WE are COCO are pleased to welcome Charlotte Williams to its board of mentors. Charlotte has over 7 years’ experience and has worked her way up within a merchandising role.

After four years, she took the decision to follow her passion for product and made a move into buying. This has enabled her to acquire a well-rounded skill set within both divisions which helps to inform professional decisions on a daily basis and to grow the departments she is responsible for. 

Charlotte currently manages a £25m per season department which plans and executes 3000 SKUs. She has also strategized and built relationships with over 100 suppliers to launch gifting and beauty on the Outlet department which now turns over £4m per season.

“My favourite part of being a buyer is discovering smaller brands just starting out on their journey and collaborating using my years of experience and product knowledge to grow and develop the brand. This is why I have decided to join WE are COCO as there is nothing more rewarding than watching a brand flourish which I have had a direct impact on.” - Charlotte Williams, ASOS, Senior Assistant Buyer. 

Charlotte has managed the largest growth department on ASOS Outlet, particularly through change and challenging times of the past year. She has planned and executed strategy to launch two new areas of business within gifting, home and beauty which now turnover £4m respectively per season, introducing over 120 new relationships with suppliers. Her work has created growth in the accessories, watch, sunglasses and jewellery department significantly using extensive strong relationships with a vast array of suppliers. Charlotte is devoted and focussed to the industry and she regularly and independently attends trend shows globally to develop new and existing relationships. She has gained the ability to spot risks and opportunities in order to drive profitable sales and is passionate about driving profit as taken ownership of business

“WE are COCO has given a platform for buyers with years of experience to now share that knowledge with new and emerging brands. This is an amazing concept which really brings people together to collaborate their skill pool and make an impact, especially during these challenging times.” - Charlotte Williams, ASOS, Senior Assistant Buyer.



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