Scott Keller

Senior Vice President • Retail Leadership • Global Growth Strategy • Brand Management • Team Leadership • Starbucks, Apple, Nike, Estée Lauder

Hong Kong, Hong Kong SAR

About

OVER TWO DECADES OF RETAIL BRAND LEADERSHIP • Deep understanding of retail across geographies, functions, industries, and stages of growth • RETAIL GROWTH leader - covering expansion strategy, partnerships, real estate, design, and construction - with specific expertise in data-driven network planning • RETAIL OPERATIONS leader - with experience as P&L owner for direct operation of physical stores, ecommerce, and retail support functions including operations standards, POS system upgrades, buying/planning/allocation, and anti-fraud • RETAIL EXPERIENCE leader - overseeing new concepts, in-store marketing, retail training, visual merchandising, art and furniture programs, and pop-up/event activation ESTABLISHED AND ACCELERATED TOP RETAIL BRANDS IN ASIA • Instrumental in the growth and positioning of Starbucks, Apple, and Nike in the region • Launched and reestablished multiple brands and businesses gaining premium and leadership position amidst fierce and nimble competition • Harnessed and adapted global brands to become embedded in local routines and culture - positively impacting, and strengthening, the brands globally OPENED OVER 7000 IMPACTFUL AND INNOVATIVE RETAIL STORES • Accountable for store openings resulting in lifetime sales in excess of US$80B • Opened 3000+ Starbucks coffeehouses to double storecount in Asia Pacific - while adding 150 groundbreaking Starbucks Reserve flagship and concept stores • Opened and established pipeline for many of Apple's most innovative and highest volume stores globally • Added 3000+ 3rd party Nike stores to double storecount in China - while launching direct retail, ecommerce, and flagship stores, and opening the first Jordan brand stores globally CULTIVATED THRIVING TEAMS AND FUTURE LEADERS • Directly led large and small teams across single and dispersed locations, including headquarters and regional teams of 200 employees and store teams of nearly 1000 employees • Consistently lower turnover than peer set • Teams recognized for collaboration and empowerment • Former team members are thriving in retail and retail leadership roles across the globe - including via successful internal transfers I've championed

Experience

  • Adjunct Professor, Academy of Innovation at City University of Hong Kong
    Jun 2026 - Present · 2 mos

  • Member, Board of Directors at Huntington's Disease Foundation
    Apr 2026 - Present · 4 mos

  • SVP, Store Development & Design, Asia Pacific at Starbucks
    2016 - 2025 · 9 yrs

    Led Store Growth Strategy, Real Estate, Market Planning, Architecture & Interior Design, and Concepts across the 15 markets of the Asia Pacific region • Opened one store per day, including many of the world’s most experiential, innovative, premium, and newsworthy Starbucks stores • Added 3000 stores, doubling Starbucks storecount to make it the number one F&B brand in the region • Expanded scope to become International Store Development & Design Lead, with responsibility for 85 global markets outside of U.S., Canada, and Mainland China - in partnership with regional teams and licensees • Member of Starbucks Global Senior Leadership Team • Delegate and Speaker: Global Licensee Roundtables & Summits • Executive Sponsorships: ** Atlas Market Direct: launched proprietary market planning system for international markets ** Asia Pacific Community Store Program: exceeded three year target to open 50 purpose based stores providing support, jobs, meeting spaces, and funding for specific causes including mental health, disadvantaged youth, coffee farming communities, and sign language communities ** Asia Pacific Greener Store Program: established and launched proprietary global program as a successor to LEED, including certification of new and existing stores ** Hong Kong Support Center Pride Network: guided and supported network leadership team for the first three years from launch - with programming including film screenings, community event sponsorship and participation, fireside chats with visiting lecturers and public figures, and Pride Month celebrations • Responsible for design and development of over 400 stores annually, including over 100 freestanding buildings, with each store uniquely designed to suit the needs of its community, including: ** Flagship stores in Bali, Bangkok, Hong Kong, Mumbai, Seoul, Singapore, Tagatay, & Taipei ** Heritage stores in historic locations in Daegu, Hoi An, Jakarta, Manila, Mumbai, & Seoul

  • Vice President Retail, Asia Pacific at The Estée Lauder Companies Inc.
    2014 - 2016 · 2 yrs

    Estée Lauder - M.A.C - Bobbi Brown - La Mer - Jo Malone - Clinique - Origins - Aveda - Tom Ford Beauty Established corporate retail function and team sanctioned with elevating retail capabilities across the collection of leading beauty brands in all channels • Champion for channel evolution from historic department store centered business to one in which freestanding stores and omnichannel play a prominent role • Responsible for establishing capabilities, systems, and processes to support fast growing channel of 300 freestanding stores across 10 brands and 13 countries • Accelerated sales in freestanding stores, including doubling the number of outlet stores across the region • Business owner for retail system overhaul of 3000 points of sale across 12 brands in 12 countries • Regional lead for Omnichannel retail

  • Apple ()
    • Director, Head of Retail Service - Asia
      2012 - 2013 · 1 yr

      Oversaw programs for Apple’s returning customers – including “Genius Bar” service • Launched store leadership tools and elevated service levels throughout Greater China • Collaborated with channel partners to establish uniform experience for customers throughout the marketplace • Developed, implemented, and adapted processes and policies to address significant fraud challenges while addressing safety, security, legal, government, and public relations concerns

    • Director, Head of Retail Real Estate and Development - Asia
      2009 - 2012 · 3 yrs

      Led retail expansion in Asia, opening iconic landmarks - among the highest traffic, highest revenue, and most photographed stores of any brand globally • Built high-caliber team based in Shanghai, Beijing, and California • Established development strategy and pipeline of high profile stores to bring Apple from 1 to 30 retail stores in Greater China, including some of the most coveted locations in the region • Restarted new store development in Japan leading to opening the Omotesando flagship store and subsequent high profile stores • Developed productive relationships with government officials, real estate brokerages, and major developers