For Ashley Baker, a career in retail wasn’t part of the original plan, it was something she discovered along the way. But what started as an unexpected opportunity became a lifelong passion rooted in people, storytelling, and leadership.
Ashley began her college journey studying apparel design, with dreams of working on Broadway as a costume designer. But as she explored what that path would realistically look like, she realized it wasn’t the right fit.
Instead of starting over, she pivoted.
She shifted her focus to fashion merchandising, leaning into the business side of the industry, while still staying connected to her creative roots. That decision led her to a career fair, where she connected with Macy’s and landed an internship that would change everything.
“I fell in love with retail,” Ashley said. “I loved the people, the strategy, and really understanding what makes customers want to buy and how connection drives that.”
After completing the internship, Ashley joined Macy’s Executive Development Program and never looked back.
Over the course of her career, Ashley has held multiple roles, relocated for new opportunities, and continued to grow within the company. Today, as a store manager, she leads a large team and oversees a flagship location bringing both operational excellence and a strong people-first culture to life.
But for Ashley, success hasn’t come from doing everything herself, it’s come from learning how to lead through others.
“One of the biggest shifts in my career was realizing that success is no longer what I can accomplish, it’s what my team can accomplish,” she said.
That mindset has become the foundation of her leadership style: developing others, building trust, and empowering teams to succeed independently.
Ask Ashley what she loves most about retail, and her answer is simple: people.
Whether it’s mentoring interns, guiding early-career leaders, or helping her team grow into future store leaders, she sees her role as an opportunity to shape careers and create lasting impact.
“I have 22 leaders who report into me, and for me, that’s the most rewarding part, I get to help shape their future,” she said. “It’s a full-circle moment.”
That focus on people also extends to the customer experience. Ashley believes the most successful stores are those where customers feel the difference the moment they walk in.
“You can tell right away if a team is engaged, positive, and excited to be there,” she said. “That energy matters.”
At Macy’s, storytelling isn’t just a concept, it’s a core part of how the business operates.
From merchandising decisions to customer conversations, every interaction is an opportunity to tell a story.
Ashley shared one example that perfectly illustrates this.
A customer purchased a handbag after connecting with a Macy’s associate. That connection didn’t end at checkout, the associate followed up, built a relationship, and ultimately inspired another sale when the customer shared their experience on social media.
“It wasn’t just about selling the bag,” Ashley said. “It was about building the relationship, and that’s what brought someone else back into the store.”
For Ashley, those moments are what define retail. Not transactions, but human connections.
When it comes to hiring and building a team, Ashley prioritizes culture above all else.
“We hire nice people first,” she said. “You can teach skills, but you can’t teach someone to genuinely care about others.”
She looks for individuals who are collaborative, driven, and passionate about helping others succeed, people who will contribute to a positive, team-oriented environment.
Because at the end of the day, retail is a team sport.
“You’re only as strong as your team,” she said. “When you surround yourself with great people, everything else becomes easier.”
For students and early-career professionals interested in retail, Ashley offers one key piece of advice: Start in the store.
“You have to understand the customer and the frontline experience,” she said. “Everything in retail leads back to the store.”
She also emphasizes the importance of getting to know people, both customers and colleagues, on a deeper level.
“Take time to understand people’s stories,” she said. “What motivates them, what drives them, it makes you a better leader and a better teammate.”
Looking back, Ashley still describes her entry into retail as a “happy accident.” But what she’s built since then is anything but.
Through mentorship, adaptability, and a commitment to people, she’s created a career defined not just by growth, but by impact.
“Retail is about people,” she said. “Yes, we sell products, but at the end of the day, we have the ability to change lives.”
