In Conversation with Emily Snyder
Tell us about your background:
With expertise in the eCommerce industry, I am a leader with an outstanding record of achievement in building multimillion-dollar brands, online & in store, to drive revenue and spur growth. Leveraging my understanding and expertise, I excel at leading eCommerce initiatives that surpass expectations. With skills in defining business strategies, selecting the best products, managing inventory, and telling the best stories, I make an immediate and measurable impact organization-wide. I build teams committed to performance outcomes.
In my current role with Calvin Klein, I design and execute online retail product marketing campaigns that drive millions of dollars in sales and significantly increase the market share and profitability of the global brand. I align my experience with brand strategies and take a holistic view of the business to fuel sales. By combining modern technology solutions with personalized service, I create superior customer experiences that stand out in the overcrowded online shopping space. My favorite part of the job has been my awesome, passionate team, who buys all the product for ck.com.
At my prior role at PVH, I was the head of Buying & Planning for True & Co, a digitally native brand. True & Co sells comfort bras & lingerie, aimed at today’s consumer who expects that the product fit her, at any size or shape, embracing the whole person. With this role, I was focused on driving online sales thru aligning consumer sentiment to future product development. One of the biggest success stories was maximizing the triangle skinny strap bra over Cyber Weekend. We aligned inventory, product, marketing, and execution to successfully sell thousands of units in a short amount of time.
Prior to PVH, I worked at a small, luxury brand called Worth New York. The high end product was sold thru a network of stylists, out of their homes, similar to a “trunk show” model. My role was to profitably develop the line thru sku, financial and fabric plans. I learned about running a small business and having your hands in multiple functions.
At Aeropostale, I focused in on Merchandise Planning, working my way up to Director of Girls (largest team & division). The store base at aero was large and diverse, and behaved differently in terms of AUR and sales. I strategically split up the store base into promotional groups, maximizing AUR and profitability.
Prior to Aeropostale, I was at Ann Taylor for a number of years in the Allocation space, quickly opening 50+ stores during a time if rebranding and growth. My team ensured all the inventory went into the right stores at the right time, again maximizing profitability.
My first job in retail was at Ralph Lauren and what an introduction it was! I was part of the Lauren Ralph Lauren womens wholesale division, selling to Macy’s. The crash course in relationship building. Brand strategy & product story telling have helped me throughout my career.
What do you wish you’d known when you started out?
Speak up! I think I thought promotions would be given out like awards in school, where you do the work and someone gives you an award for it. Instead, it's an ongoing, vocal dialogue, complete with putting the effort into the right things to get noticed. For my young, introverted self, this was a lesson to learn.
Best career advice you've ever received?
Change is constant. You LOVE your job? It will change. You HATE your job? It will change. Business is good? bad? Selling only skinny jeans? It will change. Prepare to pivot.
What leadership qualities are important to you?
Communication, transparency, integrity, and compassion. I will give more than 100% to a leader who shows these traits.
What has been the biggest challenge in your career so far?
Balance. I think it's really hard to love your job every day, during every task. I've yet to find that perfect blend of people, company, and product that I love all at the same time. It's always about trying to achieve some balance for an extended amount of time. A great mentor told me, try for two out of three and be ok with it. Work-life balance is also a struggle for me as a parent. I'm an achiever and it can be hard not to do everything at 100% effort, but I've learned over time that I'll just burn out.
And for fun, what is your favorite wardrobe staple?
A great coat. I'm a sucker for an outfit completing coat that helps you stand up a little straighter and feel that extra bit of confidence.
