Joyce Ferreira

• PAYA, which stands for Perfect As You Are, was born as brand, company and community. I believe that each woman carries story of journey , that all stories deserve to be respected. Knowing that there is huge group of women invisible to eyes of market, and how lack of representation is harmful to women's self-esteem, I created PAYÁ. This brand was born to show that all women are perfect way they are. As market penetration product, I chose bikinis and swimwear. The first collection is called Stoa. At PAYA I am founder and helped create branding, website development, social media and suppliers. I am also responsible for creating product and editorial concept for collection. PAYA is under development and looking to improve

Embarking in new country like Portugal in renowned international fashion brand ALDO was milestone in professional journey. In this dynamic environment, I thrive on fusing cultural perspectives and innovative strategies, shaping immersive experiences that transcend borders. In charge of team management, I led recruitment, selection and training initiatives, implemented KPI management tools and simplified operational inventory control processes. A highlight of my role was orchestrating motivational activities tailored to our sales teams, sparking excellence and boosting sales performance. Furthermore, my strategic focus on improving customer registration in the system proved to be fundamental in strengthening our CRM arsenal, enabling more targeted actions and building customer loyalty. In addition to metrics and numbers, visual merchandising, carried out in-store, resonated with our clientele.

JoyLex Cleaning, founded in Atlanta, United States, where I embarked on a journey of building and managing a thriving residential and corporate cleaning company. Leveraging tools honed over years of professional experience, I meticulously crafted a low-cost, high-impact communications strategy that turned clients into advocates. Under my administration, JoyLex Cleaning expand, boasting over 45 loyal customers at the end. We lead recruitment, training and development initiatives while strategically expanding our services. Through innovative marketing strategies, we not only maintained existing client, but also conquered new market segments, achieving remarkable 55% growth between 2016 and 2018. A central element of our success was the implementation of rigorous quality control measures, ensuring optimal service provision. Although it was challenging, my time at JoyLex Cleaning was deeply rewarding, culminating in the sale of a robust and highly successful company.

John John is an innovative Jeanswear brand from Brazil, differentiated by its premium jeans, has a bold communication and marketing strategy by incorporating the image and lifestyle of athletes, celebrities and digital influencers. I led the store in Rio de Janeiro with key performance indicators (KPIs) with great excellence. Furthermore, I played a fundamental role in training sales team, with a strategic focus on increasing customer loyalty rates and encouraging the spontaneous return of VIP customers. My responsibilities extend to creating and executing a comprehensive bi-monthly training schedule covering product knowledge, trends, sales techniques and visual merchandising for the entire team. This structured approach facilitated the continuous improvement of professional skills, resulting in sustained sales growth and the achievement of KPIs. In addition, assembling high-performance teams capable of delivering on the brand promise. Led initiatives to plan and implement changes in the store with the aim of improving the customer experience and improving operational efficiency.

In Rio de Janeiro, Brazil, Shop 126 stands out as a reference for excellence in women's clothing, gaining great relevance in the local fashion scene. As a retail manager for this brand, my responsibilities ranged from curating our sales teams to continuous flow of operations, team training for sales and the spirit of the brand. To optimize operational efficiency, made a calendar of daily, weekly and monthly. This strategy allowed me to streamline our processes and maximize productivity. In performance motivation, invest in developing personalized motivational activities for the team. Visual merchandising in shaping the customer experience was very important. In essence, it wasn't just about selling clothes, but about creating experiences and establishing connections.

Zara is a global leader in clothing retail. As a sales manager my role was multifaceted responsibilities that was to promote operational excellence. This involves daily training and motivating staff, meticulously aligning efforts with pre-determined Key Performance Indicator (KPI) objectives. Effective communication was the foundation of my approach, facilitating collaboration not only within my department, but also between various store divisions and between Brazil and Spain. At the heart of my duties was store logistics, the organization and strategic presentation of new merchandise. By analyzing product turnover reports, I realized insights to inform dynamic visual merchandising strategies and place replacement orders in a timely manner, ensuring optimal product availability. At its core, my role was a relentless commitment to operational excellence, innovation and strategic vision.