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Selina Verma-Jones

Commercial Director | General Manager | Wholesale | Retail | B2B | Distribution | Trade Marketing
About

I bring extensive retail leadership experience across luxury beauty and fashion, with a proven track record managing sales teams, driving commercial growth, and optimising store performance. Multilingual and adaptable, I excel in fast-paced environments, delivering exceptional customer service and achieving sales targets in dynamic retail settings.

Previous Brands
Bonpoint
Byredo
Comptoir des Cotonniers
Medik8
Officine Universelle Buly 1803
Pangaea
SALLE PRIVÉE
facetheory
Work Experience
Global Commercial Director
Mar ‘23 - May ‘25
facetheory

• Commercial trade, projects & trade marketing (Retail, wholesale) • P&L management and forecast building for 3-year business plan • Drive negotiation with teams: JBPs, trade marketing (offline/online), ROI • Re-brand & transformation of brand, adhering to B-Corp certification

Head of EMEA at Medik8
Aug ‘22 - Jul ‘23
Pangaea

• Wholesale, e-Retail, Retail • Management of the EMEA sales, commercial team and operational direction • P&L management and forecast building for 3-year business plan • Drive negotiation with teams: JBPs, trade marketing (offline/online), ROI

Chief Business Officer
Jun ‘21 - Aug ‘22
SALLE PRIVÉE

Brand Managing Director
Feb ‘19 - Jul ‘21
Officine Universelle Buly

Strategic & operational management of UK subsidiary including total P&L ownership. Overseeing local communications strategy; marketing (analytics & trade), digital marketing (eCRM, social, traffic acquisition) events, partnerships and managing external PR agency. Ecommerce strategy & mapping, commercial development; defining wholesale & retail channels, distribution planning and driving sell in/out. Business planning including three-year strategic plan.

Head Of Brand
Sep ‘17 - Feb ‘19
BYREDO

Strategic management of the UK team; 10 direct reports. Managed commercial network of large wholesale accounts (fragrance and leather) and flagship store. Oversaw trade activity with online partners; launches, retail and wholesale activation, KPIs & performance planning & review. Managed NP activations and new categories (leather, eyewear, beauty) and delivering integrated 360 marketing plan. In charge of communications planning and implementation; events, partnerships and overseeing PR external agency. P&L responsibility; commercial growth strategy and five-year expansion plan. see less

UK General Manager & Representative Director
Jan ‘11 - Aug ‘17
Bonpoint

Strategic and operational management of the UK subsidiary; 12 direct reports (total team 95). Retail network & wholesale accounts (RTW and Beauty). Managed communications strategy (PR, marketing, social, events & partnerships). In charge of beauty and fragrance business strategy across the omni-channel. Overlooked all business functions; finance, HR, operations, logistics. P&L and CAPEX ownership; collaboration with the board on strategy planning. see less

Area Manager UK
Jul ‘07 - Jan ‘11
Comptoir des Cotonniers

Operational management of 19 retail stores; 14 stand-alone and 5 concessions. Managed UK office & 22 direct reports (total team 105). Oversaw commercial budget, local communications agency & marketing events. Responsible for implementation of UK Growth Strategy; 14 stores opened between 2007 - 2009

Languages
English - Native
French - Fluent
Hindi - Native
Punjabi - Native
Recommendations
Elodie Leprince-Ringuet
Direct manager - Global Retail Director, Bonpoint
Jan 2011 - Aug 2017

Very involved, handling with energy and excellent results a major retail zone combining both standing stores and concessions in department stores Selina managed multi cultural teams with goodwill and ambition, tackling a 360 approach (commercial, trade marketing, merchandising, finances) with some strong skills in negotiations, opening of new pos and recruitment/embarkment of teams, P&L follow up. Fully reliable, autonomous, energetic, business and customers driven, Selina is a very talented complete manager I would be more than happy to work again with.

Education & Training
CIM | The Chartered Institute of Marketing
‘20 - ‘21
Bachelor in Professional Digital Marketing (Level 6)
Digital Strategy & Optimisation
University of Pau and Adour Countries
‘06 - ‘07
French
French
University for the Creative Arts
‘01 - ‘04
BA Honours Degree
Fashion Promotion
London, UK