Senior Manager of Operations and Special Projects @ GUESS?, Inc.
Manager, Operations and Communications @ GUESS?, Inc.
Senior Project Manager, Retail Operations @ GUESS?, Inc.
University of California, Los Angeles
Influential retail executive with significant, demonstrable expertise in corporate leadership, strategic business development, and growth management. Dynamic and results-oriented, with a passion for implementing process improvements that increase efficiency, enhance customer experience, and deliver superior business outcomes. Collaborative leader who develops an expert, engaged cross-functional workforce. Master of multidisciplinary marketing techniques that integrate cutting-edge digital and social
Influential retail executive with significant, demonstrable expertise in corporate leadership, strategic business development, and growth management. Dynamic and results-oriented, with a passion for implementing process improvements that increase efficiency, enhance customer experience, and deliver superior business outcomes. Collaborative leader who develops an expert, engaged cross-functional workforce. Master of multidisciplinary marketing techniques that integrate cutting-edge digital and social approaches. Drives revenue and manages growth while maintaining consistent, on-message brand strategy. Excels in deadline-driven, high-volume environments where priorities compete and change.
Senior Director of Marketing, North America @ Provided strategic leadership to a team of 25 with direct responsibility for marketing initiatives across 500+ North American retail locations. Leveraged significant expertise in relationship management, public relations, events, and social/digital strategy to drive measurable sales and traffic improvements.
Developed, implemented, and optimized innovative multi-disciplinary marketing programs grounded in cross-functional best practices. Launched the high-impact “30 Years Sexy” campaign to celebrate Claudia Schiffer’s return for the brand’s anniversary.
Supported critical product- and brand-building initiatives via 360-degree marketing initiatives. Maximized seasonal outcomes by aligning campaign components with ongoing retail operations strategy.
Cultivated mutually beneficial relationships with strategic brand-right partners, including Elle, America’s Next Top Model, Coachella, The Fast and the Furious 6, and Marciano. Collaborated with seasonal influencers and leading bloggers who improved credibility, delivered increased exposure to targeted segments, and reinforced brand positioning.
Established a consistent, relevant, impactful template for global brand adoption. Coached and mentored European corporate leaders to expand the GUESS? List Loyalty program across Italy and the UK. Acted as a driving force behind the Asian market’s highly successful model search initiative.
Improved customer lifetime value by bringing the corporate loyalty program to factory outlets. Launched the GUESS? Noir and M Elite elevated tier programs for high-spend customers.
Maximized a $12M+ annual spend budget across eleven distinct operating units. Recruited, hired, and retained a best-in-class, results-driven marketing team. Coached and trained direct reports to cultivate both subject matter expertise and comprehensive industry knowledge. From 2012 to Present (3 years) Greater Los Angeles AreaSenior Director of Operations and Communications, North America @ Coached, trained, and mentored a team of fifteen charged with driving profitability across the North American retail enterprise. Managed multiple disciplines, including payroll, store development, communications, policy and procedure, CRM, and retail marketing.
Coordinated logistics for a 1,200-guest bi-annual global summit. Strategized and executed production, travel, curriculum, and entertainment.
Built strategic marketing infrastructure in support of a retail-centric business, including mall marketing, store environments, signage, consumer sweepstakes, custom gifts-with-purchase, and traffic-driving initiatives.
Deployed cutting-edge data warehousing and web reporting tools. Automated key store manager functions, facilitating a re-focused time deployment towards floor management and team training. From 2004 to 2012 (8 years) Greater Los Angeles AreaDirector of Operations @ Established a centralized corporate team charged with supporting store management and streamlining operations. Limited back office activity, reengineered in-store payroll, and improved direct customer service levels via improved floor coverage. Eliminated redundancies in satellite buying, planning, and other decentralized functions.
Created a sales- and conversion-focused program that optimized traffic and transactions while improving both average dollar sale and sales per hour. Aligned high-productivity team member schedules with traffic patterns to deliver superior daily sales outcomes.
Increased profitability and decreased expenses by shifting the business model from music to higher-margin apparel, accessory, and gift categories. From 2003 to 2004 (1 year) Greater Los Angeles AreaSenior Manager of Operations and Special Projects @ Forecasted, analyzed, and published analytics and insights for relevant retail results. Developed, streamlined, and funneled cohesive corporate messaging to the retail field organization. From 2001 to 2003 (2 years) Greater Los Angeles AreaManager, Operations and Communications @ Published consistent, on-message communications that strengthened the company image and brand positioning. Aligned operational tasks with business initiatives and peak selling periods. Sourced and implemented an in-store traffic counter to maximize payroll management, staffing, and profit. Implemented data-driven training process improvements. From 1998 to 2001 (3 years) Greater Los Angeles AreaSenior Project Manager, Retail Operations @ Developed, implemented, and maintained comprehensive operational protocols that improved training and drove brand consistency across all stores. Acted as the onsite corporate liaison charged with opening 50+ retail locations. Expedited the post-construction turnover time to three days. From 1997 to 1998 (1 year) Greater Los Angeles AreaProject Manager, Training and Development @ Facilitated management and service seminars for retail field leaders. Implemented a new-hire orientation program at world HQ. Developed and marketed cutting-edge, technologically advanced training tools. Launched a customer call center to support in-store teams during peak holiday periods. From 1995 to 1997 (2 years) Greater Los Angeles AreaAssistant Manager and Sales Leader @ Sourced, recruited, and hired a top-performing retail team. Provided strategic coaching and training that empowered associates to exceed store sales plans and individual goals. Managed client communications and service initiatives. From 1992 to 1995 (3 years)
Bachelor of Arts, Psychology @ Loyola Marymount UniversityCertificate, Human Resource Management @ University of California, Los AngelesCertificate, Fashion Retail Strategies @ University of Southern California - Marshall School of Business Lisa Guerrero is skilled in: Marketing, Business Process, Retail, Fashion, Apparel, Trend Analysis, Store Management, Social Media Marketing, Marketing Strategy, Internal Communications, Strategy, Store Operations, Leadership, Recruiting, E-commerce
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