Commercial Experience

Mamas & Papas

Commercial Director

I ran the global trading proposition across all channels, being promoted to run and develop the UK wholesale and concession strategy delivering results across several areas in a complex environment.
Sales +30% LFL and return to profitavility with £5m EBITDA - completed CVA turnaround
Product Transformation - new range across all categories with new global sourcing strategy
Channel Transformation - focus on digital within stores with new store formats and new web platform,
Customer Focus - Data driven approach with Creation of cross departmental Global Trading Calendar
People Development - improvement in communication and building trust with colleagues, Merchandise Dept development program, restructures of Merchandise and Wholesale Departments

Tu Clothing @ Sainsburys

Head of Merchandise

The clothing brand delivered accessible fashion with high street style and quality at supermarket prices.
Managed all areas of the Womens department and Menswear moving to areas with potential to create the faster growing areas within non food
Introduction of a new Jewellery concessionaire from initial introduction, trial, negotiation of contract and roll out increasing sales by 20% per annum
Sales Increased by
Womens Essentials +80% over the period from 2011 to 2014 creating a £160m dept
Menswear +25% creating a £150m dept
Introduction of new Tu website working with Hybris and Sainsburys implementation teams
Introduction of new WSSI system and process
Introduced disciplined and structured approach to the range building/buying process that put the customer at the heart of everything and enabled implementation and control of options against plan to ensure authoritative displays by both product type and themed collections.

Baird Group - Executive Director

Ran the Wholesale & E-commerce divisions with full P&L responsibility

E-commerce Division
Set up the e-commerce division and launched 5 websites from initial design concept to trading with full P&L responsibility
Dealt with all forms of marketing (SEO, PPC, Social, E-mail, Affiliates through Affiliate Windows, Analytics, Add ons such as basket abandonment, recommendation tools etc ), merchandising the sites, trading, site hosting, site performance,
SItemorse - all top 50 sites with Racing Green in top 3
Baracuta nominated for Drapers e-commerce award - single brand site
Wholesale Division
Restructured wholesale division into a more streamlined and cost effective business and management of 40 people across several sites from the showroom in London to accounts office in GooleNegotiation of licensing deals with international partnersIntroduction of international agents

Jeff & Co

Initial project of selling clothes in Sainsbury’s supermarket was under the Jeff & Co brand, which was first run as a concession through BMB. I was involved in the setup of the brand and this was eventually replaced by Tu