Retail Merchandising & Activation Manager
Groupe SEB
Total years of experience :17 years, 6 Months
Mission:
Develop turnover & profit of regional retail network “Zahran Stores”, and responsible for merchandising, product offer, commercial activation, customer satisfaction, retail expansion plan & E-commerce.
Merchandising Management:
- Defines categories and product offer in stores according to shoppers’ expectations, merchandising rules and P&L objectives.
- Stock control, buying non-group products and insure stores products availability and rotation, pricing policy, sale promotion, commercial animation and display, sales forecast, probability and margin.
- Guaranties constantly product and categories knowledge for retail team, train sales team on sales etiquette and know-how, spread growth mindset, high learning and change abilities.
- Passion to sell a product and to inspire others.
Retail marketing management:
- Developing yearly marketing plan, marketing calendar, defines categories and product offers in stores, sell out slow moving, end of life and refurbished products.
- Follow proper implementation of marketing plan in stores.
- Plan specific stores animation, product demonstration, introduction and launching events
- Analyzes results of actions (ROMI)
- Delivers to stores all necessary materials for store animation and commercial operations, select companies providing best quality/price ratio.
- Managing KPIs for all stores in terms of turn-over, basket size and conversion rate.
- Ensures customers database are properly built in - stores.
- Managing CRM and uses customer database to develop traffic in stores and turnover.
Real Estate (RE): Management of all topics related to premises:
- Lease acquisition (location assessment, lease negotiation including financial & non-financial conditions.
- Fit out project and construction, developing global store concept and make sure standards are equal to international Home & Cook stores.
- Responsible for store layout design “look & feel”, store front, brand image and stores refurbishment.
- Lease renegotiation and disposal.
KPIs:
- Sales turnover, No. of tickets, basket size and conversion rate.
- Number of stores opened within the expansion plan.
- Customer satisfaction and CRM.
Responsibilities:-
‣ Improve the commercial performance by working on retail expansion & strategic “Go to market” development plan.
‣ Manage project CAPEX control and new stores launch.
‣ Defining channel marketing segmentation & initiatives in order to support sales, improve premium product mix in addition to leverage Pirelli brand positioning and buying considerations in the market.
‣ Channel monitoring & analyze findings from competitors and market intelligence data.
‣ Provide to the central marketing information on trading and consumer behavior.
‣ Managing marketing strategy and global retail programs on PL market and responsible of local retail
communication, campaigns and dealers incentive programs.
KPIs:
‣ P&L BU (prices, volumes, mix)
‣ Commercial policy segmentation by typology-consideration to buy.
‣ Market share / channel mix.
‣ Customer satisfaction
Responsibilities:-
‣ Maintain optimum stock level with positively driving brand performance using (P&L).
‣ Improved sales revenues from 11M in year 2012 to reach 19M EGP by end of 2014.
‣ Developed annual marketing plans including objectives, promotion strategies, budgets & execution.
‣ Placing annual sales budget “Collection buying budget” and managing stock turnover.
‣ Buying the seasonal collection from brand origin “Headquarter” & responsible for local pricing/ margin.
‣ Delivering internal presentations for new collections, fashion shows, design inspirations, marketing materials and brand guidelines.
‣ Setting monthly target for each store in-line with store budget and company’s strategy.
‣ Monitor and analyze findings, business performance, brand awareness, consumer behavior & competition.
‣ Managing in-store visual merchandising and window display.
Responsibilities:-
‣ Assist the sales manager in achieving sales target and supporting in development of yearly production
forecast by product line and seasonal collection for the local market.
‣ Setting-up and launching of new local stores & ensure compliance with brand guidelines, franchising
terms and store concept.
‣ Handling daily store operations, maintenance and report feedback on customer satisfaction, design
and demand.
‣ Train store staff as per retail manual, company’s policies and procedures.
‣ Handling the execution of all visual merchandising themes and retail marketing materials.
Achievements:-
‣ Increased sales revenues by (+11.5%) in year 2009.
‣ Created unique visual merchandising themes as per brand guidelines and developed the store concept
book that been added value to the franchising and brand image.
Sales at Fashion & Jewelry Division,
Line of brands included:
(Bvlgari - Gucci - Harvey Nichols).
My Objective:
‣ My main objective was to achieve my store target, build credibility and rapport with customers, deliver highest level of customer service, implementing sales etiquette, promote brands
‣ In 2007: I rewarded best sales person and promoted to sales supervisor in Harvey Nichols - Dubai.
Master's of business administration (MBA) Major: Strategic Marketing Management Master's Thesis: 1- Comprehensive exam 2- Strategic Marketing Plan for an University "NPO"
Bachelor in Applied Arts - October 6 University 1999 – 2004 Advertising and Graphic design Degree : Good Project degree : Very good
Thanaweya Amma
