DEAN DEACON
Pretoria
Summary
International Luxury Retail & Guest Experience Leader with over 18 years of success across luxury retail, hospitality, sales and leadership, including more than seven years in the international cruise industry. Proven expertise in driving revenue growth, leading multicultural teams, managing multimillion-dollar retail operations and creating world-class guest experiences.
Overview
4
4
Languages
1
1
Certification
18
18
years of professional experience
Work History
Gift Shop Manager
Celebrity Cruises
Celebrity Summit
11.2025 - 04.2026
- Directed team performance, merchandising, financial reporting and inventory control.
- Maximised revenue through consultative selling and operational excellence.
- Led luxury retail operations while delivering premium guest experiences.
Assistant Manager → Gift Shop Manager
Holland America Line
10.2021 - 10.2025
- Achieved $15,000+ in average daily sales, contributing to overall revenue growth.
- Executed $42,000 sales transaction, enhancing store profitability.
- 6% average sales growth
- $56,000 highest trading day
- Managed inventory up to $4.1M
- Led teams of up to 14
- Promoted based on sustained commercial performance and leadership.
- Earned MVP Award for exceptional performance and contributions to team success.
- Fleet sales competition winner
Sales Associate → Acting Manager
Norwegian Cruise Line
04.2019 - 09.2021
- Consistently exceeded individual sales goals.
- Facilitated luxury retail operations, managed inventory, and coordinated promotional campaigns.
- Completed leadership training to prepare for Assistant Manager role.
- Assumed Acting Manager responsibilities following promotion due to consistent high performance.
Restaurant Manager
News Cafe
Emperors Palace
07.2018 - 01.2019
- Led front-of-house teams while maintaining exceptional guest service.
- Managed staff performance, enhancing quality standards, cash handling accuracy, and stock control efficiency.
- Oversaw restaurant operations in high-volume hospitality environment, ensuring smooth service delivery.
Waiter (Part-time)
News Cafe
Emperors Palace
12.2017 - 06.2018
- Created memorable dining experiences for guests, enhancing satisfaction and loyalty.
- Developed upselling techniques that increased customer engagement and strengthened relationships.
- Provided exceptional customer service to enhance dining experiences.
- Managed table assignments and ensured timely service for guests.
- Collaborated with kitchen staff to fulfill guest orders accurately.
Office Assistant
A.M. Meyer Market Agents
12.2011 - 07.2017
- Coordinated administration and operational support to streamline office functions.
- Organized business records with Microsoft Office, Pastel, and Paltrack to ensure data accuracy and accessibility.
- Developed organized documentation to enhance communication with customers.
Waiter (Part-time)
Birchwood Spur
02.2012 - 11.2012
- Delivered attentive customer service in a fast-paced environment, enhancing guest satisfaction and encouraging repeat business.
- Provided exceptional customer service to enhance dining experiences.
- Took and processed orders accurately for efficient service delivery.
- Assisted in training new staff on restaurant procedures and service standards.
Artisan Assistant
Kelvin Power
07.2010 - 12.2011
- Supported fitting and turning operations, ensuring compliance with quality and safety standards.
- Assisted skilled tradespeople with daily maintenance and repair tasks.
- Operated hand and power tools in various service projects.
- Maintained a clean and organized work area for safety compliance.
Administrative Clerk
El Sundew Farming
12.2009 - 06.2010
- Managed office administration and maintained records for efficient operations.
- Led teams during packing season to uphold quality standards.
- Managed daily office operations to support farming activities and ensure efficiency.
- Processed incoming and outgoing correspondence for timely communication across departments.
- Maintained accurate records of inventory and supplies for farm-related operations.
Sales & Warehouse Assistant
Hi-Fi Corporation
02.2008 - 07.2008
- Guided customers in product selection, ensuring optimal merchandising and effective inventory control.
- Accepted additional hours and shifts to successfully meet tight deadlines during peak periods.
- Organized inventory using warehouse management systems for efficient retrieval.
- Assisted in loading and unloading trucks to maintain workflow.
Education
High School Diploma -
High School Dr. E.G. Jansen
Johannesburg, South Africa12-2009
Skills
- Luxury Retail
- Consultative Selling
- Guest Experience
- Revenue Growth
- Operational Excellence
- Inventory Management
- Retail Operations
- Merchandising
- Team Leadership
- Staff Development
- CRM
- Cross-selling
- Upselling
- Cash handling
- Conflict management
- Public Speaking
Certification
- STCW Basic Safety Training
- Crowd Management
- Security Awareness
- Retail & Management Training
Systems And Software
Fidelio, InfoGenesis, Starboard/Starport, FlexPay, NuOrder, Microsoft Excel, Word, Outlook, PowerPoint, Access, Pastel, Paltrack
Languages
- English, Fluent
- Afrikaans, Fluent
- Spanish, Basic
- Russian, Basic
Career Experience
- Celebrity Cruises, Gift Shop Manager, Celebrity Summit, 11/01/25, 04/30/26, Led luxury retail operations., Maximised revenue through consultative selling., Managed inventory, reporting and compliance.
- Holland America Line, Assistant Manager → Gift Shop Manager, 10/01/21, 10/31/25, 6% average sales growth, $15,000+ average daily sales, $56,000 highest trading day, $42,000 largest transaction, Managed inventory up to $4.1M, Led teams of up to 14, MVP Award recipient, Fleet sales competition winner
- Norwegian Cruise Line, Sales Associate → Acting Manager, 04/01/19, 09/30/21, Promoted into Acting Manager responsibilities., Completed Assistant Manager development., Consistently exceeded sales targets.
- News Cafe – Emperors Palace, Restaurant Manager, 07/01/18, 01/31/19
- News Cafe – Emperors Palace, Waiter (Part-time), 12/01/17, 06/30/18
- A.M. Meyer Market Agents, Office Assistant, 12/01/11, 07/31/17
- Birchwood Spur, Waiter (Part-time), 02/01/12, 11/30/12
- Kelvin Power, Artisan Assistant, 07/01/10, 12/31/11
- El Sundew Farming, Administrative Clerk, 12/01/09, 06/30/10
- Hi-Fi Corporation, Sales & Warehouse Assistant, 02/01/08, 07/31/08
Profile Snapshot
18+ Years, 7+ Years in International Cruise Industry, $4.1M, $42K, 14, 6%
Languages
English
Proficient (C2)
C2
Afrikaans
Proficient (C2)
C2
Spanish
Beginner
A1
Russian
Beginner
A1
Timeline
Gift Shop Manager
Celebrity Cruises
11.2025 - 04.2026
Assistant Manager → Gift Shop Manager
Holland America Line
10.2021 - 10.2025
Sales Associate → Acting Manager
Norwegian Cruise Line
04.2019 - 09.2021
Restaurant Manager
News Cafe
07.2018 - 01.2019
Waiter (Part-time)
News Cafe
12.2017 - 06.2018
Waiter (Part-time)
Birchwood Spur
02.2012 - 11.2012
Office Assistant
A.M. Meyer Market Agents
12.2011 - 07.2017
Artisan Assistant
Kelvin Power
07.2010 - 12.2011
Administrative Clerk
El Sundew Farming
12.2009 - 06.2010
Sales & Warehouse Assistant
Hi-Fi Corporation
02.2008 - 07.2008
High School Diploma -
High School Dr. E.G. Jansen