Her Story
About Felicia
Felicia Etefia is an accomplished Senior Project Manager at Dine Brands Global with extensive experience in new restaurant and retail store openings, operational excellence, and cross-functional execution. In her role, she leads complex projects and collaborates with franchisees and corporate teams across construction, marketing, IT, operations, and other functions to ensure successful restaurant openings. Her expertise includes project planning, stakeholder coordination, risk management, process improvement, and delivering projects on time and within budget.
Before joining Dine Brands Global, Felicia built a strong foundation in retail and project management through leadership roles with Everytable, Skechers, and Abercrombie & Fitch. At Everytable, she successfully launched more than 15 stores while developing scalable processes for new store openings, conversions, and closures. During her nine-year career with Skechers and earlier experience at Abercrombie & Fitch, she managed numerous domestic and international store openings and coordinated teams across multiple business functions. These experiences strengthened her ability to anticipate challenges, streamline operations, and lead teams through complex initiatives.
Felicia holds a Bachelor of Science in Fashion Merchandising and Marketing from The University of Southern Mississippi and is pursuing her Project Management Professional (PMP) certification. She is recognized for her proactive leadership style, strong communication skills, and ability to build alignment among cross-functional teams. Her career reflects a commitment to continuous learning, operational excellence, and professional growth, while her family serves as an important source of motivation in her continued pursuit of success.
Her Interview
Ten minutes with Felicia
01What do you attribute your success to?
My family is my biggest motivator. They inspire me to be the best version of myself and to show my daughter that you can pivot and succeed in different paths, even if initial plans like nursing don't work out. There are always other leads that turn out even better.
02What advice would you give to young women entering your industry?
Go for it. There's always a lane for you in retail or restaurant fields. You can start in a store but you don't have to end there. Retail and similar industries are much bigger than just store work.
03What are the biggest challenges or opportunities in your field right now?
The biggest challenge is keeping everyone on the same page in project management, like mission control. You have to be proactive, anticipate issues, and live in the future rather than reacting after problems arise. Opportunities exist because project management applies to any industry beyond construction or IT, helping with efficiency in health, sales, marketing, operations, and training.
Join Influential Women and start making an impact. Register now.