Regional Business Manager -Cole Haan
Al Yasra Fashion
Total years of experience :17 years, 7 Months
- Responsible for Cole Haan retail development UAE, Kuwait and Bahrain with a total of 13 stores which accounts for 35% of the total footwear division turnover.
- Achieved +23% growth in LFL sales in 2018 while closing inventory at -18% vs. the year before
- Accountable for the P&L, driving 14.6% on the bottom line with an increase of 5.4% points vs. LY- Sales budget planning, margin management and inventory control.
- Stock management - maintaining ideal stock levels throughout the year during seasons in warehouses and stores.
- Reviewing brand performance with merchandising, operations and VM etc. and taking corrective action to improve business.
- Reduced inventory cover from 47 weeks to 22 weeks.
- Improved overall stock turn from 2.1 to 3.2.
- Achieved the highest market growth in the Middle East, +40% vs. LY and +23% on LFL
- Currently running seven of the top ten revenue & eight of the top ten density sales per sqm Cole Haan stores in the MEA region
- Identifying the right retatilers for brand expression/segmentation, creating price structures etc..
- Developing Cole Haan through other channels of distribution within departments stores and e-com.
-Defined the brand direction and ensured all parties understand such.
-Worked closely with buying and planning on all product and financial related matters.
-Ensured buildup of stock and margin structure as per expected requirements.
-Defined budgets, range selection, allocations, markdown strategies, and sales forecasting with brand team.
-Was accountable for brands weekly trade and monthly P&L.
-Directed store category reviews in order to optimize sales performances.
-Led business reviews with vendors to set brand visions; whilst also negotiating of product exclusivity, extra discount, free goods to optimize sales/profitability and point of differentiation.
-Brands worked with were Nike, Adidas, Reebok, Puma, Asics, New Balance and Oakley.
-Was directly responsible through a team of area/store managers for all store operations. Accountable for store employee development and training.
-Responsible for maintaining best store standards in line with host brand directives, as well as taking ownership for the successful role out of model stores, and new store openings.
-Ensured that compliances are followed and/or executed according to brand, government, market and business regulations and procedures.
-Coached area/store teams to achieve their sales targets, shrink targets and control operational costs in order to meet the business requirements
-Set clear KPIs to evaluate area/store management and staff.
-Delivered competitor activity reports by conducting comparative shopping exercises.
-Worked with support functions such as marketing and logistics to apply brand objectives.
-Defined vision, strategy and identified competition in order to set the brand roadmap.
-Anticipated overall budgets to ensure progressive growth year through year.
-Accountable for brand’s weekly trade and monthly P&L.
-Involved with all sales meetings relevant to the brand. Consistently analyzed category reports to maximize the stock/sales mixes.
-Planned and executed the marketing calendar of the brand.
-Opened 9 Crocs mono-branded stores over since Dec. 2009.
-Developed regional marketing calendars annually based on store concept positioning.
-Forecasted traffic, total sales and profitability in order to reach desired objectives.
-Negotiated Deals with suppliers relating specifically within the food division.
-Directed in store promotional programs of all off shelf displays within all doors to communicate exclusive promotions, new launches, seasonal product etc.…
-Conducted Market visits to assess competitive trends within assortment, pricing, promotional and presentation strategies to maintain leverage over the market.
-Set standard operating procedures to increase work efficiency.
-Involved in business review meetings with suppliers such as Unilever, Procter & Gamble, Reckitt Benckiser, Colgate Palmolive, Master Foods, etc…in order to line up business objectives. Negotiations upon promotional budgets, rebates, better costs, extra discounts.
-Loyalty Card: Developed and documented the Merchandise Loyalty Card strategy.