Mayra Aguilera
Richmond
Overview
9
9
years of professional experience
1
1
Certification
Work History
Merchant, Fragrance
Sephora
03.2023 - Current
- Managed the Fragrance category for S@K & Strategy, with a focus on Men's
- Identified for Surge & Next Big Thing brands, securing a dedicated fixture in 830 S@K Doors
- Grew S@K Fragrance Investments +34% YOY ($3.9M)
- Rolled out 194 Small Format Doors with a curated assortment of best-selling juices
- Optimized visual merchandising experience for both linear & animations
- Successfully launched 1052 S@K Doors
Associate Merchant, Fragrance
Sephora
11.2021 - 03.2023
- Managed the Fragrance category for S@K
- Implemented processes to streamline communications between Sephora & Kohl's teams
- Partnered with brands to identify S@K exclusive opportunities
- Pitched S@K media investment opportunities to brands, securing $2.8M for 2022, +67% to 2021
- Curated multi-branded assortment for the S@K Small Format concept
- Built and maintained strong relationships with Kohl's counterparts
Assistant Merchant, Sephora Collection - SiJCP
Sephora
04.2021 - 11.2021
- Managed Sephora Collection assortment for Makeup, Accessories & Skincare
- Worked closely with internal partners to plan promotions, launches, animations and marketing activations
- Partnered with planning, and VM team to execute assortment reduction strategy
- Managed curation Sephora Favorites Kits
Assistant Merchant, Makeup - SiJCP
Sephora
11.2020 - 04.2021
- Maintained portfolio of top SiJCP brands
- Partnered directly with brands to develop newness, exit, markdown, sell-through and visual merchandising strategies
- Worked directly with planning, marketing, education, creative, and merchandise operations teams to ensure effective product and campaign launches
- Pulled, analyzed and presented monthly brand sales recaps
E-Commerce Marketing & Operations Manager
TheBalm Cosmetics
12.2014 - 10.2020
- Developed and executed e-commerce strategy, including merchandising, content creation, and site enhancement
- Tracked consumer behavior, content management and weight of purchase to develop customer acquisition and retention strategies
- Leveraged Google Analytics and AB testing to monitor effectiveness of online marketing strategies, website content and user experience
- Liaised with third party marketing agencies to build out paid media strategy for Google, Facebook, Instagram, Snapchat and TikTok
- Set clear goals to drive major business initiatives, including increased customer retention, sales, online presence, brand awareness and website or social media traffic
- Worked directly with CEO to get approvals on content and digital strategy
- Managed implementation of new warehouse procedures to ensure efficient inventory management and order fulfillment
Education
Bachelor of Science - Business Management
FIDM/Fashion Institute of Design & Merchandising
San Francisco, CA06.2014
Associate of Arts - Visual Communication
FIDM/Fashion Institute of Design & Merchandising
San Francisco, CA06.2012
Skills
- Crisis management
- Brand management
- Content & digital asset management
- Social Media management
- Online marketing strategies
- Marketing analytics
- Relationship building
- Verbal & written communication
- Strategic Planning
- Coaching and mentoring
Certification
- Digital Marketing (General Assembly)
Software
- Shopify
- Google Analytics
- Klaviyo
- Mailchimp
- Tribe Dynamics
- Dash Hudson
- Iconosquare
- HootSuite
- Social Flow
- NetSuite ERP
- Quickbooks
Timeline
Merchant, Fragrance
Sephora
03.2023 - Current
Associate Merchant, Fragrance
Sephora
11.2021 - 03.2023
Assistant Merchant, Sephora Collection - SiJCP
Sephora
04.2021 - 11.2021
Assistant Merchant, Makeup - SiJCP
Sephora
11.2020 - 04.2021
E-Commerce Marketing & Operations Manager
TheBalm Cosmetics
12.2014 - 10.2020
Bachelor of Science - Business Management
FIDM/Fashion Institute of Design & Merchandising
Associate of Arts - Visual Communication
FIDM/Fashion Institute of Design & Merchandising
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