Key Achievements: - Led the launch of a high-end luxury bag line using European suede, establishing production in new factories. - Participated in the scouting and testing of European designers, premium material suppliers, and new production partners. Responsibilities: - PRODUCT & BRAND STRATEGY: Planned and developed seasonal product strategies. Identified growth opportunities and initiated production of new high-performing SKUs. - PRODUCT DEVELOPMENT: Ensured optimal price–quality balance aligned with target cost and margin objectives. Worked closely with prototypes and samples on a weekly basis to guarantee high-quality samples for Creative Director approval. Led weekly product fitting sessions. - PRODUCT QUALITY & CUSTOMER FEEDBACK: Maintained high standards of product quality through close collaboration with production and quality control teams. Monitored customer feedback and returns to identify quality issues and implement continuous product improvements. - COMMERCIAL DECISION-MAKING: Assessed product potential and made data-driven go-to-market decisions. - BUSINESS PLAN EXECUTION: Managed budget allocation within the category. Tracked actual development against strategic goals. Conducted order calculations and defined distribution strategies. Drove IGM through cost control and optimized GM through pricing strategy. - SALES PERFORMANCE ANALYSIS: Conducted regular analysis of category metrics (NS, NQ, SM, sell-out, etc.). Ensured efficient inventory turnover and developed offers for sale campaigns. - MARKET & CONSUMER INSIGHTS: Performed continuous market analysis, competitive benchmarking, and trend forecasting to support product relevance. - REGULAR BUSINESS TRIPS: Traveled frequently across key markets to analyze retail environments, track emerging trends. Collaborate with suppliers and review samples at different stages. - RETAIL TRAINING & COMMUNICATION: Delivered monthly training sessions for retail teams to enhance product knowledge, communicate design and development insights, and strengthen in-store selling capabilities. - CROSS-FUNCTIONAL TEAM LEADERSHIP: Oversaw full category operations, coordinating cross-functional teams including design, technology, construction, category management, production, quality control, and marketing. - OPERATIONAL MANAGEMENT: Setting and executing day-to-day category tasks, from strategic product offering actions to operational tasks, ensuring alignment with the product development calendar.

Key Achievements: - Spearheaded the successful launch of Athlex, a new high-performance footwear brand focused on innovative design and advanced sports technologies. Led the end-to-end go-to-market process—from concept and product briefing to in-store rollout and commercial activation. - Championed the introduction of new materials and construction technologies to improve product functionality, elevate user experience, and differentiate the brand in a competitive landscape. Responsibilities: - PRODUCT & BRAND STRATEGY: Defined and executed the seasonal brand and assortment strategy. Ensured alignment with consumer expectations, brand DNA, and commercial performance goals, driving clear design direction from early development stages. - PRODUCT DEVELOPMENT: Played a hands-on role in the product creation process. Created comprehensive briefs for designers and developers, defining functional requirements, construction logic, seasonal themes, and technology integration. Owned the development of color concepts and SKU mix based on trend forecasting and performance metrics. Closely collaborated with R&D, design, and sourcing teams to bring consumer-relevant, technically sound products to market. - VALUE PROPOSITION OPTIMIZATION: Ensured a strong price–quality–performance balance in the assortment through cost engineering and margin control, without compromising design or function. - SALES PERFORMANCE ANALYSIS: Tracked key performance indicators (sales, margin, stock turnover) to evaluate product success and guide future development and allocation strategies. - MARKET & CONSUMER INSIGHTS: Conducted regular business trips to key markets to analyze retail environments, attend trade shows, visit suppliers, and gather firsthand insights on trends and consumer behavior. Performed in-depth competitive analysis of both local and international players to inform product positioning and differentiation strategy. - RETAIL TRAINING & COMMUNICATION: Developed and delivered seasonal training materials and product presentations for retail staff to increase product expertise, brand advocacy, and sell-through effectiveness. - CROSS-FUNCTIONAL COLLABORATION: Acted as the central link between product, purchasing, marketing, and supply chain teams, ensuring aligned execution across all product stages. - TEAM & PROJECT MANAGEMENT: Managed timelines, cross-team coordination, and calendar milestones throughout the product development process.

Key Achievements: - Delivered strong category performance with +34% YoY growth in Sport Footwear through strategic assortment planning, pricing optimization, and in-season trading actions. - Streamlined analytics and reporting processes: enhanced standard reports and developed custom performance dashboards for top-tier retail locations, enabling faster and more data-driven decisions. Responsibilities: - CATEGORY OWNERSHIP: Led the Sport Footwear & Accessories categories for Reebok across own retail (CS) and e-commerce channels. - BUYING & RANGE PLANNING: Drove seasonal assortment selection in line with regional business targets and global direction. Consolidated the total buy across all categories and channels; managed purchase planning via TRADE system and SAP. - FORECASTING & MATRIX MANAGEMENT: Built and maintained range architecture and product matrix for the Sport Footwear & Accessories categories, including in-season updates and corrections based on actual market performance. - PERFORMANCE MANAGEMENT: Regular trading actions to achieve high performance results. Recommended and executed changes in pricing, lifecycle phase, and distribution depth to drive key KPIs including NS, NQ, GM, sell-through, and stock coverage. - REPORTING & BUSINESS INSIGHTS: Led the creation of regular channel-specific reports (CS & eCom) to monitor category health and support decision-making across teams. Prepared executive-level business reviews and presentations with actionable insights. - CROSS-FUNCTIONAL LEADERSHIP: Managed cross-functional initiatives such as Trade Zone Attack project, ensuring store completeness across all categories. - GO-TO-MARKET SUPPORT: Collaborated with marketing to ensure alignment between commercial plans and brand storytelling. - SYSTEMS EXPERTISE: Acted as key user of SAP and TRADE systems for planning, buying, and reporting processes.

Markets covered: UAE, Egypt, Morocco, Jordan. Key Achievements: - Successfully adapted and restructured multiple key campaign launches of FW22 Originals category in response to the global logistics crisis during the COVID-19 period, ensuring timely market entry despite constant delays and supply chain disruptions. - Led the development of the assortment matrix for the launch of a flagship store in Abu Dhabi, ensuring full product readiness in alignment with local market requirements. Responsibilities: - Maintained stable category performance in the MENA market by proactively revising drop strategies, optimizing assortments, and re-aligning cross-functional execution. - Developed and presented strategic insights on the Originals category, identifying strengths, weaknesses, opportunities, and threats to enhance competitive positioning. - Led pre-season product planning, range selection and order calculation processes for all DTC channels across multiple markets. - Managed in-season trading actions to achieve financial targets, including NS, NQ, sell-through, and SM. - Regularly monitored plan execution and prepared detailed reports on the performance of key drop launches. - Maintained daily communication and coordination with cross-functional teams (marketing, supply chain, sales) to ensure smooth product availability across stores.

Key Achievements: - Developed and implemented a new cross-functional siding process manual for Adidas and Reebok teams, streamlining promo assortment planning across departments. - Introduced a more efficient and less resource-intensive method for placing PROMO orders in SAP, improving workflow accuracy and speed. - Participated in organizing the large-scale “Be More Human” event, attracting over 12,000 participants and significantly increasing brand visibility. Responsibilities: - Managed seasonal promo assortment planning (siding), selecting appropriate products for events, athletes, and brand ambassadors. - Calculated and placed PROMO orders for upcoming seasons in SAP, ensuring timely delivery. - Maintained and developed partnerships with gyms, fitness clubs, athletes, and sports influencers to support brand marketing initiatives. - Collaborated with internal teams to ensure alignment between product availability and brand communication plans.