Brand Manager
Alyasra Fashion
Total years of experience :19 years, 7 Months
• Managed strategic planning and expansion of the business in the Middle East with an annual turnover for both brands at approx. USD 10 million
Triumph
• Achieved topline growth of 30% in 2016 with the expansion to UAE
• Involved in the negotiation and acquisition of the franchise for UAE & KSA
• Improved concessions business by 25% and expanded regionally moving into more locations
• Reviewed 3rd party bridal wear range improving profitability and full price clearance
• Executed clearance strategies reducing aged inventory by 29% in 2016
• Involved with the brand as key partner for regional range review in Poland
• Working closely with Marketing to execute in-season campaigns improving brand visibility and perception
Koton (until Sept 2016)
• Responsible for delivering brand profitability by managing intake margins, sales and markdown activities
• Introduced new product ranges for babies and kids constituting 10% of the business
• Worked with the local operations team to improve operating and store standards
• Implemented product and sales training session with the team to enhance staff knowledge
• Developed 5YR business plan for brand re-launch in Kuwait
• Managed principal relationships for multiple franchises in Kuwait, Iraq & KSA -
Brands: Jimmy Choo, Kenzo, Weill, Gerard Darel, Petit Bateau & Koton, and MMFG brands incl. Max Mara, Marina Rinaldi, Persona, Marella, Max & Co and Weekend
• Prepared and maintained the seasonal OTB and financial sales plans for all brands
• Managed seasonal range plan and buying for Jimmy Choo and Koton-
- Improved product mix in Jimmy Choo while reducing duplication and subsequently reducing markdowns on seasonal product
- Closely communicated with both brands to ensure the right collections / product are bought to maximize business potential via weekly conference calls and meeting in Milan and Istanbul
• Stock management of two multi-brand outlets for the fashion division
- Proposed and implemented a new markdown strategy for the outlet ensuring higher clearance while increasing business profitability
- Planned launch dates while reducing the impact on the core business
• Responsible for markdown management strategy across all brands
• Part of the core team managing the transition of the fashion division to AX Dynamics
• Supporting the operations and VM team
• Responsible for achieving top line sales, margins and overall profitability of the franchise across Middle East - managed 20 stores in 7 markets with an annual turnover of USD 30 million
• Manage full price / markdown sales and intake margins to ensure brand profitability
•Worked closely with Marketing on brand building initiatives ensuring proper representation across the region
• Plan & implement promotional events in consultation with operations and VMs
• Lead and motivate a strong retail team of merchandisers along with supporting operations team in different markets. Coach and monitor team performance
• Review and monitor availability of merchandise in stores and keep the host brand updated on opportunities, risks, competitor activities and customer feedback
• Stock and sales planning and proposing special buys on potential bestsellers
• Responsible for reviewing store merchandise and communication with host brand on customer expectations, requirements, trends, opportunities and risks through regular feedback
• Managed retail pricing levels across categories along with in-season promotions to ensure clearance. Communicated trend updates and visual guidelines and proposed store layouts
• Responsible for generating and analyzing weekly sales & stock reports
• Monitoring stock levels and forecasting order quantities
• Worked on product pricing ensuring commerciality while maintaining target margins
• Built a communication / feedback channel with the stores to monitor performance targets and KPIs
• Responsible for pre-sales of IT Security & Networking products. Prepared proposals and tender bids clustering products that best suit customer requirement
• Managed communication with suppliers on new products, promotions and orders
Database Management, Software Engineering, Java, Computer Networking
Subjects: Physics, Chemistry, Mathematics, Computer Science, English.