Description

Strategic, innovative and result driven leader with 15+ years of experience in developing and scaling hyper growth digital global businesses (ASOS, Sarenza, Huel). Unique profile which combines strategic development to penetrate markets and gain market share as well as a strong commercial acumen to develop customer centric propositions in a highly competitive environment. P&L ownership with the ability to balance strategic decisions with financial discipline. Digital expert strengthened by a real passion for innovation and customer satisfaction. Act as a mentor internally and externally to promote diversity and inclusion.

Languages

French
Native or bilingual
English
Fluent
Spanish
Conversational

Workplace preferences

Can work on-site

London (up to 50km)

Huel
Chief Commercial Office
E-COMMERCE
March 2021 - Today (5 years and 3 months)
London, United Kingdom
Scope:
- Member of the leadership team.
- P&L management and strategic planning.
- 80+ FTE across Commercial, International development, Retail and
Customer Experience.
- Define and Implement strategic plan driving the growth of the company.
- Responsible for the overall management of all strategic and operational
marketing and customer led activities globally.
- Monitor the market to ensure company remains competitive and identify
valuable emerging markets.
- Maximise company profit by seeking business opportunities.
- Investor and board relationship.
Key achievements:
- Deliver FY21 budget in line with expectations (£150m budget, +40%Y/Y).
- Successful Huel launch in Japan.
- Scale the US market through Retail and a city-based approach.
- Scale the business through performance, process and recruitments.
Commercial strategy Team management Strategic planning
ASOS
Head of Commercial strategy and development - Europe
E-COMMERCE
July 2015 - February 2020 (4 years and 8 months)
London, United Kingdom
Scope:
- Responsible for ASOS growth in Europe (» 38% ASOS turnover, 14 markets)
- Define strategy & steer commercial decisions to develop ASOS market share for the next 3 years.
- Deliver business plan: budget setting, sales & profit forecast, P&L impact.
- Strategic planning & customer proposition improvement: business case
assessment supported by data, prioritisation at a global level.
- Assess performance of the region and make commercial decisions through multiple levers: Performance marketing, Pricing, Merchandising,
Supply.
- Team management (5 direct reports, 60 team members), cross functional
stakeholder management.
- PR spokesperson France: press and TV interviews

Key achievements:
- Deliver ambitious forecast: Drive above market growth in Europe: FY20 ASOS growth in EU +21% vs LY.
- Shift commercial strategy and navigate through Covid 19 crisis delivering strong growth +17% vs LY in Q3 as well as optimising bottom line.
- International expansion: Contributed for developing ASOS footprint in Europe from £700m turnover in FY15 to £2bn in FY20.
- Successfully launched Poland and Denmark websites improving Traffic (+80% vs LY) and optimising Conversion (+0.3pts vs LY).
- Lead and develop a team of talented individuals.
international development Growth hacking Webmarketing strategy Commercial Commercial strategy
Sarenza
International growth manager
RETAIL (LARGE RETAILERS)
January 2012 - June 2015 (3 years and 6 months)
Paris, France
Identify new leverages to accelerate development internationally & improve customer experience:
o Select merchandising tool and optimise onsite customer experience.
o Define pricing strategy and recruit a team.
§ Market expansion: launch of 6 new websites across Europe.
o Translate market needs into market ready solutions: implement bespoke payment, delivery options, local trade calendar.
o Work with IT to specify web/app feature.
§ Business analysis to assess performance: SQL and Power BI Super user.
§ Project management: roadmap prioritization, scrum.
Project Management Pricing strategy Marketing Commercial Commercial strategy Chief commercial officer international development