SARAH H. HAND

Brooklyn, NY | sarahhhand@gmail.com | 917-318-0958 | linkedin.com/in/sarah-h-hand

 

GLOBAL BRAND & PRODUCT EXECUTIVE | CREATIVE DIRECTION AND BRAND TRANSFORMATION

 

EXECUTIVE SUMMARY

A creative product and brand executive with over 20 years building and transforming leading iconic American lifestyle fashion brands, including Tommy Hilfiger, Nautica, Vineyard Vines, Sperry Top-Sider, UNTUCKit and Southern Tide, following an early role in Europe with Nino Cerruti. Proven track record of translating brand vision and trend analysis into commercial product across Men’s, Women’s, Kids’, accessories, home, and licensed products. Unifies design, merchandising, marketing and licensee teams behind one brand point of view; has built and led creative teams of up to 25 while partnering directly with CEOs and founders. Integrates AI into product ideation, presentations and consumer-facing assets.

 

Career Highlights

• Grew Tommy Hilfiger’s $750M Men’s Sportswear business 56% at wholesale and 14% at retail while expanding gross margin profitability.

• Grew Nautica Women’s from $18M to $24M with a 40% gross margin increase and 21 consecutive months of comp growth.

• Cut the product development calendar from 52 to 33 weeks in a McKinsey-partnered transformation, introducing 3D design and PLM.

• Directed $270M in licensed product and high-heat collaborations including Mercedes Formula One, Disney and Space Jam.

 

PROFESSIONAL EXPERIENCE

 

UNTUCKit, New York, NY                                                                                                                               2024 – 2026

Creative Director – Men’s & Women’s Design, Concept, In-Store and Marketing

Brand acquired by Randa Apparel and Accessories, September 2026.

Established the brand’s seasonal design process and storytelling strategy, building every collection from UNTUCKit’s solution-based identity across 90+ stores, e-commerce and new wholesale channels.

• Launched a brand-aligned women’s collection, increasing market share and gaining new customers; expanded wholesale with a Von Maur sales kickoff and set an omnichannel goal for women’s to reach 20% of revenue in year one.

• Creating refined lifestyle collections, working to lift margins up to 80% while bringing advanced apparel technologies to premium sportswear.

• Directed a design and tech design team of 5 reporting to the Chief Product Officer and Founder, owning seasonal product storytelling and full-cycle execution.

• Championed AI for internal design and presentations and developed consumer-facing assets with a third-party AI partner.

• Collaborated with the in-house Marketing team to execute full-scale lifestyle campaigns built from seasonal creative direction.

 

Centric Brands, New York, NY                                                                                                                                   2024

Vice President – Design & Merchandising

Directed soft accessories and home design within 32 licensed, private label and owned brands, including Coach, Kate Spade, Michael Kors, Kurt Geiger, All Saints, Timberland, Hunter, Jennifer Fischer, Preston Lane, Nordstrom private label and Favorite Daughter, from top-tier price points to off-price.

• Maximized margin across every tier and channel with a distinct design point of view true to each brand, partnering with brand and account leadership.

• Led a team of 8 reporting to the EVP of Accessories, advancing the strategy to win new brand opportunities.

• Integrated 3D and AI product creation and presentation assets for all products.

 

Tommy Hilfiger North America (PVH), New York,                                                                                             2013 – 2022

SVP – Menswear, Childrenswear, Concept, Licensing & Collaboration Design                                                               

Two tenures totaling 20 years with the brand; returned in 2013 as VP Wholesale Design lead and rose to SVP.

Grew the $750M Men’s Sportswear business 56% at wholesale and 14% at retail while expanding gross margin, as creative head of a $950M North American Men’s, Boys’ and licensed business with a 25-person team reporting to the Global Creative Director.

• Launched Tommy Denim as a Macy’s exclusive, along with Tommy Sport and Performance, opening new categories and new consumers for the brand.

• Developed a Tier 1 line for Nordstrom and an opening-price line for Kohl’s, extending the brand’s reach to both ends of the market.

• Directed high-heat collabs and partnerships that kept the brand culturally relevant: Mercedes Formula One Team kits for 7 race seasons, Space Jam, Looney Tunes, Disney, Anthony Ramos, Shawn Mendes and a the 35th Anniversary collection.

• Unified licensee teams behind a single brand vision across $270M of Men’s licensed products including Tailored Clothing.

• Drove a two-year, McKinsey-partnered transformation that cut the development calendar from 52 to 33 weeks.

• Introduced 3D design, PLM and Visulon CFT presentation tools, reducing sample costs and accelerating time to market; grew sustainable product content 20% season over season.

 

VF Sportswear – Nautica, New York, NY                                                                                                          2011 – 2012

Women’s Design Director

Increased Nautica Women’s from $18M to $24M with a 40% gross margin increase and 21 months of comp growth.

• Built a 10-designer team around a newly defined omnichannel, feminine nautical consumer.

• Directed Women’s brand identity, concept and design across sportswear, accessories and licensed sleepwear.

• Created “World of Nautica” presentation creative concept rooms bringing seasonal storylines to life for retail partners.

 

Vineyard Vines, Stamford, CT                                                                                                                         2008 – 2010

Vice President of Apparel Design and Concept Direction

Drove 30% business growth in a recession year by repositioning category-based product into a lifestyle brand with collection storytelling through creative direction every season.

• Led apparel and accessories design for 100+ retail locations with a team of 8, reporting to the owners and CEO.

• Launched the “Links” golf collection into 300 green grass shops and initiated the brand’s college licensing program.

 

Sperry Top-Sider (Stride Rite), Waltham, MA / New York, NY                                                                            2007 – 2008

Vice President of Apparel Design, Concept and Licensed Products

Launched in-house apparel and accessories design, extending the heritage boat shoe brand into a lifestyle and technical sail offering with defined consumer profiles and brand DNA; led a 6-person team reporting to the Brand President.

• Built the manufacturing base, grew licensees to 4, and developed product for a J.Crew collaboration.

• Placed the first-season line in Macy’s, Nordstrom and 15 specialty stores, and secured a West Marine exclusive.

 

Greg Norman Collection (adidas AG), New York, NY                                                                                         2005 – 2007

Senior Director of Design – Women’s and Men’s Apparel & Accessories

Created the concept and design for a $105M luxury golf line, growing Women’s 7x ($5M to $35M) and Men’s to $70M.

• Developed exclusive performance fabrics: PlayDry wicking, ML-50 SPF, Pima-Tech and 2BELOW cooling.

• Led a design and product development team of 8, reporting to the CEO.

 

CONSULTING ENGAGEMENTS

 

Southern Tide (Oxford Industries) & Independent Clients, New York, NY / Greenville, SC                                     2022 – 2024

Creative Direction, Concept & Design Consultant

• Restructured Southern Tide’s 6-person design team and process; set seasonal brand vision and women’s direction.

• Directed creative for home licensee West Point Home across bedding, bath and accessories.

• Developed concept-to-sample collections for Alluvial Apparel (technical hunting), Macha (performance equestrian apparel) and Ophelia & Indigo (sustainability focused women’s apparel).

 

The Talbots, Inc., New York, NY                                                                                                                      2012 – 2013

Senior Design Consultant

• Elevated woven and tailored knit product to deliver a bolder brand vision for a 493-store retailer; led a team of 6.

• Shortened product-to-market timelines and supported the build of seasonal trend, fabric and print direction.

 

HMX Group – Bobby Jones, New York, NY                                                                                                       2010 – 2011

Design & Product Development Consultant

• Relaunched Bobby Jones (“The Icon”) Golf with Creative Director Joseph Abboud, transforming an item-based line into a storytelling-led luxury lifestyle collection for men and women.

• Created the seasonal concept and designed all apparel; presented at the PGA Show and to elevated department stores.

 

EDUCATION, LANGUAGES & BOARDS

Hamilton College – BA, Studio Art & Art History   |   Fashion Institute of Technology – AAS, Textile Development & Marketing

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Language: Italian (fluent)   |   Boards: Mestiza (brand strategy advisor); The Forest School (fundraising and marketing)