Melissa George is a divisional merchandise manager for Zumiez. She is also a Women in Retail Leadership Circle (WIRLC) member! In this member spotlight, we asked Melissa a series of questions about both her professional role and personal life, including the woman that inspires her, her leadership style, her advice for the next generation of female leaders, and much more.

1. What’s the best book you’ve read recently?
I haven’t had a lot of time to read lately, but when I do carve out a moment, I love escaping into something light and emotionally engaging — Colleen Hoover is my go-to.

2. What is a tip you have for productively leading a remote or hybrid team?
I’m fortunate that at Zumiez we’re 100 percent in-office, which allows for daily collaboration and a strong in-person culture. That said, I recognize the value of intentional communication and structured autonomy in any environment.

3. What’s a mistake you made early on in your career?
I got caught up in the politics of posturing for promotions instead of focusing on delivering real results. I’ve since learned that consistent performance and contribution speak louder than positioning — and that’s what earns opportunities. This shift helped me expand my influence beyond my role, contributing to company-wide training, Zumiez DEI initiatives, and other enterprise-wide efforts.

4. What’s the toughest part of being in charge?
Balancing competing priorities across the organization. From deciding which brands to feature in marketing to managing budgets across a portfolio, to navigating tariffs while maintaining speed to market, there’s always a push and pull. I strive to move each initiative forward meaningfully, even when they compete for the same resources.

5. What’s the best way you motivate team members?
“Clear is kind.” I lead with clear expectations, regular feedback, and recognition when it’s earned. I also make it a priority to have my managers’ backs. I trust them to lead, and when they loop me in, I’m here to support — praising publicly and coaching privately.

6. What woman inspires you right now and why?
I’m inspired by the many women leading retail organizations today. In an industry still largely led by men, these women have worked incredibly hard to earn their seat at the table. Their resilience and leadership continue to motivate me.

7. What are you looking forward to the most for the industry over the next year?
The continued evolution of trend forecasting and the pace of response. At Zumiez, we’re constantly tracking where the teen customer is headed, and then urgently aligning product and marketing strategies to meet them there. It’s exciting, dynamic, and consumer-led retailers that can keep up that will thrive.

8. What is one thing you look for when interviewing a job candidate?
I’m 100 percent focused on cultural fit. Are they empowered, competitive, open to teaching and learning, fair and transparent, and able to find fun in the work? I can teach someone systems or processes, but I can’t teach values — and that’s what determines long-term success here.

9. What’s something that you learned about yourself in the past year?
I discovered how much I enjoy building and delivering training content. I wrote and facilitated a full-day training curriculum, taught our leaders how to teach it, and then supported the rollout to hundreds of team members. It was a stretch outside my core job and a deeply rewarding experience.

10. What’s your favorite podcast?
“Wisdom From the Top“ by Guy Raz; it’s insightful, inspiring, and packed with lessons from top leaders.

11. What values are most important to you as a leader?
Curiosity. If you’re not asking questions, challenging assumptions, and pushing forward, you’ll fall behind. Retail moves fast, and staying ahead of the customer requires relentless curiosity.

12. What’s the most important thing people should know about you?
I’m a connector — of people, ideas and opportunities. I make sure the right people are in the loop, the bases are covered, and the dots are connected.

13. What practices or boundaries have you implemented in your personal life to create more work/life balance?
I live by “work hard, play hard.” Zumiez gives me the flexibility to show up for my family, and I reciprocate by delivering strong, reliable results — making sure nothing slips, even when I step away.

14. How would you describe yourself in a single sentence?
Connected, caring, and relentlessly focused on driving results.

15. What’s your favorite app?
It’s a tie between Instagram and Apple News. I love staying connected to brand culture and trends on Instagram, and I check Apple News daily to stay informed on global and industry developments. I’m also hooked on Duolingo — I’m learning Italian!

16. What do you do to recharge?
I work out every day. I’m not always motivated, but I’m disciplined — and that daily 30 minutes helps me clear my mind and set a strong tone for the day.

17. What is your biggest accomplishment?
Balancing a full career while being an incredibly present mom. My son is now at the University of Washington, but during his school years I was that mom — field trips, room mom, team mom, even running the scoreboard at games. I made it all work by staying disciplined in my job and fully committed at home.

18. What advice would you give to the next generation of female leaders?
Let the small things go so you can focus on making a big impact. Follow the easy rules — like clocking in on time — so no one’s chasing you over the basics. Save your energy for the big moves that matter: taking product risks, leading major events, driving change.

19. What gets you up in the morning?
Coffee! And a genuine excitement for the work — checking in with my team, exploring new brands and styles, and moving the business forward.

20. What do you like most about being a member of Women in Retail Leadership Circle?
The connections I’ve made. Building relationships with other strong women in the industry has been both inspiring and energizing.

Interested in connecting with women like Melissa? Apply today to become a Women in Retail Leadership Circle member!