Johnny Cruz
New York,NY
Summary
Dynamic and results-driven retail executive with 18 years of experience in driving multi-million-dollar revenue growth, fostering cross-functional collaboration, and creating innovative in-store experiences. Expertise in orchestrating hybrid B2B/B2C models by partnering with e-commerce brand founders and C-suite executives to scale DTC concepts into highly profitable brick-and-mortar operations. Recognized for developing effective turnaround strategies, optimizing omnichannel KPIs, and cultivating a culture of top performers that consistently surpasses corporate revenue targets. Proficient in leveraging sales data, interpreting consumer insights, and negotiating real estate expansions to drive aggressive market growth and enhance account retention.
Overview
18
18
years of professional experience
Work History
Director of Retail Success
Leap Retail Inc.
New York, NY
01.2024 - Current
- Directed brick-and-mortar execution and managed B2B account strategies for a diverse portfolio of over 20 domestic and international e-commerce retail brands.
- Directed and managed a team of retail success managers and over 150 retail field employees across key U.S. markets.
- Facilitated partnerships with corporate teams to refine retail strategies, contributing to a record monthly revenue increase of 35% year-over-year in fiscal 2025.
- Drove account expansion initiatives resulting in a 18% increase in new store contracts through strategic brand renewals and physical footprint enhancements. Enhanced B2B NPS scores by 4% by proactively collaborating with high-performing brands on tailored strategic initiative proposals.
- Streamlined retail store processes and enhanced talent capabilities to drive segment conversion rates and optimize average order value through targeted coaching initiatives.
Director of North America Sales & Business Development
FITURE Wellness
New York, NY
01.2022 - 01.2023
- Developed and executed North America sales strategy to drive $32M in revenue growth and enhance market presence.
- Analyzed customer interactions and optimized sales techniques to consistently convert consultations into successful transactions.
- Analyzed customer acquisition strategies and optimized marketing efforts, leading to an 18% reduction in CAC through targeted omnichannel approaches.
- Implemented streamlined selling processes for a team of 10 associates to improve lead conversion rates.
- Conducted in-depth training sessions and workshops for sales teams, focusing on skill enhancement and performance optimization.
Regional Sales Director – Northeast
Peloton Interactive
New York, NY
01.2019 - 01.2022
- Managed comprehensive P&L responsibilities for a $120M retail portfolio, ensuring operational excellence across 20 premium showrooms.
- Analyzed market trends and optimized sales processes, driving a significant 35% rise in year-over-year sales comparisons and a 45% boost in apparel revenue.
- Implemented streamlined sales methodologies and KPI reporting to drive regional conversion rate improvements.
- Developed and executed targeted marketing campaigns in collaboration with marketing to enhance regional customer engagement.
NYC District Manager
Peloton Interactive
New York, NY
01.2018 - 01.2019
- Captured a 30% revenue increase within six months, comprehensively crushing annual sales targets.
- Ranked #1 in the region across critical metrics, including lead generation, event ROI, and quota attainment.
General Manager
Adidas
New York, NY
01.2017 - 01.2018
- Generated $28M in localized revenue for the 2017 fiscal year.
- Pioneered and organized the rollout of the "Ship from Store" omnichannel fulfillment process.
- Deployed advanced sales analytics tools, resulting in an 8% increase in sales productivity and a 10% improvement in conversion rates.
Assistant General Manager
Lord & Taylor
Scarsdale, NY
01.2016 - 01.2017
Assistant Store Manager
Macy’s Inc.
Elmhurst & Westchester
01.2015 - 01.2016
District Staffing Director
Macy’s Inc.
NY & Connecticut
01.2013 - 01.2015
Human Resources / Operations Manager
Kohl’s Stores
Queens, NY
01.2012 - 01.2013
Senior Logistics Manager / Operations ETL
Target Inc.
Mount Vernon, NY
01.2008 - 01.2012
Education
Bachelor of Science - Marketing
State University of New York
New Paltz, NYSkills
- Salesforce, Shopify, Tableau, Looker, Zendesk, Hubspot, Stripe, Slack, Mondaycom, Asana, Talkdesk, Intercom, Endear, RingCentral, Iterable, HotJar, Yoobic, Medallia, Concrete, Microsoft Office Suite
Timeline
Director of Retail Success
Leap Retail Inc.
01.2024 - Current
Director of North America Sales & Business Development
FITURE Wellness
01.2022 - 01.2023
Regional Sales Director – Northeast
Peloton Interactive
01.2019 - 01.2022
NYC District Manager
Peloton Interactive
01.2018 - 01.2019
General Manager
Adidas
01.2017 - 01.2018
Assistant General Manager
Lord & Taylor
01.2016 - 01.2017
Assistant Store Manager
Macy’s Inc.
01.2015 - 01.2016
District Staffing Director
Macy’s Inc.
01.2013 - 01.2015
Human Resources / Operations Manager
Kohl’s Stores
01.2012 - 01.2013
Senior Logistics Manager / Operations ETL
Target Inc.
01.2008 - 01.2012
Bachelor of Science - Marketing
State University of New York
Core Competencies
- Retail Operations & Expansion: Multi-Unit Leadership | B2B/B2C Hybrid Models | Omnichannel Strategy | Real Estate Expansion
- Financial & KPI Optimization: P&L Management | Forecasting | Conversion & AOV Growth | Turnaround Strategy
- Leadership & B2B Strategy: C-Suite Client Management | B2B Account Growth | Team Development | Coaching Frameworks