1. SYLVIA ZENTENO-BOOKER
221 Ennisbrook Dr
Smyrna, GA 30082 zenteno@bellsouth.net M: 678-266-2691
EXPERIENCED MULTI LOCATION MANAGER AND PROGRAM BUSINESS ANALYST
Results driven executive with 22 years retail experience. Program manager for three sub-
program tracks. Delivered Sales results of up to $31M in 100 stores in a 6 state area. Managed
store teams by gaining buyin on sales driving plans and engaging Regional and District teams
with actionable sales plans, with a direct report Regional Manager. Managed a marketing
budget of $3M. Excellent communication skills, fluent in both Spanish and English. Analytical,
conscientious and cooperative, a proven mentor and team builder. Proficient in Excel, Word,
PowerPoint, and Visio.
PROFESSIONAL EXPERIENCE
Macy’s Systems and Technology, Johns Creek GA 2011 - Present
Senior Business Analyst, Program BA
Gather effective requirements and drive project life cycles for Gift Registry, Transfers,
Fulfillment, hardware including Electronic Signing and Kiosks, Clienteling (CRM) including
Mobile solutions. Build and maintain strong business relationships with a variety of business
partners at all levels
• Currently Program Business Analyst. In this role I develop and maintain the long term
vision and business strategy while driving quality projects for multiple work groups
consisting of teams of subprogram Bas and PMs.
• Oversight of three tracks including seven Sub-Program Business Analysts.
• Build relationships with various business areas to determine the short and long term
needs to develop a multi-year strategic roadmap.
• Work as an integral part of the project team to support the Project Manager, Quality
Analyst and Development efforts as a peer leader to meet dates and provide all project
and program deliverables. Assist with System and User testing cycles, provide guidance
for development cycle, and hold Business Analyst and User Experience team
accountable for document delivery dates.
• Document and create process flows, short and long term requirements, and create a
future roadmap based on business requests and needs.
• Recognized as a resource for new ideas and innovation pilots to evaluate viability of the
concept and help determine the enterprise direction for projects such as Visitor’s Center
kiosk, Electronic Signing, and developing a new Program Business Analyst Oversight role.
Accomplishments:
• Won Make Magic Six, a Macy’s national award.
◦ 2012 – Teamwork, for the Accelerated Growth Strategy to increase online and store
sales results
◦ 2013 – Innovation, for the Herald Square Ladies’ shoes reinvent
• MST Diversity Council member 2012-present.
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2. SYLVIA ZENTENO-BOOKER
MACY’S INC. 2003-2011
Director, Gift Registry Midwest, Pittsburgh, PA (2009-2011)
Managed 100 stores plus a Regional Manager to drive $31M in sales. Developed close working
business relationships with Regional and District Merchants and Planners, and supported team
members and corporate partners to ensure positive results.
• Improved my region’s results from #5 to #1 in the total Macy’s company ($31M in sales),
a 1.3% increase over Last Year sales and 7.6% over plan.
• In the top 3 regions out of 8 regions for all 5 performance metrics measured in Gift
Registry – Sales, Registrations, Completion Sales, Registry Customer Loyalty program
and Registry Customer Service scores (NPS). Improved each metric by one to five
positions in the company.
Accomplishments:
• Won Make Magic Six, a Macy’s national award.
◦ 2011- Teamwork, for implementing a new associate training format leveraging both
live and virtual elements.
Sr. Manager, Marketing, Promotions and Events, Atlanta, GA (2008-2009)
Planned and executed internal and external events and promotions, planned marketing
opportunities in a 17 state region, managing 2 direct employees and controlling a marketing
budget of $3M
• Onboarded and trained 5 new regional managers while Director position was open.
• Met stores 2008 registration plan by successfully merging two separate divisional
marketing strategies into one advertising plan for an 18 state division (200+ locations).
• Tested new in-store event format for Macy’s Home in 12 stores in 4 markets. The
format was rolled out to 250 locations across 4 divisions for 2009 based on my
execution and feedback.
• Co-chair and founding member of MODA, Macy’s Latino affinity group.
Regional Registry Manager, Atlanta, GA (2004-2008)
• Successfully merged two company cultures by creating and implementing training
program for all locations.
• Increased customer service results by 6 percentage points after analyzing customer
feedback data. Created a customer handout to address the most common complaints.
• Mentored Sales Manager to Regional Manager position.
Gift Registry Manager, Alpharetta, GA (2003-2004)
• Exceeded sales and registrations results, and was region leader in new loyalty program.
• Planned and executed monthly events for registered brides, coordinating with outside
resources. Also responsible for corporate events in-store.
• Supervised 30 associates and 3 sales managers as a group sales manager.
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3. SYLVIA ZENTENO-BOOKER
PARISIAN 2000 –2003
Sales Manager, Douglasville, GA
• Delivered $3.8M in annual sales volume, facilitating 60% growth over prior fiscal
year with new marketing and merchandising ideas as well as community outreach.
• Conducted total store customer service training.
• Mentored sales associate to management position.
EDUCATION AND PROFESSIONAL AFFILIATIONS
Savannah College of Art & Design, Savannah, GA
BA, Interior Design
Member, National Society for Hispanic Professionals; Latina Businesswomen’s Association
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