stefanie daisey leonard
Retail Operations & Retail Communications District Manager & Field Leadership Business owner & Plantscape Specialist · Plants on the Side
Huntington Beach, California
In My Own Words
At Starch Creative, I lead the Retail Operations & Communications, where I provide expert guidance and innovative solutions for optimizing retail store environments for our clients. I have over 20 years of experience in retail management and operations, and I am passionate about creating impactful and engaging retail experiences that drive brand growth and customer loyalty.
Previously, I was the Retail Communications Manager at Vans, where I managed communication strategies and initiatives for over 500 retail stores in USA, Canada, and Mexico. I collaborated with corporate partners, field leaders, store leaders, and social media teams to ensure clear and consistent messaging across all channels. I also contributed to the launch of new technology and programs that enhanced store operations and customer experience. As a District Manager, I led my teams to achieve 15 years of straight comp growth. I enjoy working with creative and innovative teams to deliver results that exceed expectations.
Work Experience
Business Owner
Plants on the Side2022 – Present
• Managed all aspects of plantscaping, interior & patio plant design, and plant rental and maintenance for residential, commercial, office, and staging companies in Orange County. • Developed creative plant design solutions tailored to each client's needs, enhancing their spaces with greenery and promoting a positive environment. • Successfully grew Plants on the Side business, increasing client base and revenue through exceptional service and attention to detail.
Retail Communications Manager
Vans, a VF Company2017 – 2022
Senior Manager on the Retail Operations team responsible for all communication to Field Leadership and 500+ retail stores in USA, Canada & Mexico * Owned and maintained internal site and content within. * Collaborated with corporate partners to create stores directives and drafted standard and practice documents. * Maintain proactive and informative communications across internal site to ensure clear and consistent engagement * Collaborate with Social Team to create content calendar for Instagram private group for employees * Led Retail Communications team to create, implement and roll out new initiatives in technology and new programs * Collaborated with internal department leaders to created Operations Calendar used across the chain and DTC Partners * Created Seasonal Strategy & Seasonal Workbook to support the stores in running a successful back to school, holiday and spring season * Strong, versatile copywriting skills. Good organizational, planning, and coordination skills
District Manager
Vans, a VF Company2000 – 2017
* Responsible for Developing store leadership at all levels of store operations through store visits, oneon-ones, and development plans. * Clear understanding of how to move capability and performance and a sense of urgency to do so. * Developed a team of store managers who achieved financial plans, elevated visual merchandising, exceeded sales goals, and excelled in customer service objectives in the territory near HQ.
Education
Riverside City College
1991 – 1993
California State University-San Bernardino
1990 – 1992