LEONORA SCALA

218 Sheldon Avenue Tel: 718-755-4727

Staten Island, NY 10312 Email:
PROFILE
Proven merchandising executive with extensive experience developing end-to-end,
award winning strategies for new product introduction, brand activation and rapi
d multimillion-dollar revenue growth. Demonstrated success creating and implemen
ting business plans that improve profitability, market share, and brand recognit
ion by optimizing merchandising, pricing, and planning processes. Expertise incl
udes strategic planning, forecasting, new product development and launch, operat
ional improvements, price analysis, procurement, inventory management, marketing
and sales, campaigns, and promotions. Dedicated to building and motivating cros
s-functional teams that exceed corporate expectations.
EXPERIENCE
AVON PRODUCTS, INC., New York, NY 1988 - Present
$9.9 billion provider of cosmetics, perfume, and other consumer products in over
140 countries
Senior Forecasting Manager (2009 - Present)
Responsible for determining financial viability of key drivers and impact of mer
chandising plans for 26 annual campaigns and optimizing procurement for five bus
inesses with $700 million in revenue encompassing jewelry, watches, apparel, acc
essories, home, wellness, and children
* Spearheaded forecasts and business strategy interpretation for a new business
model for the mom and baby business
* Created a project plan for a new process to identify outliers in the forecast
ing process
Senior Merchandising Manager (1998 - 2009)
Responsible for planning and implementing merchandising programs, collaborating
with internal groups to develop marketing and sales materials, campaigns, and pr
omotions, and leading pricing, inventory, training, and new category offers for
a $300 million apparel, accessory, and foundation division
* Generated $3 million in sales within two weeks of launch with excellent profi
t margins from the launch of a new brand, Slimware, with three key pieces
* Received NOVA Award for Breakout Growth in Footwear and Navigator Award for W
inning with Commercial Edge for launching Try the Trend campaign, which drove a
3% increase in apparel and accessories and a 52% increase in footwear establishi
ng Avon as a trend authority
* Launched Bond Girl and Patrick Dempsey fragrances, which generated over $20 m
illion in sales in the fourth quarter through 360+ activation plans and tie-ins
with Sony advertising
* Created a merchandising strategy for Delta Burke and DVF apparel lines that w
as instrumental in capturing $6.2 million in brochure revenue
* Won $7.4 million in sales from the launch of Lacroix Noir, a new men's signat
ure fragrance, for a Father's Day promotion in the core catalog
* Introduced the firm's first (first time in US business) fragrance stock-up pr
ogram, during sluggish economic conditions to boost sales which contributed $5.8
million in revenue in two weeks and an additional $5.3 million from relaunch
* Reinvigorated apparel business with a "FASHIONOMICS...Savings with Style" bra
nding message to promote a portfolio of high-quality products with affordable co
nsumer pricing
* Initiated a key item merchandising program that eliminated third quarter sale
s gap and added $1.2 million in two weeks
* Decreased 2007 inventory levels by 53% by capitalizing on non-catalog sales c
hannels to reach company representatives and customers
* Reduced inventories by 24% in apparel and accessory categories through brochu
re, printed flyer, and Internet promotions
* Attained an eight point profit margin improvement through an innovative new c
oncept and revamped pricing and brochures, which stabilized the foundation busin
ess' downturn from 21% to 5%
Senior Sales Forecaster (1996 - 1998)
Responsible for analyzing merchandising and marketing campaign plans, category l
aunch events, and sales trend data to uncover sales gaps, business risks, and em
erging opportunities
* Developed unit/dollar projections and procurement contingency plans for $200
million biweekly catalog business that generated 66% of company revenues
* Forecasted sales and volume for new Elmo concept to maintain proper inventory
levels and delivery schedules, which resulted in a $7.4 million revenue stream
in two weeks
* Generated $4.8 million in fourth quarter revenue by launching a new initiativ
e with Mattel that utilized Big Bird to promote children's products
Merchandise Planning Manager (1993 - 1996)
Responsible for creating merchandising programs, managing pricing, promotions, s
ales forecasting, proposal development, and recovery planning, implementing mark
eting plans and selling platforms, determining product mix, and evaluating campa
igns
* Generated $6 million, in revenue despite a sales downturn, by creating an eig
ht page brochure promoting low-priced products
* Obtained $7 million, in revenue over four weeks, through a high-visibility ca
mpaign for the industry's first nontransferable lipstick and produced an additio
nal $6 million revenue stream after the relaunch
Previous positions with Avon from 1988 to 1993 include Product Line Control Mana
ger, Product Manager, Merchandising Planner, and Senior Product Cost Analyst.
CHASE MANHATTAN BANK, New York, NY 1985 - 1988
Assistant Treasurer, Costing Analyst
1983 - 19
MANUFACTURERS HANOVER TRUST CO, New York, NY 1983 - 1985
Financial Analyst
EDUCATION
Bachelor of Arts, Mathematics & Economics, 1983
Fordham University, New York, NY