SEDA SANLI

2078 Roscomare Rd. Los Angeles, CA 90077 phone: (310) 779-2720

E-mail: ss10d8b04@westpost.net
WORK EXPERIENCE
Consultant 10/10- Present
Developed the launching strategies of various high-end fashion brands in the app
arel and swimwear market. Managed the West Coast operations of Fusun Designs Inc
.
FUSUN DESIGNS INC. New York, NY 12/07- 09/09
President
Developed and executed strategic marketing and sales plans of the European whole
saler which manufactures bridge to designer knitwear collection. Managed P& L a
nd bi-monthly cash flow. Supervised a team of five employees.
a Provided bi-monthly cash flow, monthly budget and sales reports to board membe
rs
a Provided leadership in sales targets: Lead the largest new business growth dur
ing the history of the company in specialty stores during recession
a Build strong relationships with buyers at key accounts
a Negotiated various sales contracts with regional sales representatives and ret
ailers such as Searle NYC in the North America region
a Lead various trunk shows and product knowledge at key accounts: Analyzed custo
mersa purchasing behavior in order to develop effective merchandising programs
a Lead customer oriented marketing and PR activities of the company during the N
Y Fashion Week, Coterie and regional tradeshows (Atlanta, Dallas, Los Angeles)
a Conducted ongoing merchandising analysis and developed strategies to support s
elling, achieve product goals and maximize product lifecycle profitability: Mon
itored sell-in vs. sell-through results at key accounts (Dillardas, Miss Jackson
as, Nordstrom, Tootsieas). Identified key success factors of best sellers
a Developed strong internal relationship among creative team, product developmen
t, shipping, sales and customer service: Streamlined manufacturing and shipping
activities. Lead the communication among different functions
Vice President of Marketing & Branding 11/06- 11/07
Defined, developed and positioned the aFusuna brand. Implemented and executed st
rategic marketing plans and promotion materials. Lead fact based brand marketing
with heavy interaction with sales.
a Developed retail distribution channel strategy consistent with brand positioni
ng and financial objectives
a Lead quantitative and qualitative research studies to understand the retail la
ndscape, gain consumer insight and identify strategic opportunities to increase
sales
a Lead various competitor analysis to identify market opportunities for competit
ive pricing and analyze perceived value of the brand against other competitive
brands (M Missoni, Lafayette 148, St John)
a Developed scorecard for retail stores
a Coordinated marketing deliverables and related activities for tradeshows and r
etail appointments. Oversaw the development of photo shoots for look books and m
ood books
a Developed the West Coast market for the first time in target stores
a Conducted value chain analysis: Worked very closely with product development t
o gain in depth product knowledge, identify companyas core competencies to estab
lish the brand positioning
WARNER BROS CONSUMER PRODUCTS INC. Burbank, CA. 09/03
- 10/06
Retail Business Development- Retail Planning & Analysis
Manager
Managed retail business development projects for Warner Bros Consumer Products c
ore properties for Softlines, Hardlines and Toys. Developed fact-based planning
and selling tools for the retail team. Developed a new forecast system by retail
er for the division to track licensee sales projections over $ 800M and plan mor
e effectively.
a Developed a standard softlines, hardlines and toys account plan for top seven
key retailers for nine core properties to be used by various teams in product de
velopment, retail prioritization and buyer meetings
a Provided understanding of trends in the childrenas apparel and toy market
a Identified growth opportunities by line of business, property and category for
WB core properties
a Conducted a rack analysis for a new art program in different tiers of distribu
tion and key accounts. Assessed various expansion plans for the next three years
a Analyzed key mass retailers in the Hispanic markets to project WB apparel sale
s opportunities in these markets for secondary properties
a Developed the launching strategy of a new property with the retail team. Defin
ed the branding strategy, age segment, product categories and retailer. Observed
various focus groups to assess consumer brand awareness and likeability of the
new apparel line
a Created gap analysis for Wal-Martas boys apparel market to find growth opportu
nities for WB core properties
a Provided various research and analysis about the toy sales in the drug channel
a Analyzed the pricing strategy of Limited Too in the teen market and determined
the average price points for a WB property accordingly
a Analyzed competitive properties in the toy market and identified key market op
portunities for the new Batman movie in 2005
a Provided revenue estimates of new properties to senior management prior to WB
acquisitions
a Prepared various retail presentations for buyer meetings

THE WALT DISNEY COMPANY, Burbank, CA. 11/00- 07/03

Consumer Products- North America Softlines Retail Marketing
Senior Retail Marketing Analyst 07/02-07/03
Played a key role between sales and category teams in the account planning by pr
oviding excellent retailer specific information and analysis. Identified growth
opportunities for Disney by assessing recent changes in retaileras strategy and
growth focus.
a Created a standard Disney softlines account plan for top ten key retailers to
build sales targets by account for strategic planning. Worked independently with
sales directors to develop a Disney mission statement, objective and differenti
ation strategy at each account. Communicated the vision to Global Retail Marketi
ng and Franchise Management teams to explore synergistic opportunities across So
ftlines, Hardlines and Toys
a Built a retailer intelligence tool for top ten retailers to understand each re
tailer market positioning, growth strategy and consumer demographics and set tar
get for Disneyas market share
a Prepared softlines marketing calendar and managed P&P Budget
a Provided revenue estimates to sales directors during the direct-to-retail cont
ract negotiations to meet and exceed our fair share of retailer floor space
a Negotiated purchase of various research databases such as NPD and Adlert. Mana
ged special retail research requests for Disney Softlines sales and category tea
ms
a Managed quarterly newsletters
a Managed various focus group research by setting up the parameters, providing v
alue added competitor market analysis and communicating findings to senior manag
ement.
a Managed the K-Mart aWorkbencha POS System. Analyzed Disneyas weekly sales and
presented the findings to senior management
Consumer Products- Global Softlines Finance and Business Development
Business Analyst I 10/01- 07/02
Independently worked with senior management in category, marketing and sales on
business development and new business initiatives projects. Provided value-added
qualitative and financial analysis for strategic planning. Prepared retail pres
entations for major meetings with key retailers and licensees.
a Analyzed historical alicenseda children apparel sales trend and benchmarked Di
sneyas sales performance against competitive brands at key retailers
a Performed competitive market analysis to support the Disney brand positioning
and leverage brand equity at key retailers
a Created a gap analysis for key retailers to identify Disneyas under-penetrated
product categories in apparel, discover the leading brands and quantify Disney
growth opportunity
a Measured the feasibility of growth opportunities by assessing incremental rack
space requirements
a Structured focus group survey for Wal-Mart and Payless, analyzed the results,
presented the key findings to senior management and participated in development
of action plans
a Analyzed and presented a potential co-branding & partnership opportunity with
a global brand to senior management
a Worked with senior management on the preparation of contract negotiations, mad
e comparative analysis on different revenue components and evaluated the financi
al impact of exclusivity scenarios
a Built a financial model to project POS sales of Disney apparel at Wal-Mart for
a five year plan
Business Analyst II 11/00- 09/01
Actively supported Finance team in operational finance projects. Chosen to assis
t Apparel Category Team and Wal- Mart, K-Mart and Target Corp. Sales Directors i
n business development projects by providing excellent qualitative and quantitat
ive analysis.
a Independently managed bi-weekly flash forecast, quarterly forecast, budget and
strategic plan for infant & toddler, girls, women and footwear category teams
a Mastered global internet- based forecast system, management reporting tools an
d NPD Fashionworld database
a Analyzed sportswear, underwear, sleepwear and layette market, identified growt
h opportunities for Disney and evaluated the financial impact of leadership lice
nsee business model on each consumer segment
a Conducted various sell-through analysis for direct-to-retail accounts using pr
oprietary retail POS systems
a Prepared detailed key retailer analysis using NPD Fashionworld, MVI reports an
d Internet research tools (i.e. Lexis-Nexis). Integrated retailer intelligence i
nto Disney market share analysis and presented to senior management
THE WALT DISNEY INTERNATIONAL, (Europe, Middle East & Africa) London, UK
07/00-11/00
Regional Merchandise Licensing- Toys Finance
Business Analyst II
Analyzed the European toy market and reviewed the performance of several large P
an- European merchandise licensees in markets across the entire Region.
a Analyzed the performance of several Pan-European toy merchandise licensees sin
ce 1994
a Analyzed the European toy market and identified how Disney plays in the market
a Analyzed puzzle market and prepared a SWOT analysis to identify growth opportu
nities in European countries mainly in Iberia and Germany
a Prepare various ad-hoc reports to analyze Infant & Preschool toy market in Fin
ance and UK using NPD and internet search tools, analyzed the results and partic
ipated in the development of actions plans with category director
a Conducted indoor and outdoor games market analysis and focused on understandin
g factors, which influence consumer buying decision
THE WALT DISNEY COMPANY, Burbank, CA
01/00- 06/00
Global Merchandise Licensing- Strategic Planning & Finance
Junior Business Analyst
Assisted in establishing financial reporting systems of five international regio
ns and set up date collection procedures and made various analyses to support st
rategic plans.
a Mastered global financial reporting systems and consolidated quarterly forecas
t, budget and five year strategic plans of international regions
a Analyzed the doll market and identified the different play patterns of fashion
, large and mini doll categories
a Performed competitive market analysis in fashion dolls to better position the
Disney Princesses against Barbie and other competing brands
a Analyzed Infant, Preschool and Toddler TV properties: Identified major propert
ies core competencies and quantified Rolie, Olie, Polie merchandising opportunit
y with a launch strategy
EDUCATION
UNIVERSITY OF SOUTHERN CALIFORNIA, Los Angeles, CA
August 96- May 99
Marshall School of Business, Bachelor of Science
Double Majored in Finance and Marketing. Graduated with Honors
Member of Beta Gamma Sigma Business Honor Society
OTHER SKILLS AND ACTIVITIES
Fluent in French
Proficient in MS Word, Excel and Power Point