Summary
Overview
Work History
Education
Skills
Certification
Languages
Timeline
Generic

Denisse Lazo Obregon

Houston,TX

Summary

With over 28 years of experience demonstrating a high level of service and quality to customers, and a strong eye for design and trends in the fashion, and footwear sales space. Skilled in visual storytelling and community engagement. An energetic and persuasive Sales Leader who is accomplished, results-driven, and has a solid history of consistently exceeding sales metrics and indicators through developing relationships and motivating team members. Seeking a role where I can help develop brand identity and connect emotionally with consumers through compelling campaigns.

Overview

2026
2026
years of professional experience
1
1
Certification

Work History

Store Sales Manager

Famous Footwear
Houston and Surrounding Area, USA
05.1998 - Current
  • Responsible for leading a team of 8-12+ to deliver sales results, increase profitability, and improve overall customer experience to meet company goals.
  • In 2008, I drove revenue sales over $100K on an opportunity store within the first year. Hit our 5% goal consistently on the recently introduced home delivery/omnichannel service.
  • In 2009, I turned around a declining "ICU" store within the first three months, being recognized as the go-to manager for loss prevention advice. Direct responsibility for the entire loss prevention program and all audits, ensuring proper procedures are followed and done accurately for receiving inventory, processing returns, exchanges, and voids, to minimize any and all loss of assets, regardless of internal or external theft.
  • Train and build awareness among team members to recognize any security risks or thefts, develop an extensive understanding of prevention, and handle and investigate suspected shoplifting as well as internal theft situations.
  • In 2011, train and build awareness among team members for full customer data capture: name, address, phone, and email, being recognized as the highest in the district.
  • In 2019, I was recognized as Manager of the Year in the district, meaning all tracked goals were met satisfactorily across the board.
  • In 2020, Store was recognized as the highest seller of our newly introduced Famous Footwear Credit Card.
  • In 2020 and 2021, revenue sales drove to the highest at an 'opportunity store,' where LP and customer sales/service weren't at company expectations or standards, ending both years with a significant sales increase, green numbers across the board, and, most importantly, created a customer base and retention.
  • Recognized manager in the district for maintaining conversion, UPTs, accessories above 9%, rewards above 94%, Omnichannel above 96% fulfillment, and credit card selling above store 4% goals consistently.
  • Develop and manage the marketing and sales initiatives by creating strategies for market renovations and expansions, and be responsible for planning and executing store design and layouts.
  • Strong ability to transfer sales skills, leading by example, by demonstrating sales activities to develop and motivate sales talent.
  • Responsible for the entire employment hiring process, i.e., recruiting, selecting, acquiring, training, and onboarding.
  • As store leadership, coordinate and collaborate with vendors, prepare and plan employee schedules for proper coverage based on demand, ensure accurate time and payroll processing, manage daily and monthly inventory, manage the entire POS (point of sale) transactions, utilize daily, weekly, and monthly reporting to evaluate sales along with all measurements and metrics, ensure the accuracy of merchandising pricing, displays, and advertisements, and ensure customers receive satisfactory service and quality of goods.

Front end Manager/Cashier

HEB
Austin, USA
  • Served as the key point of contact for front-end cashiers, planning and execution for customer experience, and hospitality in collaboration and alignment with the Store Leader Team.
  • Served as a role model and leader to ensure that customer experience and hospitality excel across the store.
  • Served as the Own Brand Ambassador; leads partner education for the brand and products.
  • Trained and mentored staff on customer service best practices and product knowledge.
  • Cultivated strong customer relations and developed effective customer service standards.
  • Managed large amounts of cash accurately during busy hours in a fast-paced environment.
  • Created and fostered an atmosphere of celebration by participating actively in development.
  • Resolved technical issues related to the front end development process.
  • Reviewed safety, health, and sanitation processes throughout areas and enforced rules to promote security and safety.

Medical Assistant

Doctor's Hospital
Laredo, USA
  • Built and maintained positive working relationships with co-workers.
  • Adhered to HIPAA regulations regarding safeguarding confidential patient information at all times.
  • Maintained accurate medical records through filing, charting, transcription and data entry into electronic health record system.
  • Supported physicians in examinations, procedures, and diagnostic tests.
  • Performed EKG testing under the direction of a nurse or other specialist
  • Demonstrated proficiency in performing administrative duties, such as data entry, answering phones, ordering supplies, and managing patient records.
  • Telemetry monitoring.
  • Assisted physicians and nursing personnel with injections, urinalysis, blood glucose levels, phlebotomy, sample collection, and other patient care procedures.
  • Participated in team meetings to improve workflows and contribute to improving patient population outcomes.
  • Ordered medical supplies, maintained inventory logs and restocked exam rooms when needed.
  • Changed dressings on wounds to prevent infection and check for healing.

Medical Office Assistant Psych Unit

Swedish Covenant Hospital
Chicago, USA
  • Responded promptly to phone inquiries from patients, providing information in a courteous manner.
  • Handled daily office operations such as filing, data entry, and inventory management.
  • Processed patient registration, medical forms, and release of information requests.
  • Assisted in maintaining patient records using electronic health record systems.
  • Supported office inventory management by ordering medical supplies as needed.
  • Followed HIPAA guidelines to ensure confidentiality of patient information.
  • Ensured that all required paperwork was completed accurately prior to submitting it for processing.
  • Transmitted medical records and other correspondence by mail, e-mail, or fax.
  • Arranged hospital admissions for patients as required.

Education

Certificate - Agile Project Management

Tecnologico De Monterrey
Monterrey, Nuevo Leon, Mexico

Certification in MOA -

SER Business Technical Institute
Chicago, IL

Certification in MA -

Texas Career
Laredo, Tx

Some College (No Degree) - Nursing

Conalep MTY II
Monterrey, Mexico

Skills

Leadership and employee developmentConsistently exceeding sales targetsHighly persuasive, influential, with decisive negotiation skillsExcel in leadership with effective communication skillsCustomer-centric, focusing on creating a positive experienceHigh level of business acumen skillsStrong agility to learnTeam-focused with effective interpersonal skillsExcellent organizational skills with a high level of detailEfficiently and accurately work in a fast-paced environmentBranding and brand management

Loss preventionCustomer retentionAdaptability to changeCross-selling techniques

Certification

  • Tecnologico de Monterrey

Languages

Spanish
Native/ Bilingual
Portuguese
Limited

Timeline

Store Sales Manager

Famous Footwear
05.1998 - Current

Front end Manager/Cashier

HEB

Medical Assistant

Doctor's Hospital

Medical Office Assistant Psych Unit

Swedish Covenant Hospital

Certificate - Agile Project Management

Tecnologico De Monterrey

Certification in MOA -

SER Business Technical Institute

Certification in MA -

Texas Career

Some College (No Degree) - Nursing

Conalep MTY II

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