Lucia Laferla

Inquirer
DISC Type : dc

Director of eCommerce Planning at Saucony

Groton, Massachusetts, United States

Overview

Lucia Laferla is the Director of eCommerce Planning for Saucony North America at Wolverine Worldwide. Her career demonstrates a consistent progression in eCommerce and merchandise planning roles within the footwear industry at companies like Keds and SHOES. COM. She holds a BCS Honours degree.

Lucia has an interest in major brands like The LEGO Group and Walmart. Her professional posts show a positive and engaging personality, celebrating work anniversaries and sharing well wishes with her network.

On her first anniversary with Wolverine Worldwide, she humorously mentioned she was "26 pairs of shoes later".

Personality Overview

Demanding

ROI Conscious

Hard To Convince

They focus on objectivity in a pitch and pay little attention to bells and whistles.  They respond well to confident salespeople. They don’t always try to control the conversation but neither do they like yielding it fully.

Topics They Care About

eCommerce Planning
Her current role and entire career progression at Saucony is focused on eCommerce planning, from manager to director level.
Footwear Industry
Her professional experience is exclusively within the footwear sector, including roles at Saucony, Keds, and SHOES. COM.
Data-Driven Merchandising
[Predicted] Her roles as a Merchandise Planner, Pricing Analyst, and eCommerce Planner suggest a strong focus on using data to inform product and pricing decisions.

Media Appearances

Lucia has no verified media appearances

Work History

7-2025
Director of eCommerce Planning at Saucony
8-2023 - 7-2025
Sr eCommerce Planning Manager at Saucony
3-2022 - 7-2023
Ecommerce Planning Manager at Saucony
11-2020 - 9-2021
Ecommerce Planner at Keds USA
5-2020 - 10-2020
Merchandise Planner III and Pricing Analyst at SHOES.COM

Education

2010 - 2011
BCS Honours from Unisa
2008 - 2008
Ndip from UJ

More Information

Social Presence :

Prographics :

Exp : 8 Location : Groton, Massachusetts, United States Job Level : Mid-senior Designation : Director of eCommerce Planning at Saucony
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Insights For Selling To Lucia

During A Call Or A Meeting

DO's

  • Refer to testimonials from others in similar positions
  • Stress on the business value that your product offers
  • Get to the point quickly instead of spending too much time on pleasantries

DONT's

  • Do not give up if they are not convinced, try again with a different approach
  • Refrain from asking too many questions
  • Don’t expect them to change their mind quickly if they say no once

When Cold Calling

When Writing An Email

While Negotiating & Closing

    The secret to closing fast with Lucia is

  • Belief in the product plays an important role, followed by objective proof and testimonials.
  • Will you ever get a clear answer from Lucia

  • They may hesitate slightly, but if they are not convinced, they will say no.

Insights For Deal Planning

    How fast (or slow) will Lucia move?

  • They are neither the fastest decision makers nor the slowest.
  • Can Lucia take some risk or not?

  • They can take risks only after they have analyzed the advantages and disadvantages.

You And Lucia

Personality Compatibility


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