PAULETTE LÓPEZ LEZCANO
Retail & Product Strategy Professional | Fashion, Consumer Insights & Commercial Analysis
Panamá
Summary
Fashion and retail professional with a multidisciplinary background spanning product, visual merchandising, commercial analysis and marketing. Experienced in evaluating sales performance, inventory, product trends and consumer behavior to identify commercial opportunities and support assortment, purchasing and business decisions. Combines fashion expertise with international business and marketing education to connect customer insights, product strategy and business performance.
Overview
3
3
Languages
3
3
Certifications
6
6
years of professional experience
Work History
Visual Specialist of TENDAM's Brands in Panama
AR Holdings
11.2025 - Current
- Implemented Visual Merchandising strategies across four fashion brands, aligning brand standards with local commercial and customer needs.
- Analyzed product performance, sales indicators, inventory rotation and Weeks of Stock to identify opportunities and improve product sell-through.
- Monitored inventory across five stores by category, season and price status (Full Price/Sale), identifying store-level needs and opportunities for merchandise replenishment.
- Developed product feedback based on customer response, product quality, fit and commercial performance to support assortment and purchasing decisions.
- Reviewed incoming merchandise and purchase documentation to anticipate product availability and evaluate store requirements.
- Collaborated with Buyers, store teams and Head Office to provide commercial insights and recommendations for collections, product selection and in-store performance.
- Planned and executed commercial campaigns, window displays and product presentations based on inventory needs, product priorities and business objectives.
Technical Assistant & Community Manager
Universidad Tecnológica de Panamá
01.2022 - 01.2024
- Developed communication and growth strategies based on audience insights, market research and digital performance analytics.
- Created and managed campaigns and content across digital platforms, monitoring results to optimize reach and engagement.
- Coordinated international programs and projects with universities, embassies and external stakeholders, managing logistics and communication.
- Developed the Directorate's visual identity and supported international cooperation projects and funding proposals.
Visual Merchandising Assistant /Retail Sales Associate
Zara Panamá
05.2021 - 02.2022
- Began professional career supporting Visual Merchandising for the Men's Accessories department, gaining hands-on experience in product presentation, customer behavior and retail operations.
- Analyzed product performance and inventory rotation to adapt visual merchandising strategies and accelerate product sell-through according to commercial needs.
- Observed and analyzed different customer profiles to understand purchasing behavior and adapt customer approach and product presentation accordingly.
- Supported the implementation of Visual Merchandising standards while balancing brand guidelines, product performance and customer response.
Fashion Production Intern
Darce Panamá
02.2021 - 04.2021
- Supported garment cutting and pattern digitization for ready-to-wear collections.
- Updated technical specification sheets and assisted with the manual application of embellishments and beadwork on collection pieces.
- Supported garment preparation, quality presentation and packaging for an international fashion trade fair.
Education
Máster - Fashion Studies
Sapienza Università Di Roma
Roma, Italia01-2027
Global MBA - Marketing Digital
ADEN University
Panamá, Panamá08-2025
Bachelor of Science - Fashion Design And Marketing
Universidad Católica Santa María La Antigua
Ciudad De Panamá, República De Panamá 05.2001 -
Bachiller Científico-Humanístico - Informática
Colegio Pureza De María
Ciudad De Panamá, República De Panamá12-2017
Skills
Fashion & Retail
Visual Merchandising Fashion Retail Product Performance Consumer Behavior Product & Customer Insights Inventory Analysis Product Presentation Commercial Campaigns
Commercial & Analytics
Sales Performance Inventory Rotation Weeks of Stock (WOS) Sell-Through Analysis Store-Level Analysis Commercial Reporting Market & Consumer Research Data-Driven Decision Support
Marketing & Business
Digital Marketing Marketing Strategy Customer Journey E-commerce Business Development Corporate Strategy Stakeholder Management Project Coordination
Creative & Design
Fashion Design Visual Presentation Technical Specification Sheets Pattern Digitization Creative Direction Copywriting Video Editing
Software
Adobe Illustrator Adobe Photoshop Canva Microsoft Office Google Workspace
Certification
“Fashioning the World” International Course - Universitá di la Sapienza
Timeline
Visual Specialist of TENDAM's Brands in Panama
AR Holdings
11.2025 - Current
Technical Assistant & Community Manager
Universidad Tecnológica de Panamá
01.2022 - 01.2024
Visual Merchandising Assistant /Retail Sales Associate
Zara Panamá
05.2021 - 02.2022
Fashion Production Intern
Darce Panamá
02.2021 - 04.2021
Bachelor of Science - Fashion Design And Marketing
Universidad Católica Santa María La Antigua
05.2001 -
Máster - Fashion Studies
Sapienza Università Di Roma
Global MBA - Marketing Digital
ADEN University
Bachiller Científico-Humanístico - Informática
Colegio Pureza De María
References
- Sergio, Arjona, Patronista, 6679-0065, Universidad Santa Maria La Antigua
- Laura, Navarrete, 6439-4193, AR Holdings
- Michelle, Barrera, Diseñadora Gráfica, Mediam Group Panamá