Joanne Vaccaro
Newmarket
Summary
Results-driven professional with extensive experience in customer care, retention, sales, marketing, product sourcing, international and domestic importing, e-commerce management, inventory management, and production scheduling for retail and wholesale sectors. Skilled in building lasting B2B relationships through exceptional customer service abilities. Thrives in collaborative team settings, excelling in complex environments with strong organizational, problem-solving, and decision-making skills across multiple projects.
Overview
22
22
years of professional experience
1
1
Certification
Work History
Founder and Creative Director
ETERNAL MEMORIAL BOUQUETS INC.
09.2018 - Current
- Launched and managed a Shopify store showcasing in-house designed Artificial Memorial Tributes, achieving a 2.1% conversion rate in 2025.
- Led brand awareness efforts across Instagram, Facebook, and Google by creating and posting stories, posts, reels, and ads weekly. Regularly analyzed performance metrics to optimize campaigns and ensure effectiveness.
- Oversaw all business operations, including retail and wholesale sales, customer service, negotiations with Asian-based factories and domestic suppliers for pricing and quality, importing products from Asia and Canada, design creation, pricing, seasonal promotions, manufacturing, and inventory management.
- Led recruitment and hiring of production staff, ensuring alignment with company goals and culture.
- Managed financial aspects of the company, ensuring profitability and budget adherence.
- Served as key liaison for customer retention issues, developing and implementing a streamlined customer satisfaction process.
- Created and distributed seasonal buying catalogs for wholesale floral departments (Valentine’s Day, Mother’s Day, Spring/Summer, Fall, Christmas), boosting visibility and sales.
Key Accounts and Innovation Manager
GOLDEN ROSE CANADA
01.2014 - 01.2017
- Provided executive leadership and mentorship in driving strategic account planning, business development, and sales operations, leading to significant market share and profitability growth.
- Managed the development and sale of innovative services and sales solutions, enabling market expansion, new product launches, and evolving service offerings.
- Cultivated and strengthened relationships across three major retail banners, collaborating with key buyers to identify growth opportunities and optimize sales performance.
- Coached and inspired the sales team to exceed sales targets through strategic goal setting and continuous development of new product offerings.
- Enhanced client perception of Golden Rose Canada by delivering exceptional service and ensuring consistent follow-through, resulting in stronger customer loyalty.
- Exploited market opportunities by proactively addressing business challenges, accurately forecasting trends, and representing the company at networking conferences.
- Reversed declining sales by achieving a 9.6% increase in revenue within the first 6 months.
- Drove a 34.37% sales growth in the second year.
- Reduced product credits and shrinkage through the development and implementation of robust new policies.
Retail Specialist Manager | Trainer & Coach | Category Manager | Floral Operator
SOBEYS INC.
01.2003 - 01.2013
- Supervised floral and gift departments in 48 corporate and franchise locations across Ontario (North, East, and GTA).
- Led the launch of 48 full-service floral departments, enhancing the brand’s offering and customer appeal.
- Increased net contributions by 12% above budget in 2013 through focused operational improvements and team motivation.
- Built strong relationships with store leadership and acted as a strategic link between corporate and retail locations.
- Conducted P&L reviews, developed corrective action plans, and ensured merchandising excellence in all locations.
- Oversaw recruitment, onboarding, and training of all corporate floral department staff (2003–2010).
- Orchestrated employee participation in 'Canada Blooms' from 2005–2009, enhancing engagement and store culture.
Education
Associate of Arts - Retail Floriculture & Botany Diploma
Humber College
Skills
- Multi-Site Operations Leadership
- Team Training, Coaching & Development
- Strategic Sales Planning
- Visual Merchandising Excellence
- Profit & Loss Accountability
- Customer Experience Optimization
- Talent Recruitment & Succession Planning
- Event & Brand Activation
- SAP, BW Analyzer & MS Office Suite
- Revenue development
- Succession planning
Certification
- Food Safety Certification
- WHMIS & Health & Safety Regulations
- Advanced Coaching & Performance Management Training
Timeline
Founder and Creative Director
ETERNAL MEMORIAL BOUQUETS INC.
09.2018 - Current
Key Accounts and Innovation Manager
GOLDEN ROSE CANADA
01.2014 - 01.2017
Retail Specialist Manager | Trainer & Coach | Category Manager | Floral Operator
SOBEYS INC.
01.2003 - 01.2013
Associate of Arts - Retail Floriculture & Botany Diploma
Humber College
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