Edna Lopez, MBA

Experience

• 

  Saint Louis University Athletic Dept.

  Jan 2013 - Dec 2016

  Assistant to the Director of Ticketing, Graduate Assistant

  • Managed Director of Ticketing’s schedule and assume his responsibilities when he is out of the office.• Managed hiring process for new student workers and graduate assistants• Reviewed resumes, interview candidates, follow up and train new staff. • Managed student workers through scheduling, Archtics (ticketing system) training, and payroll• Acquainted with NCAA rules and regulations in order to administer the ticket donation requests and pass list process in conjunction with the Athletics Compliance Office • Maintained close contact and communication with athletes, coaches, season ticket holders and university administration• Assisted in managing over 2,000 accounts, making and processing invoices, and making financial batch reports daily• Conserved Season ticket holders personal financial or general confidential information private • Managed Accounts Payable for several months while colleague was on leave • Created a policies, procedures, and informational manual for the Ticket Office • Processed and reconciled cash, check, and credit batches Show less

• 

  (USTA) United States Tennis Association

  Aug 2017 - Sept 2021

  •Role expanded to project manager to create a detailed project road map, plan, schedule, work breakdown structure, and execute all stages of enterprise software, hardware and system implementations. •Led large cross functional teams in the deployment of enterprise-wide project, while fostering a communication framework that inspired innovation and ingenuity, while also supporting conflict resolution.•Performed project tracking through clear and concise status reports and time management reports; proactively identify potential issues and track project member progress against commitments•Drove impressive improvements across the business because of IT implementations and maximized internal processes and systems to increase revenue ($4.6M in net profit).•Liaised between PMO, stakeholders, developers, and analysts; established strong professional relations with external IT vendors via internally integrated applications.•Maintained partnerships with stakeholders including 1) IT and KORE CRM software provider to improve system performance and increase audience monetization, and 2) third-party business intelligence vendors to provide holistic reporting. Show less •Developed and managed the process of ticket pricing, dynamic pricing (+$2M), and pricing for hospitality suites and packages (+$2.6M) that increased the net profit of the company.•Spearheaded the hospitality dashboard to inform senior partners on strategic business metrics for greater transparency into the hospitality financials, including insight on year-over-year growth performances.•Analyzed US Open ticket sales data and trends to generate reports and dashboards that identified key insights, opportunities, and risks for stakeholder relations.•Redesigned customer segmentation models and communication plans for campaigns across several departments (Ticketing, Marketing, and Digital Strategy). Show less

  • Project Manager, CRM Implementation

    Jun 2018 - Sept 2021

  • Manager, CRM and Ticket Sales

    Aug 2017 - Sept 2021
• 

  Nordstrom

  May 2022 - now

  Project Manger 2

  -Program & product owner/manager responsible for a $1M program budget for product image optimization, specifically focused on using imagery to reduce returns by 10% and increase conversion by 5%.- Conduct market research and analyze customer feedback to identify and address product gaps, resulting in a 10% increase in engagement for Nordstrom’s video content, which is directly tied to conversion to sale. -Delivered a strategic product roadmap and meticulously groom the backlog each quarter, ensuring alignment with our product management team’s vision and objectives.- Owned the redesign of our internal image testing program, meticulously evaluating diverse visual assets to ensure they resonate with our customers’ desires throughout their shopping journey.- Transformed the Online Photography Council, enhancing processes, collaboration, team dynamics, intake procedures, communication, & strategic decision-making regarding permissible online imagery.- Continuous collaboration with the customer research insights team to analyze online performance of imagery and videos, translating insights into actionable tests to meet customer demands.- Program Manager for our top sales events (Anniversary & Holiday), collaborating with buying teams & ensuring timely completion of all tasks, providing ongoing weekly progress reports to leadership, and issue/bug resolution.o Achieved 100% completion two weeks before the Cyber launch, a milestone previously unattained.o Successfully maintained 100% completion throughout the Holiday sale Show less