Since Tomorrow

Founder and CEO

Moore Collective

I have spent the last decade ghostwriting for some of the world's most influential people. After creating dozens of sold-out celebrity and influencer collections for major retailers and direct to consumer, I have developed a predictable, repeatable framework to transform the fashion industry to zero waste with brands that are relevant and unique, standing out in a sea of retail sameness

INSPR

First to market socially driven influencer collections for Macy's.  Concepted and manufactured influencer fashion collections for @natalieoffduty, @brittanyxavier, and @tezza and brought to market within 5 weeks from concept to customer for Macy's and direct to consumer.

Because social feeds and how people look for and consume products are on the verge of changing retail forever.

Co-Founder, Chief Operating and Supply Chain Officer

MISS SIXTY

Brought influencer @elizabethsulcer first fashion line to market for Miss Sixty, managing the entire process from concept to customer including manufacturing.  The line was distributed through Miss Sixty, Revolve, Forward by Elyse Walker and direct to consumer.

Professional Freelancer

IconMod 

IconMod is a vertical fashion company that concepts, designs, manufactures, merchandises, markets and sells aspirational celebrity branded‎ fashion exclusively online.   

Founding team member responsible for design, product development, sourcing, production and logistics efforts for apparel, footwear, and accessories.

Created fast fashion model by changing the internal process of decision by committee.  With a strong design and brand point of view, we eliminated 9 months in the development cycle by proceeding directly to salesman samples at factories who have superior pattern making capability (no techpacks!).  Further, the total production leadtime has reduced to 4 weeks by designing into stock fabrics with vertical partners who specialize in capturing design intent quickly.

Successfully launched all brands within 6 weeks of initial concept, managing all aspects of design operations, sourcing, product development, technical design, production, and logistics.  

Notable collaborations: Zendaya's first direct to consumer brand, Irina Shayk x Ellen Tracy, Tamar Braxton, and Jessica Simpson

Founding member, Executive Vice President

Kenneth Cole Productions

Direct management of supply chain processes ensuring they are designed to meet design intent, optimize cost, and competitiveness in market.  Oversee the teams responsible for development, sourcing, production, fabric R&D, and technical design.

Vice President Product Development & Production / Sourcing

Club Monaco

Created SOP for the entire organization (including external agents and vendors) to provide a sustainable, understandable work map to drive results across all functions.  Improved divisional initial markup by 700 basis points within first fully developed season (while elevating fabric) and 1000 by the second season.  14 consecutive seasons of exceeding company cost goals.

Gap Inc.

Lead the company's first vertical Product Development / Production team for Gap International's 33 markets, based on its success, went on to lead Gap NA's first vertical team.  Customized the sourcing strategy to the needs of the business, consolidating the vendor base by 70% and achieving the company's highest savings.

Director Product Development & Production / Sourcing

Victoria's Secret

Senior Product Manager

Ralph Lauren

Product Development Manager

Founder and CEO Since Tomorrow

Over the last decade, my co-founder and I have been fashion ghost writers for some of the world's biggest celebs such as Rihanna and Zendaya, Instagram influencers, and creators.  

After a decade of creating dozens of high quality, sold-out celebrity and influencer collections, Moore Collective has developed a digital framework oriented towards a creator’s bandwidth and the ever-changing needs of the digital consumer to bring in-demand, high quality content, physical / digital products and experiences to market efficiently, cost effectively and sustainably at the speed of TikTok and through content that entertains.

As both seasoned entrepreneurs and F500 design, merchant, operations and sourcing leaders, we possess the rare ability and decades of loyalty with strategic global vendors to build both boutique and at volume end-to-end sourcing strategies within the same supply chain to scale lifestyle brands for creators.

We have been repeatedly recruited as change agents to restructure internal design operations and external supply chains, we are known in the industry for bringing a bar-raising fashion product development ability to ensure the needs of on trend, high-quality, on margin product are met through constant communication and collaboration with direct management of the end-to-end value chain.

Joanna Williams

TravisMathew

Director of Process Optimization and Program Management

Vans, a VF Company

Lead digital content strategy, planning, acquisition and retention with a team of 10 across site, email, push, SMS, SEO, site optimization and personalization for the $400M Americas Ecommerce business

Introduced and lead seasonal planning sessions and calendarization for digital content and auto-personalization initiatives

Developed and sustain a data-fueled digital content playbook incorporating consumer insights and seasonal/cultural moments to maximize commercial opportunities and create strong consumer relevance

Director of Digital Content and Communication

Oversee the PnL, resourcing, budgeting and scaling of the global footwear and apparel customization business (customers design their own product on Vans.com) across 16 countries

Manage an internal team of 6 and agency team of 30, including a program manager, product owner, delivery manager, scrum master, technology director, engineers, QA, and production support

Implemented annual global development roadmap planning and optimized the planning process to grow the business from $30M to $50M, accounting for over 10% of total Americas ecommerce revenue, ranking the 4th largest digital commerce business for VF and improving sprint completion rates to over 95%

Lead the creation, strategy, product management, program management and communication of the customization global development roadmap which includes strategic initiatives such as technology features/functionality, customer insights/feedback, usability testing, augmented and physical digital creative experiences, licensed collaborations, Web3/metaverse activations, new product launches, awareness and conversion marketing, on-site merchandising and manufacturing/supply chain optimization

Lead product management, program management, process optimization and strategy with parent company digital leadership to maintain and execute seamless integration into the enterprise digital technology platform

Lead the launch and execution of licensed collaborations and partnerships including, but not limited to: Roblox, Veefriends, Stranger Things, Disney, Marvel, Sailor Moon, Nickelodeon and National Geographic 

Delivered a first of its kind “Design Image Library” based on consumer feedback and negotiated a partnership with Getty Images to curate the image library with their world-renowned image catalog

Director of Customization (Vans Customs)

Part of the inaugural team that launched the footwear customization business (customers design their own product on Vans.com), growing annual sales from zero to $30M in 3 years

Led footwear merchandising across seasonal assortment offerings and new product roll outs. Executed and shared sales/performance reporting to key stakeholders and leadership.

Developed and managed the GTM process with marketing, feature development, product development and manufacturing/supply chain partners.

Sr. Manager of Customization (Vans Customs)

Managed apparel and accessories OTB and site product merchandising across men’s, women’s and boy’s for the US market. 

Grew the business 2.5x by maximizing KPIs through analytics and site testing, establishing site/PDP product photography guidelines, and partnering with marketing on digital assets and enhancements

Ecommerce Buyer (Apparel & Accessories)

Assistant Buyer (Men's & Boy's Apparel)

Forever 21 Retail Inc.

Buyer (Men's Apparel & Accessories)

Analyst

An accomplished direct to consumer leader with over fifteen years of experience in merchandising, ecommerce and digital. Entrepreneurial by nature with an expertise at identifying current trends in the marketplace and applying those trends to maximize results across multiple categories, genders, lifestyles and channels. A strategic, creative and data-driven thinker experienced with working cross-functionally across a matrixed organization to establish process and deliver measurable results.

Core competencies:
Product management
Project management
Business Strategy
Trend analysis
Consumer journey mapping
Partnership negotiations
Executive presentations
Coaching and mentoring

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The Battle

Joanna Williams

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