Professional Experience

Professional Profile

Asif’s Experience

  • Ecommerce: Driving over $1 billion in online sales
  • BI & Analytics: Leveraged data to drive business insights and developed strategies that generated information and insights that produced revenue enhancements, performance improvements, and evolving digital strategies
  • Marketing: Increased the quality, scope and customer engagement of digital presence, website, and social media
  • Project Management: Provided leadership to internal teams of developers and analysts leading to successful user adoptions using both Agile and traditional software development lifecycle methodologies (Waterfall, Iterative, etc.) – Additionally working with internal and external (including offshore) cross-functioning teams to successfully manage online events


  • Providing insights and directions using analytics
  • Project delivery – on time and on budget
  • Defining promotional activities using audience insights
  • Identifying market opportunities
  • Adoptable and flexible to changing market conditions

Love a Challenge

  • Highly organized with ability to adapt to quickly changing priorities
  • Strong negotiation skills, with business/IT/Cross functional teams
  • Ability to work well with all levels of senior management
  • Successfully lead teams

Director, Digital Planning, Toronto, ON 2014-2017

Reported to the SVP, HBC Digital in New York City with direct communication with Digital Marketing, eCommerce Fullfillment Center, Merchandise and Site operations, Customer Call Center, Finance, and Profit Improvement Center

  • Developed financial plans and in-season forecasts for eCommerce division in partnership with Omni-channel marketing teams
    • Past 3 years exceeded plan with 60% annual growth in online demand
  • Provided marketing insights to HBC Marketing team
    • Used Google Analytics, CRM, Omiture, Microstrategy BIS application
  • Collaborated with Omni-channel Merchant teams in developing assortment and allocation strategies that aligned with the eCommerce objectives and total business strategy
    • Past 2 years, approx. 102 drop ship vendors were added
  • Managed the morning audit process for “One Day Sale” campaigns working with 18 different Cross Functioning teams, including Data Services, QA, Infrastructure, Merch Ops, Production, Content Marketing
    • Approx. 90%+ of the time, emails were deployed “on time” (prior to 7 AM) to over 3 million households in Canada
  • Managed Digital Operations team, which acted as a critical business contact and liaison connection among all departments of Omni channel store operations and service excellence
    • Assisted in implementation on new perfect pick warehouse system at DC
  • Managed, mentored and trained team of 6 planning managers, 2 planning associates and 2 planning assistants

Director of Business Intelligence/Analytics

Comark Inc. Toronto, ON (Ricki's, Bootlegger, Cleo) 2011-2014

Reported to the CEO/CFO; Responsibilities included improving processes within divisions, all leading to Improved efficiencies, increased productivity, and synergies among corporate cross-functional business units.

  • Led project team in providing merchandise divisions reporting tools to build dashboards with drill down and drill within analytical capabilities, leading to easy access to actionable data
  • Created and implemented analytical reporting to ensure eCommerce “Ship to Store” partnership was successful for both, brick and mortar and Ecommerce divisions
  • Applied advanced techniques/automation, in data gathering to ensure site experiences that are personalized, data-driven, and optimized to generate long term customer loyalty
  • Designed, developed and implemented a merchandise distribution system application, which decreased time to create allocations by as much as 30%
  • Improved processes in all three divisions to streamline roll up of all 3 divisional OTB’s, to provide one corporate view
  • Participated in executive level meeting’s and provided recommendations to divisional merchandise teams to drive ecommerce sales, increase profitability and manage inventory levels
  • Successfully implemented Gerber’s PDM application, providing Buying department ease-of-use in managing assortment plans and receipts flow.

Senior Group Planning Manager

Nygard International, Toronto, ON 2010-2011

Reported to The Chairman/CEO – Partnered with Peter Nygard, in revising company methodology and processes used for redeveloping the internally-developed NR5 merchandise system, including designing and implementing cluster plans, buying tables and product ranking

  • Collaborated with team of Brand Managers, Merchandise Planners, Retail Co-ordinators and Ecommerce buyers to drive sales reduce MD's and achieve ending inventory objectives
  • Participated in Ecommerce project - “try on in store, buy in store, but ship from DC”

Product Director

Aritzia, Vancouver, BC 2009-2010

Reported to the President and GMM; Responsible to ensure successful collaborations with department heads, including, Finance, IT, Merchandise, Sourcing, Production, and Design, to deliver on corporate financial objectives

  • Created weekly reporting processes to monitor proper execution of open-to-buy. Met with Planners and Buyers on a regular basis to review OTB. Challenged the buys and quantification. Ensured that the planners and buyers are adhering to the OTB (dollars, units and average price point), while maintaining the buying grids
  • Drafted weekly "action points" to senior management to increase sales, achieve profitability targets while ending inventory levels on plan

Senior Retail Business Consultant

TXT Maplelake Ltd., Toronto, ON 2008-2009

Reported to Director of Pre-sales, North America; Responsible for implementation of planning, assortment, clustering and allocations solutions to corporate clients, leading to the satisfaction of client and end-users

  • Clients included: Lululemon, Lego and Aeropostale
  • Managed and steered business-requirement workshops
  • Supported the client in preparing for and completing their own internal-user acceptance testing and collaborated with the clients to ensure end-user community was satisfied with the solution and that the application delivered value to the process

Director of Planning/DMM

CMT Ltd., Toronto, ON (Urban Behavior, Costa Blanca, CBX/UB USA) 2006-2008

Reported to President and GMM

  • Divisional Merchandise Manager for the Canadian and USA Men’s division and in 2 years increased contribution of Men’s business from 7% to 20%
  • Consistently achieved above planned forecasts through introduction of new assortments, new merchandising directions and new pricing/promotion strategies
  • Reviewed weekly best and worst styles and take action to chase goods, take appropriate markdowns or change product placement. Monitored and forecasted trends by merchandise category to ensure effective management of open-to-buy
  • Presented document on need to create new Ecommerce division
  • Conducted period reviews on store rankings, Basic stock replenishment items and quantities by store, along with inventory levels by sizing by store

Group Planning Manager

HBC, Toronto, ON (The Bay, Zellers) 2004-2006

Reported to the Sr. Group Planning Manger.

  • Managed overall financial performance of the assigned Merchandise department to ensure Sales, Gross Profit and Ending Inventory targets were achieved

Vice President of Planning

Steve Madden Ltd., New York City, NY 2000-2004

Reported to the CFO: Planning responsibilities for all corporate divisions: Steve Madden, David Aaron, Candies, LEI, Unionbay, Steven, Stevies, Madden Men’s, Madden Direct (eComm) & Retail Division

  • Responsible for leading the planning team to develop and maintain merchandise and assortment plans, (for all internal divisions and whole partners), and ensure the end of quarter OTB plans were achieved
  • Assisted in the rollout of new Ecommerce division
  • Each quarter, participated in meetings with investment bankers to provide update on upcoming next season’s planning objections
  • Chaired meetings with wholesale partners including Target, Macy’s, Nordstrom’s, TJ Maxx, to establish assortment and merchandise plans

General Manager

Sherlock Clothing Ltd. Halifax, NS (Pseudo, Samuel & Co.) 1996-2000

Reported to the President/Owner