Stabio, Ticino, Switzerland
Senior Sales Leader with 25+ years in Sport, Lifestyle and Premium Fashion. I’m driven by building strong partnerships, shaping long‑term strategy and creating sustainable commercial growth across EMEA. My background spans both global brands and entrepreneurship, after founding and running my own denim label for ten years — something that shaped how I lead, collaborate and build business with integrity. I’ve spent my career developing wholesale strategies, leading key accounts, driving GTM execution and partnering closely with Marketing, Merchandising and Design to bring collections to life. I believe in relationship‑driven sales, clear communication and empowering teams to perform at their best. Always curious, always learning, and always focused on creating value for both brand and partners. Passionate about bridging culture and commerce—creating brands and experiences that feel authentic, engage consumers, and deliver results.
Senior Sales Manager EMEA at Dickies, Sportlux.
As Senior Sales Manager Lifestyle EMEA I lead the commercial strategy and execution for The North Face Lifestyle Specialty category. My focus is on building market- and channel right strategies, aligned with the regional brand direction and OGSTM priorities - always with the goal of driving revenue growth, strengthening brand health (heat) and securing long-term profitability. I manage a diverse sales team and agent network across the region, ensuring strong market penetration and sustainable growth. A key part of my role is driving GTM excellence: forecasting, G2N, price and margin management, distribution planning and long-term account strategies. I also lead our top-tier wholesale partnerships across Europe, shaping seasonal direction through bi-annual off-sites that combine brand experience, cross-functional presentations and interactions as well as strategic workshops.
As Senior Manager adidas Originals I led sales, distribution and account strategy for two major fashion divisions, including a team of four direct reports. Focus on driving profitable growth, strengthening key account partnerships and elevating the brand's position in a highly competitive marketplace. By improving customer engagement, optimising assortments and sharpened seasonal GTM execution, we delivered consistent growth. I worked closely with Marketing, Merchandising and Brand teams to secure impactful launches and premium brand executions within key accounts.
As Sales Manager for Vans in the Nordics, I was responsible for driving regional growth using strong key account relationships, core distribution, strategic sales planning and disciplined execution. Expanded Vans footprint across the Nordics by negotiating major retail agreements and strengthening brand presence in Premium, Lifestyle and Action sport channels. Managing agents, distributor and a team of direct reports, ensuring alignment across markets and consistent commercial performance. Throughout the period I also served as KAM, leading strategic partnerships.
Driving growth of Vans across Key Nordic retailers during a period of explosive brand momentum. Managed major revenue portfolio, securing strong sell‑in and consistently improving sell‑through across footwear, apparel, and accessories. Built long‑term partnerships with top accounts, sharpening assortments and elevating in‑store execution. Negotiated commercial terms and expanding distribution.
Co-founded and built Denim Demon Jeans, a denim lifestyle brand with Global reach. I managed sales, marketing and distribution from concept to market, establishing international wholesale partnerships with retailers such as Zalando, Tenue de Nimes, VMC and ASOS. My role spanned everything from brand building and product story to commercial strategy and market expansion across Europe, US and Australia. I also managed a network of agents and distributors, driving growth and brand visibility within premium retail.
Global Sales and Marketing for Denim Demon Jeans.