Shea Estes
Denver,CO
Summary
Customer-centric retail leader and former multi-store owner with a proven ability to create meaningful, trust-based customer experiences in high-consideration purchase environments. Known for an intuitive, highly developed ability to quickly read client personalities, emotional drivers, and unspoken needs, adapting communication style and sales approach in real time to build rapport, confidence, and long-term loyalty. Brings an ownership mindset to store leadership, combining front-of-house presence, team development, and operational discipline to deliver exceptional service, strong financial results, and a consistently elevated brand experience. Particularly effective in environments where products are personal, design-driven, and emotionally significant.
Overview
22
22
years of professional experience
Work History
General Manager
Arvada Army Navy Surplus
Arvada, CO
04.2025 - Current
- Direct operations for a $1.8M+ annual-revenue business, overseeing staffing, merchandising, inventory, and vendor strategy
- Lead, hire, and develop a 9–11 person team, accelerating new-hire time-to-productivity by 50% through structured training and coaching
- Implement SOPs and communication systems that reduced redundancy and improved operational consistency
- Re-designed and merchandised high-traffic zones to improve visibility, sell-through, and customer flow
- Negotiate vendor terms to strengthen margins and align purchasing with demand trends
- Provide ownership with weekly operational insights, staffing plans, and strategic recommendations
Owner / Operator
Alpaca Rack LLC
Lakewood, CO
10.2018 - 02.2025
- Founded and operated one year-round retail store and two seasonal locations with full P&L responsibility
- Spearheaded a critical market pivot following forced relocation, retaining profitability through strategic inventory shifts
- Successfully managed the tradeoff of higher transaction volume and stronger margins against a lower average transaction value (ATV)
- Cultivated and managed high-performing seasonal teams of 20+ employees across multiple locations
- Negotiated vendor pricing to protect margins while expanding assortment and availability
Owner / Operator
BDP Gear LLC
Lakewood, CO
10.2013 - 07.2018
- Operated three specialty retail locations, overseeing budgeting, staffing, merchandising, marketing, and vendor relationships
- Improved inventory turns and reduced dead stock through disciplined forecasting and assortment planning
- Built and trained high-performing teams capable of consistent customer experience and execution
- Planned and executed promotional events to drive traffic and brand visibility
Independent Operator / Consultant
Indipendent
Denver, Colorado
01.2009 - 01.2013
- Operated and supported early-stage consumer and retail ventures
- Led short-term engagements focused on revenue generation, market entry, and operational performance
- Advised founders on budget strategy, spend efficiency, and execution priorities
Manager
USMP - In-House Agency for Anheuser-Busch Corporate
Denver, CO
01.2004 - 01.2009
- Led corporate field marketing execution across the Colorado market, serving as the primary liaison between national brand teams and local sales organizations
- Built, staffed, and managed multiple promotional teams across Denver and key resort markets
- Expanded role to include account relationship development, as well as the design, implementation, and execution of onboarding and go-to-market strategies to support new product launches, product placement, and sales influence
- Recognized nationally as a top-performing Market Manager (ranked #2 of 28 markets nationwide)
- Supported expansion and market-rebuild initiatives across additional U.S. territories
Education
Business Management -
Colorado Mountain College
Glenwood, COSkills
- Customer experience and sales
- Consultative selling
- Relationship-based sales
- Customer psychology and personality recognition
- Trust and rapport building
- High consideration purchases
- Brand representation
- Retail leadership
- Hiring and onboarding
- Coaching and performance development
- Service standards
- Culture building
- Scheduling and coverage planning
- Operations and business execution
- P&L ownership
- Inventory planning
- Vendor negotiation
- Merchandising Strategy
- KPI Tracking
- Process Improvement
- Budget management
- Team development
- Inventory optimization
- Conflict resolution
- Sales expertise
- Client relations
Websites
Core Strengths
Consultative Selling, Relationship-Based Sales, Customer Psychology & Personality Recognition, Trust & Rapport Building, High-Consideration Purchases, Brand Representation, Hiring & Onboarding, Coaching & Performance Development, Service Standards, Culture Building, Scheduling & Coverage Planning, P&L Ownership, Inventory Planning, Vendor Negotiation, Merchandising Strategy, KPI Tracking, Process Improvement
Timeline
General Manager
Arvada Army Navy Surplus
04.2025 - Current
Owner / Operator
Alpaca Rack LLC
10.2018 - 02.2025
Owner / Operator
BDP Gear LLC
10.2013 - 07.2018
Independent Operator / Consultant
Indipendent
01.2009 - 01.2013
Manager
USMP - In-House Agency for Anheuser-Busch Corporate
01.2004 - 01.2009
Business Management -
Colorado Mountain College