Brand Head
Iffco Group
Total years of experience :25 years, 11 Months
Successful launch of the luxury brand 1865 La Maison and management of all its business verticals across the brand along with e-commerce and website development. Evaluating ROI on each project cost.
• Buying of 12 brands under the portfolio (Fashion & Consumer Goods)
• Expansion on online & offline platforms with supporting strategic marketing plan.
• Ensuring sales targets, stocks, deliveries are accomplished by the team
& pioneered a yearly & 5YBP encompassing, sales, visual, purchase & marketing by brand & outlet.
•Provided regular feedback to suppliers on their sales, stocks, rankings and promotional activities.
•Implemented operating procedures of the category for smooth procurement and distribution.
•Invented franchise road map with potential locations established brand and investor network.
•Guaranteed proposals for sell-out targets of in-season buying according to estimated territory & regional level.
•Influenced business decisions by analysis of consumers, competitors, retail trends & by raising brand awareness,
•Expedited financial / feasibility reports for board review meetings reflecting OKR, KPI, SLA, ROI.
•Ownership of the Lakeland brand on 6th Street, in terms of order fulfillment, last mile delivery which generated a 32% upturn in performance of brand based on trends, brand mapping, category sales.
•Conducted product registrations with concerned authorities of Regulatory Affairs i.e. Esma, G-Mark etc.
•Business opportunities via Club Apparel loyalty program which resulted in 28% increase in sales.
• Ownership of P & L, controlled budgets, capital expenses, cost /debt management.
• Fit-Out of new projects, overseeing MEP & interior designers for new executions.
the brand delivered profit through delivery of full price & mark down sales, intake margins etc
•Boosted distribution, availability & visibility of products by introducing 40+ brands & changing the dynamics from appliances to kitchen essentials. The new identity enlarged the business by 38% in 2018
•Decided financial sales plans, product planning on trading and forecasted for new stores.
•Registered an overall 41% profit increase (2018 vs 2017) by exploring business case studies & red book plan.
•Renegotiated contracts with suppliers on their payment services & set delivery strategy by monitoring supply chain efficiency to ensure 100% achievement of profitability targets along with warehouse / logistics /shipment essentials.
•Provided a consistent message to brand team and stores with regard to brand values, priorities and requirements.
•Implemented e-commerce & integrated campaigns that produced 28% increase in conversion & margin performance.
•Oversee the website team and development agency in content creation, publishing with 58% intensification in performance of Google Analytics, SEO, SEM, banner ads, AB tests, up/cross-selling, promotional tools.
•Launched Wafaa & Better Select loyalty/ gift card program and generated 95% performance on Etihad Airmiles.
•Participated in business improvement projects ensuring the brand is represented in all major initiatives and systems.
master franchise rights from license to set up to store expansion & increased brand portfolio by 85%.
•Directed buying & forecasting via category range management, OTB, exit strategies on volume lines & special buys.
•Regular comparison shopping, ensured the brand retains a competitive pricing position.
•Developed & maintained relationship between Company and
profit-generating operations through sales, merchandising, inventory, loss prevention & product turnover.
•Guardian of guidelines for commercial, visual, operational, policies, TQM Practices, health & safety (OEE), POS.
•Achieved 100% in Barometer of Effectiveness Audit, 88% in optimized Shukran loyalty conversions.
•Ensured gross margin by safeguarding monthly execution of top line targets & individual contribution, providing insights to team, which overhauled LFL by 17% by reshuffling strategy post annual mall performance mix.
•Assured regional sell-out targets by store VS sell-out by categories with turn around sales for 9 stores by 33%.
•sCost reduced by 17.5% with Staff Productivity increase by 9%.
•Accelerated market share by initiating kiosks as an expansion technique with sales advancement by 14%.
•Prepared Budget Management reports on top line assumptions based on qualitative feedbacks.
•Actioned mystery shopping report to 100% with feedback to stack holders on performance meetings.
•Visually contributed during floor walk on collections purchased, concepts for window amplifying commerciality.
•Investigated customer surveys, trade area analysis to understand consumer shopping habits /change in preferences.
•Monitored Back-store Operations with proper execution of non-sales trade in systems ensuing 0.018% shrinkage
•Coached Product & Customer experience by introduction of the Q training department for role modeling & training.
•Led retail meetings & formed an efficient productive team to drive the business forward & deal with emerging issues.
Exemplary purchase, stock allocations & promotions to 158 stores, Duty Frees, GCC & Non GCC stores
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