Summary
Overview
Work History
Education
Skills
Websites
Accomplishments
Languages
Timeline
Awards
Summary
Generic

Cristina Hernandez

Everett

Summary

Creative in the fashion industry with a flair for engaging product displays, honed at H&M, Stitch Fix and now Express. Leveraged photography proficiency and visual merchandising to elevate brand presence, achieving increased customer engagement. Excels in event planning and possesses strong problem-solving skills, ensuring seamless merchandise flow and impactful visual storytelling. Highly creative professional with experience in the retail industry. Has the ability to drive in sales and increasing brand awareness through imaginative and innovative window displays and visual merchandising techniques. Adept in utilizing data and analytics to develop creative tactics to increase customer engagement. Skilled in working collaboratively with cross-functional teams to ensure timely product launch and rollouts. Has an understanding when it comes to commerciality and what is trending in the fashion world.

Overview

9
9
years of professional experience

Work History

Sales Lead Manager

Express
02.2025 - Current
  • Directed and coordinated products, services and sales activities.
  • Responded to questions from customers after presenting key details about company's products and services.
  • Delivered sales presentations focused on offerings and unique advantages over competitors.
  • Coached, developed and motivated team to achieve revenue goals.
  • Taught proven selling techniques and promoted cross-selling of additional offerings to sales team.
  • Supported sales team members to drive growth and development.
  • Collaborated with management to implement marketing initiatives, increasing sales.
  • Monitored daily, weekly, and monthly performance metrics to ensure targets were met.
  • Developed and executed visually appealing merchandise displays to enhance customer engagement and drive sales.
  • Analyzed customer traffic patterns to optimize product placement for increased visibility and accessibility.

VISUAL MERCHANDISER

H&M
04.2022 - 01.2024
  • Coordinated with marketing team to create promotional materials for campaigns.
  • Designed and executed innovative window displays to increase customer engagement and drive foot traffic.
  • Managed an efficient workflow between the Visual Merchandising department and other departments within the company.
  • Taught sales staff to properly coordinate clothing racks and counter displays to maximize promotional effectiveness.
  • Executed merchandising and floor moves based on seasonal changes, business needs and trends.
  • Created innovative floor plans to maximize visibility of merchandise.
  • Managed visual merchandising calendar, keeping track of all upcoming promotions, events, and seasonal changes.
  • Developed creative visual displays to showcase products and attract customers.
  • Created presentation of merchandise to engage customers and help stimulate sales activity.
  • Placed prices and descriptive signage to enhance displays and promote items.
  • Helped customers locate desired items and assisted with carrying heavy loads.
  • Organized store layout, fixtures and visual merchandising standards.

WEARHOUSE EMPLOYEE/ONLINE STYLIST

Stitch Fix
08.2020 - 09.2022
  • Executed merchandising and floor moves based on seasonal changes, business needs, and trends
  • Created and maintained compelling merchandise presentations to engage customers and help stimulate sales activity
  • Maximized sales and visual impact through optimal arrangement of tables, fixtures and mannequins
  • Updated mannequins and fixtures to keep visuals fresh and current
  • Reorganized store displays to create more visual impact and appeal
  • Had the ability to create styles and trends when needed to and executed well to get attention from customers
  • Part-Time Lead sales team, manage inventory, and drive customer satisfaction
  • Implement strategies that boost store performance and cultivate a positive shopping environment
  • Coordinate with team members to ensure smooth store operations
  • Mentor of the stylist team, fostering a culture of teamwork and excellence in customer service
  • Develop creative solutions to enhance store layout and product displays
  • Introduce new ideas to improve operational efficiency and customer engagement
  • Maintain accurate financial records and inventory logs
  • Ensure compliance with company policies and procedures, upholding high standards of store presentation
  • Partnered with sales team to align visual merchandising with promotional campaigns
  • Trained staff on visual standards, fostering a cohesive brand experience
  • Meticulously maintained store aesthetics, ensuring consistent brand representation
  • Conducted regular audits to uphold visual merchandising standards across all departments
  • Conceptualized and executed innovative window displays, attracting passersby and increasing foot traffic
  • Anticipated fashion trends to create forward-thinking visual concepts
  • Pioneered immersive window displays, blending digital elements with physical products to captivate audiences and drive substantial foot traffic increases

ONLINE MERCHANDISE PHOTOGRAPHER & FASHION AUTHENTICATOR

Click Goodwill Co
07.2018 - 08.2020
  • Provide guidance to art directors, stylists, and other staff members during shoots.
  • Captured high-quality images of merchandise to enhance online listings and promotional materials.
  • Ensure all copyright laws are being followed when photographing products or creating derivative works from existing material.
  • Capture multiple shots of products from different angles.
  • Selected and assembled equipment and required background properties.
  • Used traditional or digital cameras along with tripods, filters and flash attachments.
  • Retouch digital images using Photoshop or other image-editing software.
  • Manage deadlines efficiently while producing high-quality working a timely manner.
  • Collaborated with merchandising team to ensure visual alignment with brand standards and marketing strategies.
  • Performed maintenance tasks to keep equipment working properly.
  • Estimated or measured light levels, distances and numbers of exposures using measuring devices and formulas.
  • Facilitated general office operations by scheduling appointments, keeping books and ordering supplies.

Stylist Sales Associate/Merchandiser

Maurices
07.2016 - 06.2018
  • Compiled trend reports highlighting key looks from different seasons' collections.
  • Provided assistance communicating, typing correspondence or obtaining information.
  • Created visual displays to showcase clothing, accessories and other fashion merchandise.
  • Developed long-lasting relationships with clients through one-on-one store interactions.
  • Directed creative teams on styling concepts for look books, videos and product launches.
  • Maintained product displays, ensuring visual appeal and adherence to brand standards.
  • Guided customers through product selections, enhancing their shopping experience and satisfaction.

FASHION PHOTOGRAPHER

De' Ta-Jae Couture
05.2017 - 09.2024
  • Captured high-quality images for diverse fashion campaigns
  • Consistently met tight deadlines, contributing to successful seasonal launches and client satisfaction
  • Worked closely with the designer, stylists and models to bring creative visions to life
  • Fostered positive relationships, enhancing team synergy and shoot productivity
  • Meticulously managed lighting, composition, and post-production editing
  • Ensured each image aligned perfectly with De' Ta-Jae Couture's brand identity and quality standards
  • Anticipated fashion trends, incorporating forward-thinking elements into photoshoots
  • Contributed to De' Ta-Jae Couture's reputation as an industry trendsetter
  • Took photos for the visual area manager and to apply for dare and share awards
  • Provided guidance on how best to showcase products through visual storytelling techniques

INTERNSHIP

Art Institute of Chicago
07.2017 - 12.2017
  • Maintained accurate records of all activities performed throughout internship period.
  • Organized client meetings to provide project updates.
  • Identified needs of customers promptly and efficiently.
  • Evaluated needs of departments and delegated tasks to optimize overall production.
  • Assisted in creating innovative styling concepts for diverse client needs.
  • Provided support during photo shoots by managing wardrobe selections and styling adjustments.

Education

BACHELORS OF SCIENCE - DIGITAL PHOTOGRAPHY

The Art Institutes
09.2017

Skills

  • Photography
  • Visual Merchandising
  • Fashion Styling
  • Event Planning
  • Product Display
  • Customer Service
  • Multitasking
  • Problem Solving
  • Creative Vision
  • Time Management
  • Great Communication
  • Photoshop
  • Lightroom
  • InDesign
  • DaVinci Resolve
  • Model Coaching
  • Color Manipulation
  • Leadership Skills
  • Sales team management
  • Sales strategies

Accomplishments

Have been submitted into small fashion magazines based in Europe.

  • Opium
  • Marika
  • Ossma
  • Ale's Pivot & AP Magazine

Languages

Spanish
Elementary

Timeline

Sales Lead Manager

Express
02.2025 - Current

VISUAL MERCHANDISER

H&M
04.2022 - 01.2024

WEARHOUSE EMPLOYEE/ONLINE STYLIST

Stitch Fix
08.2020 - 09.2022

ONLINE MERCHANDISE PHOTOGRAPHER & FASHION AUTHENTICATOR

Click Goodwill Co
07.2018 - 08.2020

INTERNSHIP

Art Institute of Chicago
07.2017 - 12.2017

FASHION PHOTOGRAPHER

De' Ta-Jae Couture
05.2017 - 09.2024

Stylist Sales Associate/Merchandiser

Maurices
07.2016 - 06.2018

BACHELORS OF SCIENCE - DIGITAL PHOTOGRAPHY

The Art Institutes

Awards

  • Dare & Share Visual Merchandiser Award
  • Best in Show (Photography portfolio event)

Summary

Curated personalized fashion experiences, blending styling expertise with visual storytelling through photography and videography to elevate brand presence. Pioneered multi-faceted content creation strategies, seamlessly integrating fashion styling with cutting-edge visual media to drive customer engagement. Boosted store revenue through targeted styling sessions and compelling visual content, consistently surpassing sales targets and enhancing customer loyalty.

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Cristina Hernandez