Ulrich Viegas

  • Mumbai Area, India, IN Maharashtra
  • + 91 9930761662
  • ulrich.viegas@gmail.com
Ulrich Viegas

Brand Manager & Merchandising

Summary

Results-driven, Focused with a comprehensive knowledge of managing online and offline model of business , developing stores and leading staff & sales teams in sectors like clothing, footwear, home décor, jewelry.   Commercially aware and highly successful in driving business forward whilst delivering high retail standards, through increasing sales performance, business development, merchandise planning . Proven ability to maximize sales and profitability through excellent service and the effective management of retail space. 
Easy going by nature and able to get along with both work colleagues and senior managers, currently looking for a suitable challenging retail managerial position.

Respected, trusted manager who upholds highest ethical standards.

Core skill areas include:

 Strategic business planning | Profit Management | Cost containment / control | Market & competitor analysis | Brand Marketing & In-store promotions | Vendor management | Buying, Merchandising & distribution | Inventory control & Shrinkage | Property acquisitions PAN India | Store Setup, design and planogram | Continuous process improvement | Online Sales Management

 

Work History

Work History
Aug 2012 - Present

BRAND MANAGER

Do U Speak Green ?

Do U Speak Green? Retail arm of Fusion Clothing Company – India’s first eco-friendly clothing brand selling Organic Cotton | Bamboo | Modal | 100% Recycled clothing for Men | Women | Kids & Babies.

Responsible for setting up new accounts for the brand online & offline in India & overseas and also overseeing export business for select client accounts in Europe - Men’s | Women’s | Kids | infant wear in KNITS & Woven. 

Provide ROI analysis on all marketing campaigns & sales activities. Analyze competitors, evaluate market penetration and understand customer needs.  Looked after stock inventory management, merchandising & distribution. Sales forecasting / demand planning / MIS reports / Product planning / increasing profitability through introduction of new product range. Travelled overseas to represent the brand & company at Trade fairs in Germany, Denmark, France, Belgium and Bulgaria. Reported to the Founder of the company.

 

Online Sales through leading websites like Amazon | Flipkart | Myntra | Jabong | Homeshop18 | Fashionara | Shopclues | Stylever | Koovs | Futureretail | GreenNGood | Naturalmantra | Craftsvilla

Offline sales : Clubmahindra Resorts | Saga | CIE | Motherearth | Maya | Dhatu | Organic World | Orange Oregano | Live Organic | Shivani Organics ...etc...

Achievements - Increase YOY sales by 25% . 

May 2012 - Present

Business Consultant

Rynth Enterprises

Working as a Business Consultant in the retail segment looking at setting up new brands in apparel & non-apparel industry Consulting 2 upcoming brands -

BlingBlink into Women accessories  - Business was wholesale selling of women jewellery in 3-tier markets like guwahati , Shillong  

Saffire a Contemporary Arts & crafts concept brand. 

Apr 2006 - May 2012

Retail Head - Sales & Operations

Karigar - Retail arm of Asha Handicrafts (A member of the World Fair Trade Organisation)

Product line includes - Jewellery  I  Apparel & accessories I  Home Décor & Artifacts I Table accessories & and company Gifting I Wall Hangings & Frames  I Corporate gifting

Total stores - 5 EBO's ( Inorbit – Vashi & Pune, High Street Phoenix, Growels & Prime Mall + 10 SIS formats with Homestop)

Responsible for the P& L of the brand. Effectively created & executed a Business plan for the brand YOY after approval from the Board. Setting up a national footprint for the brand through EBO's, SIS format, e-channel, corporate sales & franchising.

Involved in store setup, design, planogram, systems setup & development,  product planning, sourcing, buying (domestic & import) , merchandising & merchandising mix, vendor management, warehouse setup & management, staff training & development, Brand marketing, Instore promotions, ATL & BTL activities. Sales forecasting / demand planning / MIS reports / Product planning / Increasing profitability through introduction of new product range. Developed and set the entire IT systems from warehousing to stores . Developed south to south trade with Asian countries like Thailand, Indonesia, Vietnam, Philippines & China

Reported to the CEO of the organization.

Achievements - Increased business YOY by 30% also played a vital role in development, training & capacity building of grass route artisans in India. Developed system & processes.

                      

Mar 2005 - Oct 2006

Assistant Manager Business Development / Operations.

Clarks Shoes (Lifestyle Asia Pvt Ltd)

CLARKS SHOES – World’s premium footwear brand since 1825.Clarks has earned a reputation for quality footwear through an on-going commitment to design, exceptional comfort, premium quality and expert service.

Clarks shoes forayed into the domestic market with a tie up with Lifestyle Asia Pvt. Ltd.

Responsible for the organizing & planning of 4 EBO’s + SIS formats with Lifestyle, The Loft, Shoe tree, Regal, inc.5, etc. covering 48 stores with a turnover of 8 crores.

Setting up a national footprint for the brand through flagship stores, SIS format & franchising.

Setup and managed all flagship & sis stores on day to day basis. Overseeing the recruitment of new sales and retail staff. Responsible for training and induction programs for new staff members.

Ensuring a consistently high standard of presentation in all stores. Working closely with the Visual merchandiser. Maintaining accurate records of all pricing, sales and activity reports.

Controlling shrinkage, wages, write-off, and cash control and store expenditure. Merchandise planning, buying, controlling, reviewing sales & creating sales forecast. Developed training manuals for store staff training, daily operations of stores & warehousing.

Reported to the Director of the company.

Achievements included

  • Directly involved in the buying of footwear after season one in the domestic market
  • Set up warehousing facilities as required by Clarks
  • Setup key accounts with Lifestyle, Vama, The Loft, Shoe tree, Regal Shoes,Inc.5
Mar 2004 - Dec 2004

Executive - Merchandising & Training

Diamond Trading Company

Diamond Trading Company (DTC) is the rough diamond sales and distribution arm of the  De Beers Family of Companies. The DTC sorts, values and sells approximately 75% of the world’s rough diamonds by value. Worked for the department Diamond Promotion Services

Setup warehousing facility for all DPS promotional activity material, store displays, props, POP & POS materials. Managed admin & budgets for spending at DTC. Coordinated & executed events as planned for brands Arisia, Nakshatra, Asmi & Sangini – PAN India for both B2B & B2C activities and events.

Looked after the execution of all promotional material, store displays, prop, POP & POS materials reached the jewellery stores. Assisted in the training programs & other research activities carried out at DTC. Assisted in the retail transformation program carried out by DPS.

Reported to the all India Sales Manager

Achievements included

  • Setting up Warehousing facility.
  • Playing a key role in the Sangini brand launch for B2B, B2C events and activities.

 

Jul 2000 - Mar 2004

Senior Merchandiser

Chellaram Group

Chellaram Group – Franchisee /distributor of International brands like

BisouBisou, Bhatti, Fiorucci Jeans, Karma handbags, Studio IFF handbags, Nicole Lingerie, Caparros Shoes and local health food brand Conscious Food.

Sold through the SIS format at Vama, Ogaan, Ffolio, Crossroads, Ensemble, Zooni, Sibranche, Fashion Flash – Total – 25 stores & boutiques.

Merchandise planning, buying, controlling, reviewing sales & creating sales forecast.

Visual merchandising as per brand standards. Looking after warehousing & logistics.

Planning & buying footwear for domestic retailers Metro Shoes & Gossip. 

Reported to the Director of the company.

Achievements

  • Setup and looked after Caparros footwear business with Metro shoes, Ensemble, Vama , Gossip shoes.
  • Personally looked after key high network customer purchases.
  • Looked after company showroom at Head Office.
Dec 1997 - Apr 2000

Senior Merchandiser

Fusion Clothing Company

Fusion Clothing Company – A merchant export firm in Mumbai India, exporting high quality knit and woven garments for men, women & kids to Australia, UK, New Zealand and Canada.

Brands included – Billabong, Ripzone, Ripcurl, Lotto, CCC, Newport.

Duties:

  • Designing, sampling, merchandising, production & documentation.
  • Reported to the Director of the company.

Others assignments

  • Selected among the 30 best student fashion designers for the Smirnoff International Fashion Awards in 1995.
  • Internship with ANNA SINGH for 3 months designing clothes for films.
  • Choreographed and designed garments for fashion shows at college level and Miss Maharashtra Pageant.
  • A short stint of 3 months with 4004 incorporated for Steve & Barrys looking at Merchandising from sampling to production.
  • Picasso Clothing Company – Worked as a Freelance Designer from 1995 to 2000

Education

Education
Mar 1996 - Apr 1997

Bachelor of Commerce

Mumbai University

Major in Economics & accountancy

Apr 1994 - Apr 1995

Diploma in Fashion Designing

IITC

Major in Merchandising , Visual merchandising , Fashion Illustration, Designing...

other skills

Well versed with using Coreldraw | Photoshop | socialmedia penetration .

Currently pursuing diploma in Retail Management. 

References

Available on request