At Beach Krew, I lead product and buying strategy across the brand’s retail and merchandising initiatives, driving the development of assortments that reflect both market demand and the brand’s coastal lifestyle identity. I oversee content strategy and product development from concept through launch, shaping collections with a balance of trend awareness, commercial performance, and brand storytelling. Managing the full merchandise lifecycle, I partner cross-functionally to refine assortment planning, vendor relationships, and go-to-market execution, ensuring a cohesive customer experience and sustained business growth.