Lance Tamanaha

About

Experienced professional with a strong background in customer experience and brand management, with over two decades of experience in the fashion retail industry. Proven expertise in strategic customer insights, data-driven transformation, and stakeholder engagement. Known for leading impactful initiatives, optimizing customer experience programs, and delivering measurable business outcomes.

Experience

• Director Customer Experience · GUESS?, Inc.2022-05-01 –

  Led the implementation of Salesforce CRM ensuring seamless integration across customer service, marketing, and sales for enhanced data consistency and automation. Executed customer service transformation, driving a 15% increase in retention and a 20% boost in online revenue through omnichannel optimization. Designed and managed a VIP customer service team, improving engagement and loyalty among high-value customers. Launched a successful live shopping experience, creating a profitable new revenue stream and enhancing direct-to-consumer engagement. Delivered $3M+ in cost savings through workflow automation, contact center efficiencies, and strategic budget management. Reduced handle times by 3X while maintaining best-in-class customer satisfaction scores. Introduced data-driven style personas, revolutionizing how marketing, buying, planning, and allocation teams tailor strategies to customer behaviors. Strengthened cross-functional team partnerships, ensuring seamless collaboration across data, CRM, and customer experience teams.

• Senior Commercial Manager · GUESS?, Inc.2016-03-01 – 2022-04-01
• Area Brand Manager · GUESS?, Inc.2013-06-01 – 2016-03-01
• Flagship Brand Manager · GUESS?, Inc.2002-07-01 – 2013-06-01

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