1. DIANE T. HUGHS
♦ Atlanta Georgia ♦ 404-273-8098 ♦ dthughs@gmail.com
SUMMARY
An entrepreneur, strong in strategy and implementation; results in significant operational successes.
Launched own company creating a long-standing brand, selling to over 20,000 women.
Exceptional aptitude for conceptualizing new business solutions and meeting market needs.
Led 4 million dollar, direct to consumer, private label women’s apparel company, for 24 years.
AREAS OF EXPERTISE
Team Building Private Label/Sourcing
Branding Promotion Execution
New Product Launches Vendor Relations
E-Commerce Business Model Custom Software
Direct to Consumer Marketing Sales/Product Training
Sales Forecasting Supply Chain
PROFESSIONAL EXPERIENCE
d.terrell ltd., Atlanta, Ga. 1986 - 2010
A private-label direct to consumer and e-commerce women’s apparel company
Founder, President
Creator and guardian of brand positioning.
Developed organizational infrastructure that included an outside sales team of up to 5 regional
managers, 150 sales consultants and a base support staff of 17 for operational distribution center.
Designed private label product for semi-annual merchandise plans consisting of 200 unique styles.
Led team that supervised the supply chain processes.
Established vendor partnerships.
Created and monitored the execution of the long and short-range marketing, sales, pricing and
distribution strategies.
Collaborated with IT to build custom management reports and requirements-based solutions for an
order entry/inventory management system.
Projected the semi-annual and weekly sales forecast.
Created the bi-annual P & L.
Analyzed web site traffic for e-commerce business and directed marketing campaigns accordingly.
Creative director for printed and internet marketing materials.
BUSINESS ACHIEVEMENTS
 Launched an e-commerce business, in response to consumer trends. Generated 49% higher average sales per
customer than the top 20% of small apparel on-line retailers.
 Directed email-marketing campaigns for e-commerce generating an average of 34 % open rate and an average of
58 % click through rate.
 Strategically led and built a group of novice sales consultants into independent successful sales teams. Developed
a comprehensive sales and hands on product training, using manuals, power point presentations, videos, and
provisions of custom historical sales reports for goal setting. The innovative training resulted in the average sales
for a team growing by 300%. Average customer’s purchase grew 52%.

2. DIANE T. HUGHS Page Two
d.terrell ltd., (Continue)
 Created a unique system of interchangeable collections of clothes and accessories. Experiencing 86% sell through
before liquidation cycle.
 Negotiated a preferred Vendor Partnership program. Reducing purchasing an additional 7% by securing discounts
on average 15%, contributing 4% to the bottom line.
 Methodically redesigned workflows and restructured allocation of part time, seasonal and full time positions.
Resulting in minimal training and lowering personnel cost by 40%, netting 10% to the bottom line.
 Analyzed and reduced shipping and distribution expense up to 40% in key areas. Determined the needed cost
saving solutions and put new polices into place, contributing 5% to the bottom line.
 Co-designed a custom integrated inventory/sales management and order entry/shipping system. Improving
inventory control, customer service, and sales projections.
 Spearheaded “d.terrell has Heart”, a promotional giving component program that incorporated community non-
profits. This initiative enhanced community relations and generated $50,000 + in incremental sales for
participating sales teams.
 Collaborated with a major vendor to create a product for non-profit, which for the first time included our
customers in the buying of school uniforms for African girls in Ghana, increasing the previous year’s proceeds
66%. This program allowed our customers to share in the charitable work undertaken by the company.
EDUCATION & PROFESSIONAL DEVELOPMENT
BS, University of Georgia, Athens, GA
MIT, Birthing of Giants Entrepreneurial Executive Leadership Program
COMMUNITY INVOLVEMENT
Prison Ministry, Heartbound Ministries
Georgia Certified Volunteer, Georgia State Corrections Department
Biblical Counseling & Discipleship Training, Faith Community Church, Woodstock, Ga.
Business Coach Training, Open Network Business as Missions, Columbia, Sc
Finance Committee, Mount Vernon Baptist Church, Atlanta, GA.
Women’s Ministry Team, Mount Vernon Baptist Church, Atlanta, GA.
Children’s Elementary Teacher, Mount Vernon Baptist Church, Atlanta, GA.
Good Samaritan Health Center, Atlanta, GA.
The Garden, Homeless Shelter for Women, Atlanta GA.
The Good News Club, Child Evangelism, Cobb County School
PRESS
Featured in the Wall Street Journal, The Atlanta Business Chronicle, and the UGA Alumni Magazine
Acknowledged for successfully establishing and managing an innovative retailing business.
ADDITIONAL RELEVANT EXPERIENCE
Delta Airlines, Atlanta, GA.
Flight Attendant