Serena ANDREOTTI

En résumé

Entreprises

• SURKANA - Sales Manager

  2014 - maintenant * Providing leadership and direction to a team of 35 within 26 points of sale (4 shops, 7 corners at El Corte Inglés
  Department Stores, 1 franchise, 12 Surkana Spaces at multibrand stores, and 2 factory outlets) across Spain, Portugal
  and Italy, ensuring the delivery of high quality customer service through effective employee engagement and
  coaching
  * Organizing and managing pop-up stores (Friends & Family at HQ, and Shopp Out in Girona)
  * Leading the creation of comprehensive marketing strategies for the business, including promotional calendars, visual
  merchandising standards, and POS area design
  * Performing regular market and trend research to identify new items, as well as managing range selection and buying
  of all collection lines for points of sale, collaborating with design staff to support the creation of new product
  offerings and validating size specifications against sales trends
  * Analysing sales performance on current items to create sales forecasts for upcoming quarters, adjusting item
  selection and inventory levels to maintain maximum profitability
  * Assessing client expectations and sales trends, as well as gathering business intelligence on market competitors to
  effectively position the brand for sales growth
  * Evaluating product performance to proactively adjust pricing structures, including authorising markdowns/clearance
  initiatives to meet sales targets while maintaining compliance to operating budgets
  * Overseeing staff recruitment and training processes to ensure that all locations meet and exceed the company's
  customer care standards, performing ongoing performance evaluations and facilitating professional development
  sessions
  Key Accomplishments:
  * Increased sales by 15% in T1 2015 vs T1 2014 ;
  * Handling development processes for new store openings (retail and wholesale), including employee training and
  marketing concepts, aiming to maximise profit while minimising costs
  * Creating and implementing business improvement processes to drive business growth, including introducing a
  capsule collections and signature line of costume jewellery
  * Producing a VM Manual and an Employee Handbook, promoting best practices in client service and store
  management to deliver improved performance

• 18ELEMENTS.COM - Founder & Project Manager

  2013 - 2013 * Providing initial project management for the establishment of a subscription-­based online business providing healthy
  snacks and food for people on special diets

• NATIONAL GEOGRAPHIC - International Marketing and Communication Manager

  2008 - 2012 * Leading the development and execution annual marketing and communications plans for both online and print
  media, as well as providing content management for webpages, social networks, and monthly newsletters
  * Ensuring effective communication between the Retail & Wholesale Division and the Society's HQ in Washington DC
  for the coordination of marketing campaigns and events
  * Providing management and mentoring to a team of 7, spread across various stores and HQ, ensuring that all projects
  and tasks meet expected quality standards
  * Planning and executing a variety of successful openings and events across Europe and Asia, including press days,
  launch events, marketing and communication campaigns
  * Handling the sourcing and acquisition of venues, materials and artwork for exhibitions within retail photography
  galleries
  * Coordinating the development and launch of successful marketing and communication strategies for 9 licences
  including NG retail, NG cafeterias, and 7 product categories, including due diligence and JV set-­up processes
  * Lived and worked on assignment in London, Singapore and Kuala Lumpur

• CLA-SE DESIGN STUDIO - Project Manager

  2007 - 2007 * Handling a range of accounts for a design and communication studio specialised in fashion including Women's
  Secret, Pedro Garcia, Sita Murt, and Levi's

• BLACKOUT STATION AGENCY - Project Manager

  2006 - 2006 * Developing and presenting marketing and communications strategies for the Escorpion, Tasneem Photo Gallery,
  Magazine Deluxe Barcelona and Lifestyle Habitat Properties accounts

• BATLADY - PR & Press Manager

  2005 - 2005 * Managing the delivery of all PR and communication related duties for various important accounts, including Baby
  Dior, Bikkembergs, DKNY, David Delfín, Ed Hardy, Patrizia Pepe, Kristina T, J&Co and Z Brand

Formations

• ESADE - Business School ESADE Business School (Barcelona)

  Barcelona 2012 - 2013 Masters Degree

• Central Saint Martins College Of Art & Design

  London 2006 - 2006 FASHION MARKETING

• UIBS Business School (Barcelona)

  Barcelona 2005 - 2007 Master of Business Administration

• IULM University (Milan)

  Milan 2000 - 2005 Bachelor of Arts (Languages and Comm)