With a rich background in luxury retail and omnichannel distribution, I've led international expansions, significantly grown sales, and mastered digital transformations. My experience spans high-profile brands, driving innovation in customer relationships and operational strategies to enhance brand visibility and profitability.
- Sales Leadership & Organizational Restructuring: Led $20M in sales revenue with 850 personnel across 2 production centers in Indonesia, 10 international stores, and 400+ points of sale globally. Defined and executed a medium- to long-term strategic and operational roadmap, achieving remarkable growth by differentiating the business model within the luxury market segment. - Strategic Achievements: Wholesale Growth: Expanded geographically and through new luxury partners, achieving over 100% growth. Established presence in 15 new countries. Retail Expansion: Increased retail sales by 20% by expanding into key resort locations and implementing specialized team structures. Digital Expansion: Achieved 125% growth through own sales sites in EU, MO, AUS, and China (Wechat & LRB), utilizing a mix of digital marketing and influencer strategies. - Operational Excellence: Streamlined production and services to support growth, implementing on-demand production and optimizing costs and margins. Applied industrial principles to manual manufacturing processes. Corporate Sustainability: Developed and implemented an ESG policy and action plan across all production, distribution, and office sites, as well as in products and packaging. - Brand Transformation: Successfully revamped the brand's image to align with its luxury positioning, increasing brand awareness and visibility. Utilized influencer marketing and strategic product placements. - Results: Achieved outstanding results from 2019 to 2022, including a 100% sales growth and a remarkable 440% increase in EBITDA.
Brand Transformation: Successfully transformed "DEVRED1902" from a distribution sign into a brand by introducing aspirational luxury elements and compelling storytelling. Digital Brand Awareness: Achieved significant digital brand awareness through social networks and PR efforts, resulting in media value exceeding 1.5 M€ and over 1 million views per month. Markdown Improvement: Increased markdown by 3 points. Store Concept Deployment: Defined and deployed a new store concept across 353 points of sale, ensuring a consistent brand experience and achieving an average turnover increase of 15% per store. Digital Transformation: Led the digital transformation of the brand, resulting in a 20% growth in website traffic with 3 million unique visitors and a 60% increase in web turnover. Digitization of Points of Sale: Spearheaded the digitization of points of sale by introducing seller tablets, dematerialized tickets, screens, and reporting tools. Omnichannel Strategy: Played a pivotal role in the omnichannel strategy by designing and implementing on/off business plans, introducing unique customer initiatives, and leading the stock unification project, contributing to over 30% of online turnover. Team Management: Managed a team of 17 people covering marketing & communication, CRM, digital, and architecture. Also served as a member of the Executive Committee.
Defined and implemented the Brand strategy within Retail across 81 stores and 4 SIS (Shop-in-Shops) in Europe and the Middle East. •Developed a local "Clienteling" strategy to enhance customer relationships and drive sales. •Created and executed a personalized appointments strategy ("OTO appointments"), accounting for more than 38% of turnover. •Coordinated 4000 customer call campaigns, leading to a +10% increase in VIC (Very Important Client) engagement and successful reactivation of 35% of customers through "Sleepers" campaigns. •Introduced the "CRM Specialist" role in-store, which generated 10% of the turnover per shop. •Ensured the profitability of "image" activities by establishing strong connections between events and shops, resulting in a minimum of +€2 million additional business with an ROI of 4.5. •Defined and managed performance objectives (KPIs) by market and store, achieving a +5% conversion rate, +1% UPT (Units Per Transaction), +1.5% Retention Rate, and +6% Recruitment Rate. Coordinated Mystery shopping action plans with 3 campaigns per year. •Managed a team of 12 professionals, overseeing the operational Marketing team at headquarters and subsidiary levels, and served as a member of the Executive Committee
Implemented a 360° Marketing and Brand Strategy: − Focusing on driving turnover/sqm by tailoring assortments to different types of points of sales (+15% turnover) − Played a critical role in the selection of store locations and layout, guaranteeing payback within 3 years • Led the worldwide Retail strategy, which encompassed 17 stores and 91 SIS (Shop-in-Shop) locations, and implemented Retail Performance and the Dupont Retail Excellence Academy, training over 700 individuals. • Successfully managed the Flagship store on avenue Montaigne in Paris for 2 years, achieving a +12% increase in sales over that period. Oversaw the revamping of the shop to align with the new concept and managed the sales team. • Coordinated the expansion into the Russian and American markets while also overseeing significant growth in China (57 SIS) and Europe (45 Corners). • Management: 5 people (development of sales support tools, Merchandising, Store concept and Training) & 20 retail teams (local) • Had a direct reported line to my shareholder in Hong Kong
full construction of the operationnal marketing department ( retail) : calendar, partnerships, marketing plans and budgets. as well as the retail bible.
Product development Full management of the Product life cycle
In charge of the Baby wipes' development