Shawn Maclaurin

About

An accomplished Director of Sales, Licensing, and Business Development with a proven track record of driving revenue gains through strategic partnerships, optimized product mix, and retailer collaborations for leading brands and private label products. Brings 28 years of experience across Retail, Fashion, Licensing, and E-commerce, with a focus on expanding territory coverage, negotiating licensing deals, and guiding go-to-market programs. INDUSTRY EXPERIENCE: Retail, Fashion, Licensing, E-commerce, Product Marketing. EXPERTISE: Account Management, Contract Negotiations, Program Management, Training & Development, Sales, Product Marketing, Forecasting, Strategic Planning, Territory Development, Client Relations, Negotiations, Dillards EBiz, Margin Analysis, Assortment Planning, Merchandising, Relationship Building, E-Commerce, Visulon, Partners.com. SELECT CAREER HIGHLIGHTS: Established new retail partnerships with Belk, JCPenney, Stage Stores, and Macy’s Midwest, growing territory revenue from $800K to $4.5M annually. Led revenue growth for Jockey International / Tommy Hilfiger from $2M to $8M+ while expanding presence in Stage Stores and AAFES. Directed leadership across accounts and channels, launching go-to-market programs that amplified licensing opportunities.

Experience

• Vice President of Sales, Licensing, and Business Development · Wolf Essentials12-01-2023 –

  Lead strategic sales, licensing and business development initiatives for Wolf Essentials, overseeing licensing partnerships, channel strategy, and rebranding efforts to drive revenue growth across key retail and e-commerce channels.

• Sr. Director of Sales, Licensing, and Business Development · Wolf Essentials05-01-2021 – 12-01-2023

  Managed off-price channels, department stores, distributors, international accounts, clubs and independent specialty accounts. Served as Managing Director for the Walmart account in coordination with OnRetail. Directed rebranding strategy launches, channel launches, pricing strategies, and go-to-market plans for new product introductions. Built and grew independent retailer base, led sales operations calendars, assortments, and cross-functional collaboration with design and production.

• National Account Manager · PVH Legwear01-01-2020 – 01-01-2020

  Managed sales activities for Calvin Klein, Cole Haan, and Tommy Hilfiger hosiery across Dillard’s, Belk, and Nordstrom; managed a contract with the U.S. Marine Corps. Negotiated gross margin settlements; created assortment plans and forecast models; partnered with design and brand managers to develop new product opportunities; managed e-commerce programs and trained store personnel.

• National Account Manager · American Essentials Inc2005 – 2019

  Directed sales for key brands (Calvin Klein, Tommy Hilfiger, Cole Haan, Izod, Reebok, Nick Graham) and private label lines across top retailers (Dillard’s, Belk, Nordstrom, Costco, The Bon Ton, Macy’s Midwest, Stage Stores, JCPenney). Established new retail partnerships, growing territory revenue from $800K to $4.5M+, negotiated product placements and margins, and led planning for seasonal assortments and go-to-market strategies.

• Sr. Account Executive · Jockey International, Inc.01-01-1997 – 01-01-2005

  Led sales strategies for Tommy Hilfiger men’s and boy’s underwear and loungewear across 16 states; grew territory from $2M to $10M+; developed plan-o-grams, negotiated margins, and built key relationships with Stage Stores and AAFES.

• Merchandise Coordinator · Tommy Hilfiger USA01-01-1995 – 01-01-1997

  Negotiated optimal floor placements for Tommy Hilfiger licensed products at major retailers; trained staff on product knowledge and merchandising standards; supported store seminars and events.

• Department Manager · Foley’s Department Stores01-01-1990 – 01-01-1995

  Dallas, TX – Managed home store, men’s and ready-to-wear; trained and developed sales staff into management positions.

Education

• The University of Texas at AustinBachelor of Arts - BA, Psychology

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