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Plants

Retail Operations & Retail Communications 
District Manager & Field Leadership

Business owner & Plantscape Specialist 

Digital & Media

At Starch Creative, I lead the Retail Operations & Communications, where I provide expert guidance and innovative solutions for optimizing retail store environments for our clients. I have over 20 years of experience in retail management and operations, and I am passionate about creating impactful and engaging retail experiences that drive brand growth and customer loyalty.

Previously, I was the Retail Communications Manager at Vans, where I managed communication strategies and initiatives for over 500 retail stores in USA, Canada, and Mexico. I collaborated with corporate partners, field leaders, store leaders, and social media teams to ensure clear and consistent messaging across all channels. I also contributed to the launch of new technology and programs that enhanced store operations and customer experience. As a District Manager, I led my teams to achieve 15 years of straight comp growth. I enjoy working with creative and innovative teams to deliver results that exceed expectations.

• Managed all aspects of plantscaping, interior & patio plant design, and plant rental and maintenance for residential, commercial, office, and staging companies in Orange County.
• Developed creative plant design solutions tailored to each client's needs, enhancing their spaces with greenery and promoting a positive environment.
• Successfully grew Plants on the Side business, increasing client base and revenue through exceptional service and attention to detail.

Business Owner

Director Retail Operations & Communications

Senior Manager on the Retail Operations team responsible for all communication to Field Leadership
and 500+ retail stores in USA, Canada & Mexico
* Owned and maintained internal site and content within.
* Collaborated with corporate partners to create stores directives and drafted standard and practice
documents.
* Maintain proactive and informative communications across internal site to ensure clear and consistent
engagement
* Collaborate with Social Team to create content calendar for Instagram private group for employees
* Led Retail Communications team to create, implement and roll out new initiatives in technology and
new programs
* Collaborated with internal department leaders to created Operations Calendar used across the chain
and DTC Partners
* Created Seasonal Strategy & Seasonal Workbook to support the stores in running a successful back
to school, holiday and spring season
* Strong, versatile copywriting skills. Good organizational, planning, and coordination skills

Retail Communications Manager

* Responsible for Developing store leadership at all levels of store operations through store visits, oneon-ones, and development plans.
* Clear understanding of how to move capability and performance and a sense of urgency to do so.
* Developed a team of store managers who achieved financial plans, elevated visual merchandising,
exceeded sales goals, and excelled in customer service objectives in the territory near HQ.

District Manager

Area manager

Store manager

stefanie daisey leonard is a Business Owner at Plants on the Side in Huntington Beach, California.

stefanie daisey leonard

stefanie daisey leonard

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Education history

Riverside City College

California State University-San Bernardino