LEONORA SCALA

leonora.scala@gmail.com | Cell: (718) 755 - 4727 http://www.linkedin.com/in/leonorascala

S ENIOR E XECUTIVE

OF M ERCHANDISING , P LANNING & D EMAND P LANNING Consumer Packaged Goods Cosmetics / Beauty / Accessories / Apparel / Footwear

Strategic Executive with 15+ years of extensive experience driving top line net, retail sales and profit. Knowledgeable in centralized mass and luxury industry in merchandise planning, forecasting, seasonal merchandise assortment planning for a Fortune 500 company and a world leader in luxury goods. Oversaw domestic merchandise planning structure and function, including successful development and implementation of corporate programs and strategic planning. Led team responsible for monitoring and improving divisional profitability and sales force operations.
$13M revenue generation after introducing mass market product revolutionizing Color Skincare market share. $11M increase, reversing flat trending sales by replicating e-commerce model of fragrance direct program. 19% service fulfillment increase through direct to consumer mass merchandising partnering with supply chain. 52% sales increase in footwear and $8M sales growth after developing end-to-end strategies for new products.

Category Entrance & Exit Strategies Seasonal Merchandise Planning Inventory Control Brand Development Catalog/Retail Sales Demand Planning Planning & Analysis Supply Chain Forecasting Pricing Strategies Merchandising Analysis Direct Marketing Product Promotion

P R O F E S S I O N AL E X PE R I E N CE LVMH Fragrance Brands New York, NY

DIRECTOR OF SALES DEVELOPMENT
Hired to assist the organization in achieving its net/retail goals, by providing timely, accurate reporting and in-depth analysis of all sales results. Monitored the achievement of sales goals, recommending strategic actions. Provided the Management Committee with assistance in developing its new business model. Developed key retail, gross and return budgets for four business units totally $77.4M, including Givenchy, Fendi, Kenzo and Pucci and supported operations for Sales. Achieved 100% of gross shipment goals for 2011, partnered with retail sales division and CFO on bi-monthly outlook on gross shipments and returns. Set targets for 2012 based on corporate strategic sales goals, customer penetration and retail customer need after collaborating with Field Sales and Marketing. Collaborated with Customer Management, Planning and Sourcing to allocate inventory to accounts based on corporate and field push events.

2011 to 2012

French multinational luxury goods conglomerate headquartered in Paris, France that owns a portfolio of luxury brands and its business activities are divided into 5 business groups.

Avon Products, Inc. New York, NY

SENIOR FORECASTING MANAGER (2009 to 2010)

1988 to 2010

$10B global manufacturer and marketer of beauty and merchandise. Goods fall into 3 product categories: Beauty, Fashion and Home. Promoted to determine and monitor financial viability of merchandise. Provided actionable forecast data and analysis; drove continual process improvement and implementation of systems to support forecast team. Supplied variance analysis and worked with inventory replenishment group, ensuring availability of product. Determined financial viability of non-beauty products consisting of 4,000 SKU's; developed merchandising plans for 26 annual campaigns across the U.S. Optimized procurement processes for seven businesses, including Apparel, Accessories, Footwear, Jewelry, Home and Wellness with $700M in sales revenue. Exceeded customer service rating for Non-Beauty Team by 19%, partnering with commercial marketing and supply chain teams to alleviate and solve issues. Reduced corporate liability when pre-launching high-risk products by initiating and implementing Demand Planning and Risk Mapping practices.

SENIOR MERCHANDISING MANAGER (1998 to 2009)

Selected to lead pricing, inventory, training and new category offers for $300M division consisting of apparel, accessory, footwear and "Hanes" intimates. Planned and implemented marketing communications, partnering with cross-functional groups to develop marketing and sales resources, campaigns and promotions.

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SENIOR MERCHANDISING MANAGER Continued:

leonora.scala@gmail.com | Cell: (718) 755 - 4727

Yielded $11M sales revenue, turning around fragrance line after identifying opportunity to reverse below goal trends through implementing global branding strategies in Avon's U.S. market. Drove and sustained footwear sales growth of 52%, awarded "Breakout Growth" contributor as a result of improving competitive stance in womens casual and dress footwear. Sparked $8M growth in non-core beauty sales, leading marketing strategies and creative teams to create trend-right product promotions which launched Try-the-Trend award winning campaign. Captured $7.4M, successfully launching highly recognized men's signature fragrance, Lacroix Noir. Increased revenue $1.2M for footwear line, turning around shortfall in footwear (non-beauty) as a result of taking over line and leading key item merchandising program. Reduced inventory levels by 53%, capitalizing on non-catalog direct to consumer channels. Realized 16% improvement and an 8 point profit margin increase in Hanes intimate apparel line after overhauling product, pricing and marketing communications. Changes reversed downward sales trend.

SENIOR SALES FORECASTING MANAGER (1996 to 1998)

Analyzed campaign plans, category launch events and sales trend data to uncover sales gaps, business risks and emerging opportunities. Expanded revenues by $12.2M, increasing holiday season promotions with Elmo and Big Bird line. Led internal marketing teams to promote products with Mattel and Sesame Street characters capitalizing on soaring market place.

MERCHANDISE PLANNING MANAGER (1993 to 1996)

Created programs, managed pricing, promotions, sales forecasts and proposed/developed recovery planning. Implemented marketing plans and selling platforms, determined product mix and evaluated campaigns. Generated $6M after producing brochure in downward trending market, utilizing low-priced excess inventory. Gained $13M new revenue in the course of premiering industrys first non-transferable lipstick through developing and implementing high-visibility campaign.

PRODUCT LINE CONTROL MANAGER/PRODUCT MANAGER, COLOR COSMETICS (1992 to 1993)

Improved profits by 5%. Reduced discontinued inventory, finished goods and materials by distributing excess to representatives, customers and global markets. Grew segments by 9.1% for foundation and lip by 3.8% after conducting research, monitoring sales and launching new product lines. Increased sales revenue $13M and gained market share in lip segment by successfully premiering product. Earlier Career at Avon includes roles as Merchandising Planner, Senior Product/Costing Analyst and Product/Costing Analyst.

A D D I TI O N AL P R O F E S S I O N AL E X PE RI E N CE Dove Chocolate Discoveries (Division of Mars, Inc.) Mt. Arlington, NJ

CONSULTANT
Collaborated with head of marketing and team providing leadership and direction in the direct selling model. Reinvented the catalog, entertaining guide and marketing collateral. Involved in product development activities. Collaborated on generation activities and developed a Sales and Marketing Calendar. DOVE CHOCOLATE DISCOVERIES launched in February 2007 as one of the latest ventures from Mars, Incorporated.

E D U C A TI O N & P R O F E S S I O N AL D E VE L O PM E N T
BA, Mathematics & Economics Fordham University Internet Marketing Strategies NYU, School of Continuing and Professional Studies