Catalina Rico
Washington DC,DC
Summary
Business Professional with over 10 years of experience in retail and direct sales. Specialized in business management with emphasis on marketing. Outstanding management of trade relations and negotiation with vendors, clients and working teams. Proven track record of identifying cost savings opportunities and developing and executing strategies to maximize sales and profits. Resourceful and proactive in the achievement of targets and results. English / Spanish bilingual. International working experience in Canada and Colombia.
Overview
16
16
years of professional experience
Work History
Owner
WALNUT LIVING
08.2019 - 03.2022
- Created compelling presentations that highlighted product features/benefits to potential clients while addressing their pain points directly.
- Designed of custom-made furniture to fulfill customers needs, striving for great quality and aesthetics.
- Directed the product development of furniture pieces made of wood, steel, sintered stone, leather and textiles.
- Led a team of carpenters, blacksmiths, upholsterers and craftsmen to evaluate cost and product performance requirements.
- Oversaw of the furniture production process.
- Overcame objections from potential clients by addressing concerns effectively and offering customized solutions based on their unique needs.
International Negotiator / Purchases and Sourcing
LINEA DIRECTA S.A.S
08.2016 - 06.2019
- Responsible for an annual purchasing budget of US$ 10 million. Planning and sourcing of raw materials, ensuring their timely delivery. Oversight of inventory levels.
- Successfully negotiated with international and local suppliers to guarantee optimal margin levels (increased 20% +) in the final product, ensuring a high return on catalogue sales.
- Worked collaboratively with Marketing, Planning and Design teams to guarantee a quick response to demand.
- Achieved an outstanding level of service and the lowest level of sold-out products, effectively responding to market needs.
- Designed and implemented strategies for the turnover of obsolete products (raw materials and final products), reducing inventory levels by 10%.
- Reduced time cycles by 50%, identifying top-performing products and developing local substitutes for raw materials to replace imports.
- Sourced differentiating raw materials to reflect fashion trends as well as brand and customer identity.
Pregnancy
Maternity Leave
01.2014 - 07.2016
Associate Buyer
HUDSON’S BAY COMPANY
09.2012 - 12.2013
- Responsible for a US$ 15 million annual purchasing budget, carrying out purchase planning and execution in the domestic market and abroad. Accountable for the fulfillment of sales plans, profit margin and inventory.
- Management of a portfolio of 13 brands of women’s RTW & Contemporary. Extensive experience in the United States and Canada negotiating terms for sales, payment, delivery, discounts and exclusivity.
- Strategic structuring of a brand portfolio, maximizing economic returns and increasing gross profit by 5%.
- Collaborated with marketing teams to create targeted promotional campaigns, driving customer engagement and sales growth.
- Educate sales associates by communicating merchandising strategies based on product assortment, selling points, and raising awareness of season’s trends.
- Identified opportunities and challenges for the product portfolio, through a periodic analysis of the competition, and evaluation of industry trends, defining necessary commercial and product strategies.
- Managed key accounts with strategic planning and relationship building, resulting in increased customer loyalty and repeat business.
Assistant Buyer
HUDSON’S BAY COMPANY
03.2011 - 08.2012
- Responsible for the purchasing cycle of a 40 Contemporary brand portfolio. Annual purchasing budget of US$ 37 million.
- Assisted in developing seasonal buying plans, ensuring optimal merchandise assortment to meet customer demands.
- Improved sell-through rates by utilizing historical sales data to make informed decisions about markdowns and clearance promotions.
- Improved inventory turnover, using KPIs and a monthly tracking system of purchasing orders, maximizing the budget, and contributing to the achievement of sales projections.
- Trained the salesforce, developed launching and promotion events for 15 new brands, improving knowledge and brand attributes within the portfolio, creating incentives for sellers, and increasing sales.
- Strengthened relations with vendor and served as liaison between vendors and internal stakeholders, contributing to effective problem-solving in the execution and distribution of purchase orders.
Assitant Sales Manager & Buyer
The Room At HUDSON’S BAY COMPANY
09.2009 - 02.2011
- Responsible for operational and administrative support to the Sales and Buying Department.
- Built long-lasting client relationships through excellent customer service and consistent followups.
- Identified opportunities for boosting sales by 10%, through sales analyses, by product, price and brand performance.
- Contributed to achieve individual and group KPIs maintaining optimal inventory levels.
- Assisted in creating engaging visual displays by providing input on product placement and selection based on sales data analysis.
Owner
TURQUOISE TRADING
01.2006 - 01.2008
- Made presentations to offer prospect clients competitive products in terms of features and benefits as well as price points. Handled objections and always strived to provide the customer with a solution.
- Imported and wholesale of cowhides to design stores in the GTA (Greater Toronto Area) and interior designers.
- Developed and maintained strong relationships with clients, resulting in repeat business and referrals.
- Provided advisory services to Colombian companies in the fashion and apparel industry, interested to explore and penetrate the Canadian market. Supported their plans for international expansion.
- Attended trade shows and networking events to promote company’s products. Evaluated industry competition regularly to maintain a competitive advantage in the marketplace.
Education
Certificate in Strategic Marketing in Fashion, in association with Inexmoda - Marketing
Universidad EAFIT
Medellín, Colombia07.2018
Graduate Diploma - Management, Marketing Concentration
McGill University
Montreal, Canadá09.2009
Graduate Diploma - Entrepreneurial Training Program
Toronto Business Development Centre
Toronto, Canadá 12.2006
Lawyer -
Universidad De Medellín
Medellin, Colombia 07.2003
Skills
- Sales Management
- Business Development
- Effective communication
- Marketing
- Relationship Management
- Strategic Negotiations
- Purchasing Expertise
- Retail & Wholesale
- Merchandising
- Vendor Sourcing
Timeline
Owner
WALNUT LIVING
08.2019 - 03.2022
International Negotiator / Purchases and Sourcing
LINEA DIRECTA S.A.S
08.2016 - 06.2019
Pregnancy
Maternity Leave
01.2014 - 07.2016
Associate Buyer
HUDSON’S BAY COMPANY
09.2012 - 12.2013
Assistant Buyer
HUDSON’S BAY COMPANY
03.2011 - 08.2012
Assitant Sales Manager & Buyer
The Room At HUDSON’S BAY COMPANY
09.2009 - 02.2011
Owner
TURQUOISE TRADING
01.2006 - 01.2008
Certificate in Strategic Marketing in Fashion, in association with Inexmoda - Marketing
Universidad EAFIT
Graduate Diploma - Management, Marketing Concentration
McGill University
Graduate Diploma - Entrepreneurial Training Program
Toronto Business Development Centre
Lawyer -
Universidad De Medellín