Experience

The Tot

• United States
• Retail
• 1 - 100 Employee

• Co-Founder, Chief Product Officer + Head of Creative

  • Jul 2015 - Jun 2023

  Dallas, Texas, United States The Tot is a multi-brand retailer and online marketplace that curates a diverse selection of non-toxic products for families, with a focus on new moms and babies. The Tot offers product discovery, expert guidance, and a commitment to transparency, helping parents create a safe and healthy environment for their kids. In her role as Co-Founder and Chief Product Officer, Amy was responsible for leading product strategy, development, marketing, and creative efforts, leveraging her expertise… Show more The Tot is a multi-brand retailer and online marketplace that curates a diverse selection of non-toxic products for families, with a focus on new moms and babies. The Tot offers product discovery, expert guidance, and a commitment to transparency, helping parents create a safe and healthy environment for their kids. In her role as Co-Founder and Chief Product Officer, Amy was responsible for leading product strategy, development, marketing, and creative efforts, leveraging her expertise to scale the brand from ideation to 8 figure annual revenues and then through to a successful exit Key Achievements: •Formulated the GTM strategy and scaled the business from ideation to 8 figure annual revenues in six years. • Raised external capital and built a team of 30+ engineers, marketers, merchants, and operations experts. • Led the company through to a successful exit via acquisition. Heavily involved in investor pitches, financial modeling, negotiations, due diligence, transaction close and post-acquisition handover to new ownership team. • Retail marketplace creation - built relationships and live inventory integration with over 350 vendors (>10,000 SKU’s), enabling shipping direct from manufacturer to customer, minimizing inventory on-hand and maximizing cash flow. • International offering to over 220 countries contributed to >10% of all revenues. • Launched private label (Hart + Land) based on data driven analysis from purchase behavior. Resulted in 20-point margin improvement over similar third-party offerings. • Built out multiple stores, pop-ups and events across the US based on online customer location data, increasing audience reach and leveraging the physical activations to drive >20% incremental online revenue in those same cities. • Utilized content, PR, influencers, and brand ambassadors to drive brand awareness and organic customer acquisition. Resulted in >1m visitors per month to the platform with >60% coming via organic channels. Show less



Amy Ditchman

• Retail Strategy Consultant

  • Feb 2014 - Jul 2015

  Dallas/Fort Worth Area As a consultant, Amy specialized in advising SME's with their retail strategy to position themselves for long term growth and profitability. Key Achievements:



JCPenney

• United States
• Retail
• 700 & Above Employee

• Divisional Vice President

  • Jul 2012 - Feb 2014

  Dallas/Fort Worth Area In her role as Divisional Vice President, Amy led a comprehensive transformation effort in the Girls 2-16 and Baby 0-24 months within the Children's division, revitalizing a $900 million business across 1,100 brick-and-mortar stores and e-commerce channels. Key Achievements: •Repositioned and developed private brand businesses of Arizona, Total Girl, Xersion, and Okie Dokie, National brands such as Carter’s and Nike, and exclusive partnerships such as Dreampop by Cynthia Rowley and… Show more In her role as Divisional Vice President, Amy led a comprehensive transformation effort in the Girls 2-16 and Baby 0-24 months within the Children's division, revitalizing a $900 million business across 1,100 brick-and-mortar stores and e-commerce channels. Key Achievements: •Repositioned and developed private brand businesses of Arizona, Total Girl, Xersion, and Okie Dokie, National brands such as Carter’s and Nike, and exclusive partnerships such as Dreampop by Cynthia Rowley and Little Maven by Tori Spelling •Built brands partnerships and assortments for new growth strategies of Joe Fresh, Ted Baker, Sally Miller, Flowers by Zoe, Giggle Baby, and Wendy Bellissimo •Managed and developed a team of 45 merchants responsible for both in store assortments as well as expanded online categories Show less



AMERICAN EAGLE OUTFITTERS INC.

• United States
• Retail
• 700 & Above Employee

• Senior Director -77 Kids

  • May 2009 - Apr 2012

  In her role as Senior Director of Merchandising for, Amy was a key member of the start up team tasked to launch American Eagle Outfitter's kids business 0-12 for the company. Key Achievements: • Responsible for overseeing and managing all aspects of merchandising within AEO’s kids brand, a key growth strategy for the $3 billion dollar specialty retail leader • Consistently beat aggressive sales and earnings goals for the 22 store fleet and e-commerce business, over a rapid 3 year… Show more In her role as Senior Director of Merchandising for, Amy was a key member of the start up team tasked to launch American Eagle Outfitter's kids business 0-12 for the company. Key Achievements: • Responsible for overseeing and managing all aspects of merchandising within AEO’s kids brand, a key growth strategy for the $3 billion dollar specialty retail leader • Consistently beat aggressive sales and earnings goals for the 22 store fleet and e-commerce business, over a rapid 3 year growth period • Built business strategy for 0-5 year old age segments within 77kids brand for the launch of retail stores including the creation of baby brand little77 • Created vision for partnering with select 3rd party accessory brands in 77 kids retail stores and pioneered new way of working for total company • Recruited and hired high performing merchandising team to support brick and mortar infrastructure • Developed and lead a team of 20 merchants on all daily responsibilities, brand business strategies and personal development and growth goals Show less



Gap Inc.

• United States
• Retail
• 700 & Above Employee

• Senior Director

  • Jun 2000 - May 2009

  San Francisco Bay Area Across a decade-long tenure at Gap Inc., Amy held multiple merchandising roles, consistently delivering substantial impact. Her leadership spanned various divisions, achieving remarkable results, and driving strategic changes. Gap Inc career highlights: • Managed $250 million annual businesses in toddler boy and baby sleepwear for babyGap, overseeing the development and execution of strategic product plans. • Oversaw Gap Kids accessories and sleepwear, contributing to a $200… Show more Across a decade-long tenure at Gap Inc., Amy held multiple merchandising roles, consistently delivering substantial impact. Her leadership spanned various divisions, achieving remarkable results, and driving strategic changes. Gap Inc career highlights: • Managed $250 million annual businesses in toddler boy and baby sleepwear for babyGap, overseeing the development and execution of strategic product plans. • Oversaw Gap Kids accessories and sleepwear, contributing to a $200 million annual revenue and the repositioning of the division as a premium brand. • Managed the online channel for babyGap, surpassing sales expectations and driving a 10% growth in the baby business in 2004. • Spearheaded the expansion of maternity concepts from online to in-store, opening 25 stores and generating incremental revenue of $9M. • Collaborated with various teams to optimize in-store presentation, improve product aesthetics, and elevate customer experience. • Successfully coached and managed merchant teams to meet goals and execute product strategies. • Implemented brand positioning across global teams, ensuring alignment with business objectives. Show less



Williams-Sonoma, Inc.

• United States
• Retail
• 700 & Above Employee

• Merchandise Coordinator

  • 1999 - 2000

  San Francisco Bay Area