Fernando Maldonado

About Fernando Maldonado

Strategic contributor and highly motivated leader with over 10 years experience strengthening retail store visibility and awareness. Regional commercial and visual merchandising manager of 12 stores in the metro New York area generating over $50M annually. Results-oriented professional with a talent for tracking trends, formulating methods to improve customer service, and capitalizing on new opportunities. Expert in improving financial performance by conducting inventory analyses, retaining top talent, and creating strategic operational plans. Recognized for developing and implementing projects and programs within time and business constraints in stride with enterprise direction and mission. Strong record of identifying areas of needing improvement, reducing shrink, boosting sales, and decreasing operational expense. Effective communication, interpersonal, leadership and problem solving skills. Excel in challenging and deadline-driven environments.

Experience

1. Site Merchandiser- Footwear

   Walmart

   May 2025 — Present · NJ, US

   Own the site experience for the Kids’ Shoes category across Walmart.com and Walmart app, ensuring accurate product presentation, categorization, and discoverability-Develop and execute site merchandising strategies to maximize conversion, AOV, and revenue growth in line with category goals-Partner with Category Managers, Marketing and Site Operations to align on assortment launches, seasonal campaigns, and promotional strategies-Curate and maintain content & taxonomy, including homepage features, landing pages, and navigation paths to simplify product discovery for customers-Leverage analytics and customer insights to identify opportunities, optimize product placement, and refine merchandising strategies-Monitor key performance indicators (traffic, conversion rate, click-through, bounce rate, sales performance) and implement data-driven improvements-Support seasonal storytelling by highlighting trend-driven collections, back-to-school moments, and holiday gifting opportunities-Ensure a frictionless digital shelf by auditing PDPs for accuracy in images, copy, sizing, pricing, and SEO optimization.

Education

• Baruch College

  Bachelor's Degree, Marketing/Marketing Management, General/ Psychology

  2012 — 2015

• CUNY Bronx Community College

  Associate’s Degree, Business Administration and Management, General

  2008 — 2010

Skills

• Visual Merchandising
• Communication Skills
• Marketing Strategy
• Selling Skills
• Spanish-Speaking
• Microsoft Office
• Merchandising
• Sales
• Trend Analysis
• Customer Service
• Retail
• Management
• Store Management
• Apparel
• Fashion
• Photoshop
• Microsoft Excel
• Powerpoint
• Inventory Management
• Marketing
• Styling
• Teamwork
• Training