Lisa Petrocellli
Queens,NY
Summary
Highly accomplished Corporate Sales, Communications, and Visual Merchandising Manager with over 20 years of experience. Skilled in driving sustainable growth, developing training and communication programs, and leading cross-functional teams. Proven track record in developing strategic partnerships, fostering collaboration, and providing data-driven insights to support long-term business success. Adept at managing relationships, delivering excellent customer service, and creating innovative solutions to enhance organizational performance.
Overview
16
16
years of professional experience
Work History
Manager - Sales, Communication, and Merchandising
Girl Scouts of the USA
New York, NY, NY
04.2018 - Current
- Act as the primary liaison between Girl Scout Merchandise (GSM) and council retail staff, ensuring streamlined and effective communication via newsletters, webinars, and educational learning sessions.
- Manage essential communication channels, providing marketing, operational, and visual merchandising resources to retail stores, fostering best practice sharing, and continuous process improvement.
- Establish sales driving tools and assets for council retail stores, including merchandising guides, in-store signs, GSM product ordering information, and operational standards.
- Develop strong, collaborative relationships with council teams, encouraging innovation, network alignment, aligning with GSUSA's overarching strategic goals.
- Analyze retail and wholesale data to uncover sales opportunities, improve customer experience, and contribute to revenue growth.
- Monitor and report on key wholesale, retail, and financial performance indicators, with a focus on achieving fiscal targets for GSM's wholesale sales.
Visual Merchandising Manager - East Coast
Swatch Group US
New York, NY
09.2011 - 08.2017
- Led visual merchandising efforts for East Coast retail and wholesale locations, conducting store visits, providing on-site training, and developing merchandising strategies to drive business success.
- Established communication frameworks, including weekly directives, merchandising guides, and planograms, to ensure consistent execution across all stores.
- Collaborated with corporate teams on new store openings, ensuring visual merchandising plans aligned with brand standards and inventory needs.
- Trained and developed store teams on visual merchandising best practices, ensuring a high level of customer engagement and brand representation.
District Visual Manager
Gap
New York, NY
07.2008 - 08.2011
- Designed and implemented a comprehensive merchandising training program, including the creation of a detailed visual merchandising manual for district-wide use.
- Spearheaded the development of visual displays and store layouts, enhancing customer engagement and driving sales growth.
- Managed annual budgeting processes, consistently achieving financial targets through effective budget controls and vendor negotiations.
Education
Associate of Arts - Business Management And Visual Merchandising
Newbury College
Brookline, MASkills
- Cross-Functional Collaboration
- Relationship Building & Influence
- Strategic Planning & Execution
- Communication & Training Programs
- Data-Driven Insights & Decision Making
- Best Practices Sharing & Process Optimization
- Leadership Development & Support
- Visual Merchandising & Floor Set Design
- Sales Strategy & Budget Management
Timeline
Manager - Sales, Communication, and Merchandising
Girl Scouts of the USA
04.2018 - Current
Visual Merchandising Manager - East Coast
Swatch Group US
09.2011 - 08.2017
District Visual Manager
Gap
07.2008 - 08.2011
Associate of Arts - Business Management And Visual Merchandising
Newbury College
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