Rae Anne Fender

Lead vision and transformative changes in retail, creating aspirational store experiences that elevate consumer engagement and maximize marketplace performance. Lead and develop high-performing teams to achieve profitable growth. • Direct Brand Employee Channel sales and profit strategies, ensuring consistent execution of merchandising and operational plans. • Collaborate cross-functionally with partners to optimize business performance and uncover hidden profit opportunities. • Innovate processes to enhance operational efficiency and sales excellence through data-driven solutions and digital transformation. • Develop talent through structured career paths and training programs, fostering a culture of innovation and continuous learning. • Inspire teams to achieve sales productivity goals through strategic leadership and cross-functional collaboration. Vision | Strategy | Transformative Change | Team Leadership | Development | Planning | Customer Experience | Sales Excellence | Performance-Driven Results | Data-driven decision making | Financial Analysis | Profit Loss | Operations | Managing change | Building high-performing teams | Talent Acquisition | Project Management | Inclusivity | Collaboration

Led team of Regional Directors / District Managers, across 400+ locations in US and Canada. Developed and implemented strategies for market growth, revenue increase, and team performance enhancement, driving operational excellence and customer satisfaction. • Directed high-level retail strategy and operations for largest division, generating $1B+ in annual revenue and accounting for 70% of total enterprise revenue and 85% of total profit. • Transformed performance by leading change management and standardizing practices across four regions, closing conversion performance gaps and increasing 4-wall profit. • Ensured consistent revenue growth by integrating customer insights into strategic planning and KPI development. • Informed enterprise decision-making by delivering key retail insights and reports to executive and cross-functional leadership. • Collaborated with Marketing, Visual Merchandising, and Finance teams on in-store activations, sales distribution, trend tracking, and budget / P&L management to maximize profits. • Enhanced team performance and equity by creating structured career paths, succession plans, and development initiatives, fostering culture of collaborative leadership. • Stabilized talent bench and enhanced overall performance by providing hands-on support and capability building, partnering with HR and L&D teams for targeted training programs. • Achieved top ranking company-wide for employee retention and NPS by deploying initiatives focused on employee experience, development, and career pathing. • Steered the execution of the Annual Leadership Summit, providing training for 500+ Store Managers. Competencies: Multi-unit | Team Leadership | Development | Strategic Planning | Customer Experience | Sales Excellence | Performance-Driven Results | Data-driven decision making | Financial Analysis | Profit Loss | Operations | Managing change | Building high-performing teams | Talent Acquisition | Project Management | Inclusivity | Collaboration

Led performance transformation and sales growth for a regional market representing 33% of total revenue. Managed strategic initiatives across 250 locations with 4.5K employees. • Revitalized retail / brand performance within key CA market, positioning Region as highest volume / most profitable region for six consecutive years, doubling annual volume to $300M and achieving highest conversion. • Aligned regional strategy and KPIs with global enterprise by developing SOPs, training manuals, and retail best practices for retail spaces, enabling global retail growth. • Pioneered creating Objective Scorecard and Talent Calibration ranking systems, improving performance visibility and achievement measurement frameworks. • Headed up innovative, high-impact projects surrounding brand awareness and sales expansion within key markets, including EMEA / APAC training to promote history, heritage, and selling culture. • Cultivated resilient culture promoting critical thinking and engagement; advanced organizational leadership by recruiting and mentoring high-potential talent for senior roles. • Led assessment of store-level skills to identify transferrable capabilities for corporate roles, informing development of apprenticeship and internship programs within corporate structures. • Conducted comprehensive analysis of HR-related data to reduce turnover and drive high sales performance.

Oversaw strategic and operational planning for market growth in Hawaii, California, Colorado, Arizona, Nevada, and Utah, achieving annual revenue of $60M+.