Head of Sales - LAZURDE
Lazurde
Total years of experience :19 years, 9 Months
responsible for the WS division on KSA level.
•Achieve the sales figures / collection / forecasts.
•Develop models and styles according to the market needs.
•Conduct Market research and trends.
•Reports directly to the General Manager. Head of Division- Estee Lauder Group, AL MALKI GROUP- NMC, Jeddah MARCH 2020 — DECEMBER 2021
•Managing Estee Lauder Group.
•Reporting directly to the General Manager, managing 3 Brand Managers and training the Marketing team.
•Securing the achievement of the division's annual budget.
•Reporting operations to Estee Lauder subsidiary and assuring perfect implementation of its strategy in the Saudi market.
•Managed Covid crisis in 2020 and increased online sales by 600% through focusing on online OMNI channels (i.e. Noon.com, Sephora.com).
•In 2021, achieved +240% sell-out and +50% sell-in.
•Upgraded more than 100 counters, which improved the presence of the brand in the Saudi market.
•Implemented new optimized brand assortment which increased the sell-out in the market by 50%
Managed Interparfums (Boucheron, Coach, Lanvin, Montblanc, VanCleef) as well as Bvlgari, Hermes, Cartier, Versace, Chopard.
•Created quarter sales incentive campaigns for the sales team, which increasedsell out by 45%
•Created sales incentive for Cartier brand: more than 10, 000 pieces were sold in just 1 month.
•Negotiated and acquired major retail locations in Saudi airports for NMC brands.
•Created ruffle draw operations with major retailers (i.e. Faces) during Ramadan's season: 18, 000 pieces sold with a growth in sales of 35% .
•Planned and implemented major blockbuster animations for major brands which has contributed to gaining market shares for Almalki group brands.
•Planned the annual sell-out budget for NMC's Beauty Advisors.
•Created major animations with key retailers for the high-season .
Managed Interparfums (Boucheron, Coach, Lanvin, Montblanc, VanCleef), Bvlgari, Hermes, Cartier, Versace, Chopard.
•Achieved the agreed annual margin of sales for the company.
Managed LVMH Group (Fendi, Kenzo, Givenchy).
•Increased the market share of Fendi brand in the Saudi market 5 points in three years.
•Launched Fendi successfully in the Saudi market: achieved SAR8 million in year 1, SAR25 million in year 2 and SAR35 million in year 3.
•Achieved in 2014 best increase in Fendi brand (KSA 50% from world turnover).
•Successfully relaunched Kenzo in the Saudi market: year 1 achieved SAR4 million, SAR8 million in year 2 and SAR12 million in year 3.
Managed various brand (Cavalli, Ferre, Charriol, Mauboussin).
•In 2009, handled P&G Lacoste brand.
•Increased sales of Lacoste: achieved SAR15 million in year 1, SAR25 million in year 2 and SAR40 million in year 3.
•Created the biggest sampling campaign for Lacoste (200, 000 samples distributed).
•In 2009, won the P&G global award of Top Spin Idea for Lacoste Love of Pink vespa's operation.
•In 2010, won the Award of Most Dynamic Manager from Chalhoub Group.
•Won P&G top sales award for Lacoste (Camaro car raffle draw's operation).
•In 2012, won best turnover for Lacoste (40 millions).
•In 2012, won best launch of the year for Lacoste Polo (60K Pieces sales).
•Created top sales team's incentive operation (i.e. iphones, ipads...)
Assisted the brand manager in all of the marketing and commercial activities.
•In 2005, won Best launch for Victoria's Secret perfume by selling 10, 000 pieces of Very Sexy in just 10 days.