 Sales: Lead a team of 80+ associates and leads to meet and exceed monthly, quarterly and annual sales targets. Determine product, layout and pricing to meet sales goals by category, departments or seasons. Identifying current and future customer requirements to drive merchandising strategy. Determine visual merch layout to highlight key items and categories. Grew the rental business by improving the offering and increased the margin by using a new pricing strategy. Store Operations: Ensure that all employees follow best practices in operations procedures. Assure that store teams positively impact sales through best in class customer service. Focus on replenishment, fast turnaround procedures and service. Secure that visual merchandising standards are upheld to enable customers to self-service. Marketing: Play a key role in multiple brand, product and service launches, marketing campaigns, special events, and corporate announcements. Actively work together with the marketing team on in-store initiatives to ensure the creation and maintenance of a strong feeling with our customers. Give feedback and make recommendations to the marketing team to make sure that future activities are more effective. Customer Service: Interacting with customers to solve issues before they become problems. Create customer loyalty by building trust and developing relationships. Merchandising: Deciding on layout, promotions and displays to attract customers. Team with merchandisers and buyers to decide on most effective visual merchandising. Product Management: Working closely with the buying and receiving departments to order, receive, return and handle price changes and damaged inventory. Human Resources: Recruiting, training, coaching, scheduling, supervising and helping staff on their development with quarterly performance review process.

 Sales: Grew the department from US$950,000 to US$1,100,000 (15%) in one year implementing different strategies, improving our product mix and expanding our offerings. Customer Service: Consistently achieved highest customer service index among departments. Staff: Trained and coached employees to offer better customer service and become better sale agents. Buying/Inventory Management: Improved our inventory levels working closely to the buyers offering them customer feedback and personal recommendations. Merchandise/Marketing: Worked closely with the marketing department to assist in marketing events and merchandise the department as required. Assisting the Store Manager: Assisted with the Store Management duties.

A start-up in the surf industry. Business Plan: Co-developed the business plan for fundraising to VCs. Sales: Determined size of geographic markets and prioritize sales efforts based on volume opportunities. Marketing: Determined allocation of marketing spend in print, online, social media and events. For each channel set metrics for success. Fundraising: Co-lead the presentations with the owner/CEO to VCs.

Founded and grew Aquazoo, a premium pet shop chain and distributor of high-end American and European brands. Business began with one store and grew to 3 stores in 4 years. Established a headquarter office and warehouse to support the stores. Comp store growth of 50% each year. Hired, trained and managed a team of 18 employees across sales, marketing, operations, HR and finance functions. After 4 years, part of the company was acquired by Pet &Co.- Buying/Inventory Management: Identified and sourced brands and products from international suppliers. Set pricing to optimize margins. Managed inventory capitalization by trends and limiting stock liabilities.- Sales: Developed a startup sales kit for sales representatives. Established significant recognition for previously unknown product lines. Negotiated government contracts for supply and services.- Marketing: Set key messages and asset creation along with tracking ROI on ad spend. Identified, selected and implemented promotion channels for the company. Managed the launch and promotional process of new brands in the country. Participated in different events including the world’s largest pet industry trade shows to increase awareness among various dealers and companies for customer acquisition.- People Management: Managed, hired and trained employees in every area of the business from sales associates to accountants to marketers. Created a compensation method for the sales team based on sales and other factors including brand management and customer loyalty.- Private Label: Created new company-owned brand for aquarium products that served an entry price point strategy. Grew to 15% of total company sales in 3 years.- Business Development: Developed a strategic alliance with a major Chilean pet store chain, called Pet&Co. One year later Pet&Co acquired part of Aquazoo.- Wholesaling: Developed a distribution business targeting pet shops which grew to represent 23% of the company’s gross profit.

Raised funds to acquire this manufacturer and distributor of aquariums, cabinets and accessories for pet shops and supermarkets.Responsible for marketing and sales department. Shared responsibilities for operations, human resources and accounting.- Sales: Increased sales by 60% in first year. Developed 20 account relationships with new and existing retailers.- Marketing: Implemented marketing strategies such as networking within our industry, advertising and direct mailing to create brand awareness.- Market Development: Developed new sales channels including supermarkets.- Operations: Implemented a new production process in order to comply with safety requirements DIN 32622.

Built the company from soley a DJ operation to a 5 employee firm servicing weddings and company events.Identified different complimentary services to offer to customers.Developed an audio and lightning rental service for use by DJs.Managed and retained a very loyal customer base.