Hi, I'm Grace — an independent merchandising consultant and retail strategist

with 15 years of experience building and leading merchandising functions at

one of the world's most recognized athletic brands.

I spent my career at Under Armour, where I grew from Allocation Analyst to

Director of Merchandising — leading the Factory House outlet channel and, most recently, the ecommerce merchandising function. Along the way, I built

and developed teams of merchants, drove data-driven assortment strategies,

and partnered across finance, planning, design, and marketing to deliver

results at scale.

My love of retail started on the floor of a Gap store in my teens. It grew

into a career defined by one belief: the best merchandising decisions come

from equal parts analytical rigor and genuine customer understanding.

After 15 years at Under Armour, I launched By Grace Dennison, LLC to bring

that same enterprise-level expertise to brands of all sizes — helping

retailers assess, optimize, and scale their merchandising operations in ways

that actually stick.

Whether you're a growing brand building your merchandising function for the

first time, or an established retailer looking for a strategic outside

perspective, I can help you turn your product into performance.