Vietnam
Retail and merchandising leader with 15+ years of experience across fashion, sportswear, and apparel in multi-market environments. Driving business growth through strategic merchandising, commercial planning, and market-focused execution. Proven track record in leading teams, optimizing category performance, and scaling retail operations across diverse markets.
• Led strategic advisory engagements for retail businesses, driving merchandising transformation, buying optimization, and product lifecycle strategy. • Influenced key business decisions to improve sell-through, inventory productivity, and margin performance through data-driven insights. • Directed assortment planning, pricing strategy, and seasonal range development aligned with commercial objectives. • Partnered with senior stakeholders to drive operational efficiency and enhance overall business performance. • Delivered measurable improvements in category performance and profitability through strategic recommendations.
• Managed end-to-end brand and merchandising strategy for a portfolio of international lifestyle and sports brands across the Middle East • Led seasonal buying, assortment planning, and pricing strategy aligned with market trends and consumer demand. • Drove sales growth and sell-through performance through effective product mix and in-season trading actions. • Strengthened collaboration with global principals to ensure alignment with brand positioning and regional expansion goals. • Optimized inventory management and stock allocation to improve availability and reduce ageing stock.
• Led end-to-end merchandising, buying, and brand strategy for leading international sportswear brands including Nike, Puma, and Reebok. • Owned OTB planning, budgeting, and seasonal forecasting, ensuring alignment with revenue and margin targets. • Drove sell-through optimization and inventory efficiency, implementing pricing and promotional strategies to manage ageing stock. • Managed vendor relationships and commercial negotiations, improving margins and securing marketing and trade support. • Spearheaded assortment planning, range selection, and store-wise allocation, optimizing product mix across regions. • Delivered strong retail performance across KPIs including sales, conversion, UPT, and ATV • Led cross-functional execution of marketing campaigns, SIS concepts, and in-store activations.
• Managed end-to-end sourcing and merchandising operations for international apparel brands. • Ensured product quality and compliance through factory audits and quality assurance processes. • Coordinated with suppliers to manage production timelines, cost control, and delivery schedules. • Supported development and execution of product ranges aligned with brand standards and market requirements.