Karen McKernan

Experienced product/project management professional specializing in creative strategy, vendor relations and cross-functional team leadership. Expert in building customer partnerships through solid assortment development, with a strong background in trend analysis, marketplace responses and line balance. Seeking to leverage expertise in product lifecycle management and market analysis in a Senior Product Manager role.

Product Development & US Sales/Marketing Specialist at Paper Rose Studio (Present)

• Collaborate with Creative Director to develop innovative paper crafting product collections for the North American and international markets.
• Conduct trend analysis, market research, and competitive product evaluations to guide new product development and assortment planning.
• Manage SKU creation, UPC assignment, and product data administration across all product categories, including product set-ups in Shopify.
• Direct freelance designers throughout the product development process, including concept development, artwork creation, file preparation, and pre-press production management.
• Lead and manage a Design Team of paper crafting influencers and educators, overseeing project assignments, product sample distribution, content scheduling, and asset collection.
• Develop and execute social media marketing strategies across multiple platforms, creating engaging content including photography, videos, reels, product launches, and promotional campaigns - Canva, Scrl and Adobe Creative Suite.
• Produce marketing collateral, email campaigns, editorial content, and product education materials to support sales growth and brand awareness.
• Serve as the primary U.S. sales contact for independent craft retailers, providing product recommendations, sales support, merchandising guidance, and new product launch information.
• Build and maintain strong customer relationships, driving repeat business and supporting retailer success through marketing and product development initiatives.
• Coordinate cross-functional communication between Australian and US headquarters, freelance creatives, retailers, and marketing teams to ensure successful product launches and brand consistency.

Senior Product Manager at American Crafts/EK Success

• Directed the end-to-end development of paper crafting and memory-keeping product lines, optimizing assortment strategy, retail pricing, and product mix to meet the needs of multiple retail channels.
• Led product sourcing and quotation development, defining material specifications, manufacturing requirements, and cost targets while partnering with designers to identify innovative, cost-effective production solutions.
• Managed supplier and manufacturing relationships, negotiating pricing, overseeing prototype and pre-production sample reviews, approving final product specifications, and coordinating with Asian sourcing partners to ensure timely production and delivery.
• Supported sales growth through the development of product presentations, sales materials, and product samples; maintained showroom merchandising displays and prepared specialized documentation for major retail accounts and customer presentations.

Creative Merchandising Leader at Hallmark Cards, Inc.

• Develop creative strategies and concept development for visual merchandising programs, ensuring solutions align with brand objectives and product presentation needs.
• Lead cross-functional team encompassing Retail Design, Environmental Graphics, and Product Presentation to deliver cohesive merchandising designs.
• Manage key merchandising projects including Keepsakes Ornaments and Seasonal gift programs, facilitating product engagement and enhancing the retail environment.

B.A. in Education – William Jewell College

– Harlaxton College