Concentration: Public Relations | Minors: Fashion Merchandising and Management, Marketing

Senior Operations & Retail Leader | Multi-Unit & Flagship Leadership | P&L Ownership | High-Volume Execution | Change & Transformation | Team Development | CX Strategy | Data-Driven | Bilingual (EN/ES) | Field Ops

Logistics, Shipping & Operations

I’m a bilingual (English/Spanish) senior operations and field leader with 14+ years of experience leading multi-unit, high-volume organizations across retail, services, and global operations. My background blends entrepreneurial ownership with corporate leadership, including full P&L ownership, multi-site and multi-unit oversight, and execution of complex change initiatives in fast-paced, customer-facing environments.

I’ve led organizations through growth, transformation, and high-stakes execution - overseeing up to six locations simultaneously and directing complex initiatives such as full-store liquidations and large-scale operational resets that delivered record-breaking results. I specialize in translating strategy into disciplined field execution while building leadership benches that scale across district, regional, and enterprise-level organizations.

My experience spans district-level execution through enterprise transformation, with accountability for results across multiple markets and leadership layers.

Career highlights include:
• Revenue & Performance: Delivered up to 22% YoY growth, ranked #2 nationally in customer service across 800+ locations, and sustained 75%+ close rates in premium and high-volume environments.
• Operations & P&L: Led workforce planning, labor optimization, inventory controls, shrink reduction, merchandising execution, and audit readiness to improve margins and operational consistency.
• People & Field Leadership: Built coaching frameworks, onboarding programs, and leadership pipelines that promoted managers into senior and regional roles while improving retention and accountability.
• Change & Program Execution: Partnered cross-functionally on enterprise rollouts, events, and transformation initiatives, ensuring alignment from planning through on-the-ground execution.
• Global Operations Experience: Served in leadership roles supporting four Olympic Games, operating in high-pressure, multicultural environments with international stakeholders.

I’m known for a hands-on, field-present leadership style, real-time coaching, and building trust through clarity, consistency, and accountability. Teams understand the “why” behind the numbers and feel empowered to own results while protecting culture and brand standards.

Currently open to senior operations and field leadership roles, including Director of Operations, Regional or District Leadership, and Field Operations Manager positions. Open to remote, hybrid, or on-site opportunities aligned to scope, impact, and total compensation.

Steer sales and serve as an inspirational leader and role model to coach and inspire staff to align with JOANN’s mission and vision. Execute operational policies and improve procedures to maintain store efficiency. Cultivate lasting relationships by identifying and anticipating customer needs, while ensuring a personalized shopping experience. Communicate new initiatives, leadership messages, and promotions effectively to the team. Supervise team members to foster a culture of continuous learning, teamwork, and inclusion. Recruit and hire to meet staffing needs. •Optimization of company processes and store POG for unloading and sorting freight, ensuring compliance with company standards and protocols, while reducing freight-to-floor processing time •Develop and execute strategic communication plan that equip team with essential tools to surpass minimum KPI’s and drive sales, resulting in comparable store sales growth over last year and a 22% increase in customer retention •Presented store's labor efficiency model during a company-wide meeting and led a cohort discussion on inventory management, identifying key obstacles and proposing solutions focused on 'controlling the controllable,' ultimately presenting findings to the region •Ensure the roll-out and execution of operational policies and procedures to maintain store efficiency using JOANN Task Management portal •Achieves a comparable store sales growth over previous year and a 22% increase in customer retention by creating and executing strategic client communication plans •Adapts to changing retail environment to drive sales through ongoing analysis of sales reports and identification of trends •Empower, coach, and motivate team to be exemplary brand ambassadors to boost overall store customer service performance and elevate location to second-best ranked store (out of 800) in customer service company-wide •Demonstrates strong interpersonal, written, and verbal communication abilities.

Store Manager

Founded and managed a successful bridal shop and lead development and execution of innovative inventory management and sales training programs to boost team performance and customer engagement. Conducted in-depth analyses of financial performance and sales trends to deliver strategic insights and actionable recommendations to stakeholders. Utilized social media platforms to amplify brand awareness and recruit sales consultants. Educated customers on product and service options, and current industry trends to facilitate informed decision-making. Consulted with customers to evaluate needs, propose tailored solutions, and enhance overall satisfaction. Crafted and executed effective sales and marketing strategies to drive growth and achieve revenue targets. Organized targeted marketing initiatives and in-store promotions to attract new customers and boost revenue. Developed realistic budgets based on operational costs and fees to ensure successful business operations. Maintained accurate financial records by entering income and expense details into a database and reconciling daily sales, returns, and financial reports. ●	Developed and implemented optimized store layouts for two locations, enhancing product placement and driving increased sales ●	Accomplished sales goals by maintaining a 75%+ sale conversion rate and increased revenue and profits through strategic pricing development and strong organizational leadership ●	Championed LGBTQ+ and POC representation in styled shoots, resulting in features in The Knot Magazine, Real Wedding Magazine, and Bride.com ●	Fostered a high-energy, collaborative work environment that prioritized employee feedback and engaged team members in key projects ●	Performed target market research to analyze industry competition and identify advantageous trends ●	Established a prestigious partnership with Justin Alexander Bridal and expanded business by opening two additional locations in Sacramento and Los Angeles

Owner/Operator

Spearheaded development and execution of sales strategies to drive revenue growth in the region. Collaborated with regional sales teams to analyze market data, identify emerging trends, and implement targeted action plans that captured market share. Managed and mentored a team of sales representatives, fostering a high-performance culture and achieving team sales targets consistently. Styled published shoots showcased in The Knot Magazine, Bride Magazine, and Real Wedding Magazine. ● Promoted from store manager to Regional Sales manager within 2 months of joining the company ● Managed retail sales operations across six locations, achieving an 8% sales growth by implementing sales process improvements, optimizing product selection as the Lead Buyer, and enhancing sales training and team development initiatives. ● Performed store visits to evaluate performance, enforce best practices, and deliver actionable feedback to store management and team members ● Designed and implemented training programs to elevate staff performance and enhance operational efficiency ● Conducted monthly conferences with majority owners and stakeholders to assess store financial performance and evaluate product line effectiveness.

Regional Sales Manager

Media Relations Coordinator

Karla Fuentes-Rivera: Senior Operations & Retail Leader | Multi-Unit & Flagship Leadership | P&L Ownership | High-Volume Execution | Change & Transformation | Team Development | CX Strategy | Data-Driven | Bilingual (EN/ES) | Field Ops in Sacramento, California