Summary
Overview
Work History
Education
Skills
Languages
Timeline
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CLARA CABRERA CERVILLERA

CLARA CABRERA CERVILLERA

Mexico City

Summary

Dedicated E-Commerce Merchandising Manager with +8 years of hands-on experience overseeing Online and Retail sales. Skillful in running the business in a strategic, fiscally responsible way. Solution-oriented, networker and consensus builder. Diligent leader with documented strong management abilities and results-driven approach.

Overview

8
8
years of professional experience

Work History

E-Commerce Head of Merchandising

H&M OL MX, CO, EC
01.2023 - Current
  • Leader of E-commerce Merchandising team (8-9 direct reports), increased employee satisfaction by 25% over 7 months according to internal survey
  • Fully responsible for the entire journey across all touchpoints through analysis of web indicators and behavior; key partner in setting roadmap for development areas and securing experience through logistics and customer service
  • Responsible for driving sales, costs, efficiency and bottom line for the business
  • Owner of daily commercial and H&M.com plan, aiming at maximizing profitable selling according to market trends and internal goals, securing sales-to-stock performance and overseeing priorities within owned channels
  • Responsible for identifying short and long term quantifiable selling opportunities, through constant and structured sales & stock follow-up of the markets, and through keeping a clear and cross-functionally communication with Operations, Media, Retail, Merchandising, Logistics and Controlling teams.
  • Performance rating: Top Performer

E-commerce Business Analyst

H&M OL MX, CO, EC
05.2022 - 05.2023
  • Key partner to the E-commerce Manager: informed strategic business decisions (new shipping market model), provided business intelligence to influence short and long-term strategy (profitable commercial plan, new marketing channel research), contributed to higher conversion and maximized profitable selling in key commercial moments of the market (Buen fin price shops, improvements at checkout process)
  • Owner of the holistic selling view, by fully understanding and communicating sales, budget, stock and buying, customer site behavior, marketing channel performance and web metrics to key stakeholders
  • Successfully implemented quarterly reduction planning that drove +11% in net savings
  • Performance rating: Top Performer

Supply & Demand Planning Manager

H&M Online US & Canada
05.2020 - 04.2022
  • Direct responsibility on over $1BN in stock-in-trade annually, through buying and demand forecast for all segments; appointed Global Expert by HQ
  • Managed multi-millionaire stock exit strategies exceeding sales targets by 6%, by optimizing markdowns
  • Manager of 2 trainees from Leadership Program: developed and oversaw full training experience, provided guidance about career progression, and successfully coached them to identify strengths and areas of opportunity. Final program rating: 4.5/5

Sr Merchandise Manager |Ladies, Kids - Retail

H&M Mexico
08.2018 - 05.2020
  • Responsible for 19% and 27% SOB respectively ($41M annual turnover), winning best H&M growth to last year within Ladieswear
  • Decreased reductions in the short term through better sale planning (+14% net to last year) and by optimizing the income plan (lowered reductions from 34% to 27%)
  • Led a new allocation strategy during the Moschino x H&M collaboration which resulted in Mexico being the fastest market to sell-out the collection

Merchandise Manager | Ladies, Mens - Retail

H&M Spain & Portugal
10.2015 - 07.2018
  • Responsible for 22% share of sales ($49M annual turnover)
  • SAP superuser, launched SMT in 2 markets
  • Successfully took over the Cosmetics portfolio in +200 stores in Spain and Portugal, and developed from scratch method to follow up on profitability by shelf and store segment.

Education

International Master in Business Management -

EADA Business School
Barcelona, Spain
01.2015

Bachelor's Degree in Translation and Conference Interpreting -

Universidad de Granada
Granada, Spain
01.2013

Skills

  • Market & financial forecasting
  • Omni-channel business accumen
  • Inventory management
  • Web & sales analysis
  • Team management

Languages

Spanish
Bilingual or Proficient (C2)
French
Bilingual or Proficient (C2)
English
Bilingual or Proficient (C2)

Timeline

E-Commerce Head of Merchandising

H&M OL MX, CO, EC
01.2023 - Current

E-commerce Business Analyst

H&M OL MX, CO, EC
05.2022 - 05.2023

Supply & Demand Planning Manager

H&M Online US & Canada
05.2020 - 04.2022

Sr Merchandise Manager |Ladies, Kids - Retail

H&M Mexico
08.2018 - 05.2020

Merchandise Manager | Ladies, Mens - Retail

H&M Spain & Portugal
10.2015 - 07.2018

International Master in Business Management -

EADA Business School

Bachelor's Degree in Translation and Conference Interpreting -

Universidad de Granada

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CLARA CABRERA CERVILLERA