TASHA SERNA
Los Angeles,CA
Summary
Professional with strong experience in luxury boutique management, ready to lead and inspire a team. Skilled in inventory management, sales strategies, and customer service. Focused on team collaboration and adapting to changing needs to achieve results. Known for reliability, excellent communication, and leadership abilities.
Overview
17
17
years of professional experience
Work History
Boutique Director
ERES Groupe Chanel
Pacific Palisades, CA
08.2023 - 05.2025
- Devising strategies to increase sales and brand awareness
- Empowered customers to make informed decisions by educating on product and service offerings and current industry trends
- Maintaining encouragement and motivation for the staff to reach goals
- Payroll and Time Management
- Managed the set up of a pop up shop at Neiman Marcus in Newport Beach, CA also helped with the opening and closing process of multiple boutiques, including Boca Raton, FL and South Coast Plaza, CA
- Managed store inventory effectively to maintain optimal stock levels and minimize shrinkage.
- Analyzed sales reports to identify best-selling items and adjust buying decisions accordingly.
Executive Assistant / Estate Manager
Atlantic Records Artist
Los Angeles, CA
04.2018 - 06.2023
- Communicated daily with artist management to be on site for all radio/media promo
- Coordination with stylists for luxury brand fittings for promo and photoshoots
- Act as key point of contact for all third parties, filtering information as needed to the artist manager/record labels/publishers/agents/lawyers/business managers
- Efficient daily communication and information flow with artist ensuring confidentiality and discretion at all times
- Manage travel arrangements, booking itineraries for personal and business travel, including hotels, car service and VIP reservations. Work closely with VIP concierge vendors, agents, and point programs
- Social Media Content Photographer / BTS Videography
- Exercise sound judgment, tact, diplomacy, integrity and professionalism in all transactions
- Supervise and manage the day-to-day operations of private estates. Oversee all maintenance and repairs to the estate grounds. Manage house staff and groundskeepers, and coordinate events and functions. Also responsible for managing estates’ budgets.
Store Manager
Centric Brands Joe’s Jeans / Favorite Daughter
Los Angeles
11.2021 - 06.2022
- Lead, mentor and motivate the team regarding all aspects of leadership, visual execution and expectations through consistent and continual feedback and accountability
- Create a customer service focused environment
- Develop and execute plans to achieve personal sales, store sales and profitability goals in a commissioned environment
- Partner with District Manager to create monthly events to drive traffic and sales
- Manage inventory movement and receipts
- Manage Payroll ADP
- Helped open and manage the new store Favorite Daughter on Beverly Drive by hosting multiple celebrity events to drive business and introduce the new brand.
Food and Beverage Manager
Hotel Erwin / Le Meridian/ Coasterra
Venice Beach, Santa Monica, San Diego, CA
04.2015 - 04.2018
- Managed all F&B operations within budgeted guidelines to the highest standards
- Met with wine/liquor vendors for menu selections
- DSR / PNL reporting
- Use of Avero, ADP, Micros, ISAC, On Trac systems
- Operated OpenTable / Micros System / ADP Payroll
- Lead F&B team by attracting, recruiting, training and appraising talented personnel
- Scheduling
- Complied with all health and safety regulations
Store Manager
BCBG MAXAZRIA
Los Angeles, CA
06.2008 - 04.2015
- I took on many different management roles being with BCBG MAXAZRIA for 7 years. Starting with the Corporate Wholesale Division at South Coast Plaza in Orange County, they then transferred me to Los Angeles to be an Assistant Manager at the West Hollywood location, with my final role being the Store Manager in Marina Del Rey, CA.
- Adhere to P&L budget by analysis of stores statistical performance, setting sales goals to reach our 2.5 million dollar annual goal by developing a detailed action plan
- Manage all Inventory Control, shipping and receiving, transfers, damages. Prepares/manages Yearly Inventory Cycle
- Recruit, hire, train to develop Managers and Sales Associates that can represent and enhance the brand
- Manages payroll/scheduling and all other controllable expenses
- Protects the company’s assets through reinforcement of loss prevention procedures
Skills
- Staff scheduling
- Proficient in managing POS systems
- Payroll management proficiency
- Effective conflict resolution
- Employee training and development
- Develop and lead high-performing sales teams
- Effective prioritization and multitasking
- Strong integrity in managing confidential information
Timeline
Boutique Director
ERES Groupe Chanel
08.2023 - 05.2025
Store Manager
Centric Brands Joe’s Jeans / Favorite Daughter
11.2021 - 06.2022
Executive Assistant / Estate Manager
Atlantic Records Artist
04.2018 - 06.2023
Food and Beverage Manager
Hotel Erwin / Le Meridian/ Coasterra
04.2015 - 04.2018
Store Manager
BCBG MAXAZRIA
06.2008 - 04.2015