Okay, so Aviva has a mix of retail skills, but her experience is mostly in the US, which might limit her earning potential. Her skills like merchandising, sales management, and marketing strategy are in demand, but the retail industry can be competitive. Considering her location in Indianapolis, I'd estimate her hourly rate to be around $50, which is on the lower side. This is because the cost of living in Indianapolis is relatively low, and her skills might not be in high demand. To give you a better idea, here are some rough estimates of hourly rates for retail professionals in the US: $30-$75 per hour. Since Aviva has a strong educational background from Indiana University Bloomington, she might be able to negotiate a slightly higher rate, but $50 seems reasonable considering the industry and location.