LUISA FERNANDA SIERRA
Alphington,VIC
Summary
Dynamic and passionate retail leader with strong experience in customer service, team management, and visual merchandising. Currently overseeing the Doncaster Flagship store and providing support to all departments including Stock Room in the absence of a Store Manager, an Assistant Manager, a Retail Operations Manager and a Visual Merchandising Specialist. This has been given me the opportunity to Up skill and having an understanding of building rosters and other back of house operations.
Daily driving KPIs, and collaborating closely with planners and designers to ensure a premium customer experience. With a solid background in hospitality, sales, and fashion, I bring creativity, organization, and a deep understanding of customer engagement.
Overview
14
14
years of professional experience
Work History
Sales manager( women’s apparel and accessories)
Country Road Group
Doncaster, 3108
04.2021 - Current
- Manage the women’s apparel and accessories departments in a flagship store, leading a team of 15–26 employees
- Responsible for sales performance, KPI achievement, and day-to-day operations within the women’s categories
- Lead planning for seasonal campaigns and special events in the women’s department
- Currently Providing support across all store departments including Stock room in the absence of a Store Manager, Assistant Manager, Retail operations Manager and a Visual merchandising specialist.
- Assist in building rosters and overseeing operations store-wide
- Monitor upcoming product drops, key events, and brand activations to ensure readiness and execution
- Maintain communication with planners to restock top-selling and key volume lines (KVLs)
- Give regular feedback to the design team and visual merchandising team during store visits
- Previously held roles as Menswear Manager (1 year) and Sales Consultant (initial role)
FOH Supervisor
Nene Chicken
01.2017 - 01.2021
- Led front-of-house team and ensured high levels of customer satisfaction
- Handled bookings, training, and store-level decision making
FOH & Bookings Manager
Maya Tequila Bar
01.2015 - 01.2017
- Managed guest relations, table reservations, and staff coordination
- Maintained smooth service in a busy hospitality environment
Front Desk Service Agent
Sn Lazaro Hotel Co.
01.2014 - 01.2015
- Delivered professional customer service, managed bookings, and handled check-ins/outs
Customer Service & Sales Representative
Convergys SAS
01.2013 - 01.2015
- Provided remote customer support and exceeded sales targets
Casual Sales Assistant
ZARA Co.
01.2012 - 01.2013
- Assisted with customer needs, styling, merchandising, and inventory.
Education
Digital Fashion Illustration -
La Mode College
07.2025
Cert. III in Light Vehicle Mechanical Technology & Cert. IV in Automotive Mechanical Diagnosis -
Ashton College
12.2018
Certificate in Hospitality and Training -
Victorian Bar School
12.2016
Certificate IV in EAL -
Southern Cross Institute
12.2016
High School Diploma -
St John of God Institute
12.2011
Skills
- Team leadership
- Retail management
- KPI driving
- Sales performance driving
- Visual merchandising
- Floor planning
- Customer service excellence
- Event planning
- Product feedback
- Planner collaboration
- Automotive knowledge
- Mechanical training
References
- Dimitra Karatzas, Assistant Store Manager, Country Road Group - Doncaster, 0437 988 494
- Brendan Watson, Regional Manager, Country Road Group VIC, 0457 594 413
Awards
- Graduated with honors in punctuality, leadership, and participation
- 4 times Employee of the Month - Customer Service
- 6 times Top Salesperson - Retail
Timeline
Sales manager( women’s apparel and accessories)
Country Road Group
04.2021 - Current
FOH Supervisor
Nene Chicken
01.2017 - 01.2021
FOH & Bookings Manager
Maya Tequila Bar
01.2015 - 01.2017
Front Desk Service Agent
Sn Lazaro Hotel Co.
01.2014 - 01.2015
Customer Service & Sales Representative
Convergys SAS
01.2013 - 01.2015
Casual Sales Assistant
ZARA Co.
01.2012 - 01.2013
Digital Fashion Illustration -
La Mode College
Cert. III in Light Vehicle Mechanical Technology & Cert. IV in Automotive Mechanical Diagnosis -
Ashton College
Certificate in Hospitality and Training -
Victorian Bar School
Certificate IV in EAL -
Southern Cross Institute
High School Diploma -
St John of God Institute