Mary Hoffer

Director of Operations

Location 15h@2xNyack, NY

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Work Experience
  • Director of Operations

    Babeland
    Nov. 2008 to Present (8 years and 1 month)

    See Details

    Role & Tasks:

    Retail Operations
    ● Streamlined all retail store operations for both front of house & back of house and created SOPs through shared intranet to ensure consistency across multiple locations
    ● Created comprehensive reporting dashboard for store managers to report on store sales & metrics, promotions, and employee sales performance
    ● Collaborated with POS provider to oversee the transition to a new POS system for all retail locations, developed an SOP training manual for staff, and trained all staff on new system
    ● Oversaw the transition to a new payroll system company-wide and created standards of procedure for all staff
    ● Coordinated physical refresh of Seattle & Brooklyn locations including repairs of all existing fixtures, painting & floor repairs, and installation of newly branded graphics
    ● Facilitated ongoing store repairs for four locations including renovation of backrooms at 2 locations
    ● Worked in conjunction with Merchandise Planner to outsource annual store inventories and save $2K annually in associated costs
    ● Established company secret shop program and worked with managers to best utilize information to contribute to ongoing training of sales staff

    Sales and Marketing
    ● Set and met retail department sales goals for seven years in a row by implementing strategies to increase conversion and average ticket in all locations
    ● Communicate monthly with retail staff regarding upcoming promotions and incentives designed to increase customer spend value
    ● Restructured Babeland’s new hire training program to ensure that staff receive comprehensive training on sales techniques, product information, and Babeland’s standards of customer service
    ● Increased product sales by up to 200% by working with vendors and Senior Buyer to design staff incentives, SPIFFs, and store contests to help drive sales of particular brands
    ● Launched three Babeland pop-up shops in Ricky’s NYC locations and oversaw the ongoing inventory, merchandising, and marketing needs of each location
    ● Designed Babeland’s most successful month long promotion which increased sales by 15% from same month LY and brought in $20K in charitable donations company-wide
    ● Collaborated with Marketing Director to launch group-buy promotion which increased overall sales in retail by 10% from same month LY
    ● Organized monthly vendor trainings for staff in conjunction with Senior Buyer to assist staff in familiarizing themselves with new products

    Personnel Management
    ● Developed and managed six direct reports (4 store managers & 2 marketing coordinators) providing consistent mentoring and regular performance management
    ● Managed all HR functions of four retail stores including onboarding, performance management, employee relations, compensation, and end of employment
    ● Overhauled the 30 day, 90 day, and annual review process and oversaw the execution of company reviews for seven years
    ● Supported store managers in transition from management of non-unionized staff to unionized employees
    ● Organized & facilitated management training retreat to provide four store managers with opportunities for personal development, skills-sharing, and appreciation
    ● Developed Manager-in-Training position & equipped managers with tools to support management succession plan
    ● Lowered staff turnover rate in Retail department by developing growth opportunities and equipping managers with tools to provide ongoing feedback and recognition of staff performance

    Store Merchandising
    ● Collaborated with visual merchandising consultant to identify ways to improve store merchandising and developed an execution plan to bring all stores up to new standards
    ● Created merchandising standards manual to support Store Managers in upholding new merchandising practices and introduced this to Store Managers through a hands on training led by visual merchandising consultant
    ● Set up two new product departments in flagship store to meet customer demand and adjusted inventory selection based on customer response

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