Catalog Creative and Merchandising Leadership.
V.P. of Merchandising: DeWitt Kendall. Responsible for Catalog Merchandising and Creative as well as Web Creative. Provided leadership and analytical approaches needed to determine the most effective use of Catalog real-estate and web creative. This included working with Marketing to conduct text and to analyze match backs, response rates, AOS, and click-through to determine and adjust catalog merchandising and creative in response to sales, market influences, media events and supplier conditions.
