Sara Fernández
Retail & Operations Leader | Project Manager | Building High-Performing Teams Passionate retail and operations professional with over a decade of experience leading multi-site teams, optimising performance, and delivering standout customer experiences. Proven track record in driving operational excellence, launching new sites, and embedding systems that elevate both people and performance. Experienced across luxury retail, F&B, and property sectors — with a hands-on approach and a focus on consistency, culture, and results.
Lead the end-to-end delivery of new franchise locations — from initial site visits, feasibility studies, and cost calculations, to designing layouts, specifying measurements, and ordering all brand assets. Oversee on-site contractor management for both franchisee and third-party contractors, coordinating timelines, resolving issues, and ensuring build quality. Manage stakeholder relationships with franchise partners, suppliers, and local councils, securing approvals and ensuring regulatory compliance. Provide hands-on support when required — assembling furniture, installing fixtures, applying wall stickers, and contributing to venue readiness. Assisted in franchise recruitment and team hiring, ensuring the right staff were in place for successful launches. Contributed to the head office refurbishment project, supporting planning and execution. Successfully launched 17 SoBe Burger and 2 Little Bao Boy locations within 14 months. Achieved 65% cost savings on brand assets and 10% savings on conversion costs through strategic supplier sourcing and contractor partnerships. Introduced digital signage across all locations to improve customer engagement and brand visibility
Led operations across four retail locations with a team of over 50 direct reports, demonstrating adaptability in a fast-paced environment with shifting priorities. Managed P&L to improve profitability, implementing strategies to reduce waste by under 3% and labour costs by under 20%. Accountable for recruitment, training, performance management, and staff retention. Forecasted and reported weekly and monthly sales, business performance, and KPIs, developing action plans to achieve company goals.
Managed daily operations of five buildings housing 120 dark kitchens, leading a team of Assistant Operations Managers, runners, and cleaners. Managed the delivery of up to six high-profile projects each quarter, adhering to deadlines and budgets. Account managed 120 start-up restaurants, focusing on marketing on delivery platforms (Just Eat, Deliveroo, Uber), billing support, and P&L control. Reduced repairs and maintenance costs from 65% to 10% through process improvements and sourcing a new waste management company. Led two large construction and renovation projects with budgets of £100k. Retained contracts of 20 restaurants within one year
Oversaw operations across 12 warehouses, managing 12 direct and over 600 indirect reports (supervisors, riders, and pickers). Contributed to business development and expansion initiatives. Achieved a 90% success rate for on-time deliveries (under 20 minutes). As UK Waste Champion, reduced waste across all UK locations from £1M/month to £50k/month within three months. Reduced high-value product theft through process implementation and a new security system. Decreased picking errors by 0.5% and optimised labour costs through a "flotant team" strategy. A key contributor to new warehouse launches.
Trained and developed all new warehouse staff, including store managers, supervisors, and associates. Led induction sessions and coached staff on customer service and KPI achievement. Designed and implemented new layouts for flagship stores in London (Marylebone, Kensington, Notting Hill, and Shoreditch) to reduce theft and picking times, later adopted across all UK locations. Developed all UK floor plans and implemented a new learning platform with online training content. Supported the opening of 16 new warehouses.
Managed daily warehouse operations and employee duties, ensuring efficient order processing and supply chain functionality. Motivated the workforce across all processes, including picking and delivery. Collaborated with cross-functional teams to enhance efficiencies and performance. Ensured compliance with health and safety regulations. Monitored KPI progress and produced performance reports. Implemented cool storage solutions adopted across the UK. Implemented stock control measures to ensure availability of best-selling products. Achieved on-time deliveries above 95%. Reduced thefts by 15% and picking errors by 2%.
o Supervising the correct implementation of processes and procedures. o Managing a team formed by ten members (rotas, training, motivation). o Training new staff (team members and supervisors). o Responsible for stock control, ensuring adequate stock levels of supplies and consumables, managing orders and stock rotation. o Weekly update meetings with the CEOs.
Led the opening of 11 additional stores across Spain, coordinating fit-outs, recruitment, training, visual merchandising, and compliance. Analysed sales data, product performance, and KPIs to develop strategies that achieved and exceeded commercial targets. Designed and implemented engaging visual merchandising displays to maximise product visibility and sales.
Managed the successful opening of a new store, overseeing all operational, staffing, and merchandising aspects. Led a team of 15–20 sales assistants, ensuring productivity, profitability, and adherence to company standards. Analysed sales data and KPIs to develop action plans that met and exceeded commercial goals. Implemented Visual Merchandising strategies and cross-selling initiatives to enhance customer experience and drive revenue growth. Recruited, trained, and motivated the store team, building a strong sales culture from launch.
Led store staff to exceed sales targets and KPIs, driving a significant uplift in revenue. Managed a full store refurbishment project from planning to completion, ensuring minimal disruption to trading. Introduced a targeted staff hours reallocation project — increasing coverage during peak times to improve ticket volume and sales quality, raising the average basket value. The project’s success resulted in approval for the store refit and the addition of 35 extra weekly staff hours, enhancing both sales performance and customer experience. Oversaw all day-to-day store operations, including hiring, training, and motivating the team to maintain high performance and customer service excellence.
Led store staff to exceed sales targets and KPIs, driving a significant uplift in revenue. Managed a full store refurbishment project from planning to completion, ensuring minimal disruption to trading. Introduced a targeted staff hours reallocation project — increasing coverage during peak times to improve ticket volume and sales quality, raising the average basket value. The project’s success resulted in approval for the store refit and the addition of 35 extra weekly staff hours, enhancing both sales performance and customer experience. Oversaw all day-to-day store operations, including hiring, training, and motivating the team to maintain high performance and customer service excellence.
Opened and managed a brand-new store in Logroño, La Rioja, after relocating from Madrid. Led the full launch process, including recruitment, training, and onboarding of the store team. Oversaw all store operations, sales performance, and marketing initiatives. Built a new B2B client portfolio from scratch, strengthening the store’s commercial presence in the region. Delivered strong sales growth while ensuring compliance with company standards and customer service excellence.
Assisted the Area Manager in overseeing operations across 50 stores, acting as second-in-command for audits, compliance, and operational checks. Conducted detailed audits to ensure stock control and verify all customer contracts, IDs, and bank details to prevent fraud. Managed visual merchandising, ensuring stores showcased the most attractive models paired with the most competitive contracts. Delivered sales training to store teams, improving product knowledge, upselling skills, and closing rates.
Led visual merchandising for the womenswear section, designing high-impact displays aligned with brand guidelines. Managed daily store operations including opening/closing procedures, cash handling, and loss prevention measures. Supervised, trained, and motivated sales teams to achieve KPI targets. Coordinated with head office on stock control, promotional campaigns, and seasonal launches. Scheduled staff shifts, delegated daily tasks, and implemented upselling and cross-selling strategies to boost revenue.