Rebuilt DEMDACO’s wholesale catalog system and layouts to improve accuracy, efficiency, and customer trust across six seasonal launches each year.
The catalogs were visually strong but created outside core product data and digital systems, which caused issues late in the process as the team shrank and launches grew more complex.
What I Led
Rebuilt the end-to-end catalog system to use validated product data
Redefined ownership and accountability across product, merchandising, and creative
Redesigned the overall catalog layout for clarity and scalability
Aligned print catalogs with digital sales platforms
Led cross-functional teams and external partners through change
Results
Fewer product inaccuracies across print and digital
Earlier issue detection and faster production timelines
Clearer customer expectations and reduced returns
Stronger alignment between brand storytelling and retail execution