Rena Fiorello

About Rena Fiorello

I am a senior marketing and brand leader with 25+ years of experience driving growth, transformation, and brand relevance across consumer products, retail, and global manufacturing organizations. My career has been built at the intersection of brand strategy, commercial execution, and leadership—partnering closely with executive teams to translate business objectives into measurable market impact.Most recently, I served in senior director–level brand leadership roles at Apex Tool Group, where I led global brand strategy and integrated marketing for iconic professional tool brands including GEARWRENCH and Crescent Tools. I owned portfolio strategy, multimillion-dollar marketing investments, major sponsorships, and large-scale brand transformations, including enterprise rebrands and complex go-to-market initiatives across retail, industrial, and automotive channels. I am known for aligning brand vision with revenue growth, strengthening cross-functional collaboration, and building high-performing teams in ever changing dynamic environments.In addition to corporate leadership, I am the Owner and Operator of Apricot Lane Boutique, where I lead all aspects of brand, marketing, operations, and financial performance. This role has further strengthened my executive perspective—providing full P&L ownership, hands-on consumer insight, and a deep appreciation for data-driven decision-making, customer experience, and community-driven brand building.Earlier in my career, I developed a strong commercial and brand foundation at Black & Decker (DEWALT) and Merck & Co, experiences that continue to inform my leadership approach today.I bring a steady, strategic leadership style and am energized by opportunities to scale brands, lead transformation, and build organizations where strategy, culture, and performance are tightly aligned. I am currently focused on VP of Marketing and senior brand leadership roles where I can drive enterprise growth and long-term brand value.

Experience

1. Business Owner

   Apricot Lane Boutique

   Sep 2021 — Present · Cockeysville, MD, US

   Curate and manage all product assortments, selecting styles based on trend, seasonality, and direct customer feedback to drive strong sell-through and margins.• Own full financial responsibility for the business, including budgeting, forecasting, payroll, and day-to-day financial management.• Drive profitable growth through hands-on buying, inventory management, pricing decisions, and direct vendor relationships.• Personally execute all marketing across email, text, social media, website, in-store promotions, events, and local TV to drive traffic, sales, and repeat customers.• Design and maintain visual merchandising and in-store presentation to reflect seasonal trends and create a compelling shopping experience.• Use POS reporting and sales insights to guide buying decisions, marketing timing, and operational adjustments. Completed 2024 +10% with hard economic headwinds for 2025 delivering $615K in revenue. • Recruit, train, and lead the store team, fostering a positive, inclusive culture focused on service, styling expertise, and accountability.• Build strong community connections through events, relationships, and personalized service, positioning the boutique as a trusted local destination.

Education

• Pensacola Junior College

  AA, General

  1994 — 1996

• Florida State University

  BS, Marketing

  1996 — 1998

• General Assembly

  Certicficate of Completion, Digital Marketing Class

  2018

Skills

• Budgets
• Marketing Management
• Packaging
• Marketing Strategy
• Management
• Product Marketing
• Sales Presentations
• Sales
• Merchandising
• Brand Awareness
• Product Development
• Product Launch
• Brand Development
• Marketing Communications
• Project Management
• Leadership
• Social Media Marketing
• Marketing
• Consumer Products
• Retail
• Direct Marketing
• Market Planning
• Event Planning