BIO
Scott Smith is a seasoned merchandising leader with over 17 years of experience making exceptional products come to life and getting them into the hands of people who love them. Whether it's footwear, apparel, or accessories, Scott has worked with some of the biggest names in the sportswear world (including ASICS, NIKE, Gymshark, and Williams Racing F1), gaining invaluable experience along the way.
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He’s all about blending technical precision with consumer insight to create product assortments that hit the mark every time. From forecasting and market analysis to ensuring products are ready to fly off the shelves, Scott is involved in every step of the process. And yes, he’s passionate about making sure everything fits just right.
What excites Scott most is making sure products reflect the premium brand identity while also meeting local market needs. He has spent years crafting assortments that not only look great but also tell a compelling story and connect with consumers on a deeper level. Whether it's working with teams to create those killer head-to-toe product stories or optimising pricing strategies, Scott ensures the brand stays on top and the products perform.
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Scott also has a deep expertise in licensing within the sports industry, particularly with high-profile brands like Williams Racing F1. He played a pivotal role in the development of licensed products for Williams Racing, overseeing the creation and merchandising of F1 apparel and accessories. His work in licensing extends beyond just brand management — Scott has a strong track record of identifying key partnerships, negotiating deals, and ensuring that licensed products are strategically aligned with both brand values and consumer expectations. His focus on delivering high-quality, co-branded products has contributed significantly to driving revenue and expanding brand presence.
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When he's not diving into data or strategising for the next product drop, Scott is likely geeking out over new garment technologies or collaborating with the coolest partners to bring fresh ideas to life. Innovation is at the heart of what he does – he loves pushing the envelope to create products that people are genuinely excited about.
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Scott is also an advocate for teamwork and collaboration. He thrives in team environments and loves mentoring those around him. Whether brainstorming ideas, navigating challenges, or making sure everything's in sync, Scott is always ready to roll up his sleeves and get to work.
In short, Scott is an expert at bringing product visions to life, an obsessed consumer enthusiast, a licensing expert in the sports industry, and a team-first leader. He’s ready to make magic happen wherever he goes!