Veronica Serna
Director of International Merchandise Planning @Skechers
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WORK HISTORY
Director of International Merchandise Planning @Skechers
Manhattan Beach, CA, US
Skechers | Global OfficesAs Director of International Planning, I lead global unit and revenue forecasting, inventory strategy, and commercial planning across 31 countries, supporting subsidiaries, joint ventures, and distributor wholesale markets. I manage a team of planners responsible for 3-year unit and revenue forecasts, annual operating plans, local-currency financial projections, and in-season reforecasts across complex market structures and opposite seasonal calendars.My role intentionally bridges planning and merchandising, partnering closely with Merchandising and Product teams to influence assortment depth, category investment, size architecture, and product lifecycle decisions by region. I work directly with international partners to optimize inventory flow, size curves, store balance, and replenishment strategies, ensuring alignment to global product initiatives, brand integrity, and regional consumer demand.I own the translation of global strategy into market-specific, executable plans, balancing unit volume, revenue growth, margin objectives, and inventory productivity. Through continuous collaboration with Supply Chain, Finance, and Operations, I help guide commercial decisions that support both near-term performance and long-term scalability.Key Impact • Improved unit and revenue forecast accuracy across international markets through standardized multi-year and local-currency planning frameworks • Drove stronger inventory productivity and size optimization, improving sell-through and store balance across regions • Strengthened partner execution by aligning product strategy, unit flow, and revenue targets to global brand objectives • Enabled faster, more informed merchandising and planning decisions through scalable INCORTA and SPS Commerce dashboards • Successfully managed planning and merchandising complexity across hemispheres, business models, and market maturity levels while supporting sustained international growth
EDUCATION
Southern New Hampshire University
Master of International Business Administration - MBA, International Business
Southern New Hampshire University
Bachelors Degree International Business, International Business/Trade/Commerce
FIDM
Associate’s Degree, General Sales, Merchandising and Related Marketing Operations emphasis in Product Development
SKILLS
ABOUT VERONICA SERNA
I am a global merchandising and retail leader with 18+ years of experience scaling brands through international expansion, omnichannel growth, and disciplined commercial strategy—without compromising brand integrity.I specialize in translating vision into execution, building scalable operating frameworks that enable growth across complex, multicultural markets. My leadership blends merchant instinct, financial rigor, and customer-centric product strategy to drive sustainable performance across owned retail, wholesale, and e-commerce. Global Leadership, Expansion & Market Intelligence• Led businesses across 31 countries, supporting subsidiaries, joint ventures, wholesale partners, and digital channels• Partnered cross-functionally with Retail Ops, Construction, Real Estate, Finance, Merchandising, and E-commerce on market entry, store openings, and omnichannel expansion• Developed expansion strategies, pro forma models, opening playbooks, and execution timelines• Maintain active global market intelligence, tracking consumer behavior, pricing shifts, assortment strategies, and competitive dynamics• Implemented global reporting and forecasting frameworks, improving accuracy, visibility, and executive decision-making• Localized global assortments across 16 LATAM markets, exceeding revenue and profitability targets and Over 13 European countries. Across a diverse portfolio of currencies. Merchandising, Commercial & Digital Strategy• GM-minded leader combining product intuition with analytical rigor• Partner with e-commerce and site merchandising teams on assortment architecture, lifecycle planning, product flow, launch sequencing, and inventory alignment• Deep expertise in assortment architecture, pricing and margin optimization, inventory productivity, and OTB frameworks• Managed $400M+ businesses, aligning global brand standards with local and digital consumer demand🧭 Strategic, Financial & Change Leadership• MBA-trained in global strategy, international trade and finance, M&A integration, strategic marketing, and organizational change• Experienced in capital evaluation, risk assessment, FX and trade considerations, workforce analytics, and disciplined change execution Leadership & Team Development• Builder of high-performing global teams across regions and cultures• Known for clear operating rhythms, accountability, and developing future leaders• Lead with clarity, trust, and discipline—empowering teams through growth and complexity
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