Rebecca  Medina

  • Jacksonville Beach, FL
Rebecca  Medina

Director of Marketing - Director of Training - Sales Leadership

Summary

  • A strategic, results-driven and highly innovative executive with over 20 years experience in every facet of the retail industry in positions as Director of Marketing, Director of Training,  District Advisor, Assistant Buyer, and Executive Store Manager with a successful background in entrepreneurial drive and vision.
  • A proven ability and expertise in marketing, visual merchandising, product promotions, training/development, driving sales, negotiating and strategic business planning.
  • Successful in financial planning and management of funds to minimize departmental costs in order to meet corporate financial goals.
  • Confident, forward thinking with an exceptional ability to build strong relationships with all levels of management.
  • Innate ability to build strong teams committed to company goals and achieving extraordinary results.   
  • Highly motivated/passionate work ethic and sense of urgency in delivering the best results to exceed plan. 

"Rebecca is outstanding in strategic thinking.  She plans marketing campaign initiatives thoroughly and has brought the department to an entirely new level.  She continues to do this year after year. " - Beth Angelo CMO Body Central. 

Areas of Expertise

  • Mission, Vision and Strategy
  • Strategic Business Planning and Leadership
  • Natural Leader With Energetic, Executive Presence
  • P & L Management
  • Budget and Forecasting
  • Visual/Merchandising/Brand Presentation
  • B2B Prospecting and Closing
  • Cross-Functional Team Leadership
  • Training and Leadership Development
  • Organized to Manage Multiple Projects 
  • Multi-tasking and Working Under Pressure
  • Analytical and Problem Solving 
  • Positive Commitment to Driving Excellence
  • Sales  Driven and Results Oriented
  • Project Management and Store Openings
  • Business Development and Roll Out
  • Negotiation, Persuasion, and Communication
  • Constant Learner, Quickly Earning Expert Status

"Rebecca hires exceptional people on her team and has extremely high standards.  She has added strength to her team and taken on more responsibility that is crucial to the company's success."  - Brian Woolf CEO Body Central

Work History

Work History
2007 - 2014

Director of Marketing

Body Central

Multi-channel specialty  retailer  with 300 stores offering on-trend women's apparel.  Nasdaq publicly traded company with 3000 employees and an average of $300M in annual sales.

  • Director of Marketing across the Brand to include all retail marketing strategies, print marketing, Brand identity, product launches, mall marketing, visual merchandising, internet, social media and store design.
  • Identified consumer wants and needs and developed targeted Marketing plans to increase sales, Brand awareness and marketplace presence to drive over 22% comps from 2009-2012.
  • Successfully managed and maintained a marketing budget of $20M for in-store print, direct mail, catalog, photo shoots, visual merchandising, social media and new store design. 
  • Multi-channel specialty  retailer  with 300 stores offering on-trend women's apparel.  Nasdaq publicly traded company with
1999 - 2006

Director of Training

Body Central
  • Created and implemented award-winning Management Training and Development program that successfully improved management retention by 40%.
  • Developed, managed and facilitated Advanced Retail Career Development program for high-potential store managers.  Trained over 200 store managers maintaining an 80% retention rate.
  • Designed and developed company's first Customer Service Employee Recognition and Sales Program, which became a very important motivator for field teams. 
  • Spearheaded start-up and establishment of onsite call center resulting in increased growth and expansion.
  • Delivered over 250 hours of seminars in topics including: Driving Sales and Operations, Inventory and Payroll Control, Managing Multiple Projects, Recruiting, Interviewing, Facilitation, Leadership and Communication Skills.
  • Conducted store visits to train District and Store managers in merchandising standards, ensuring that the merchandising standards were being addressed and maintained at company standards.
  • Organized and facilitated all National Sales Conferences and quarterly seminars.

1999 - 2000

Adjunct Teacher

Florida State College of Jacksonville
  • Successfully delivered comprehensive lessons for courses in Sales Promotion, Advertising and Fashion Merchandising.
  • Developed Syllabi, conducted research, accumulated resources and generated assessment materials for all courses taught.
  • Assessed students knowledgebase, identified their learning goals and developed lessons to meet the same.
  • Instructed and motivated students in classroom environment, using various teaching methodologies such as lectures, discussions, demonstrations and field trips.
  • Conducted regular assessments, benchmark tests and end semester grading for examination purpose.

1996 - 1998

District Advisor

Body Central
  • Directed all aspects of operations for 12 stores, generating over $ 12 Million in annual sales volume.
  • Increased comparable store sales by 25% -1996, 30% -1997, and outperformed chain average by 15% 1998.
  • Conducted regular on-site visits and collaborated with store managers on review of profit and loss, units per transaction, payroll and inventory control reports and customer satisfaction levels.
  • Established sales and performance goals for each location, developed action plans and provided tools and necessary mentoring needed to attain or exceed designated projections.
  • Created accountability, enabled teamwork and inspired passion in store teams.
  • Analyzed results of numerous operational reports and provided feedback on ways to proactively improve top line revenue production, improve store traffic, build brand loyalty, and control expenses. 
  • Facilitated organizational leadership educational sessions and workshops that enabled management teams to independently run store and motivate their teams to achieve above expectations.
  • Conducted store managers performance and appraisals – Evaluated store managers and provided feedback and development opportunities to increase retention of store managers.
  • Assisted in recruitment process of professionals for managing district stores.
  • Championed numerous new product introduction, operational improvement and change initiatives.
  • Utilized leadership skills and industry expertise to direct all facets of several new store openings, including staffing, business planning, visual merchandising, and advertising.
1994 - 1995

Assistant Buyer

Body Central
  • Negotiated with key vendors and factories to deliver fast in-stock goods when trend is new, then develop product with factory contacts to continue to deliver goods at high margin.
  • Increased turn-over by driving down inventories while delivering increased sales results.
  • Negotiated with domestic vendors to drive down costs by key item planning and focusing on key vendors to increase unit buys.
  • Constant  immersion in all facets of fashion to uncover the newest trends and key items to build sales volume and gross margin.
  • Decreased markdowns by working with planning partners to implement exit strateies.
1991 - 1993

Executive Store Manager

Body Central
    • First store in the company's history to achieve one million dollars  in sales with an increase of 65%.
    • Received several awards and reward trips for outstanding leadership skills, payroll control, inventory control and exceeding annual sales goals. 
    • Awarded "Store Manager of the Year" two years in a row as a result of superior sales, profit, inventory control, staff development and customer satisfaction results.
    • Promoted to Field Training Manager
    • Successfully developed store team which led to numerous promotions within the company.

    Education

    Education
    1990 - 1991

    Studies for Bachelor's Degree

    Art Institue of Ft. Lauderdale
    1988 - 1990

    Associate of Science, Marketing

    Art Institute of Ft. Lauderdale

    Earned full paid scholarship

    Placed first in Delta Epsilon Chi Marketing competition

    Graduated top 3% of class

    Portfolio