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
As Design & Production Manager, 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 across departments to understand merchandise needs for meetings, conventions, events, staff, and executive gifting.
Researching, sourcing, and cultivating relationships with local, small-batch, and specialty vendors whose products aligned with SDTA's quality standards and brand values.
Curating merchandise collections ranging from premium VIP gifts to high-volume trade show giveaways, ensuring every audience received an appropriate and cohesive brand experience.
Creating comprehensive merchandise brand guidelines, including logo usage, color standards, and product recommendations to maintain consistency across all branded items.
Highlighting vendors that were locally owned, women-owned, and diverse-owned, making it easier for employees to support organizational procurement goals.
Developing themed merchandise bundles that simplified purchasing decisions while strengthening visual consistency across departments.
Designing a centralized catalog that combined product information, pricing, vendor details, ordering guidance, and brand standards into one easy-to-use resource.
Outcome
The centralized merchandise program transformed a fragmented purchasing process into a scalable organizational resource.
The initiative:
Created a single source for approved merchandise, vendors, and purchasing guidance.
Improved brand consistency across events, conventions, executive gifts, and marketing initiatives.
Reduced duplicate sourcing efforts while increasing visibility into pricing and product options.
Built long-term partnerships with local, women-owned, diverse-owned, and specialty vendors.
Simplified purchasing decisions through curated collections and merchandise bundles.
Established merchandising standards that continue to support future campaigns and organizational growth.
