Nisha Joseph Schmitt
Manager of Retail @Atlanta Falcons
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WORK HISTORY
Manager of Retail @Atlanta Falcons
Led eCommerce and digital strategy across multiple brands in partnership with internal and external stakeholders, while developing and coaching direct reports through ongoing performance feedback to ensure peak performance and profitability. Established high expectations for a retail workforce of 100+ associates and played a key role in developing the “Welcome Home” training philosophy incorporated into retail onboarding and education. Managed the annual retail marketing calendar spanning product selection, design, quality, buying, and seasonal assortments, and oversaw a long-term supply chain portfolio with 1–2 years of development from concept to launch. Served as a key contributor to the three-year planning and buildout of 15 retail locations within Mercedes-Benz Stadium, including an 7,800 square foot, two-level flagship store, and led large-scale retail project management encompassing fixtures, apparel, headwear, and novelty assortments to elevate the customer experience and drive sales. Evaluated and optimized staffing and location performance across 15 in-stadium stores, analyzed and reported retail KPIs to guide business strategy, owned all eCommerce merchandising and marketing plans, and managed P&L reporting to executive leadership. Leveraged sales analytics, POS data, and customer insights to inform decision-making, led high-stakes event buying strategies including NFC Championship and Super Bowl assortment planning, and increased total items sold by 93% in the first year of managerial leadership.
EDUCATION
Georgia Institute of Technology
Industrial & Systems Engineering
ABOUT NISHA JOSEPH SCHMITT
Leads retail strategy, vision, pop-up store execution, merchandising, and operations for the Atlanta Falcons, Atlanta United, and Mercedes-Benz Stadium across all retail sales channels. Manages the day-to-day partnership with Fanatics to deliver a best-in-class merchandise assortment and elevated fan experience. Collaborates cross-functionally with events, email, IT, sponsorship, creative, and marketing teams to drive maximum revenue and engagement.A strategic and innovative retail merchandising and buying leader, solely responsible for a multi-million-dollar retail operation. Brings over 20 years of end-to-end item creation experience—from concept through execution—selling Falcons merchandise across both B2B and B2C channels. Expertise includes merchandising strategy, vendor and partner management, retail promotions and marketing, budget oversight, and cost-reduction initiatives. Holds a B.S. in Industrial & Systems Engineering from the Georgia Institute of Technology, leveraging data-driven decision-making to increase profitability and operational efficiency. Recipient of the 2022 NFL Retailer of the Year award and the 2024 MLS Initiative of the Year for the MARTA collaboration.
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