Edwin Corda

Reporting to the General Manager, responsible for a larger team of 1, 100 employees, 45 stores spread geographically across 7
countries.
• Took the management of entire Middle East store sales and operations. Managed a business plan of AED 1.1Bn
and a store count of 45 stores.
• Despite of the economic turndown in the regions and declining sales from non-profit making stores, delivered
budgeted profit target in 2019. This was achieved through listening from the country team and customers for
more well-organized allocations, deferral of unnecessary catalogue allocations, and inter country stock
transfers. Collaborated with planning and buying teams for a credible stock holding in each market, stock built in
Kuwait, Saudi and Qatar to support peak trading.
• Worked alongside with visual merchandising and marketing team for innovative in store execution of the
products, seasonal launches and promotional layouts.
• Built annual/strategic business plans in agreement with Regional Managers. Managed, controlled, and
implemented operating procedures, aligned retail best practices across the regions. Evaluated and improved
operations and financial development of underperforming stores.
• Provided support in leading HR initiatives through select, manage, develop, reward and grow programme.
• Rolled-out customer-centric programme “Voice of Customer” to the entire customer facing employees in 10
stores within UAE
Selected Accomplishment:
• Shared accountability with regional managers and stores development team to successfully launch modernised
M&S stores, 1 in UAE and 2 in Saudi (2019).
• Delivered a Net Promoter Score of 73 vs. the group at 55, and a customer satisfaction score of 90 for M&S MENA
franchise (2020)
• Mentored and Coached 2 high calibre store manager to step up for the Regional Manager accountability.(2019)

Reporting to the General Manager, responsible for a large team of 400+ employees, 10 Store managers and 2 Deputy Store
managers; 10 stores spread geographically across Kuwait, Qatar, Bahrain, and Lebanon.
• Managed a business plan of AED 400 million, fully accountable for 10 full line stores to drive and deliver sales and
profit targets through aligned in store visuals, exceptional store standards, and customer satisfaction with
primary focus on health & safety.
• Lead with visible, participative, hands-on, and involve management style with remote supervision, empowering
the teams, and engaging with store managers to provide operational guidance and strategical plans.
• Supported and organized the Marks and Spencer Saudi business merger and acquisition in 2018 with an addition
of 15 more stores to the business.
• Effectively enforced "M&S Working Week Framework" concept across stores in conjunction with the M&S UK.
• Rolled out to the entire M&S store teams and the head office, the principle driven customer service proposition
“Making Every Moment Special”.
• Continuously mentored and coached several key people to attain leadership roles empowering the “growth from
within” policy.
Selected Accomplishment:
• Delivered 40% of the total business sales target, with 10% manpower cost to sales, and profit contribution of
50% through 9 stores in 2019.
• Organized price realignment “Market Right Price” in Kuwait resulting YoY volume uplift of 20% and growth uplift
of 4% in 2017.
• Delivered profit from a loss-making store in Kuwait Avenues mall in year 2016.
• Received “Exceptional Effort Award” for outstanding performance and contribution towards the Special
projects; 2016

Reporting to Regional manager, accountable for store P&L, responsible for 72 employees, 1 deputy store manager and 6 section managers.
• Fully accountable to deliver sales and profit targets of Kuwait's flagship and the largest M&S store outside of UK. Responsible for maintaining all aspects of the store operations to ensure customers have access to necessary products resulting in increased sales and excellent customer experience.
• Delivered above average operational standards of visual merchandising, product availability, customer service, stock maintenance, safety, and security.
• Ensured all employees are trained on customer service behaviors and exhibit them on the shop floor. Responsible for hiring, training, development of employees.
• Ensured a succession plan in the store for growth of talent and un-interrupted business operations.
• Coordinated with the Regional Manager in preparation of annual budgets relating to sales, manpower, revenue, and operating expenses.
Selected Accomplishment:
• Delivered highest recorded sales for the Kuwait flagship store in 2013.
• With shared collaboration across the functions delivered the first largest Flagship store outside of the UK, “The View” in Kuwait 2014.
• “Exceptional Effort Award” for outstanding performance and contribution for the efforts put in; 2014