Luis Irene
Pennington
Summary
Dynamic & results-driven Senior Sales Executive with over 15 years of experience in the apparel industry & retail channels. Proven ability to lead teams, sell multiple categories of products, manage multi-million dollar accounts, & drive strategic growth. Expertise in B2B sales, social media, & product development, with a strong track record in building relationships with key stakeholders & enhancing brand presence across various markets. Goal-driven strategic leader and decisive business professional brings track record of success in start-up companies. Outstanding background managing multiple products from ideation to market launch and profitable monetization. Strong entrepreneurial spirit, open mind, and willingness to take on new challenges that require patience and perseverance.
Overview
19
19
years of professional experience
1
1
Certification
Work History
Founder & Host
DadFilter Media
01.2025 - Current
- Conceptualized & launching "DadFilter" YouTube channel (Sept 2025), a culturally resonant media platform tailored to parents and young adults, blending apparel trends, business insights, and authentic storytelling interviews.
- Cultivating strategic thinking, brand development, audience engagement, or obtaining market insights.
- Developed a unique “dad-inspired” brand identity that bridges generational gaps, providing relatable and aspirational content that celebrates modern parenthood and personal growth.
- Curating weekly content series and shows on apparel trends, industry trades, business owner journeys, & work-life balance. Market segments include decorators, promotional companies, and DIY business owners.
- Produced and host interviews with diverse business owners, highlighting their entrepreneurial journeys, challenges, and lessons—designed to educate, inspire, and motivate emerging creators and career-driven viewers.
- Building a scalable content strategy that leverages SEO-optimized episodes, short-form vertical clips, and cross-platform promotion to maximize reach and subscriber growth.
- Partnering with businesses, fashion brands, and parent-focused nonprofits to create meaningful collaborations, branded content, and merchandise launches that align with the channel’s mission.
Senior Account Manager - Activewear
Fruit Of The Loom, Inc.
11.2017 - Current
- Manage and develop Direct B2B sales initiatives for blank apparel, with a current $48 million wholesale accounts territory across the East Coast, Southern California, & Mexico.
- Work with cross-functional teams of operations analysts and channel managers to develop and execute a multi-channel commercial strategy, resulting in a 11% YOY sales growth and improved sales effectiveness through optimized go-to-market plans, customer segmentation, & performance-based compensation models.
- Promote Fruit of the Loom, JERZEES, and Russell Athletic brands to our customer base thru distributor partners like, S&S Activewear, SanMar, Carolina Made, One-Stop among others.
- On camera host & interviewer for JERZEES social media initiatives.
- Cultivated new relationships through cold calling and networking, introducing Fruit of the Loom’s brand capabilities to diverse clients.
- Lead market appointments with decorators, retailers, and promotional companies to align product offerings with market demands.
- Utilized Salesforce and Power BI for comprehensive account management, providing data-driven insights to support sales efforts.
- Oversee training and management of a sales support team to foster collaboration and professional growth.
- Manage and develop direct reports from Sales, Customer Service reps and Sales Operations to streamline processes and improve efficiency.
- Engaged in extensive domestic and international travel for customer meetings and industry conferences.
Sales Manager
Linea Pelle
01.2017 - 11.2017
- Accessories & apparel wholesale for full price & off-price to mass, department, and specialty stores
- Manage key accounts including private label for Target, Century 21, Macys, Bloomingdales, Amazon
- Opened new accounts with DSW, Burlington Stores, Bloomingdales Outlet, and TJMaxx.com
- Cold-calling and networking to introduce brand and private label capabilities
- Attend trade shows to launches new seasonal lines, brands & secure sourcing needs
- Travel domestic /internationally to accounts for line presentations & product development
- Showroom manager including direct reports
Account Executive
Global Brands Group (Li & Fung)
02.2012 - 01.2017
- Managed key Mass Market accounts including private label, LTOs, & national brands for Walmart, Target, Macys, KMart & their E-Commerce platforms
- Enhanced the Ecomm retail experience by securing our 1st POVs for Walmart.com
- Secured companies 1st Walmart International orders for Canada, Japan, Mexico, Argentina, and India
- Generate merchandise plan, roll out and assortment strategies to grow the business
- Conducted market appointments with key accounts
- Train and manage sales support team & direct reports
Executive Support
LittleMissMatched
03.2010 - 12.2011
- Provided assistance to the CEO & Director of Retail for licensing and marketing in accessories
- Maintained sample closet, tagged and shipped out samples
- Developed PR Press kits for media outlets syncing to product launches and campaigns
- Managed all trademark applications for patterns and prints created by LMM
Account Executive
Galihad Enterprises, LTD
06.2006 - 02.2010
- Developed product from conception to delivery for Major US Retail apparel Junior and Missy chains for men's and women's RTW, Basics, footwear, and accessories categories
- Traveled domestically and abroad with the Chairman to assist in sales & product development & networking for clients
- Assisted in a new venture developing TYJA Sports 1st apparel lines for their 2008-2010 seasons
- Oversaw sourcing of apparel for international production in China, Pakistan, India, and Spain
Education
Music Merchandising
Hofstra University
Hempstead, NY05.2006
Spanish Studies & Language Certification
Universidad Santiago De Compostela
08.2004
Skills
- Business Development
- Account management
- Excellent negotiation skills
- Business strategies
- Partnership Development
- Digital Marketing
- Trend forecasting
- Strategic Planning
- Territory Management
- Social Media Marketing
- Team leadership
- Strategic thinking
Affiliations
- Social Media Marketing
- Music, Sports & Entertainment
- Vlogging
- Youth Sports Coach - Soccer & Baseball
Languages
English
Native or Bilingual
Spanish
Professional Working
Certification
- Spanish Studies and Language - Universidad Santiago de Compostela
Websites
Timeline
Founder & Host
DadFilter Media
01.2025 - Current
Senior Account Manager - Activewear
Fruit Of The Loom, Inc.
11.2017 - Current
Sales Manager
Linea Pelle
01.2017 - 11.2017
Account Executive
Global Brands Group (Li & Fung)
02.2012 - 01.2017
Executive Support
LittleMissMatched
03.2010 - 12.2011
Account Executive
Galihad Enterprises, LTD
06.2006 - 02.2010
Spanish Studies & Language Certification
Universidad Santiago De Compostela
Music Merchandising
Hofstra University
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