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Int. commercial director (99039)

Dubai - United Arab Emirates


Extensive experience in successfully launching and growing brands in the luxury goods industry



Ø Business strategy  

+      Developing bespoke strategies

+      Identifying opportunities


Ø Improving profitability

+      Prioritizing Investment

+      Managing P&L


Ø Leading international teams

+      Structuring, developing and managing geographically split sales teams

+      Aligning and engaging the team in the vision


Ø Trade marketing

+      Tailoring the product offers a as per consumer needs

+      Develo

Developing experiential and service-oriented retail activations to increase average transaction value


Global Head of Sales | Ultra Luxury Niche Fragrance brand


Travel Retail Worldwide

Dubai, UAE

Vision & Strategy

·         Assessed brand to build a vision

·         Developed and implemented a scalable growth strategy 

·         Defined objectives by channels and geographies to double sales in 3 years


Business Development

·         Identified and secured opportunities in line with expansion strategy

·         Ensured successful launch conditions

·         Built partnerships for long-term distribution

·         New business reaching 40% of total sales in 2022


Business & Operations Management

·         Conducted multi-functional audit to improve processes and systems

·         Led initiatives to gain productivity and better tracking (sell-out, expenses)

·         Mitigated Covid 19 impact (development of e-commerce, financial adjustments)

·         Established and monitored budget according to growth strategy and goals

·         Full P&L responsibility (wholesale and retail)

·         Turned around loss making accounts back to profitability

·         Amplified marketing programs through win-win retailer collaborations


Team Management

·         Revised team structure to optimize retail performance and execution

·         Built and developed a team of talents

·         Member of the leadership team

Sales Director | Luxury 3-axis Beauty Brand + Luxury Fragrance Brand


Travel Retail EMEA


o   Nordic, Benelux, Central & Southern Europe (up to 230 points of sale)

o   Eastern Europe, Russia, Southern Europe, Africa

o   Southern Europe and North Africa



Airports, ports, diplomatic shops, inflight catalogues, ferries



6 sales execs, 2 business managers,1 education ambassador, 50 beauty advisors



> $60 M in retail



Launching a new luxury fragrance brand:

·           Defined the fragrance business plan and launch strategy

·           Negotiated trading terms with key retailers (Lagardère, Dufry, Aer Rianta…)

·           Rolled-out selective and brand-building distribution successfully to 80 doors


Growing an established 3-axis beauty brand:

·           Delivered sales, profitability and market share targets

·           Led corporate projects in Scandinavia, Russia, Belgium to leverage synergies.

·           Recruited, motivated and developed the sales executives’ capabilities

·           Designed specific business plans by account to maximize sales potential

·           Adapted the marketing strategy per consumer target (activations, pop-up shops)



Master of Business Administration – Major in International Trade




French: Native English: Fluent Spanish: Fluent German: Fluent Italian: Proficient

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