Vera Dellaqua has over 27 years of experience in visual merchandising, store design, and retail management. She has held national management positions at several large Brazilian retailers, leading projects to redesign stores, develop new product lines, and improve quality control processes. Dellaqua has extensive expertise in developing store concepts, managing design teams, and implementing strategies to increase sales, brand awareness, and customer satisfaction. She is fluent in English, with international experience researching global retail best practices.

1. Vera Dellaqua
ve.dellaqua@gmail.com
(55) 11- 976742928 e (55) 11- 99142-2268
Area: Visual Merchandising/Store Design - Consultancy/Management
SUMMARY OF QUALIFICATIONS
 Highly qualified retail Executive with over 27 years´ experience and MBA in Project Management, Retail
Management , International Retail Extension and Strategic Businesses working in commercial projects always in
large companies in the areas of Architecture, Visual Merchandising , Visual Communication as well as Furniture
aiming at aggregating value to businesses;
 Expertise in developing Store Design and Visual Merchandising concepts for chain stores repositioning and
revitalization, including forming areas as well as Architecture, Visual Merchandising, Equipment Design and
Visual Communication teams management;
 Extensive Experience in management and project execution, focused on products display, search for better
brand awareness, company´s positioning strengthening, continuous improvement, process optimization aimed
at end customer and revenue increase;
 Experience in Product Development in textile area, structuring processes and managing style and design
teams to create fashion collections, seeking to generate value to assortment;
 Skill in Products Quality Control, supporting processes related to prevention of problems in production or in
the suppliers to batches inspection, laboratory tests, agreed criteria in the company and government agencies;
 Broad knowledge on retail macro processes, from products elaboration to operations at the point of sale ;
 Strong ability to quickly understand changes in environmental trends , market opportunities, competitive
threats and company´s strengths and weaknesses in order to identify best strategic response;
 Leadership of multi- professional teams to define scope, timelines and resources for the project ,identifying
training needs and following up results;
 Ability to negotiate with stakeholders and interface areas to obtain results together with them;
 Ability to implement strategies set by the companies, turning desired changes into reachable objectives;
 Fluent English.

2. ACADEMIC BACKGROUND
 FIA/FEA – USP – 2006 (600 hours)
Project Management MBA - PMI Methodology
 FIA/FEA – USP – 2009 (600 hours)
Retail Management MBA
 Youngstown State University – Ohio/USA 2009 (100 hours)
Internacional Retail Extension
 University of La Verne – California/USA 2013 (100 hours)
Strategic Businesses Extension
 FMU/FIAM (4 years)
Social Communication University Graduation – Advertising especialization
MAIN ACHIEVEMENTS
 Participation in Pernambucanas revitalization plan in 2003 in order to reach more profitability. The plan comprehended IT, Point of
Sales, Financial, Commercial Structure and Stores Setting areas. Led the “Plan for Setting the New Environment for Shops” project.
That process ceased the company´s shrinking and made financial recovery possible as well as improved brand image. Thus, sales and
profitability between 2003 and 2004 were multiplied at 6 times;
 Responsible for creating , planning and implementing Store Design head quarters area at Pernambucanas, which was composed by
Architecture, Furniture , Visual Communication and Visual Merchandising teams, establishing alliances and negotiating with peers,
developing concepts , elaborating criteria and manuals , guiding architecture and products display at stores projects. Those actions
contributed to sales increase and attributed value to products due to adequate display , organization and visual stimulus of products;
 Responsible for rebuilding projects at all stores at Pernambucanas (at that time with 238 stores), which were separated in clusters
according to commercial hierarchy or physical needs of buildings, from 2003 to 2005. In 2006 as the company started expanding
became responsible for all new stores projects. Nowadays there are 307 stores;
 Responsible for re-structuring and revising processes to develop new fashion collections at Pernambucanas, building a team of
designers and pattern makers and managing the work with Whitaker International, a recognized consulting firm specialized in life style
projects, starting the perception of product value and generating greater customer´s satisfaction ;
 Management of Textile Quality Control area at Pernambucanas, aiming improvement in processes and laboratorial facilities, focusing
on preventive work in textile engineering , integrating Style and Purchase internal teams, reducing production risks at suppliers and
contributing to product cost and benefit relationship to the company as well as to the customer;
 Re-structuring of Store Design and Visual Merchandising head quarters areas throughout repositioning process at the retail chain
Marisa (at that time with 288 branches), where it was created the new concept to the Point of Sale in 1999, Marisa & Family and Marisa
Woman, structuring the area, the staff, the criteria used to products displays untill today, the stores layout and the presentation of
brand, implementing it at 30 pilot stores working with teams at the main office and the field.
 Management of Visual Merchandising area during the retail chain Riachuelo resumption process in 1994 (at that time with 140
branches), structuring the area, the team and generating new criteria used untill today in the stores, creating new layout and products
display, working from central office to all shops.

3. PROFESSIONAL BACKGROUND
2003 - 2014 Lojas Pernambucanas- Retail Company (today with 307 branches)
2011 – 2014 Product Development and Quality Management National Manager
2003 – 2013 Store Design and Visual Merchandising National Manager
2000 – 2002 Metallo – Retail Consulting
Co-owner
1999 – 2000 Marisa Lojas Varejistas Ltda - Retail Company (today with 430 branches)
Store Design and Visual Merchandising National Manager
1995 – 1999 Lojas Riachuelo S/A- Retail Company (today with 212 branches)
Visual Merchandising National Manager
1986 – 1994 C&A – Retail Company (today with 221 branches)
Visual Merchandising and Advertising Supervisor
SUPPLEMENTAL INFORMATION
 Visits to Store Design Euroshop International Fair and local retail - Dusseldorf / Germany (1996, 1999,
2002, 2008, 2011 and 2014);
 Visits to Store Design Globalshop International Fair and local retail - Chicago, Orlando, Las Vegas /
USA (1995, 1997, 2000, 2004, 2005, 2007, 2009, 2010 and 2012);
 Visits to research and benchmark various other international retailers (New York, Miami, Pittisburg,
Los Angeles, Paris, Lyon, London, Milan, Lisbon, Berlin, Frankfurt, Munich, Shanghai).
 Registered at Lattes Platform/CNPQ, Providing a course of Store Design and Visual Merchandising at
the University of Petrópolis, RJ.
 Was a member of POPAI Brazil, serving as vice president of retail for four years, 2009-3013.
November-2014