Debra Lobo

• Successful full-time project for a brand agency that drove a 38% increase in sales
through impactful events, exhibitions, and brand activations across key accounts.
• Led a market expansion strategy, establishing the Saudi subsidiary, significantly
increasing the groups footprint across the MENA region.
• Managed over 110 events, 25+ exhibitions, and brand activations, collaborating
with Fortune 500 clients and leading tech platforms to enhance brand presence and
customer engagement.
• Fostered strong, organic growth by establishing and nurturing relationships with high
profile clients including Apple, Logitech, Dell Technologies, Intel, Lenovo, Al Tayer,
FedEx, Epson, Samsung, Huawei, TCS, and others.
• Cultivated strategic partnerships through networking and financial performance
management, consistently achieving topline revenue targets and ensuring profitability.

• Accelerated revenue growth by 38% through transformative brand activations.
• Expanded regional footprint by establishing operations in Saudi Arabia.
• Orchestrated large-scale engagements with Fortune 500 and leading tech platforms.
• Secured strategic partnerships with global leaders including Apple, Dell, Intel,
Samsung, and Al Tayer.
• Delivered sustainable topline growth through innovation and financial discipline

• Directed distribution and portfolio growth for 12 consumer, fashion & household
brands, integrating new products seamlessly.
• Expanded market reach by scaling distributor networks and driving strategic marketing
initiatives.
• Delivered sales and operational excellence through planning, stock optimization, and
timely fulfillment.
• Enhanced efficiency and profitability via vendor negotiations, supply chain alignment,
and data-driven process improvements.

• Transformed distribution of 40+ brands, repositioning the portfolio and driving 38%
business growth.
• Delivered 41% YoY profit growth through strategic planning, margin management &
sales forecasting.
• Scaled franchise & retail operations, leading store openings, staffing, brand
positioning & expansion roadmaps.
• Optimized supply chain & digital systems, boosting efficiency, margins & conversion
through CRM & e-commerce integration.
• Drove customer loyalty & strategic insights, launching high-performance loyalty
programs & leveraging data to influence long-term business decisions.

• Expanded portfolio by 85% through master franchise rights and strategic store growth.
• Maximized profitability with data-driven buying, forecasting, and category
management.
• Strengthened market position by forging strategic alliances and driving competitive
brand strategies.

• Successfully launched the brand with end-to-end product and sales budget
development, alongside the creation of new business verticals to drive growth.
• Evaluated P&L/ROI for each project, conducting thorough cost analysis, which contributed
to a 25% profit achievement in Year 1.
• Formulated bi-annual buying plans and Open-to-Buy (OTB) strategies, including
reorders to optimize inventory and sales performance.
• Led customer relationship networking and satisfaction, generating AED 1.2 million
in revenue during Downtown Dubai Design Week, while executing effective customer
retention strategies.
• Conducted market research and consumer insights analysis, leveraging data
analytics to shape impactful brand strategies based on consumer behaviors, preferences,
and market trends.
• Launched and managed the Retail Gallery, monitoring KPIs such as sales per sq. ft.,
pricing, ATV, operational expenses, inventory control, and loss reduction.
• Implemented buying budgets, managed mystery shopping reports, and introduced
policies, strategies, and workflows to streamline operations and drive performance.
• Led trade marketing initiatives through e-commerce, identifying commercial
opportunities.
• Coordinated brand showcases at Harrods & Christies, resulting in a 28% increase in
sales and enhanced brand prestige.
• Developed and executed a 360-degree marketing calendar, encompassing media
plans, PR, BTL strategies, and negotiations with agencies to maximize brand visibility
and impact.

• Launched and scaled the brand, creating new business verticals and driving growth
through end-to-end product, sales, and budget strategies.
• Delivered 25% Year 1 profit via disciplined P&L management, ROI analysis &
operational optimization.
• Generated AED 1.2M revenue through strategic engagements, retention initiatives &
flagship events.
• Drove market impact and brand prestige via data-driven strategies, retail gallery
management, and high-profile showcases at Harrods and Christies.
• Maximized performance and efficiency through strategic buying, inventory
management & workflow optimization.
• Expanded brand reach and visibility with integrated 360° marketing, trade initiatives,
and digital/e-commerce strategies.

• Designed & project managed new store openings and assured adequate staffing.
• Quarterly buying trips to Lakeland Windemere U.K. head office for procurement of
GCC stocks. Invented franchise road map with potential locations established brand and
investor network.
• Pioneered a 5YBP encompassing, sales, visual, purchase & marketing by brand & outlet.
• 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.
• Business opportunities via Club Apparel loyalty program which resulted in 28%
increase in sales.
• Guaranteed proposals for sell-out targets of in-season buying according to territory &
regional level.
• Influenced business decisions by analysis of consumers, competitors, retail trends.
• Expedited financial / feasibility reports for board review meetings reflecting OKR, KPI,
SLA, ROI.
• Ownership of P & L, controlled budgets, capital expenses, cost /debt management.
• Case studies by Harvard Business School arranged by Apparel Group.

• Drove retail expansion & profitability, overseeing store builds, merchandising,
inventory control & loss prevention.
• Elevated performance standards, achieving 100% in Barometer of Effectiveness Audit
& 88% optimization in Shukran loyalty program.
• Boosted growth and margins, delivering a 17% LFL uplift, 33% sales turnaround
across 9 stores, and safeguarding top-line targets.
• Optimized efficiency and productivity, cutting operational costs by 17.5%, improving
staff output by 9%, and advancing sales by 14%.
• Strengthened brand & customer experience, launching the Q Training Department &
actioning 100% of customer insights from mystery shopping.
• Led high-performing teams & retail meetings, aligning strategies to business goals
& overcoming market challenges.

Exemplary purchase, stock allocations & promotions to 158 stores, Duty Frees, GCC & Non
GCC stores