Leading buying, pricing, allocation, and inventory strategy to drive profitable omni-channel growth.
With 5+ years in fashion retail and a technical foundation in apparel production, I adapt global assortments to local market demand across diverse trading environments. I structure the assortment and price positioning to balance customer demand and margin performance, ensuring commercial relevance and sustained profitability.
At H&M – Alshaya Group, I lead category performance across MENA markets, driving end-to-end commercial outcomes through strategic trading, financial ownership, and operational execution.
Customer price perception in Kidswear was misaligned with value delivery, suppressing units sold and overall sales value — the range was positioned above competitive benchmarks, constraining commercial performance.
Designed and executed a structured pricing roadmap across short, mid, and long-term horizons. Recalibrated entry price points and range architecture in alignment with franchise buying, financial targets, and market dynamics.
Delivered 120% unit growth, 27% sales uplift, and a 2% margin expansion while reducing overall reduction rate by 1 percentage point. Recognized with the H&M President's Award, the highest commercial distinction within the business.
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.
Led brand-side commercial design in the build of allocation, forecasting, and replenishment systems from scratch, defining trading logic to align system behavior with commercial strategy.
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.