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.
Drove 7% LFL growth across 9 MENA markets by sharpening weekly trade decisions, recalibrating store depth, and aligning promotions with real-time sell-through performance.
Delivered 70%+ sell-through across ISR, MSS, and ESS campaigns by controlling markdown timing and optimizing assortment mix for each sale phase.
Served as commercial lead in partnership with IT to architect allocation, forecasting, and replenishment logic, embedding brand trading principles into scalable system workflows.
Designed and scaled advanced Power BI trading infrastructure, eliminating 90% of manual reporting and enabling real-time visibility into margin, sell-through, and stock risk.
Improved stock availability to 90% and reduced stockouts by 30% through demand-led allocation models and dynamic replenishment triggers by store profile.
Led price architecture and range segmentation strategy across markets, aligning entry price ladders with customer value perception to strengthen full-price sell-through.