Fabiola Tanis

 Relevant Background

Prior to founding SnoopDoggShop.com in 2021, Fabiola served as Senior Merchandising Director at Urban Lifestyle Retail Group (2016-2021), where she oversaw product development, vendor relationships, and merchandising strategies across multiple music-focused lifestyle brands. In this role, she successfully managed licensing agreements with several high-profile artists and developed a keen understanding of the complex relationship between music, culture, and consumer products.

From 2013 to 2016, Fabiola worked as E-Commerce Operations Manager at Celebrity Brand Partners, a company specializing in developing and marketing licensed merchandise for entertainment personalities. There, she gained invaluable experience in authentic product sourcing, quality control processes, and digital marketing strategies specifically tailored to fan communities.

Connection to the Brand

Fabiola’s professional background in music merchandise and licensed products has given her a deep appreciation for the integrity required when representing an artist’s brand. Her experience working with various hip-hop artists’ merchandise lines at Urban Lifestyle Retail Group provided her with an understanding of West Coast hip-hop culture and its significant influence on fashion, lifestyle products, and consumer trends.

Motivation for Founding SnoopDoggShop.com

The concept for SnoopDoggShop.com emerged from Fabiola’s observation of a significant gap in the market: despite Snoop Dogg’s global recognition and diverse business ventures, there was no comprehensive online destination offering authenticated, high-quality merchandise spanning his entire career. Drawing on her industry expertise, Fabiola developed a business model focused on authentication, curation, and exceptional customer experience.

“I founded SnoopDoggShop.com with a clear mission: to create a trusted platform where fans could find genuine products that truly represent Snoop’s legacy,” explains Fabiola. “Our commitment goes beyond selling merchandise – we’re preserving and celebrating a cultural icon’s influence through carefully authenticated products.”

Expertise in Product Categories

Fabiola brings specialized knowledge to each product category offered on SnoopDoggShop.com:

• Apparel & Footwear: Her background includes certification in Apparel Manufacturing and Quality Assessment from the Fashion Institute of Design and Merchandising (2014), providing technical expertise in fabric selection, production standards, and quality control processes.
• Licensed Merchandise: Through her previous roles managing licensed product lines, Fabiola has developed a thorough understanding of intellectual property compliance and authentication processes for celebrity-endorsed items.
• Wine & Spirits: Fabiola holds a Level 2 Certification from the Wine & Spirit Education Trust (2019), giving her the knowledge necessary to ensure proper handling, description, and authentication of Snoop Dogg’s wine products.

Commitment to Quality and Authenticity

Under Fabiola’s leadership, SnoopDoggShop.com has implemented rigorous authentication protocols for all merchandise. She has established direct relationships with authorized manufacturers and licensed partners to ensure every product meets strict quality standards and properly represents Snoop Dogg’s brand values.

Professional Experience

• Founder & CEO, SnoopDoggShop.com (2021-Present)
  • Established and manages all aspects of the premier online destination for authentic Snoop Dogg merchandise
  • Developed proprietary authentication protocols for licensed merchandise
  • Built relationships with official licensed manufacturers and Snoop Dogg’s brand partners
  • Oversees product curation, quality control, and customer experience
• Senior Merchandising Director, Urban Lifestyle Retail Group (2016-2021)
  • Managed merchandise strategies for multiple music artist product lines
  • Oversaw $15M annual purchasing budget across specialty product categories
  • Developed and maintained relationships with over 50 vendors and manufacturers
  • Increased e-commerce conversion rates by 32% through improved product curation and presentation
• E-Commerce Operations Manager, Celebrity Brand Partners (2013-2016)
  • Led operations for online stores representing five major entertainment personalities
  • Implemented quality control procedures for licensed merchandise
  • Optimized fulfillment processes, reducing delivery times by 40%
  • Developed customer service protocols specifically designed for fan communities

Education and Certifications

• Master of Business Administration, Retail Management Focus Florida International University, 2015
• Bachelor of Science, Marketing and Brand Management University of Miami, 2011
• Certifications:
  • Fashion Institute of Design and Merchandising: Apparel Manufacturing and Quality Assessment (2014)
  • Wine & Spirit Education Trust (WSET) Level 2 Certification (2019)
  • E-Commerce Management Certification, Digital Retail Academy (2018)

Industry Involvement

• Member, E-Commerce Professionals Association (2016-Present)
  • Participated in panel discussions on celebrity merchandise authentication (2022, 2023)
  • Contributor to industry best practices for licensed merchandise retail
• Retail Merchandising Summit
  • Speaker: “Authenticity in Celebrity Brand Merchandise” (2023)
  • Panelist: “Building Trust in Online Specialty Retail” (2022)

Media Recognition

• Featured in Retail Business Quarterly, “Rising E-Commerce Entrepreneurs to Watch” (2023)
• Interviewed by Music Merchandise Monthly on authentication practices in celebrity product retail (2022)
• Contributed expert commentary to Digital Commerce Today article on fan engagement strategies (2023)

Contact Information

For business inquiries related to SnoopDoggShop.com:

Email: [email protected]
Social : Fabiola Tanis LinkedIn Profile | Twitter | Facebook | Instagram
Business Address:
3900 SW 32nd Blvd
West Park, FL 33023
United States

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