Manuela Richard

• Lead operational excellence for over 70 retail stores in main cities, overseeing a workforce of 850 employees and driving approximately 50% of the country’s net sales share. • Accountable for retail sales, growth, and P&L ownership, ensuring profitability and sustainable channel development. • Develop and execute sales forecasts through rigorous analysis of business KPIs and market insights, driving local strategies to achieve ambitious targets. • Optimize channel contribution by managing budgets effectively and controlling expenses to maximize profitability. • Collaborate closely with cross-functional teams, including Business & Transformation (B&T), Marketing, Training, HR, and Real Estate, to ensure alignment and achieve optimal operational and commercial results. Key Achievements: • Part of the Leadership Community at Adidas Colombia. • Honored with the Company Values Recognition for Integrity • Selected for the GHIPO 2023-2024 program for high-potential talents. Strategic Projects Delivered: • Implemented membership programs to enhance customer engagement and loyalty. • Launched Ship-from-Store operations, expanding omnichannel capabilities and optimizing inventory. • Be part of the designed and implemented a new headcount and commission structure, improving team motivation and efficiency. • Led retail operational efficiency initiatives, including new digital sales tools and upgraded POS systems. • Pioneered WhatsApp sales as an innovative channel for customer interactions and revenue growth. • Spearheaded a leadership development program, fostering a high-performance culture within retail teams.

• Led and managed net sales and profitability growth, maintaining full P&L accountability. • Directed and aligned teams across retail, franchise, wholesale, e-commerce, and training to achieve targets and ensure operational excellence. • Partnered with the General Manager and Marketing Director to design and implement annual business plans aligned with strategic objectives. • Maintained consistency and excellence by enforcing best practices, service standards, and brand guidelines across 72 owned stores and 28 franchise locations. • Oversaw and enhanced key business drivers, including the Sumas+ loyalty program and the company's branded credit card, leveraging these financial products to boost business results.

• Accountable for driving sales and profitability across the retail channel, ensuring store-specific P&L reviews and monthly analysis. • Delivered operational excellence across all stores, enhancing client service and delivering exceptional customer experiences. • Managed the open-to-buy process for owned stores, ensuring the right products were available at the right time. • Designed and implemented standardized visual merchandising guidelines for both owned and franchise stores, ensuring a cohesive brand identity. • Defined and executed service excellence standards, fostering brand culture and creating a positive business impact. • Full ownership of P&L management, ensuring sustainable growth and profitability. • Successfully led the retail expansion plan, driving strategic growth in key markets. • Enhanced the profitability of regional franchise partners (5) and wholesale clients (8) through tailored strategies and collaboration.

• Developed visual merchandising department and defined brand standards across multiple countries. • Collaborated with General Manager and Real Estate Director to execute expansion plans. • Created activations and strategies with Marketing and Merchandising teams to drive sales and enhance consumer experience. • Defined new action plans based on input from Buying and Commercial teams to improve retail KPIs.

• Defined and executed local commercial and visual merchandising plans at Gap's Toronto Flagship Store to maintain brand standards and enhance consumer experience. • Supported sales floor by assisting clients and ensuring retail KPIs were met through adjusting trade zones and implementing autoservice. • Contributed to Gap's flagship store success by optimizing merchandising strategies and enhancing the overall shopping experience for customers.

• Assisted in buying for various wholesale clients, ensuring profitability for both sides. • Managed inventory and coordinated evacuation processes efficiently. • Negotiated with wholesale clients to secure favorable deals and maintain strong partnerships.

• Led the marketing plan at Woori Education & Immigration Consulting Latin department to drive sales growth and enhance client experience with the brand. • Defined brand standards to ensure a consistent voice in the market and implemented new sales channels for increased reach.

In my role as a Visual Merchandising Senior leader at CHEVIGNON in Colombia, I led teams in training and executed annual plans with the Visual Merchandising director to drive net sales and enhance consumer experience. • Defined and implemented remodeling and new opening plans for retail stores • Ensured brand standards across 56 own stores and 23 franchise stores. • Support franchise partners teams and ensure business results

Sensorial Marketing Certificate

Industrial Design