Dubai, United Arab Emirates
Commercial leader with 10+ years building and scaling consumer-facing businesses across retail, wholesale, e-commerce, and brand currently driving commercial strategy at The Giving Movement, one of the UAE's fastest-growing homegrown fashion labels. I operate at the intersection of strategy and execution: owning full P&L, leading cross-functional teams, and driving revenue growth across all commercial channels in the GCC and internationally. My background spans end-to-end business leadership from organisational design and go-to-market strategy, to retail expansion, digital commerce, and brand building. Core capabilities: → Full commercial P&L ownership across DTC, wholesale, retail & e-commerce → Cross-functional leadership: Marketing, Merchandising, CRM, Paid Media, Retail Ops → Omnichannel growth strategy across GCC, MENA & global markets → Scaling brands from early-stage through to operational maturity → Organisational design — building and leading high-performance commercial teams → Consumer brand strategy, product positioning & market expansion
Leading the global retail and commercial strategy for The Giving Movement, overseeing performance across Retail, Wholesale, and E-commerce channels. Responsible for end-to-end P&L ownership, organisational design, and execution across multiple markets, with a focus on driving sustainable growth, operational efficiency, and brand equity. Managing a cross-functional organisation spanning Retail, Wholesale, E-commerce, Trade Marketing, Merchandising, CRM, Paid Media, and Influencer Marketing. Key responsibilities and impact: Own and drive overall commercial performance across all revenue channels, ensuring alignment between retail, digital, and marketing functions Lead organisational restructuring across retail and commercial teams to improve accountability, efficiency, and scalability Define and execute omni-channel strategy to enhance customer experience and maximise conversion, ATV, and repeat purchase behaviour Oversee store network performance across flagship and community locations, driving consistent KPI improvements and operational standards Lead international wholesale and partner strategy, including market expansion, contract structuring, and ongoing performance management Develop scalable franchise and mono-brand retail models to support regional and international growth Drive inventory and trade strategy, balancing full-price sell-through with controlled promotional activity to protect margin and brand positioning Build and scale growth marketing functions (CRM, Paid Media, Influencer), ensuring strong alignment with commercial objectives Partner closely with CEO and leadership team on strategic planning, budgeting, and navigating complex market conditions
Critical results Deputise for the operations manager; take full responsibilities for the store in line with the duty management rota. Play a vital role in the recruitment, induction & development of collaborative& diverse teams to grow revenue and deliver centre of excellence standards across all disciplines. Also, running recruitment drives in job centres and job fares around London to recruit new talent. Support the operations manager & flagship director in the delivery of store trials, pilots, and projects within an agreed time scales. Analyse commercial data and identify opportunities to maximise sales, minimise cost and achieve store KPI’s Managing overall stock levels of the store in conjunction with the buying team using a manual order system to ensure supply always meets demand. Responsible for performance management (performance reviews, staff coaching sessions, disciplinary, etc.). Always motivating staff with incentives, for example, an early bird, get out of jail free, and unique delivery. These are motivation games aimed at driving sales increasing ATV and Conversion. Build secure networks, both internally& externally, to achieve business objectives and outperform the competition. Being a proactive accounts manager, I was the point of call for some of our critical client's. I managed the sourcing and shipping products well within the required time frame. Also, identifying critical members of staff, putting them in areas of responsibility for future succession planning. Manage and coach floor supervisors and sales team to create a result-driven environment with clear accountability to deliver operational excellence and premium levels of service.
• Slashed payroll by 15% focused on staff shift productivity reducing cost whilst ensuring the continuation and improvement to service were achieved. • Work in tandem with the buyers to ensure optimum levels of stock on hand resulting in better back of house storage making for faster service to the consumer, • Demanded strict adherence to SOP guidelines and performed regular audits to ensure management and staff alike were complying. leading to reduction of stock loss and making for a safer working environment. • Regional store visits taking corrective action on under-performing branches using counselling and coaching methods. As a result, conversion and sales were increased. • Provide team training and exercises on product information to enhance customer service and sales abilities. • Perform appraisal processes in terms of explaining objectives, monitoring performance, and providing feedback on strengths and weakness.
• Frequent regional market visit to aid clients with identifying and securing appropriate locations for PUMA franchise stores and strengthen relationships • Strong project management ability resulting in twelve new franchise stores opened in two years in Lebanon, Jordan, Kuwait, Iran, KSA, Qatar and Bahrain. • Provided operation support for retail partners resulting in adoption of best practice and SOP guidelines in franchise locations. • Analysis of partner contract agreement resulting in compliance with the contractual frame work governing PUMA partner stores. • Conducted effective seasonal range presentations to PUMA Store Partners at time of sell-in period for SS & AW resulting in individual sales goals being achieved. • Conducted regional training programs resulting in brand values and operational and quality standards were preserved and met at all times. • Provided specific PUMA Retail training total of 160 people spread across the region as well as product and general sales training to third-party store staff twice each season (SS & AW).
The Diesel flagship store located in the Dubai Mall, the worlds largest shopping mall based on total area. It attracts more than 750 000 visitors every week. In 2012 it had a total of 65 million visitors My Objectives Manage and lead the store into achieving store and KPI targets in order to meet the overall organisational objectives. Maintain a high level of profitability through control of discounts, general expenses, stock-loss and sell-through in order to meet profitability targets. Ensure that the store is maintained and operated at the standards provided by the HO and principles in order to enhance the image of the brand and drive sales. Train the team to provide exemplary customer service at all times by following policies, providing product information and adopting a friendly as well as courteous attitude towards customers, in order to establish and manage lasting relationships. Maintain appropriate stock to demand levels making sure we always had the right amount of products to meet the projected sales.
Experienced Head of Retail and Head of B2B driving growth and innovation in the dynamic world of business. 🚀 Passionate about delivering exceptional customer experiences, I leverage my expertise to optimize retail operations while developing strategic partnerships to expand B2B opportunities. ✨ As Head of Retail, I spearhead transformative initiatives that enhance in-store experiences, driving sales and customer loyalty. By leveraging data-driven insights and implementing cutting-edge technologies, I streamline operations, improve inventory management, and empower teams to excel. Simultaneously, as Head of B2B, I orchestrate business development strategies, cultivating lucrative partnerships and unlocking new revenue streams. By understanding market trends, identifying untapped opportunities, and nurturing client relationships, I forge mutually beneficial alliances that drive long-term growth. With a proven track record of enhancing profitability and market share, I excel in leading cross-functional teams, fostering collaboration, and aligning diverse objectives. By combining a strategic mindset with a customer-centric approach, I shape organizational visions into actionable plans that deliver outstanding results.
As the Retail and Wholesale Director at The Giving Movement, I am an accomplished retail operations leader with expertise in multi-channel retail management, wholesale distribution, and business development. I specialize in driving store performance optimization, leading marketing campaigns, and spearheading new store launches to deliver exceptional customer experiences and sustainable growth. I oversee end-to-end retail strategies, including budget management, sales forecasting, and team leadership, ensuring the consistent delivery of KPIs such as ATV, UPT, and conversion rates. From securing approvals for flagship openings to executing in-store activations for seasonal launches, I excel in managing complex operations and aligning them with business goals. Key Achievements: ✨ Launching stores in key retail hubs such as Dubai Mall, Mall of the Emirates, and Yas Mall, with a focus on luxury retail and customer-centric designs. ✨ Driving performance improvements in underperforming stores through data-driven decision-making and strategic planning. ✨ Enhancing customer experience management, with multiple stores achieving high Google ratings and large-scale customer loyalty. ✨ Developing training programs to upskill teams, foster leadership, and boost employee engagement. ✨ Demonstrating expertise in cost efficiency, including effective payroll management, OPEX reduction, and resource optimization. Skills & Expertise: Retail Operations Management Sales Strategy and Execution Wholesale Distribution Budgeting and Forecasting Team Leadership & Development Marketing Campaign Management Customer Relationship Management (CRM) P&L Accountability Store Planning and Design Sustainability in Retail With over a decade of experience, including a leadership role at Puma Middle East and East Africa, I bring a global perspective and a track record of success in retail transformation, store profitability, and supply chain management.
• Actively pursue new business using warm leads and referrals from satisfied clients increasing territory net sales by 12.3% (AED 2.4M). • Utilised client sell through information effectively resulting in like for like sell in and sell out increase. • Achieved sales targets for thirteen accounts amounting to 20% (AED 21.2M) of Puma Middle East total wholesale net turnover. • Efficiently managed account order books and SOA having payment in place before season launch resulting in timely delivery of goods for calander launch dates. • Explain then recommend appropriate payment plan options LC, BG, LPO and shipping terms EX- works, DDP resulting in clear lines of communication and effiecent supply chains • Customised and pitched new consignment models which resulted in more shelf space in Dubai duty free across five of the main departure and arrival