Shani Reid


  • LocationLondon, United Kingdom

About me


Core experience within brand marketing initiatives for campaigns across social, retail and international markets. Embarking on a career path to include commercial and creative background: consumer/market research, marketing strategy, performance analysis, account management. Future prospects and career path in digital marketing with current entry-level experience in content management, KPI analysis, and channel performance. Developed expertise in vendor management streamlined in sales analysis, competitor reporting, merchandising functions within allocation/stock planning and visual merchandising & display. Technical Skills – IT WebSphere (IBM), Omniture (Adobe Analytics), Oracle JDE (ERP), eDigital Database, CMS (Wordpress), Google Analytics, QuarkXPress, LotusNotes, WebFocus, AG12 (SQL), Microsoft Office, Outlook , Adobe Creative: Photoshop, Illustrator, InDesign, Dreamweaver. Social: Instagram, Pinterest, Twitter, Tumblr, Facebook (Ad Manager), Google +, Hootsuite, Tweetdeck



  • Promotions
  • Market Research
  • Events Coordinating
  • Creative Brief Writing; Project Management; Client Service
  • Merchandising
  • Sales Analysis
  • Marketing Administration
  • Social Media Analytics
  • CRM Marketing
  • Loyalty Programs
  • Social Digital Marketing
  • Commercial Branding
  • Brand Assets
  • KPI Reporting
  • ROI Measuring

Work history


Retail & Trade Marketing Coordinator

BEN Sherman Group Ltd

Sep 2014


Retail & Trade Marketing Coordinator

BEN Sherman Group Ltd

Sep 2014 - Feb 2015
  • SHORT TERM CONTRACT London, U.K Projects: Store Openings 2014-15 (UK Full Price & Outlet) AW14 Campaign Evaluation AW15 Launch Event (Internal) SS15 Marketing Campaign Support retail and trade manager to develop marketing strategies for UK stores, outlets, seasonal campaigns Develop customer incentives for promotional periods based on trading analysis and competitive research Coordination of in-store events and adjoining social visibility for wholesale partners, outlet and full price stores Assist Interiors and Design department with planning AW15 Trade Shows – PITTI; additional support to international trade shows, Seek (Germany), Liberty Fair (New York) Coordinate new store openings with Interiors, Retail Management & Social team – ensure opening POS and store signage is delivered and social content calendar assists with opening visibility Develop and maintain strong working relationships with experiential marketing agencies, event suppliers and partnering publications Management of all brand competitions and opt-in data; source data cleaning for email database and referral tracking Review with legal department on competition terms and mechanic Compile evaluation reports on store events, retail openings and promo redemption (online & in store) – including Press and Social highlights Track ROI, analyze store feedback post retail marketing events Creative briefing and sign off for online and in store POS– ensure brand identity is protected and communicated effectively to the consumer UK Retail, Wholesale partners and external partnerships (online editorial). Provide wholesale with bespoke online creative and updates to artwork. Liaise with in-house photo studio on image requests Digital/Social – Interim database and reporting support carried out to the Social Coordinator. Created key reporting tool used by the Social Coordinator –featured key metrics and insights from Google analytics, Twitter and Facebook (Ads Manager).


Brand Marketing Assistant

Arcadia Topshop/topman

Nov 2013 - Jun 2014
  • London, U.K Projects: British Fashion Council - London Collections: MEN TOPMAN AW’14 / SS’15 Brand Campaigns: Denim, S/S Leisure Suits, Students, Charity (TCT) ? Support project manager to develop KPI’s and external partnerships to launch brand campaigns, events and marketing initiatives for Retail, International, and Digital teams; ? Digital/Social – Database analysis/reporting on editorial site & social platforms using CMS, insight on revenue, PPC, CTR, and various key metrics– manage content schedule, and assist with social management (Twitter –UK, US; Facebook- UK) Liaise with external agency on film competitions for brands editorial site. Manage POS material, posters, opt-in data and organization of prize package. ? Retail – Management of music program in store, events and licensing; artwork approval for in store graphics & messaging, copywriting (internal/external brand communications, liaising with legal on competition term s and mechanic). Coordinate internal/external fundraisers for brand charity. Management of TOPMAN account card & loyalty scheme *Santander / New Day Ltd - MASTERCARD (statement creative, target calendar, rewards & promotions online/in store). ? Develop and maintain strong working relationships with cross functional departments, specific to online publications, media/press agencies. ? Produced consumer & market research presentations for brand campaigns and provide support on new marketing plans specific to market ? Manage budget and finance system for the department, raising purchase orders, checking invoices and coordinating supplier payments efficiently whilst maintaining budget seasonal budget ? Supporting Marketing Director, Head of Marketing, Senior Marketing and PR Managers and their teams where necessary. ? General office support including producing presentations for campaigns, organizing travel arrangements, managing post, filtering calls, couriers, mail outs, meeting arrangements, stationery orders, contacting prize winners, ordering stock, maintaining marketing contact databases.


Branch Merchandising Analyst

Arcadia Topshop/topman

Sep 2012 - Nov 2013
  • London, U.K (Planning & Allocation) commercial support role for TOPMAN flagship Oxford Circus, responsible for £300k revenue •Primary use of IBM - SAP Systems (AG12) and internal database WebFocus • Launch reporting tools and allocation strategies from multiple databases- use of trading calendar to anticipate big deals for the months ahead with buying team • Controlling stock package for the flagship and monitoring newness performance- weekly average of 50k units Leading weekly Head Office department visits and compiling trade reports for senior commercial management. • Conduct competitive analysis reports on pricing, trends, branding initiatives and consumer behavior - feedback to marketing & buying teams • Monitoring programmed line performance and sizing Allocating and building stock up to required levels per dept based on current trade • provided reports on financial plans and monthly performance by category – conducting category level sales analysis • Allocation of product launches & trial ranges – identifying opportunities and successes for promotional activity in store • Responsible for setting up a transfer process within the company, improving sell through and reducing markdown • Point of contact for action on licensing, manufacturing and various logistics queries connected to the flagship branch


Womens Accessories Assistant

Urban Outfitters INC

Sep 2011 - Jun 2012


Area Merchandise Coordinator

Winston Retail Solutions

Jul 2010 - May 2011
  • Chicago, IL Midwest Division Accounts-Diesel S.P.A, MARC ECKO Cut & Sew, The Northface, Inc., Calvin Klein • Analyze trade results and create opportunities for effective performance through merchandising, sales strategies and promotions; Monitor markdowns, POS pricing and returns to vendor -Compile monthly status report on trade, performance against brands forecast by category and market • Conduct research on local markets’ consumer and commercial needs of the brand and stand-alone retailer • Create/style window displays, mannequins to exhibit the brand's newest assortment and seasonal marketing directives-distribute required signage & graphics to maximize sales and visibility • Assist with sale events and promotional coverage within retailer – local coverage and in-store events (The Northface & Diesel) • Depict current status of clients environment before and after with photography; photos of new delivery, sale events, and product launches - fixture placement, ordering & maintenance. Written feedback & communication • Manage sales meeting with dept., regional managers to create opportunity for effective impact through visuals. Provide allocation/stock suggestions for assigned brand based on performance and needs • Trained specialists and provided support to department managers on client management, merchandising initiatives and brand recognition. Increased brand shop sales by 23% (MARC ECKO Cut & Sew).



Marketing &managememt Minor Merchandising

THE Illinois Institute OF Arts Chicago

Jul 2007 - May 2011