Manager Sales

Luis M. Serafin

**** ********* **. **. ***********, New Mexico

Home 505-***-**** Cell 505-***-**** E- Mail - *********@*******.***

Summary

• Highly skilled Retail Manager with 20+ years experience leading in a big-box retail

environment.

• Effective and proven leader well skilled in developing highly productive teams

through a strong focus on motivation, team development and accountability

• Tested, proven results-oriented ability to consistently meet and exceed sales and

profit objectives through strategic planning and strong operational focus while assuring

Customer satisfaction throughout district

• Highly developed and proven ability to direct store management in merchandising,

operational and team functions

• Bi-lingual – Fluent in English/Spanish

Strengths

• • Critical – Analytical

High Energy, Self-starter

• capability

Judgment – Problem Solving

• Interpersonal Skills

• Leadership Effectiveness

• Results Driven

• Operational Excellence

• Customer-Centered

Experience

J.C. Penney Co.

District Manager 1/2004 – 11/2009 Albuquerque, New Mexico

Directed focused leadership to twenty stores in the district located in Texas, New Mexico

and Arizona. Assured each store met sales and profit growth objectives assigned to each

unit. Ensured effective and consistent implementation by units of store environment

standards, visual presentation plans and all company merchandise strategies including

marketing programs. Regularly coached, developed and evaluated management teams

in all units. Identified high potential associates and developed individual succession

plans in accordance with company HR objectives. Identified merchandise and

operational opportunities and developed strategies for growth of market share. Provided

leadership that fostered high standards of customer service and customer satisfaction.

Led improvement of team environment throughout district and ensured a high level of

associate engagement in the stores. Associate achievements recognized and celebrated

consistently throughout the district. Coached and counseled store managers on dealing

with unsatisfactory performers with the objective of improving performance and

increasing retention. Consistently provided appropriate input to Regional Manager or

respective department on merchandise opportunities, customer issues or market

concerns.

Sales Growth

• Responsible for +$250M in merchandise sales

• YTD October 2009 Achieved Sales of + 6.4% to Plan. 1st Quartile results in

Company. # 9 of 71 Districts in Company.

• Fiscal 2008 Exceeded Sales plan by +8.8%

• Fiscal 2007 Exceeded Sales plan by +6.3%

• Fiscal 2006 Exceeded Sales plan by +9.9%

• Fiscal 2005 Exceeded Sales plan by +2.5%

Profit Growth

• Achieve third highest EBIT as a percent to Sales in the Region YTD.

• Consistently achieved higher than average EBIT results

• High Level of focus on Expense management

Elevated Customer Service Dimension priority in stores

• Customer Service scores (Overall Satisfaction) improved to 1st Quartile in

Company (62%) 2009 YTD from 4th Quartile (52%) in prior year.

• Improvement scores in most categories including Associate Courtesy and

Respect and Store Environment

Turnover

• YTD September Turnover reduced to 73% from 123% prior year. 1st Quartile

result in Southwest Region

District Chairman’s Award Winner – 2006

• Recognition to the top 15% of 80 districts in the Company for Achievement of

Sales and Profit objectives

Store Manager/District Manager/Country Manager 12/94 – 12/2003

Monterrey, Nuevo Leon, Mexico - Mexico City, Mexico

Led company retail entry into the Mexico market. Coordinated with all Home Office

departments to successfully meet opening deadline for first J.C. Penney retail store

outside the United States. Oversaw the successful relocation and transition of

management teams to Mexico. Directed daily operation of retail store with sales of $30.5

M, management team of 14 – 15 associates and store team of over 200 employees.

Identified, communicated and resolved any operational issues affecting our stores in

Mexico in conjunction with respective Home Office departments.

Relocated country operational offices to Mexico City in 2000 and established centralized

buying offices and buying team. Oversaw Mexico City World Trade Center store layout

and development in coordination with respective Home Office teams. Functioned in dual

role of Store Manager - Country Manager until 2001 when a Store Manager was

appointed. In coordination with Home Office teams, successfully opened a total of six

retail operations in Mexico. Established positive business and government relationships

within the various communities where we conducted business.

• Successfully opened and managed Monterrey, NL. Store in 1995

• Successfully opened Leon, Gto. Store in 1995

• Successfully opened and managed Mexico City World Trade Center Store in

2000

• Successfully opened Merida, Cancun and Chihuahua Stores in 2001/2002

Store Chairman’s Award Winner –1996

• Monterrey, Nuevo Leon - Recognition to the top 15% of stores in the Company

for Achievement of Sales and Profit objectives

Latin America Project Manager 5/93 – 12/94 Plano, Texas

Led cross-functional development team charged with creating Latin America strategy and

operation. Development team included Human Resources, Merchandise Operations,

Store Operations, Legal, Marketing, Real Estate and Construction Services. Worked in

conjunction with various Home Office departments and divisions to develop all

operational and merchandise components for establishing our retail venture in Mexico.

Worked with Human Resource Department to identify and recruit over one hundred

Management Trainee candidates to place in our Mexico units.

Oversaw and evaluated the successful training of our candidates in the United States.

Helped develop H. R. policies that met Mexico legal standards as well as training

materials and handbooks.

Store Manager (Dual) 3/91 – 4/93 Nogales, Arizona

Directed all daily operations of small box department store. Oversaw all Personnel

responsibilities and was accountable for achievement of Sales and Profit Plan

objectives. Executed Merchandise planning and purchasing within Inventory Allowance

guidelines. Oversaw the successful opening and daily operation of a much larger

second store in the Nogales market. Assignment included all Personnel, Merchandising

and Marketing tasks specific to the store.

• Opened larger, second store in market and exceeded sales and profit

expectations by 40%

• Nogales, AZ - Recognition to the top 15% of stores in the Company for

Achievement of Sales and Profit objectives

Additional Achievements, Awards, Education, and Service

• 2006 District Chairman’s Award Winner

• Four time Store Chairman’s Award Winner: Recognition for achieving top fifteen

percent of units with highest performance to Sales/Profit Plans Company wide.

• 2005 Chairman J.C. Penney Company Multi-Cultural Conference

• 1999 George C. Pitts Diversity Award – Company Winner

• Board Member: JA - Junior Achievement Board of New Mexico, 2005 – 2009

• Board Member: ANTAD - (National Retailers Federation – Mexico), 2000 - 2004

• Board Member: AMCHAM – American Chamber - Mexico

Education

University of Texas at El Paso, Business Administration

El Paso Community College

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