Germany
With over 13 years of experience in the retail and consumer goods industry, I am a passionate and driven leader who strives to deliver exceptional results for Esprit and its ptners. My core competencies include sales leadership, strategic planning, account management, retail activation, and exercise planning. As the Director of Wholesale at Esprit, I oversee the sell-in and sell-out of all third-party retailers, both physical and hybrid. I am also the bridge between sales, marketing, and logistics, and the P&L owner for the whole indirect business. I am motivated by Esprit's mission to create sustainable and stylish fashion that empowers people and the planet, and I bring diverse perspectives and experiences to the team, having worked in different markets, segments, and channels. Prior to joining Esprit in February 2023, I was the Head of Key Accounts at Dyson for two years, where I was responsible for planning and controlling all national activities, delivering gross margin and trading profit goals, and implementing decentralized joint business plans. I also led the Electrical Field Team, User Experience and Training Department, and increased the controlled retail environment delivery.
Leading the CE TV and Audio Key Account Management organization, driving revenue growth and strengthening Samsung’s market leadership across major retail and e-commerce partners. Providing strategic leadership through clear goal-setting, performance management, and capability development to build a high-performing commercial team Defining and executing channel-specific sales strategies for the TV & Audio portfolio, with a strong focus on maximizing sell-out performance across retail, online, and hybrid channels Establishing a robust, insights-driven reporting and forecasting framework to elevate commercial steering and enhance decision-making at leadership level Owning ambitious revenue and profitability targets while continuously optimizing cost structures and commercial efficiency Leading high-level negotiations with strategic accounts, managing escalations with professionalism, and securing long-term, value-add partnerships Collaborating cross-functionally across Marketing, Category Management, Supply Chain, and Finance to ensure seamless execution and market impact
Developed and executed Esprit’s end-to-end wholesale strategy across all major channels (Franchise, Multilabel, Key Accounts, Customer Support), ensuring consistent brand and revenue growth Drove sales expansion and market penetration in the DACH region, significantly strengthening Esprit’s wholesale footprint Partnered closely with Finance to manage P&L responsibilities, optimize budgets, and secure profitable growth Boosted Esprit’s brand visibility and retail relevance in the German market through data-driven assortment, channel and partner strategies Led high-stakes negotiations with top-tier retail partners, securing premium commercial placements and long-term agreements Built and nurtured strong, trust-based partnerships across the entire wholesale customer base Oversaw market readiness, seasonal showroom execution, and go-to-market activities to maximize sell-in performance Structured and optimized after-sales operations, including hiring, developing, and scaling the sales support organization Drove alignment between sales, marketing, and operations to ensure seamless partner delivery and execution excellence Led a cross-functional team of 80+ employees, fostering a high-performance culture and elevating organizational capability
Developed and executed forward-thinking key account strategies that delivered transformational growth and strengthened long-term retail partnerships. Anticipated shifts in the retail and consumer landscape, leveraging shopper insights and competitor analyses to optimize business performance. Partnered with cross-functional teams (Commercial, Finance, Operations, Global Functions) to align retailer strategies with business objectives and deliver cohesive commercial execution. Drove sales and margin improvements by analyzing customer P&Ls, defining promotional strategies, and setting clear profitability targets. Led the end-to-end promotional planning cycle, managing budgets, forecasts, and execution to maximize ROI and retail impact. Ensured outstanding brand execution online and in-store, elevating shopper engagement and category performance. Conducted high-impact retailer presentations and regular strategic meetings with commercial teams to influence decision-making. Built, led, and coached a high-performing team, establishing clear goals, providing continuous feedback, and fostering long-term career development. Influenced internal and external stakeholders across business units by promoting collaborative working models and proactively resolving challenges. Played a key role in EMEA-wide networking and best-practice sharing, aligning account management strategies across markets for collective success
Full leadership responsibility for the Regional Field Team, Trade/Retail Marketing Team and Training Department (200+ headcounts), including performance management, coaching, and capability development. Increased delivery of a “controlled retail environment” by ensuring excellence in fixtures, demonstrators, in-store activation, and retailer relationships. Led the implementation of decentralized Joint Business Plans in close alignment with Key Account Management. Owned the complete budget for the Retail Activation department, ensuring efficient resource allocation and ROI-driven investments. Collaborated closely with Key Account Management, Marketing, and Commercial teams to align retail execution with national and channel strategies. Developed and executed the annual Field Sales strategy to maximize shopper conversion, retail compliance, and brand visibility. Improved retail KPIs (availability, visibility, conversion, attach rate) through structured performance tracking and targeted action plans. Built strong partnerships with top retailers and store management teams to optimize floor space, display quality, and category presence. Established processes and standards for consistent, premium in-store execution across all territories. Led nationwide product launches in retail, ensuring flawless rollouts, staff training, and strong shopper engagement. Drove field team productivity through optimized routing, territory planning, and digital reporting tools. Managed third-party field agencies and external partners, ensuring performance accountability and operational excellence. Conducted market and competition assessments to provide insights for Retail, Sales, and Trade Marketing teams. Introduced structured retail training programs to increase product knowledge, sales skills, and brand advocacy among store staff. Played a key role in connecting field insights with HQ teams to influence strategic decisions and commercial planning
Led end-to-end project management, from identifying the right retail store location to creating and executing profitable P&L-driven business cases Conducted in-depth market and competitor analyses to derive actionable insights, aligning them with company goals and shaping strategic business plans Fostered strong collaboration and synergy across cross-functional teams in the EU (Marketing, Operations, PR) to ensure seamless execution and goal delivery Coordinated and controlled external agency partners to ensure high-quality activation and marketing execution Acted as an expert for POS excellence and retail activation processes, ensuring brand-consistent implementation across all retail touchpoints Developed strategic retail concepts aimed at increasing sell-through, footfall, and brand visibility Monitored KPIs and sales performance to identify optimization opportunities and strengthen commercial outcomes Retail performance optimization & store profitability improvement Development of sales forecasts and performance dashboards Leadership of store staff Budget ownership & resource allocation Negotiation with landlords and agencies Store layout / visual merchandising alignment
Planned, organized, and executed large-scale Fashion Week runway shows, coordinating models, designers, production teams, and brand partners Managed and delivered premium in-store events, including customer activations, VIP shopping experiences, seasonal launches, and brand collaborations Worked cross-functionally with Visual Merchandising, PR, Marketing, and Store Management to ensure cohesive brand presentation across all event touchpoints Developed detailed event concepts, run sheets, budgets, and post-event evaluations to maximize ROI and customer engagement Oversaw event logistics such as vendor management, staging, lighting, invitations, media coordination, and onsite event support Collaborated with fashion brands, partners, and agencies to design innovative event experiences aligned with trend and brand direction Ensured flawless execution from setup to breakdown, maintaining premium quality standards and reflecting the P&C brand identity Supported the planning of internal corporate events, leadership meetings, and staff activations Identified new opportunities for customer engagement and contributed to the development of the company’s event marketing strategy Coordinating influencers, stylists, and press for high-visibility events Managing guest lists, RSVPs, and VIP relations Creating event-related marketing materials (e.g., invitations, social content) Monitoring KPIs such as event attendance, brand exposure, and customer feedback Ensuring compliance with brand guidelines and corporate identity standards