow.
• Coordinated closely with the distribution team in Belgium to ensure timely and accurate deliveries, track inventory levels,
manage stock rotation, and resolve any logistical challenges, maintaining efficient stock levels and minimising out-of-stock
situations.