Trade Marketing & Visual Merchandising - GCC at SISLEY

Developed and executed in-store animations to enhance consumer engagement, including trade animations, beauty rooms, and beauty offers/discounts. Planned and coordinated launches with retailers and distributors, covering in-store merchandising and digital strategy. Managed POSM production and distribution (forecast and assortment review) and implemented CRM tools. Reviewed sales and performance for business development insights. Delivered end-to-end trade marketing and VM installation across four markets, driving brand visibility and consumer engagement (noted 20% footfall increase for Hair Ritual by Sisley Le Parfum campaign).

Trade Marketing - GCC at SHISEIDO GROUP

Planned and executed a full-year strategy for prestige fragrances in collaboration with external partners and internal teams (Commercial, PR, Supply Chain, Training). Developed B2B trade animations (podium, gondola, in-store exposure, masterclasses), defined planograms and visual merchandising guidelines for nine retailers, and coordinated six novelty-launch PR events (two major gatherings). Created digital assets (newsletter, social media content, e-retailer banners) and prepared presentations for retailer meetings. Led top-performing launch activities including All of Me Intense by Narciso Rodriguez and supported the introduction of Tory Burch perfume line in the GCC. Monitored competitors’ best practices across offline and online trade activities and managed operational tasks such as PO raising (SAP) and budget overview. Led regional trade marketing strategy for five brands, executing 130+ activations and driving in-store visibility, launch performance, and retailer engagement.

CRM & Brand Marketing - GCC at FENDI

Monitored CRM activity weekly and monthly using Salesforce, Power BI, and Data Warehouse across five markets. Built CRM-focused campaigns aligned with the global calendar and local needs. Defined the annual event calendar to improve client experience and maximize sales and coordinated premium activations (90+ per year) with external suppliers and boutiques. Produced marketing collaterals with strict cost control (budgeting, vendor management, PO creation). Managed VIC treatment initiatives (gifting, private dinners, external appointments, international events) and ran store-team clienteling training to strengthen client relationships. Co-managed a 1M€ budget to improve loyalty and retention; increased appointments conversion by 13% in 2026 vs the prior year.

Content Production - EMEA at PRADA GROUP

Led production of advertising campaigns and social media content in collaboration with external creative agencies. Created briefs and guidelines for stakeholders (models, photographers, stylists, production team), managed sample traffic with PR/Showroom/Retail/Production/Warehouses, and controlled post-production deliverables (three retouching rounds) with service providers. Identified imagery needs with other regions to align with brand strategy. Shaped media plan allocation across digital, print, and billboards for America, Asia, Europe, and the Middle East. Supported FW22 Miu Miu runway in Paris and led end-to-end multi-market campaign production (4M€ scope), including Qixi and 520 Chinese online campaigns.

Retail Marketing - Global at KARL LAGERFELD

Co-managed brand activations and store openings across full-price stores, outlets, wholesale partners, and franchises. Managed suppliers from concept development to installation and supervised marketing collateral (printed materials, POS, and GWPs). Selected models and influencers to animate retail and create online visibility. Drove seasonal wholesale changeover (stylebook, marketing assets, SUMMIT). Produced weekly/monthly reporting across marketing/WHS/PR and assessed competition to elaborate seasonal marketing plans. Co-led global retail experiences across three regions while coordinating external partners and marketing assets to ensure consistent brand visibility and client experience.