Felipe Tello
The Woodlands,TX
Summary
Dynamic retail leader with over 10 years of progressive experience in driving high-volume stores toward significant sales growth, operational excellence, and robust people development. Expertise in enhancing performance through disciplined execution, labor optimization, and tailored merchandising strategies that resonate with local markets. A strong ownership mindset ensures accountability for in-store execution, talent pipelines, and exceptional customer experiences. Renowned for cultivating high-performing leadership teams and consistently delivering results in fast-paced environments.
Overview
11
11
years of professional experience
Work History
Director, In Store
Macy’s
The Woodlands, TX
03.2024 - Current
- -Provide full accountability for in-store execution across Customer Experience, sales, merchandising, and operations.
- -Lead and develop a team of six executive leaders, indirectly supporting a large colleague population
- -Drive sales performance through daily, weekly, and monthly business reviews, identifying trends, risks, and recovery opportunities
- -Manage labor strategy, scheduling, and payroll to align with financial targets while maintaining service standards
- -Elevate execution and accountability through consistent leadership, clear expectations, and performance coaching
- -Own succession planning, talent calibration, and leadership development to ensure a strong internal pipeline for critical roles
Merchandise Execution Manager
Macy’s
San Antonio, TX
11.2022 - Current
- -Drove sales through disciplined merchandise execution, pricing, signing, and visual standards
- -Analyzed sales trends and inventory flow to improve sell-through and reduce obsolescence
- -Led and developed colleagues on brand standards, customer engagement, and execution excellence
- -Supported store leaders in balancing merchandising priorities with labor and operational demands
- -Raised store standards by strengthening planning routines and execution consistency
- Promotion to Director
Customer Experience Manager
Macy’s
San Antonio, TX
08.2021 - 11.2022
- -Led frontline and leadership teams to deliver consistent customer service and sales behaviors
- -Optimized area scheduling and labor deployment to increase sales coverage and customer satisfaction
- -Owned interviewing, onboarding, and early development for new hires and emerging leaders
- -Actively supported store succession plans by developing top talent and readiness for next-level roles
- -Drove selling culture and accountability through coaching and recognition
Assistant Store Manager – Merchandising & Operations
JCPenney
San Antonio & Austin, TX
04.2015 - 05.2021
- -Oversaw full inventory lifecycle including receiving, replenishment, floor sets, and merchandising standards
- -Executed visual merchandising strategies for promotions and seasonal transitions
- -Improved store performance through process improvement, gap analysis, and corrective action plans
- -Hired, trained, and developed leaders and associates, strengthening engagement and productivity
- -Supported expense control and operational discipline in a high-traffic retail environment
Education
Bachelor of Arts - Communication Studies
University of Texas at San Antonio
San Antonio, TXSkills
- Talent Development & Succession Planning
- Sales, Profit & Expense Management
- Customer service management
- Full-Store Operations & Execution
- Merchandising Strategy & Standards
- Strategic planning
- Skilled in communication
Languages
Spanish
Timeline
Director, In Store
Macy’s
03.2024 - Current
Merchandise Execution Manager
Macy’s
11.2022 - Current
Customer Experience Manager
Macy’s
08.2021 - 11.2022
Assistant Store Manager – Merchandising & Operations
JCPenney
04.2015 - 05.2021
Bachelor of Arts - Communication Studies
University of Texas at San Antonio