Leading buying, pricing, allocation, and inventory strategy to drive profitable omni-channel growth.
I operate where pricing strategy, inventory economics, and commercial execution intersect. I focus on full price sell-through, margin protection and disciplined financial ownership across complex omni channel markets.
At H&M – Alshaya Group, I lead commercial performance for 9 MENA markets across 90+ stores and 5 e-commerce channels. I translate strategy into execution by strengthening markdown governance, optimizing inventory flow, and aligning pricing architecture with customer value.
Weak pricing perception across the kidswear category was impacting units sold and overall sales value — customers perceived the range as unaffordable relative to competitors, holding back commercial performance.
Built a structured pricing roadmap across short, mid, and long time horizons. Rebalanced entry price points and range architecture in alignment with franchise buying, financial targets, and market dynamics.
Delivered a 120% uplift in units sold and an 87% increase in sales value, while protecting margin integrity. Recognised with the H&M President's Award — the highest commercial recognition within the franchise.
"Delivered a 120% uplift in units sold and 87% increase in sales value through a bold kidswear pricing roadmap — recognised with the H&M President's Award."
H&M – Alshaya Group · MENA"Reduced ageing stock from 15% to 6% through targeted markdown and clearance campaigns across ISR, MSS, and ESS sale events."
H&M – Alshaya Group · MENA"Built Power BI dashboards that cut reporting time by 90%, enabling real-time insights into sales trends, stock levels, and margin performance."
H&M – Alshaya Group · Kuwait"Achieved 90% product availability across all channels while reducing stockouts by 30% through optimized allocation and replenishment tools."
H&M – Alshaya Group · Kuwait"Spearheaded the launch of the first-ever hemp products in the Middle East, creating a new product category and growing category sales by 30%."
Puca Global · Dubai"Drove a 7% increase in LFL growth through cross-functional collaboration with supply chain, VM, operations, and marketing teams."
H&M – Alshaya Group · MENA