Melanie Keys

Fashion marketing and management professor

Professor of fashion marketing and management, Fall 2023–present, Savannah College of Art and Design, Savannah, GA

Founder and director, 2016–23, The MAK Fashion Group
Chief Strategist for women's plus-size fashion and tech focused brand See ROSE Go; developing team's 3D asset and virtual reality strategy. Head of Business Development for leading women's cannabis lifestyle brand CannaCurious, steering commercial expansion and investor relations strategy. Consultant with global digital retail firm Tomorrow, project focus included evaluation of US/UK e-commerce pricing, merchandising, and marketing strategies of Asia-based fashion brands in partnership with leading social media platform. Consulting Managing Director for U.S.-based women's workwear brand Her BlueWear Uniforms, developed 2-year DTC and B2B commercial expansion strategy resulting in 200% YoY increase in sales pipeline and 135% YoY increase in sales, drove monthly communication strategy with investors. Consulting COO for global athleisure wear brand GRRRL; designed organizational restructure plan for sourcing, merchant, and customer service teams; implemented project management tools which decreased production timelines, increased customer retention rate via new SMS marketing campaigns, and realigned teams to improve efficiency and productivity. Consultant for California-based menswear lifestyle brand CADOGAN. Devised initial pricing structure and merchandising plan for U.S. and Asia Pacific distribution.

Head of designer and buyer relations, 2015–16, Singapore Fashion Week, Singapore
Recruited to reposition the 8,000+ attendee Singapore Fashion Week B2B/B2C tradeshow platform (BLUEPRINT) and orchestrated commercial showcase for 150 designers and buyers from Asia-Pacific, the Middle East, and Europe. Developed and executed distribution expansion strategy with new partnerships and markets (including China and Russia), which resulted in 200% increase in show attendance from multi-category showrooms. Collaborated with Asia Fashion Exchange to create digital content and exchange programs to increase regional designers' brand awareness, trade partners included private and government entities in Australia, Japan, and South Korea. Launched "Designer Education Series" with Singapore Fashion Federation (TaFF) and leading regional retailers. Advised "Singapore Fashion Week – Fashion Futures" mentorship and business development program in partnership with industry leaders including Council of Fashion Designers of America (CFDA) and marketing and PR agency, Mercury (Singapore).

Head of regional buying, 2014, Zalora, Singapore
Directed e-commerce category strategies across six Southeast Asian countries and Hong Kong for 35+ global brands including Mango, River Island, New Look, ALDO, and Sephora with 65% increase in YoY sales and category addition of Petites and Swim. Established and led monthly business reviews with country managing directors and global buying teams; streamlined communication to support the execution of revenue growth plan and foster a synergistic environment. Coordinated with in-country marketing directors to create campaigns across digital platforms. Managed team of 13 buyers and assistants located in Singapore, U.K., and U.S.

Senior merchandise manager, 2011–13, Coach, New York
Crafted and led women's small leather goods and apparel merchandise strategies for 230 global travel retail and store locations within Mexico, South America, Europe, the Middle East, Southeast Asia, and Australia ($84 million USD). Restructured global door distribution profiles in partnership with planning, sales, and visual merchandising teams, resulted in 120% sales increase in apparel. Developed FY14 global travel retail “Giftable Program” in alliance with sales and planning teams with $800 thousand USD planned incremental sales. Created inaugural assortments for Coach UK including Regent Street flagship, Harrods, and Bond Street.

Buyer, 2006–11, Saks Fifth Avenue, New York
Responsible for $20 million USD women's plus sized designer and bridge vendor matrix including Lafayette 148 New York, Elie Tahari, Eileen Fisher, Marina Rinaldi, and SFA Private Label. Facilitated 13% gross margin target increase of leading department vendor, negotiated exclusive product and vendor allowance, designed private label and "never out of stock" programs. Organized first annual Saks Salon Z Vendor Summit in NYC, and rallied department manager engagement resulting in overall 12-15% sales increase in top 10 doors.