Repositioning GREATS: Elevating Product, Process, and Market Relevance

Comparison of two white sneakers; on the left, a sneaker labeled 'The Royale Original' with a flat sole. On the right, a sneaker labeled 'The Royale 2.0' with features labeled A, B, C, and D, describing premium leather upper, signature tack stitch, removable cushioned footbed, and handcrafted in Portugal.

Overview

GREATS needed stronger product direction, better cross-functional alignment, improved operational consistency, and a clearer path to broader market relevance. In my role as Vice President of Global Design, Development and Production, I helped lead the evolution of the brand through product, process, sourcing, and organizational alignment.

The Challenge

The business required a more connected approach across design, development, production, sourcing, merchandising, and marketing to support stronger product decisions, better execution, and future growth. At the same time, the brand needed to evolve into a broader lifestyle expression without losing quality or identity.

My Role

I led product creation, development, and production strategy across footwear and lifestyle categories, working cross-functionally with merchandising, sourcing, marketing, and executive leadership to align product direction with business goals.

What I Led

  • Helped evolve and reposition GREATS as a broader lifestyle brand

  • Improved product quality and operational consistency

  • Built stronger alignment across product creation teams

  • Introduced a more detailed SOW and milestone calendar to improve execution

  • Supported product and channel decisions tied to wholesale growth opportunities

Business Impact

  • Improved gross margin by 3–5%

  • Helped support a wholesale expansion model on pace to reach $1M by year's end

  • Improved organisational clarity and cross-functional execution

  • Strengthened reliability across product planning and factory execution

Executive Takeaway

This work reflects my ability to connect brand evolution, product strategy, and operational structure to create stronger commercial potential and better execution.

A person adjusting a white sneaker on a red fire hydrant on a city street.
Person holding beige sneakers in their hand, standing indoors with a wooden floor and white wall with exposed brick.
Four beige shoes, including sneakers, loafers, and slip-ons, arranged on a green background.
Young woman with curly hair sitting on a chair against a light blue background, wearing a striped long-sleeve polo shirt, a gray pleated skirt, white sneakers, and light blue socks.