Sara Lee Hosiery

 

1994-1997

Assistant Brand Manager – Hanes Too, Hanes Too Plus, Profiles, Great Legs (96-97)

Faced with declining sales and outdated brand image, challenged to introduce exciting new products to the Hanes Too brand franchise and completely re-invent the consumer and customer marketing strategy.

  • Launched 5 new products with more contemporary packaging and innovative strategy built on flexibility and customization – within Year1 portfolio sales climbed +11%

 

Assistant Brand Manager – Donna Karan Hosiery (95 – 96)

Took over the Donna Karan Hosiery brand portfolio and within one year grew brand awareness +18% and sales +15% to $25M (+26% in new product revenue). Managed all consumer communications and the semi-annual launch of 10 new fashion products in 8 seasonal colors.

  • Launched The Nudes by Donna Karan, a break-through line extension that grew sales +25%
  • Launched Donna Karan Essential Toner and Donna Karan Bottom Lifter, the #1 selling items in 1996

 

Senior Business Analyst – Business Development (94 – 95)

Led numerous strategic projects for the SVP of Corporate Development – includes formulating strategies to enhance ROIC, re-engineering the company’s new product process and investigating the development of brand name retail stores.

 

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Wendy Ferguson MBA, MA
Marketing Executive