Jehad Hamed

Brand Manager Home & Travel Mothercare: May 24 - Present
Responsible for overseeing the overall strategy, marketing, and representation of the Home & Travel (H&T) within Mothercare brand. Oversee the product range, ensuring it meets the needs of children. Work closely with cross-functional teams, including operations, 3rd party suppliers, supply chain, and customer service to ensure seamless execution of brand strategies.

Key Achievements:
• Grew Ecom from 11% mix of H&T to 15% mix.
• Improved product availability within 6 months of core lines from 75% to 85%.
• Introduced new toiletries brand to fill the gap in our baby care offer.

3rd Party Concession Brand Manager: Oct 19 - April 24 - Debenhams
Responsible for managing the performance and presence of a brand within a concession model.

Key Achievements:
• Managed over 70 international brands across Ladies, Mens Lingerie, Kids and Home and successfully grew sales mix from 30% to 40% within Debenhams achieving the BP every single year for 4 years.
• Negotiated and improved margin by 2% with existing partners and was able to secure enhanced margins with new partners.
• Successfully launched +20 new concession local brands in Egypt market and turned the stores
from loss making to profit making stores
• Set and achieve sales targets, profit margins, and KPI’s for the 3rd party concession brands.
• Developed and promoted team skills to become the strongest team in Debenhams.

Retail Project Manager: Sept’ 17 - Sept’ 19 - Debenhams
Responsible for planning and leading a project of new opening stores starting from layout plan to get it ready for trade making sure it is completed successfully. Directed store layout planned with contractors, oversaw inventory allocation and visual merchandising strategies, collaborated with cross functional teams, ensure compliance with local regulations, permits and safety standard. Held regular meetings and revisited the plan and critical paths to overcome any obstacles and made sure timelines were achieved successfully.

Key Achievements:
• Successfully planned and executed 4 new retail store openings, including 12, 000 sqm store in Avenues Mall, Kuwait.
• Launched new stock take process for 27 stores lead to reduced shrinkage results -1% to -0.8%

Brand Manager Mens, Kids & Home Divisions Oct1O - Aug 17 Debenhams
Responsible for delivering the brand profit through managing the merchandise planning & buying process, driving brand sales strategy. Accountable for ensuring the brand is represented & portrayed in all operating markets to international standards and for championing the brand effectively. Managing cross functional
Teams and delivering successful product strategies.

Key Achievements:
• Delivered Highest margin for my area of responsibility (AOR) 32% up on average.
• Achieved BP sales and margin every year for the AOR.
• Improved margin percentage through open to buy (OTB) management, control of mark down level
• Successfully Planned and opened 7 new store openings.
• Developed and promoted staff to next level within my AOR.
• Designed new reports in conjunction with I.T. programmers.

Responsible of managing / buying merchandise and planning strategy for middle east to bring the brand
team, marketing and store teams together to improve the sales performance. Planning, sourcing and buying third
party products.

Key Achievements:
• Delivering highest margin % for mens division representing 23% of the mix in Debenhams.
• Managed Womenswear division and grew the mix from 40% to 45% in BHS.
• Reduced markdown sales by 10% and improved full price sales by 15%.
• Established the Best Buys concept to highlight the entry price point items.
• Successfully led development team for Ladies fashion own bought and introduced new product category made especially for middle east market generating more than 600K KD.
• Maintained a 75% sell through rate on new seasonal collection by accurately forecasting seasonal trends.
• Improved sell through rates by 15% through strategic pricing and targeted promotions.

Planned and implemented floor layouts and adjacencies, ensured visual merchandising standards exceeded host brand,
requirements, executed planned and reactionary promotional activities within set deadlines, regular communication with
the different head office functional areas, maintain high level of customer service during trading hours. responsible for the
recruitment and development of store staff.

Key Achievements:
• Achieved sales targets for 5 consecutive years.
• Achieved highest sales in any single day for a store (Highest density store across international Business for more than two years- BHS)
• Managed the largest and highest density BHS store in Alshaya Kuwait (1200 SQM) managed a team of 40 staff.
• Awarded supervisor of the year award.