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I'm Raika De Kroon, a global partnerships leader with 15+ years of international experience building strategic collaborations across Europe, APAC, and the Middle East. I translate brand identity into consumer experiences through partnerships, retail and e-commerce activations, and multi-market expansion, and I have built CHF 110M+ partnerships with leaders like LVMH, Kering, and Richemont. I'm a trusted advisor to CEOs and senior stakeholders, with deep expertise in pricing strategy, contract structuring, and proposal development. I lead cross-functional teams to deliver end-to-end partnership strategies, drive growth (,+25% growth) and manage 60+ international brand collaborations, plus global store concepts and activations.…I'm Raika De Kroon, a global partnerships leader with 15+ years of international experience building strategic collaborations across Europe, APAC, and the Middle East. I translate brand identity into consumer experiences through partnerships, retail and e-commerce activations, and multi-market expansion, and I have built CHF 110M+ partnerships with leaders like LVMH, Kering, and Richemont. I'm a trusted advisor to CEOs and senior stakeholders, with deep expertise in pricing strategy, contract structuring, and proposal development. I lead cross-functional teams to deliver end-to-end partnership strategies, drive growth (,+25% growth) and manage 60+ international brand collaborations, plus global store concepts and activations.

Raika De Kroon

Brand Strategist, Creative Director, Brand Designer, +3

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I'm Raika De Kroon, a global partnerships leader with 15+ years of international experience building strategic collaborations across Europe, APAC, and the Middle East. I translate brand identity into consumer experiences through partnerships, retail and e-commerce activations, and multi-market expansion, and I have built CHF 110M+ partnerships with leaders like LVMH, Kering, and Richemont. I'm a trusted advisor to CEOs and senior stakeholders, with deep expertise in pricing strategy, contract structuring, and proposal development. I lead cross-functional teams to deliver end-to-end partnership strategies, drive growth (,+25% growth) and manage 60+ international brand collaborations, plus global store concepts and activations.…I'm Raika De Kroon, a global partnerships leader with 15+ years of international experience building strategic collaborations across Europe, APAC, and the Middle East. I translate brand identity into consumer experiences through partnerships, retail and e-commerce activations, and multi-market expansion, and I have built CHF 110M+ partnerships with leaders like LVMH, Kering, and Richemont. I'm a trusted advisor to CEOs and senior stakeholders, with deep expertise in pricing strategy, contract structuring, and proposal development. I lead cross-functional teams to deliver end-to-end partnership strategies, drive growth (,+25% growth) and manage 60+ international brand collaborations, plus global store concepts and activations.

Available to hire

I’m Raika De Kroon, a global partnerships leader with 15+ years of international experience building strategic collaborations across Europe, APAC, and the Middle East. I translate brand identity into consumer experiences through partnerships, retail and e-commerce activations, and multi-market expansion, and I have built CHF 110M+ partnerships with leaders like LVMH, Kering, and Richemont.
I’m a trusted advisor to CEOs and senior stakeholders, with deep expertise in pricing strategy, contract structuring, and proposal development. I lead cross-functional teams to deliver end-to-end partnership strategies, drive growth (,+25% growth) and manage 60+ international brand collaborations, plus global store concepts and activations.

Skills

Experience Level

Expert

Expert

Expert

Expert

Expert

Expert

Expert

Expert

Expert

Expert

Language

Dutch

Advanced

English

Fluent

German

Advanced

Italian

Advanced

Work Experience

Independent Consultant: Global Partnerships & Brand Collaboration Strategy at Denham the Jeansmaker B.V. / Dorothee Schumacher

January 1, 2025 - Present

Advising international fashion and lifestyle brands on partnerships, retail expansion, and brand collaboration strategy. Guiding C-suite executives on strategic partnership development and selection across Europe, China, Japan, and the Middle East. Leading renegotiations of key commercial agreements and optimizing partnership structures. Developing shop-in-shop concepts and co-branded experiences aligned with brand identity and e-commerce.

Head of Luxury Partnerships & Retail Expansion at Globus AG / Central Group, Switzerland

October 1, 2020 - January 1, 2025

Built and scaled a CHF 110M partnerships business through strategic collaborations with global luxury brands such as LVMH, Kering, Richemont and others. Translated brand identity into immersive retail experiences, ensuring consistency with brand storytelling. Led co-branded retail concepts, store activations, and flagship projects across multiple locations. Delivered +25% growth through partner development, concept innovation, and portfolio optimization. Collaborated cross-functionally with marketing, operations, design, and executive leadership. Built and led a team (5 direct reports / 20+ indirect).

Global Retail Real Estate Manager at Hugo Boss AG

February 1, 2020 - September 30, 2020

Supported international expansion strategy across Europe, Middle East, and Asia. Identified and secured locations aligned with brand positioning and market strategy. Ensured consistent brand execution across markets through cross-stakeholder coordination.

Head of Partnerships at Jelmoli AG, Switzerland

May 1, 2017 - February 1, 2020

Led development of brand partnerships and retail concepts across luxury and premium categories. Managed CHF 100M+ portfolio, optimizing brand mix and consumer experience. Negotiated and structured partnership agreements across multiple categories and stakeholders. Drove retail transformation initiatives to enhance customer experience and brand relevance.

Head of Contract Management at Jelmoli AG, Switzerland

December 1, 2016 - May 1, 2017

Oversaw contract strategy and governance for brand partnerships; aligned contracting with brand positioning and store concepts.

Contract Manager at Jelmoli AG, Switzerland

May 1, 2016 - December 1, 2016

Managed partnership agreements and contract lifecycle across stakeholders to support store concepts and brand collaborations.

Retail & Leasing Director at Retail Outlet Management Ltd., Hong Kong

May 1, 2015 - May 1, 2016

Led partnerships and retail strategy across APAC shopping center portfolio. Developed tenant mix and brand positioning; implemented performance frameworks and cross-market reporting.

Retail & Leasing Manager / Deputy Center Manager at ROS-Management GmbH, Switzerland

November 1, 2012 - February 1, 2015

Managed a retail center with 80+ brands, focusing on tenant mix and customer experience. Supported store openings, relocations, and concept development; coordinated leasing, operations, and brand teams.

Independent Consultant: Global Partnerships & Brand Collaboration Strategy at Denham the Jeansmaker / Dorothee Schumacher

January 1, 2025 - Present

Advising international fashion and lifestyle brands on partnerships, retail expansion, and brand collaboration strategies; leading renegotiation of key commercial agreements; developing shop-in-shop concepts and co-branded experiences, aligning brand identity with consumer facing environments and e-commerce.

Global Retail Real Estate Manager at Hugo Boss AG, Germany

February 1, 2020 - September 1, 2020

Supported international expansion strategy across Europe, Middle East, and Asia; identified and secured locations aligned with brand positioning and market strategy; ensured consistent brand execution across markets.

Retail & Leasing Director at Retail Outlet Management Ltd. - Hong Kong

May 1, 2015 - May 1, 2016

Led partnerships and retail strategy across APAC shopping center portfolio; developed tenant mix and brand positioning; implemented performance frameworks and reporting across markets.

Retail Manager at Retail Outlet Management Ltd. - Hong Kong

February 1, 2015 - April 1, 2015

Led partnerships and retail strategy; contributed to tenant mix and brand positioning; supported merchandising and store concepts.

Retail & Leasing Manager / Deputy Center Manager at ROS - Management GmbH, Switzerland

November 1, 2012 - February 1, 2015

Managed a retail center with 80+ brands; focused on tenant mix and customer experience; supported store openings, relocations, and concept development; coordinated leasing, operations and brand teams.