1. Joan Maxwell
12 Snowberry Court, Orinda, CA 94563
Phone: (260) 413-5016 E-Mail: joangmaxwell@gmail.com
Summary
Strategic, creative, enthusiastic, positive, entrepreneurial leader with experience growing companies and
businesses from small to large. Strengths include planning visual strategies, product assortments, managing
cross-functional teams for focus and success. Comfortable in dynamic environments, and adept at merging
hindsight, trend, and innovation.
Experience
MakerSights, San Francisco, CA 2015 - Present
 Advisor/Senior Merchant
o Provide merchant expertise to a start-up focused on helping brands leverage data to make better
consumer-centric, timely decisions
John Muir Hospital, Walnut Creek, CA 2015 - Present
 Advisor, Patient and Family Advisory Committee (2015 – present)
o Provide input to doctors, nurses, and administration to improve the patient experience. Speaking
to groups within the hospital, at medical retreats, to other hospitals, and masters nursing
students
Vera Bradley, Fort Wayne, IN January 2002 – January 2015
 Vice President, Merchandising (March 2011 –January 2015)
o Pioneered development of the merchant function at Vera Bradley – created job descriptions, hired
team, worked cross functionally to integrate the function into the broader business model, built
reports & systems from the ground up
o Developed and managed the master seasonal calendar, from concept to delivery, and worked
cross-functionally on process improvements to shorten timelines and improve planning
o Created category management and seasonal planning,working on 5 seasons concurrently for a
$500 MM+ business (handbags, accessories, travel, home, gifts). Introduced new collection of
solid black which developed into 15% of volume by Year 2.
o Member of Executive Team, involved in all strategy and long range planning
 Senior Director of Visual Merchandising (January 2002 – March 2011)
o Created a visual merchandising program for specialty gift retailers to build the brand
presence/awareness – program provided significant higher increases for retailers who
participated & pioneered a way for brands to have a significant presence in specialty gift channel
o Developed rewards program to encourage participation; sold over 10,000 cabinets to retailers
plus other furniture, fixtures, signs.

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o Teamed with Visual Creative Director to develop the concept for the Vera Bradley stores, creating
a residential environment that produced significantly higher $/sq ft than mall averages. Created
an outlet mall concept for the brand that also achieved top $/sq ft in outlet malls.
o Served on leasing team as the merchant presence (with EVP Sales and Visual Creative Director)
for 3 years, picking locations for Vera Bradley owned retail stores – from 10th store to 78th
location
o Served as the visual lead on a team that developed shops-within-shops in Japan 2011-2013
Donna Karan Hosiery, Sara Lee Corp., Winston Salem, NC 1996 - 2001
 Key Account Executive
o Managed Nordstrom account – largest volume account ($15MM), including seasonal assortment
planning, replenishment planning, training, marketing, and event planning
Eileen West 1983 –1996
 Various roles from operations to sales and licensing as company grew from $5MM to $25MM
o Built Queen Annes’ Lace and Eileen West as key brands in major department stores
I Magnin, San Francisco, CA 1976-1983
 Divisional Merchandise Manager, Fine Apparel, other buying positions
Bloomingdales, NYC, NY 1973-1975
 Training Program, Asst Buyer, etc.
Education
Miami of Ohio, Oxford, OH 1969-1973
 Bachelor of Science, Retailing
Organizations
Patient and Family Advisory Committee, John Muir Hospital, 2015 - present