Susanne Kernan
Board of Advisors, Retail Strategy
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Susanne has held senior management positions at Walmart, Walmart Germany, Harrods of London and Nordstrom. Most recently, as Senior Director Apparel Brand Strategy for Walmart, she helped launch the OP brand from concept to implementation – online to on shelf. First year launch results generated $185 million in sales, winning Walmart’s 2008 “Big Bet” award. A native of Honduras, fluent in Spanish, and with extensive international experience, Susanne brings a depth of consumer insights to our team. |
What got you into this business in the first place?
I loved to shop, and was thrilled to realize that I could make a career of my passion.
Who was a big influence in your career?
My grandmother, who was an incredibly talented seamstress in Honduras. She used to produce exquisite dresses, inspired by Parisian couturiers. I remember every dress she made for me.
What was your most embarrassing moment in this business?
Participating in a lingerie and sleepwear fashion show to raise money for charity. I was captured on film wearing a red silk dressing gown – my team gave me a framed photograph of the event for Christmas that year.
What attracted you to Parham Santana?
Their passion, talent and awesome results.
Do you have a method for coming up with ideas and solutions for clients?
Walking a store; watching customers interact with the brand. What matters is what happens at the point of sale.
What makes a great brand?
A promise that resonates with customers’ needs and interests. Focus. Consistency. Discipline.
What talent do you wish you had?
The ability to play a musical instrument.
Is there any food that helps you think more creatively?
Pita and hummus – it must be the garlic!
What's your favorite sports team?
I still love the Washington Redskins – what a franchise!
Tell us about your pets?
We have three smart, handsome cats. They moved everywhere with us – DC to Seattle to London to Düsseldorf to New York, and they’ve forgiven us every time.
What was growing up like for you?
Lots of time outdoors, on our bikes; exploring the stream nearby our house. But lots of reading, too. My father used to bring home a big bag of books from the library for me every other week.
What do you do for a good time when you're not working?
We love street fairs like Brooklyn’s Smith Street fair on Bastille Day – great food, great music, a real neighborly vibe.
What was college like for you?
Pig heaven! As a student at Barnard, I could enroll in any Columbia classes, which felt like doubling my opportunities. And living in Manhattan as a student? Fabulous!
What is your greatest extravagance?
We planted 200 hundred daffodils in our yard last fall; I can’t wait to see how many come up this Spring.