MARIANA LUCHSINGER FERNÁNDEZ
Retail Strategist
Panama,Panama
Summary
Fashion Retail Strategist, focused on Driving Sustained Profitable Growth. +10 years leading fashion retail strategies and teams, managing luxury and volume brands, such as: Fendi, Longchamp, Michael Kors, Kate Spade, Stuart Weitzman, Tommy Hilfiger, Nine West, Steve Madden, Guess, XOXO, Grupo El Machetazo, others.
Regional experience in: Channel assortment, store allocation (Based on consumer sell out trends), P&L, demand planning, sourcing (Raw materials and final product), suppliers’ negotiation, visual merchandising. Main categories’ expertise: Women’s & men’s clothes, shoes, jewelry, fabrics, school, and kids.
Overview
16
16
years of professional experience
16
16
years of post-secondary education
Work History
Sr. Pricing Manager
ADIDAS
03.2022 - Current
- Transformed department from margin oriented/ fully financial to a strategic pricing process
- Created tools to facilitate use of data in decision making processes: GIM Tool Dashboard that helps BUs make decisions at the beginning of the season and Low Margin Articles Dashboard collab.
- Pricing Pyramids Exercise and Competition Analysis for Football, Running, and Originals to standardize strategy across LAM. +2pp Price Adherence KPI in running category.
Senior Regional Category Manager, Men & Kids
H&M
06.2021 - 03.2022
- Led strategy allocation and product mix for each store, per target segmentation and sell out trends
- Opening of the first regional store
- Next 2 stores opening planning
- Designed assortment per store (Product/Price brackets per country and category) and deployed brands’ key concepts, per seasonality
- +20% sales vs plan, with +10% net category margins vs plan.
Senior Category Manager. Kids and School Department.
Grupo El Machetazo
04.2016 - 06.2020
- Led Omni Channel strategy allocation and product mix for each store, per target segmentation and sell out trends
- +10% category revenue in school season vs 2018
- Designed assortment per store (Product/Price brackets per channel and category) and deployed brands key concepts, per seasonality
- +15% net category margins vs 2018 (Less discounts in each store, due to correct allocation)
- Led the demand plan, budget, sourcing, and shelf inventory management for all 17 stores
- 20% reduction in idle inventory vs 2018.
Senior Category Manager. Shoes, Women´s Accessories & Fabrics.
Grupo El Machetazo
04.2016 - 03.2018
- Led Omni Channel strategy allocation and product mix for each store, per target segmentation and sell out trends in adult shoes, back-to-school shoes, accessories, and fabrics
- 15% revenue vs 2017 in back-to-school season and + 9% revenue vs 2017 in adult shoes
- Designed assortment per store (Product/Price brackets per channel and category) and deployed brands’ key concepts, according to seasonality
- 5% net category margins vs 2017
- Led the demand plan, budget, sourcing, and shelf inventory management for all 17 stores
- Optimized inventory levels from 160 to 90 days (Ideal level)
- Suppliers’ prioritization, to have larger economies of scale and better margins.
Senior Category Manager. Luxury Brands in Shoes and Accessories.
Félix B. Maduro
01.2011 - 04.2016
- Led the categories strategies for Shoes and Accessories, in terms of a healthy P&L
- US $10M budget
- +45% revenue growth in shoes category since my arrival
- +33% revenue growth in accessories category since my arrival
- Designed assortment per store (Product/Price brackets per channel and category) and deployed brands key concepts for: Fendi, Longchamp, Michael Kors, Kate Spade, Tommy Hilfiger, Nine West, Steve Madden among others
- +35% net category margins since my arrival (Less discounts in each store, due to correct allocation)
- Led the demand plan, budget, purchase, warehouse, store’s back stock and shelf inventory management for national demand.
Regional Category Manager, LATAM
XOXO/ZBEDA
01.2010 - 01.2011
- Led the brands’ strategy and complete P&L in México, Central America, the Caribbean and South America
- +18% revenue growth vs 2010 in shoes category
- +12% revenue growth vs 2010 in accessories category
- New channels negotiation: Liverpool, Mexico
- In charge of XOXO’s raw materials sourcing (Fabrics) as well as finished product
- USD $5M annual budget
- Selected regional fabrics provider (Asia), per desired quality and margins
- Designed assortment per store (Product/Price brackets per channel and category) and deployed brands key concepts for bags, wallets, watches, and sunglasses.
Category Buyer. Women’s Category
Grupo HARARI, Guess Jeans
01.2009 - 01.2010
- Led Women’s category purchase for 33 stores around the region (LATAM)
- USD $6M annual budget
- +15% regional revenue growth vs 2008 in women’s category
- Designed assortment per store (Product/Price brackets per channel and category) and deployed Guess key concepts, according to Los Angeles guidelines.
Visual Merchandiser
Grupo HARARI, Guess Jeans
01.2008 - 01.2009
- Led visual merchandising team around the region (LATAM)
- 100% regional success store image deployment, per global brand guidelines.
Education
Digital Marketing for Fashion -
London College of Fashion
06.2020 - 05.2020
Master in Business Administration - undefined
Universidad Santa María La Antigua, Panama
01.2008 - 05.2010
Bachelor in Retail and Consumer Sciences - undefined
Florida State University, USA
01.2004 - 05.2007
General Bachelor - undefined
Las Esclavas del Sagrada Corazón de Jesús, Panama
01.1993 - 05.2003
Skills
Data Management
undefinedOther Skills
Native, Professional, Professional, Professional
Timeline
Sr. Pricing Manager
ADIDAS
03.2022 - Current
Senior Regional Category Manager, Men & Kids
H&M
06.2021 - 03.2022
Digital Marketing for Fashion -
London College of Fashion
06.2020 - 05.2020
Senior Category Manager. Kids and School Department.
Grupo El Machetazo
04.2016 - 06.2020
Senior Category Manager. Shoes, Women´s Accessories & Fabrics.
Grupo El Machetazo
04.2016 - 03.2018
Senior Category Manager. Luxury Brands in Shoes and Accessories.
Félix B. Maduro
01.2011 - 04.2016
Regional Category Manager, LATAM
XOXO/ZBEDA
01.2010 - 01.2011
Category Buyer. Women’s Category
Grupo HARARI, Guess Jeans
01.2009 - 01.2010
Visual Merchandiser
Grupo HARARI, Guess Jeans
01.2008 - 01.2009
Master in Business Administration - undefined
Universidad Santa María La Antigua, Panama
01.2008 - 05.2010
Bachelor in Retail and Consumer Sciences - undefined
Florida State University, USA
01.2004 - 05.2007
General Bachelor - undefined
Las Esclavas del Sagrada Corazón de Jesús, Panama
01.1993 - 05.2003
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