CHRISTINA LACERDA
New Port Richey,FL
Summary
Chief Operating Officer and senior operations executive with 20+ years of progressive leadership experience across legal services, professional services, financial services, retail, e-commerce operations, and nonprofit governance. Proven ability to translate executive vision into disciplined execution, scalable systems, and measurable performance. Trusted partner to CEOs, partners, and boards with deep expertise in operations, financial oversight, human capital strategy, process optimization, and client experience.
Results-driven operations professional with proven track record in optimizing business processes, enhancing productivity, and leading high-performing teams. Adept at strategic planning, resource management, and driving operational efficiency in dynamic environments. Strong focus on collaboration and adaptability, leveraging leadership skills to align teams with organizational goals and deliver tangible outcomes. Known for reliability, decisive problem-solving, and fostering culture of continuous improvement.
Overview
35
35
years of professional experience
Work History
Chief Operating Officer (COO)
Zinzow Law, LLC & Zinarro Enterprises, LLC
Tampa Bay Area, FL
03.2023 - 02.2026
- Provide enterprise-wide operational leadership across affiliated organizations, including a construction-focused law firm, a legal-services e-commerce platform, and a charitable nonprofit foundation. Serve as strategic partner to the CEO and ownership, responsible for execution, scalability, financial discipline, and organizational performance.
- Own day-to-day operations across multiple entities, translating strategic objectives into scalable systems, workflows, and measurable outcomes.
- Lead financial operations including billing, accounts receivable, trust coordination, evergreen retainers, payment plans, interest policies, and cash-flow optimization.
- Direct human resources and talent strategy: recruiting, onboarding, compensation frameworks, performance management, compliance, and retention.
- Design and implement SOPs, KPIs, dashboards, and internal controls to drive accountability, efficiency, and service quality.
- Serve as senior liaison among attorneys, operational staff, vendors, and technology partners to ensure seamless execution.
- Oversee facilities, vendor contracts, technology platforms, and operational risk management.
- Establish and enforce client experience standards, communication protocols, and retention initiatives.
- Support pricing strategy, growth initiatives, and operational readiness for expansion across entities.
- Operating Entity: Zinzow Law, LLC (Construction, Business & Real Estate Law Firm)
- Lead firm-wide operations supporting attorneys, paralegals, and administrative teams.
- Oversee revenue-cycle management, billing discipline, trust accounting coordination, and collections.
- Implement workflow improvements to increase responsiveness, accuracy, and client satisfaction.
- Support attorney productivity, staffing models, and service-delivery standards.
- Ensure compliance with professional, employment, and operational regulations.
- Operating Entity: ZinDocs (under Zinarro Enterprises, LLC) – Legal Services E-Commerce Platform
- Direct high-volume, process-driven operations for nationwide lien and document services.
- Build scalable fulfillment workflows emphasizing accuracy, turnaround time, and quality control.
- Implement automation and technology enhancements to reduce errors and increase throughput.
- Manage pricing, margins, staffing models, and productivity metrics aligned with growth goals.
- Governance Entity: Zinzow Law Foundation (501(c)(3)) – Board of Directors
- Provide fiduciary oversight, governance leadership, and mission alignment.
- Support compliance, sustainability planning, and charitable initiatives serving the construction and trades community.
- Advise on operational structure, controls, and long-term impact strategy.
Director of Operations & Personnel
Perenich, Caulfield, Avril & Noyes, P.A.
Clearwater, FL
03.2021 - 03.2023
- Acted as liaison to the Partners regarding all operations supporting client services and the needs of the legal staff.
- Developed and implemented office procedures and communications to streamline workflows and improve service delivery.
- Identified cost-reduction opportunities and operational efficiencies; proposed and executed solutions with leadership.
- Ensured legal compliance with federal, state, and local employment laws and reporting regulations impacting HR functions.
- Monitored and enforced firm practices, policies, and procedures.
- Recruited, interviewed, and selected non-attorney staff; onboarded and trained employees for performance and consistency.
- Supervised workflow and performance of non-exempt employees to ensure timely, high-quality administrative services.
- Provided ongoing performance feedback and participated in annual staff performance evaluation processes.
- Managed time and attendance for non-exempt employees, including PTO, leaves of absence, and employee assistance coordination.
- Served as liaison with building management; oversaw facilities maintenance, repairs, and enhancements.
- Planned and coordinated office events (monthly attorney meetings, firm events, holiday functions).
- Supported and enforced office emergency policies and procedures.
- Managed daily office operations to ensure efficient delivery of services to all personnel.
Branch Manager
Amscot Financial Inc.
Tampa, FL
03.2010 - 10.2020
- Ensured compliance with company policies and government regulations to prevent and detect rule violations; protected organization from fines and litigation risk.
- Received internal audit score of 100%.
- Assessed employee performance and issued disciplinary notices as needed.
- Interviewed ~1,000 loan applicants per month and provided financial guidance across personal loan products.
- Reviewed loan applications against established parameters to determine approval, rejection, or modification requirements.
- Designed sales and service strategies to improve revenue and retention.
- Developed and maintained client rapport to meet financial service needs and drive branch loyalty.
- Oversaw branch team of 8 customer service representatives; implemented structured training for new hires.
- Achieved net profit of 20% above 2018 sales plan.
- Developed annual branch business plan to maximize profitability and effectiveness.
- Expanded customer base by identifying needs and delivering relevant products and services.
- Maximized branch revenue by optimizing daily operations and service workflows.
Store Director
Sweetbay Supermarket
Tampa, FL
09.2008 - 02.2010
- Oversaw all store operations while generating $1.25M in monthly sales.
- Increased profits 15% by restructuring store layouts for inventory efficiency and improving financial planning and sales metric analysis.
- Delegated work based on shift requirements, individual strengths, and training needs.
- Strengthened productivity by hiring, managing, and developing top talent.
- Interviewed, hired, supervised, and trained 85 employees; instituted a mentoring program to develop leadership and performance.
- Prioritized sanitation, safety, and health standards to meet OSHA requirements.
- Collaborated with staff to maximize customer satisfaction, streamline procedures, and improve profitability.
- Fostered healthy team environments to promote collaboration and boost productivity.
- Delivered strong customer service and adhered to standard practices to maximize sales and minimize shrinkage.
Store Director
Albertsons Companies LLC
Clearwater, FL
03.2007 - 08.2008
- Oversaw all store operations while generating $1.5M in monthly sales.
Store Director
Kroger
Huntsville, AL
03.2004 - 02.2007
- Oversaw all store operations while generating $2M in monthly sales.
Store Manager
Jan’s Hallmark
08.2002 - 03.2004
- Oversaw all store operations.
Store Manager
Bruno’s Inc.
Huntsville, AL
09.1990 - 07.2002
- Oversaw all store operations.
- Began career in retail as a utility clerk; trained and promoted multiple times throughout tenure with the company.
Education
Bachelor of Arts - Business Administration and Management
Southern New Hampshire University
Hooksett, NH05-2020
High School Diploma - undefined
A.P. Brewer High School
Florence, AL05-1991
Skills
- Executive & Enterprise Operations
- Law Firm & Professional Services Management
- E-Commerce / Process-Driven Operations
- Revenue Cycle, Billing & Cash-Flow Management
- Human Resources, Talent Strategy & Compliance
- SOP Development, KPIs & Performance Dashboards
- Client Experience & Retention Strategy
- Vendor, Facilities & Technology Oversight
- Risk Management & Governance
- Compliance management
- Operations management
- Cross-functional teamwork
- Strategic planning
- Process improvement
Accomplishments
- Built and implemented firm-wide operational infrastructure across legal, finance, and client service functions, improving workflow visibility and accountability across a 15+ person team
- Optimized and integrated systems including Amicus Attorney, Worldox, and Jira to streamline task management, document control, and cross-functional coordination
- Improved collections performance and reduced A/R exposure by implementing structured retainer forecasting and replenishment protocols
- Introduced proactive billing communication standards (WIP review discipline, pre-bill client notifications), improving cash flow predictability and reducing disputes
- Developed financial tracking models to project workload and retainer adequacy over a rolling 90-day period, addressing chronic underfunding and scope misalignment
- Created and implemented a Client Communication Framework adopted firm-wide, establishing consistent touchpoints, expectations, and accountability across legal teams
- Led end-to-end development and launch of a legal e-commerce platform (ZinDocs), including vendor management, delivery oversight, and pricing negotiations
- Directed rebrand and positioning strategy, aligning product delivery with scalable, tech-enabled service model
- Served as operational partner to executive leadership, translating strategic priorities into executable workflows, systems, and measurable outcomes
Timeline
Chief Operating Officer (COO)
Zinzow Law, LLC & Zinarro Enterprises, LLC
03.2023 - 02.2026
Director of Operations & Personnel
Perenich, Caulfield, Avril & Noyes, P.A.
03.2021 - 03.2023
Branch Manager
Amscot Financial Inc.
03.2010 - 10.2020
Store Director
Sweetbay Supermarket
09.2008 - 02.2010
Store Director
Albertsons Companies LLC
03.2007 - 08.2008
Store Director
Kroger
03.2004 - 02.2007
Store Manager
Jan’s Hallmark
08.2002 - 03.2004
Store Manager
Bruno’s Inc.
09.1990 - 07.2002
High School Diploma - undefined
A.P. Brewer High School
Bachelor of Arts - Business Administration and Management
Southern New Hampshire University