Feridia Lara
Bogota,NJ
Summary
Results-oriented Manager with 20+ years of leadership experience and a Master of Business Studies in Human Resources. I bring strong people leadership, project coordination, and cross-functional collaboration skills, supported by a background in sales, merchandising, and multi-site team management. I excel in fast-paced environments and have a proven record of leading initiatives that drive revenue growth and operational efficiency. I build and lead cohesive, high-performing teams that consistently meet project goals and deliver exceptional customer service. As an effective communicator and trainer, I foster engagement, support change, and align project outcomes with organizational strategy. Recognized as a trusted leader, I promote high ethical standards, accountability, and excellence. Committed to continuous improvement, I deliver projects on time and within budget. My strong problem-solving skills and business and financial acumen enable me to manage risk, resolve issues, and motivate teams to achieve performance targets and key business objectives.
Overview
27
27
years of professional experience
Work History
Manager
Apple
Manhattan, NY
01.2016 - Current
- Spearheaded a cross-functional Q2 sales initiative to improve out-of-warranty conversion performance, exceeding Genius Bar targets by 15.1%.
- Developed and executed an Express strategy, aligning with Genius Bar Market priorities; empowered technicians to maximize appointment capacity, reduced walk-in wait times to 17 minutes, and delivered iPhone turnaround times of 79 minutes, exceeding KPIs and driving an improved customer satisfaction score of 80 in Q2.
- Led a cross-functional communication strategy across three departments, partnering with managers to strengthen coaching and development practices—driving “last connected” team engagement from 68% to 99%, achieving top performance in the market for Q2.
- Drove a two-phase, cross-functional sales strategy to increase service free trial adoption—leveraging team-led customer engagement at pickup—resulting in a 308% lift and achieving 24.6% in Q2.
- Mentored store leads & ISEs on core leadership competencies and high-impact communication for store downloads, fostering cross-functional collaboration and driving the successful launch of Orchard to expand store-wide recognition.
- Spearheaded and structured Genius Admin forums to drive alignment on store priorities and performance standards, delivering timely, actionable feedback and enabling the team to generate 50+ new business introductions in Q4.
- Led Q4-Q2 strategy to design and optimize store download content and Genius Bar recognition programs, then operationalized and transitioned ownership to the Lead Genius to ensure long-term continuity, scalability, and measurable impact.
Store Manager
Victoria’s Secret
Paramus, NJ
01.2014 - 01.2016
- Led overall store operations and financial performance, delivering year-over-year sales growth in a high-volume, multi-category retail environment.
- Drove 2014 fiscal-year sales to $15.8M, achieving +2% growth vs. last year in a mature market.
- Exceeded comp sales across all core sub-categories, including Lingerie at $7M (+3% LY), Beauty at $2.8M (+4% LY), and Pink at $6M (+8% LY).
- Delivered strong productivity gains with positive comps in key metrics, including conversion at 30.3% (+2.4 pts vs. LY) and average dollar sale (ADS) at $69 (+5% vs. LY).
- Planned and led a full store relocation and new store setup in 2015, overseeing project timelines, merchandising execution, staffing, and launch readiness to ensure a seamless transition with minimal business disruption.
- Directed the strategic exit of the Pink brand from the main store to a new freestanding Pink location, coordinating inventory, staffing, visual standards, and customer communication to protect sales and brand equity.
Store Manager
Victoria’s Secret
Wayne, NJ
01.2012 - 01.2014
- Directed end-to-end ownership of store performance, including sales growth, expense control, and profit goals, ensuring alignment with district and corporate targets.
- Led a focused turnaround initiative to recover a $130K sales deficit in two months, delivering 2013 results of +2% to Plan and +8% vs. prior year and ranking #2 in the district to plan for 2012-2013.
- Planned, executed, and monitored sales-driving projects across all categories, resulting in positive comp growth and sustained performance improvements.
- Drove category performance for Bras to $3.5M, achieving +4% to Plan and +8% vs. last year, earning #1 in the district for bra performance.
- Managed key performance indicators (KPIs), including conversion and average dollar sale (ADS), increasing ADS to $52.15 (+1.9% to Plan and +6% vs. LY) through targeted coaching, selling initiatives, and process refinements.
- Coordinated cross-functional efforts (visual, operations, scheduling, merchandising) to support major floorset changes and promotional launches, ensuring on-time execution and consistent brand standards.
- Used data and reporting to track daily/weekly results, identify gaps, and implement corrective action plans, reinforcing a culture of accountability and continuous improvement.
Store Manager
Victoria’s Secret
Upper East Side, NY
01.2010 - 01.2012
- Owned end-to-end store performance, overseeing sales, expense management, and profit goals while ensuring alignment with district and corporate strategies.
- Planned, led, and monitored sales-growth initiatives that increased store volume from $8M to $10M, ranking #1 in the district last year and closing 2012 at +18% to LY.
- Managed category-focused projects that drove positive comp growth across all core lines, including Bras at +22% vs. LY and #1 in the district for bra performance.
- Improved key productivity KPIs by increasing store conversion to 42% (+2.3 pts vs. LY) through targeted process changes, staffing adjustments, and service standards.
- Drove increases in Average Dollar Sale (ADS) to $50.29 (+2.9% to Plan and +5.4% vs. LY) by implementing selling strategies, training plans, and promotional execution designed to raise basket value.
- Coordinated cross-functional efforts in visual merchandising, operations, and staffing to support major campaigns and floorset changes, ensuring projects were delivered on time and to brand standards.
- Used reporting and performance data to track results, identify trends, and implement continuous improvement plans, reinforcing a results-driven, accountable team culture.
Operations Assistant Store Manager
Victoria’s Secret
59th & Lexington Ave, NY
01.2008 - 01.2010
- Led end-to-end talent acquisition and onboarding project for a new flagship store, including recruiting, hiring, and training for the 59th & Lexington Ave location.
- Developed and executed a structured recruitment plan, sourcing candidates from colleges, recruiting websites, and LinkedIn to build a strong pipeline for all store functions.
- Managed the full interview and selection process, including screening, conducting interviews, coordinating hiring decisions, and managing offer processes.
- Successfully staffed the new store by hiring and onboarding 160 associates, designing and leading training and development programs to ensure operational readiness by opening.
- Drove key operational projects focused on improving customer service, implementing training for new employees, and building staff capabilities through ongoing coaching and development.
- Oversaw workforce management and payroll control practices to align labor scheduling with traffic patterns and budget targets, improving operational efficiency.
- Partnered with the Store Manager to plan and execute the new store opening and Grand Opening event with 300+ attendees, coordinating timelines, resources, and cross-functional partners to deliver a high-impact launch.
Store Manager - Project & Performance Leader
Victoria’s Secret
Edison, NJ
01.2005 - 01.2007
- Owned end-to-end store performance, managing initiatives to drive sales growth, control expenses, and achieve profit goals in a high-volume environment.
- Planned, led, and monitored a multi-year growth project that increased store volume from $5.8M to $10M, ranking #1 in the district vs. last year and delivering +24% sales growth vs. LY.
- Executed category-focused projects that drove positive comp growth across all major lines, including Bras at +30% vs. LY and #1 in district performance.
- Improved key productivity KPIs by increasing store conversion to 28% (+3 pts vs. LY) and growing Average Dollar Sale by +6% vs. LY through targeted selling programs, process improvements, and staff training.
- Coordinated cross-functional workstreams in visual merchandising, operations, staffing, and inventory to support major campaigns and floorset changes, ensuring on-time, on-brand execution.
- Used performance reports and dashboards to track results, identify trends, and implement corrective action plans, reinforcing a data-driven, continuous-improvement culture.
Store Manager - Project & Operations Lead
Victoria’s Secret
Jersey City, NJ
01.2002 - 01.2005
- Managed end-to-end performance of a $5M store, consistently exceeding sales plans and achieving monthly and quarterly bonus objectives.
- Led overnight visual floorset changes as time-bound projects, coordinating resources, timelines, and task ownership to ensure on-time, high-quality execution aligned with brand standards.
- Oversaw operational workflows for receiving, processing, and controlling merchandise, implementing process improvements to support inventory accuracy and product availability.
- Planned and executed in-store promotions, aligning staffing, merchandising, and customer communication to maximize sales impact.
- Managed workforce planning and scheduling for store employees, balancing labor budgets with traffic patterns and service expectations.
- Led daily operations, including opening and closing procedures, cash control, and compliance, ensuring risk management and operational readiness.
Store Manager - Project & Team Leadership
G+G / Rave
Westchester, NY
01.1999 - 01.2002
- Directed operations and financial performance of a $1.6M store in a high-traffic mall environment, with accountability for sales, staffing, and customer experience.
- Led sales-driving initiatives and fostered a high-performance, commission-driven culture through coaching, performance management, and clear goals.
- Managed full-cycle talent activities, including recruiting, hiring, onboarding, and training new hires, building a capable team to support business objectives.
- Oversaw scheduling and payroll for employees, aligning labor spend with revenue and traffic trends.
- Planned and launched a new apparel line in-store, coordinating merchandising, staff training, and promotional support, resulting in a successful product introduction and incremental sales growth.
Education
Master of Business Administration (MBA) - Human Resources Management
Saint Peter’s University
Jersey City, NJ03.2021
Bachelor of Science - Business, Digital Marketing Certificate
University of Phoenix
01.2019
Associate of Science - Business Management
Bergen Community College
Paramus, NJ01.2006
Skills
- Strategic & Operational Planning
- Revenue Growth & Cost Management
- Marketing
- Project planning, execution, and monitoring
- Customer Centric Development
- Visual Merchandising/Planning
- Financial Planning & Analysis
- New Store Remodel & Renovation
- Sales and Customer Service Development
- Word, Excel, and PowerPoint
- Profit & Loss management
LANGUAGES
Bilingual: Fluent in English and Spanish
Timeline
Manager
Apple
01.2016 - Current
Store Manager
Victoria’s Secret
01.2014 - 01.2016
Store Manager
Victoria’s Secret
01.2012 - 01.2014
Store Manager
Victoria’s Secret
01.2010 - 01.2012
Operations Assistant Store Manager
Victoria’s Secret
01.2008 - 01.2010
Store Manager - Project & Performance Leader
Victoria’s Secret
01.2005 - 01.2007
Store Manager - Project & Operations Lead
Victoria’s Secret
01.2002 - 01.2005
Store Manager - Project & Team Leadership
G+G / Rave
01.1999 - 01.2002
Bachelor of Science - Business, Digital Marketing Certificate
University of Phoenix
Associate of Science - Business Management
Bergen Community College
Master of Business Administration (MBA) - Human Resources Management
Saint Peter’s University