Daniel Zelaya
New Brunswick,NJ
Summary
I understand not only what the business is trying to accomplish, but what it takes to make those initiatives work in a real store. I believe that my experience with Footlocker/Champs from a frontline ASM to Store Manager and now Market Leader has given me a unique understanding of what it takes to successfully move company initiatives, from strategy to execution. I have led teams through changes in technology, processes, customer experience expectations and business priorities while using KPIs and frontline insights to identify gaps and drive improvements. My experience networking with field leaders and frontline team members developing leaders, improving operational execution, being a leader of change in new tools and processes, and now serving as a market leader this has all prepared me to bring a valuable field perspective to Banner Operations.
Overview
1
1
Language
7
7
years of professional experience
Work History
General Manager & Market Leader
Champs Sports
Houston, Texas & New Jersey
01.2020 - Current
- Serve as a Market leader using business performance, customer feedback and operational insights to raise execution standards and establish best practices across district. Conducting store visits being an external eye to field team leaders for any operational and CX opportunities.
- Translate company strategies and customer experience initiatives into clear execution plans for store leadership and frontline team members. Received company directions and connected the dots for the field team to clarify expectations for execution and results.
- Identify operational friction points, develop practical solutions that improve process efficiency and customer experience. Partnering with field teams to come up with a solution in a timely manner to avoid interference with day to day operations and the customer experience.
- Analyze KPI metrics through Power Bi and Product Dashboards to identify execution gaps, prioritize opportunities, and drive productivity. Finding the connection from percentages and metrics to striper behaviors to translate to real life change to elevate the customer experience.
- Lead change ensuring new initiatives are understood, adopted, and sustained by field team. Observing the gaps to find ways to best get the practice across by different coaching methods. Tell, Show, Do.
- Develop emerging leaders through structured coaching, performance management and succession planning. Promoting multiple candidates across state lines in company advancement positions. Bringing value to the company by developing top talent to challenge the marketplace competitors.
- Supported store closures and remodels by coordinating field execution, establishing workflows, and labor considerations to complete projects effectively while maintaining operational standards and controlling payroll expenses.
Education
Administrative Assistant -
Everest Institute
New Jersey01-2015
Skills
- Retail Operations & Field Execution,
- Business & KPI analysis,
- Customer Experience Strategy,
- Leadership Development,
- Retail technology Adoption ,
- Cross Functional Collaboration,
- Strategy to Execution,
- Change Leadership
- Inventory Control
- Proficiency in Excel, Word, and PowerPoint
Languages
English & Spanish- Fluent
Accomplishments
- Selected Market Leader for LGE 550
-2025-Extension of the DM team to help identify district and leadership opportunities. Raising standards, sharing best practices, through effective coaching & feedback to leadership teams. - 2025, Manager of the Year for LGE 550
-80% Scorecard
-20% DM Observation - 2025, Winner of Deepen the Relationship & Loyalty
-33.3% FLX Capture %
-33.3% FLX sales capture VS LY
-33.3% DM Observation - 2024 & 2025, Winner of Personalize the Experience
-50% Conversion +/-
-25% NPS +/-
-25% DM Observation - Speaker/ Presenter Assisted in the 2026 ASM kickoff meeting.
-1 of 4 field leaders selected and the only one on the Champs sports side to assist the DM team presentations.
Languages
Spanish
Native/ Bilingual
Timeline
General Manager & Market Leader
Champs Sports
01.2020 - Current
Administrative Assistant -
Everest Institute