Eddie Calcano
Florida City,FL
Summary
Strategic Brand Manager with expertise in visual merchandising and team leadership. Specializes in market analysis and merchandising strategy to enhance customer experience and brand visibility. Delivers innovative solutions that drive customer engagement and improve brand representation in competitive markets. Skilled in communication, leadership, and creative problem-solving to support brand growth.
Overview
1
1
Language
27
27
years of professional experience
Work History
Brand manager
Ralph Lauren
Miami, FL
09.2024 - Current
- Developed engaging visual displays to enhance customer experience and drive sales.
- Conducted market research to identify current trends in visual merchandising.
- Managed inventory of display materials and ensured timely replenishment of supplies.
- Trained staff on effective merchandising techniques and brand presentation standards.
- Analyzed store layout effectiveness and proposed improvements for product placement.
- Created seasonal visual merchandising plans to reflect brand identity and themes.
- Assisted in organizing store events, enhancing visual appeal to attract customers.
- Inspired and trained team members in both creative and logistical aspects of visual merchandising, equipping colleagues to design and implement innovative displays.
- Designed window displays and in-store fixtures ensuring alignment with corporate standards.
- Developed window and in-store displays for retail businesses, managing overall store appearance to effectively market products and enhance visual appeal.
- Provided guidance on best practices for visual merchandising techniques such as color blocking, layering, and asymmetry.
- Attended trade shows and conferences related to visual merchandising; kept abreast of the latest innovations and best practices.
- Modified visual displays to align with seasonal themes and product launches. for new product launches, seasonal changes and different themes.
- Aligned visual merchandising strategies and products with company messages, target audience and marketing goals.
- Assisted in the development of product placement plans for all departments within the store.
- Developed and implemented visual merchandising strategies to optimize customer experience and improve sales.
- Prepared detailed reports on seasonal promotions highlighting successes and areas needing improvement.
- Orchestrated compelling visual merchandising strategy throughout a major department store chain with multiple retail outlets, boosting customer traffic, and sales volume.
- Evaluated existing display designs for effectiveness and recommended changes.
- Coordinated promotional events to enhance store traffic, contributing to an 11% increase in sales.
- Presented updated floor plans and design strategy to store management.
- Monitored and reordered inventory items to fulfill displays and executed design changes to align with available inventory.
- Organized engaging front-facing displays to capture customer interest and drive revenue growth.
- Assisted in multiple accounts store projects, execution of Inspirational Guidelines set-up, NY Showroom and PGA Golf Tradeshow set-up.
- Monitored weekly, monthly and quarterly achievement goals.
Associate Manager/Visual Merchandising Manager
Ralph Lauren
Miami, FL
11.2017 - 09.2024
- Developed seasonal visual displays aligning with brand aesthetics and marketing strategies.
- Collaborated with cross-functional teams to enhance store layout and customer experience.
- Trained staff on visual merchandising standards and effective product presentation techniques.
- Conducted regular store visits to assess visual compliance and merchandising effectiveness.
- Managed inventory organization to support efficient product launches and promotions.
- Oversaw the execution of promotional events, ensuring cohesive branding throughout displays.
- Inspired and trained team members in both creative and logistical aspects of visual merchandising, equipping colleagues to design and implement innovative displays.
- Managed the design of window displays and in-store fixtures to ensure consistency with corporate standards.
- Created window and in-store displays for retail businesses and managed store overall appearance to market products effectively, deliver visual appeal and stimulate sales.
- Executed marketing campaigns through creative visuals that effectively communicated key messages to customers.
- Attended trade shows and conferences related to visual merchandising; kept abreast of latest innovations and best practices.
- Attended several store re-branding projects, new store openings and early store merchandise delivery to execute Inspirational Guidelines directives.
- Led team training sessions on brand standards and customer engagement strategies.
- Collaborated with cross-functional teams to implement new merchandising initiatives.
- Managed inventory levels and ensured product availability for seasonal promotions.
- Developed staff schedules to optimize coverage during peak business hours.
- Analyzed sales data to identify trends and adjust product offerings accordingly.
- Provided coaching and feedback to team members on performance and goals.
- Facilitated communication between departments to enhance operational efficiency.
- Oversaw daily operations, ensuring alignment with Ralph Lauren's luxury brand image.
- Handled responsibilities successfully in manager's absence.
- Monitored customer complaints and provided timely solutions to improve customer experience.
- Created monthly reports outlining progress on key initiatives.
- Ensured compliance with company regulations, laws, and safety standards.
- Conducted regular performance reviews with direct reports.
- Prioritized and delegated tasks for efficient completion within team environment.
- Collaborated with senior management to develop annual operational plans.
- Facilitated the development of staff by providing training, coaching, and feedback.
- Resolved conflicts between employees or customers in a professional manner.
- Analyzed financial data to identify trends and areas for improvement.
- Provided guidance on complex projects ensuring deadlines were met.
- Maintained accurate records of employee attendance and payroll information.
- Reviewed completed work to verify consistency, quality, and conformance.
- Assigned work and monitored performance of project personnel.
- Interviewed prospective employees and provided input to HR on hiring decisions.
- Completed thorough opening, closing, and shift change functions to maintain operational standards each day.
- Remained calm and professional in stressful circumstances and effectively diffused tense situations.
Assistant Manager/Lead Visual Merchandiser
Ralph Lauren
San Juan, Puerto Rico
10.2013 - 10.2017
- Coordinated visual merchandising efforts to align with brand guidelines and seasonal themes.
- Designed engaging visual displays to enhance brand storytelling and customer experience.
- Trained and mentored junior visual merchandisers on best practices and brand standards.
- Enhanced store and display appearance utilizing seasonal promotions and trends to drive strategy.
- Ensured product was presented according to brand specifications and customer preferences.
- Managed daily operations ensuring efficient store functionality and staff productivity.
- Supervised daily operations including scheduling shifts, assigning duties.
- Trained and developed team members to enhance customer service skills and product knowledge.
- Managed customer service inquiries and complaints in a timely manner.
- Supervised daily operations by scheduling shifts and assigning tasks to staff.
- Maintained up-to-date knowledge of company products and services through regular training and research.
- Monitored employee attendance records and maintained accurate timekeeping and payroll information for staff.
- Collaborated with management on developing strategic plans for achieving business goals.
- Coordinated with other departments to ensure smooth flow of operations.
- Resolved conflicts between team members by facilitating open communication and finding common ground.
- Organized training sessions for new hires to familiarize them with the workplace environment.
- Developed a system for tracking inventory and ordering supplies as needed.
- Oversaw inventory management to maintain optimal stock levels and presentation standards.
- Developed a system for tracking inventory and ordering supplies.
- Assisted in the development of operational strategies to ensure efficient and productive operations.
- Conducted regular performance reviews for employees to identify areas of improvement.
- Maintained accurate records of sales transactions using point-of-sale systems.
- Completed thorough opening, closing, and shift change functions to maintain operational standards each day.
- Delegated work to staff, setting priorities and goals.
- Recruited and trained new employees to meet job requirements.
- Planned and led team meetings to review business results and communicate new and ongoing priorities.
- Held regular one-on-one meetings with employees to review performance and priorities and provide feedback.
- Monitored employee attendance records, timekeeping, and payroll information.
- Ensured compliance with safety regulations and company policies.
- Provided guidance and support to junior staff members on daily tasks, projects, and objectives.
- Resolved conflicts between team members in an effective manner.
- Managed multiple projects simultaneously while ensuring deadlines were met within budget constraints.
- Reviewed product assortment selections regularly for accuracy and appropriateness based on demographic factors.
- Reviewed product assortment selections regularly to ensure accuracy and appropriateness for target demographics.
- Attended multiple store re-branding projects, early store merchandise delivery to execute seasonal Inspirational guidelines, and new store opening projects.
- Attended multiple store re-branding projects, early store merchandise delivery to execute seasonal Inspirational guidelines, and new store opening projects.
Assistant Manager/ Visual Merchandiser
Gap Inc.
09.1999 - 11.2012
- Implemented visual merchandising standards to elevate store presentation.
- Trained and mentored junior staff on visual merchandising standards and best practices.
- Executed seasonal visual updates to maintain fresh and relevant store aesthetics.
- Created window and in-store displays to promote new product launches.
- Coordinated daily operations for retail team to enhance customer service.
- Trained staff on product knowledge and sales techniques to improve performance.
- Facilitated communication between management and team members for smooth operations.
- Resolved customer inquiries and issues promptly to ensure satisfaction.
- Conducted team meetings to align goals and share updates regularly.
- Managed customer service inquiries and complaints in a timely manner.
- Supervised daily operations including scheduling shifts, assigning duties.
- Monitored employee attendance records, timekeeping, and payroll information.
- Collaborated with management on developing strategic plans for achieving business goals.
- Organized training sessions for new hires to familiarize them with the workplace environment.
- Completed thorough opening, closing, and shift change functions to maintain operational standards each day.
- Delegated work to staff, setting priorities and goals.
- Managed an efficient workflow between the Visual Merchandising department and other departments within the company.
Education
High School Diploma -
Union Hill High School
Union City, NJ06-1993
Skills
- Visual merchandising
- Merchandising strategy
- Promotional strategy
- Market research
- Sales analysis
- Inventory management
- Sales performance
- Product presentation
- Window displays
- Merchandise presentation
- Fixture selection
- Seasonal displays
- Creative thinking
- Visual storytelling
- Brand positioning
- Product positioning
- Influencer collaborations
- Partnership development
- Customer relationship management
- Data-driven decisions
- Cross-functional communication
- Team collaboration
- Staff development
- Problem solving
- Attention to detail
- Time management
- Brand loyalty initiatives
- Critical thinking
- Analytical skills
- Critical thinking
- Analytical skills
Languages
Spanish
Native/ Bilingual
Accomplishments
- Best Lead in a Dramatic Presentation Award, RL Wholesale 2026
Timeline
Brand manager
Ralph Lauren
09.2024 - Current
Associate Manager/Visual Merchandising Manager
Ralph Lauren
11.2017 - 09.2024
Assistant Manager/Lead Visual Merchandiser
Ralph Lauren
10.2013 - 10.2017
Assistant Manager/ Visual Merchandiser
Gap Inc.
09.1999 - 11.2012
High School Diploma -
Union Hill High School