Centralizing Merchandise Operations
Recognizing an opportunity to improve consistency and efficiency, I developed a centralized merchandise program that streamlined purchasing, cut merchandise spend, strengthened vendor relationships, and created a more intentional expression of the San Diego brand.
Role: Design & Production Manager
Organization: San Diego Tourism Authority
Project: Centralized Merchandise Operations Program
Focus: Process Improvement • Brand Governance • Vendor Management • Operational Efficiency • Cross-functional Collaboration
The Challenge
Merchandise purchasing was decentralized, with departments independently sourcing products and vendors. This created inconsistencies in branding, duplicated sourcing efforts, and limited visibility into approved vendors, pricing, and product quality.
The organization needed:
A centralized merchandise resource
Stronger brand consistency
Simplified purchasing for employees
Trusted vendor partnerships
Flexible merchandise solutions for a variety of audiences—from VIP gifts to convention giveaways
A program that reflected SDTA's commitment to supporting local businesses and diverse suppliers
My Role
I led the initiative from concept through implementation.
Responsibilities included:
Merchandise strategy
Cross-functional collaboration
Vendor sourcing and relationship management
Procurement planning
Product curation
Merchandise brand guideline development
Catalog design
Process improvement
Internal communications
Solution
Working closely with internal stakeholders, I developed a centralized merchandise program that combined strategic sourcing with brand governance.
The initiative included:
Partnering with stakeholders to understand organizational needs
Building relationships with local and national vendors
Developing merchandise guidelines and governance standards
Creating a centralized catalog and purchasing resource
Simplifying procurement while improving brand consistency
Outcome
The program created a centralized resource that improved efficiency, strengthened vendor relationships, reduced duplicated efforts, cut spending and delivered a more cohesive brand experience across the organization.
By combining local artisans with national suppliers, the program supported organizational goals while creating more authentic and memorable experiences.
