Overview
Work History
Education
Certification
Timeline
Generic

Serena J. Gonzalez

New York,NY

Overview

5
5
years of professional experience
1
1
Certification

Work History

Senior Product Development Coordinator (Puma Licensing)

United Legwear
NYC
01.2024 - Current
  • Lead development across Men's, Women's, Kids, and Infant accessory lines for Puma mainline and key retail programs, aligning development timelines with national and marketing schedules
  • Support national launches of high-visibility programs and brand initiatives including Hoops x Melo, NITRO Running, Mostro, NXT, Hyrox, ASAP Rocky, and Mad Happy collaborations, ensuring asset readiness.
  • Manage sample logistics and creative asset tracking to support retailer presentations, campaign shoots, and market delivery.
  • Execute seasonal trend, color, and consumer insight presentations utilizing WGSN, market research, and competitive analysis to identify emerging opportunities and inform brand strategy.
  • Utilize WGSN trend forecasting, consumer insights, and competitive research to create seasonal concept boards, color direction, CAD presentations, and merchandising strategies that support Puma mainline and retail-exclusive product launches.
  • Develop products for key retail accounts including TJ Maxx, Burlington, BJ's Wholesale Club, Costco, Dick's Sporting Goods

Content Creator (Freelance)

Mejuri
Remote
03.2021 - Current
  • Create on-brand social content aligned with Mejuri's campaign direction, contributing to digital storytelling and audience engagement
  • Partner with the brand on content creation for product features and launches, ensuring alignment with visual identity and messaging
  • Develop short-form content optimized for social platforms (Instagram, TikTok), driving reach and engagement
  • Stay attuned to social and cultural trends to create relevant, timely content that resonates with target audiences

Head of Product Development & Brand Partnerships

CAPELLI Sport
NYC
01.2022 - 01.2024
  • Led expansion into 7+ sports categories, supporting product launches tied to brand partnerships, athlete collaborations, and large-scale event initiatives
  • Executed brand activation logistics at the United Soccer Coaches Convention (5,000+ attendees), coordinating athlete appearances, sample distribution, and on-site brand execution
  • Partnered with professional clubs, national teams, and university programs to deliver branded product assortments aligned with sponsorship agreements
  • Managed global production and cross-functional coordination to ensure on-time delivery of customized team programs across U.S. and European markets
  • Collaborated with internal teams to align product launches with brand initiatives, partnerships, and seasonal campaign moments

Brand Ambassador, Events and Marketing

First Aid Beauty
San Francisco, CA
01.2021 - 12.2021
  • Developed and executed semester-long marketing strategy targeting Gen Z consumers, leading 5+ on-campus experiential activations, engaging 200+ students per event through social media, peer-to-peer outreach, and live brand storytelling
  • Collaborated with brand partners including LaCroix to co-host cross-promotional events, expanding audience reach and enhancing multi-brand engagement
  • Created social media content aligned with brand campaigns, driving higher engagement and visibility

Education

Bachelor of Science - Apparel Design and Merchandising, Marketing

San Francisco State University
San Francisco, CA
01-2021

Certification

  • Analytics Academy: Google Analytics for
    Beginners

Timeline

Senior Product Development Coordinator (Puma Licensing)

United Legwear
01.2024 - Current

Head of Product Development & Brand Partnerships

CAPELLI Sport
01.2022 - 01.2024

Content Creator (Freelance)

Mejuri
03.2021 - Current

Brand Ambassador, Events and Marketing

First Aid Beauty
01.2021 - 12.2021

Bachelor of Science - Apparel Design and Merchandising, Marketing

San Francisco State University
Serena J. Gonzalez