Mohamed Raia

Strategic and visionary product leader with a passion for building iconic fashion brands through innovation, creativity, and operational excellence. As Chief Product Officer, I am responsible for shaping and executing the global product strategy, ensuring every collection reflects the brand’s DNA while meeting evolving consumer demands and market dynamics. I lead multidisciplinary teams across design, development, merchandising, and sourcing—fostering a collaborative, high-performance culture that thrives on creativity, accountability, and results. My mission is to deliver trend-relevant, high-quality collections that drive brand desirability, commercial success, and long-term sustainability. Key Responsibilities & Mission: - Define and lead the end-to-end product strategy across all categories and channels. - Oversee seasonal collection planning, ensuring alignment with brand identity, market trends, and customer insights. - Drive innovation in design and product development while maintaining operational efficiency and speed-to-market. - Collaborate with marketing, retail, and digital teams to ensure cohesive product storytelling and positioning. - Champion sustainability and responsible sourcing across the product lifecycle. - Utilize data and analytics to inform product decisions, optimize assortments, and maximize profitability. - Build, mentor, and inspire high-performing creative and product teams, promoting a culture of innovation, inclusion, and continuous improvement. - Establish clear goals, KPIs, and development plans to empower teams and ensure accountability at every level.

Led global merchandising strategy across all product categories, aligning seasonal collections with brand vision, market trends, and commercial goals. Partnered with design and product teams to shape collections, optimize pricing, and forecast sales. Key Highlights: - Developed and executed merchandising strategies balancing customer expectations with business objectives - Directed collection structure, pricing architecture, and product mix across global markets - Analyzed sales data and market trends to identify growth opportunities - Ensured alignment between product, marketing, and retail for cohesive brand storytelling

Oversaw global merchandising and buying operations, driving product strategy and commercial performance across all categories. Collaborated closely with design, planning, and retail teams to ensure collections met market needs and brand standards. Key Highlights: - Led seasonal line planning, pricing, and product development in alignment with brand goals - Managed product lifecycle and assortment decisions to support sales and margin targets - Applied trend analysis and customer insights to guide product and buying strategies - Strengthened cross-functional collaboration to enhance collection structure and responsiveness

Led merchandising and buying strategy across EMEA, aligning assortments with brand identity and regional market needs. Partnered with cross-functional teams to drive profitability, optimize product mix, and enhance customer experience. Key Highlights: - Defined master orders by cluster to ensure brand-consistent assortments - Managed in-season performance and implemented strategic adjustments to improve KPIs - Developed short- and long-term merchandising plans aligned with corporate goals - Collaborated with planning, marketing, and retail teams to drive productivity and profitability - Selected seasonal concepts and color directions based on trend and customer insights

• Lead, define, plan and implement retail and outlet buying strategy meant to maximize sales and profits. . Lead and define product merchandising and buying assortment and management RTW,Shoes & Jewelry for European market. • Managing seasonal turnover totaling in excess of €100million within 75% Sell Thru. • Product family management OTB, sales, profit, stockturn and margin mix highlighting opportunities, threats and required action. • Approve product recommendations based on demonstrated knowledge of customer and market place, identify areas of opportunity based on previous season and trend analysis. • Develop robust relationship with merchandising to inform on current business and future needs. • Ensure divisional allocation supports division productivity targets, partner with Retail and Creative to map needs. • Based on cluster buying with visual merchandising team creating attractive windows and product mix. • Direct brand presentation strategy that supports financial goals and satisfies the customer experience. • Regularly visit critical store markets as well as competition to stay abreast of market trends and apply learnings to current and future assortments.