DEKOA KRISTEN FIELD
Los Angeles,CA
Summary
Luxury fashion, beauty, and retail professional with 8+ years of experience driving brand growth, customer engagement, and business performance. Expertise in brand experience, clienteling, social media, influencer partnerships, event marketing, visual merchandising, and team leadership. Proven ability to translate brand vision into compelling customer experiences, build lasting client relationships, and deliver measurable business results.
Overview
11
11
years of professional experience
1
1
Certification
Work History
Store Manager
Maje (SMCP: Sandro, Maje, Claudie Pierlot, Fursac)
Los Angeles, CA
04.2025 - Current
- Achieved sales target, delivering over $1M in annual revenue for the store
- Manage a team of 5, including responsibility for all hiring, recruiting, and onboarding
- Drive client engagement and conversion strategy, achieving a conversion rate exceeding the target by +13.9%
- Increased average basket value (+10% above target) through strategic styling and product storytelling
- Leverage consumer behavior insights and KPI tracking to optimize in-store marketing and merchandising decisions
- Execute brand storytelling through visual merchandising, enhancing full-price sell-through and customer experience, and partnerships
- Lead client retention and database growth initiatives through CRM, email, and SMS capture strategies
- Partner with leadership to implement omnichannel strategies, aligning in-store experience with digital touchpoints
Assistant Store Manager
Principessa Boutique
Venice Beach, CA
03.2024 - 04.2025
- Strategize and execute social media campaigns on Instagram to boost brand visibility, engage target audiences, and drive retail sales.
- Create and curate compelling content to enhance consumer engagement and brand presence.
- Monitor social media channels for trends, customer feedback, and industry news, leveraging insights to craft relevant and timely content.
- Analyze social media metrics, generate reports, and provide actionable insights to optimize performance and maintain a competitive edge.
- Oversee daily operations, including store opening and closing procedures, cash handling, inventory management, and visual merchandising.
- Develop and execute consumer-facing events and partnerships with local organizations, driving increased brand awareness, foot traffic, and sales growth.
Brand Experience Lead
Neiman Marcus Brand
Palo Alto, CA
10.2022 - 01.2024
- Reported to the Store General Manager while working closely with the corporate BE office on Brand Strategy and marketing initiatives.
- Directed all branding and marketing activities at the store level. Encompassing event planning, community engagement, and social media, in addition to budget management, to cultivate and fortify the overall Neiman Marcus Brand.
- Innovated visually striking digital event invitations, meticulously collected and analyzed post-event data on ROI, activation success, animations, guest list, and sales performance to guide strategic initiatives and enhance future event planning.
- Managed the Palo Alto store's Instagram account, curating compelling content for store activations, events, and new collections. Resulting in a 25% increase in return store visits and a 20% growth in earned media coverage.
- Guided the store general manager in identifying, developing, and managing community relationships with philanthropic organizations, social groups, and corporate partnerships.
Neiman Marcus Group
01.2022 - 01.2024
Market Coordinator
Neiman Marcus Brand
San Francisco, CA
01.2022 - 10.2022
- Worked under the Store General Manager (assembled, created, and presented sales analysis, managed budgets and expenses for Personal Stylists client trips and fashion week).
- Monitored and analyzed sales data to identify areas for improvement and adjust strategies accordingly by collaborating with the leadership team to develop and execute marketing strategies around store events, promotions, and sales.
- Organized and orchestrated lavish internal and external store events for the store's General Manager concerning requests from top vendors and clients.
- Delivered presentations to the corporate team, including post-campaign and sales event analytics, to pinpoint strengths and weaknesses of activation.
Executive Assistant / Office Coordinator
Expa LLC
San Francisco, CA
01.2019 - 01.2022
- Provided administrative support to firm partners and associates by managing complex calendars, travel and lodging accommodations, investor relations, and contracts/vendors when planning and executing conferences and meetings.
- Streamlined a documentation process for office policy and procedures, which included an operations manual, checklists, etc.
- Revamped office supplies by checking stock to determine the inventory level, anticipating needed supplies, placing orders for supplies, and verifying receipt of supplies.
- Expa, LLC operates as a venture capital firm. Uber Co-Founder Garrett Camp started the company and focused on early-stage companies to scale them into independent entities (companies include Forward Health, Aero, Sleeper, Interstellar, Dovetail, Reserve, and Metabase).
Global Communications Coordinator
Tom Ford Beauty Division
09.2015 - 11.2018
- Worked closely with the VP of Global Communications by providing admin support: managed complex calendars and coordinated domestic and international travel, presentations, and expenses.
- Coordinated and monitored all-new program launches and events for Tom Ford Beauty.
- Devised strategy and executed multi-tiered global influencer outreach programs, product launches, and events.
- Managed models and talent agencies’ activities from inception to completion.
- Evaluated global product placement performance, generating competitive intelligence reports and monthly recaps for senior management.
- Revamped online press room by cross-referencing product and content marketing calendars to ensure the database reflected the latest visual assets and usage rights for distribution by the international team to the press.
Corporate Communications Associate
Estée Lauder Companies
New York, NY
01.2015 - 01.2018
- Promoted to the Corporate Communications team. Supported VP with speaking and travel engagements in addition to providing analysis of marketing activations through decks and recaps to share with C-level executives.
- Part of an integral team responsible for raising charitable contributions through events and product sales for scientists and researchers in over 70 countries, funding the cure for breast cancer.
- Acquired products for the Breast Cancer Awareness Campaign through participating Estée Lauder brands, utilizing shoppable technology on Estée Lauder's Instagram, which generated funds for the Breast Cancer Research Foundation (BCRF).
- Headed relations with external PR agencies, communicating press initiatives for Estée Lauder's Breast Cancer Awareness Campaign and the Lauder family.
Education
Bachelor of Science - Advertising and Marketing Communications
Fashion Institute of Technology
New York, NY01-2015
Skills
- 8 years of marketing experience in Beauty, Fashion, and Retail industry
- Leadership and Team Development
- Relationship building and influence
- Creativity and innovation
- Strategic execution in fast-paced environments
- Strong project management skills
- Proven experience leading cross-functional teams and driving marketing incentives
- Analyze complex information and translate into insights and actionable plans
- Highly organized with ability to manage multiple priorities
Websites
Certification
- Cornell University (SC Johnson College of Business), eCornell.edu
- Certificate – Brand Management (Courses: Brand Purpose, Brand Strategy, Brand Positioning, Brand Planning, Brand Activation, and Brand Measurement). (4.0 GPA)
- 2024
PORTFOLIO
https://dekoafield.my.canva.site/portfolio
Timeline
Store Manager
Maje (SMCP: Sandro, Maje, Claudie Pierlot, Fursac)
04.2025 - Current
Assistant Store Manager
Principessa Boutique
03.2024 - 04.2025
Brand Experience Lead
Neiman Marcus Brand
10.2022 - 01.2024
Neiman Marcus Group
01.2022 - 01.2024
Market Coordinator
Neiman Marcus Brand
01.2022 - 10.2022
Executive Assistant / Office Coordinator
Expa LLC
01.2019 - 01.2022
Global Communications Coordinator
Tom Ford Beauty Division
09.2015 - 11.2018
Corporate Communications Associate
Estée Lauder Companies
01.2015 - 01.2018
Bachelor of Science - Advertising and Marketing Communications
Fashion Institute of Technology