Alex's expertise spans across all areas of the fashion retailing business. With each project she produces a personalised plan to achieve the business requirement which includes the four core elements: sales increase, profitable execution, team development, customer centric marketing.Specific projects completed to date have involved:-Strategic long term business planning for business growth-Build business cases, drive outreach and presentation of information for business sale and/or investment-Building business tools for multi-channel retailing -Total start-up brand conceptualisation and strategy, including presentation and pitching to large scale retailers in Australia-Retail revitalisation, including sales skills acquisition and operational solutions to achieve better retail statistics-PR and marketing planning and execution for new brand launch to market, re-branding or seasonal campaigns-Mentoring of key business team members to support new work flows and delivery of objectivesChevaux consulting works to help clients evaluate and execute strategic initiatives that capitalise on market opportunities and deliver tangible results.

LIFEwithBIRD is a privately owned Australian Fashion Designer brand with 8 stores in Melbourne and Sydney, online and wholesale business. Reporting to the Directors in a contract General Manager role, I had responsibility for analysing, developing, and managing the business at large. The key objectives of the role were to develop, implement and maintain strategies that drive continual sales growth, profitability and high operational standards. This role worked closely with the founders and leadership team, with 6 direct reports. The business employs over 30 personnel permanently.

At Hotsprings I developed and directed key strategies for sales, product, brand and marketing development across Branded and Licensing divisions. The Branded division houses Cooper St, PE Nation and Rebecca Vallance. The licensing division comprises 24 active brand and entertainment licenses including Mambo, AFL, Disney, Star Wars and Mambo. As a member of the senior management team I reported directly to CEO and Managing Directors with 20 direct reports.KEY ACHIEVEMENTS:- Achieved 35% YOY sales revenue growth and 12% EBIT for Cooper St in its first year of Hotsprings’ ownership due to Myer, The Iconic, e-comm and USA growth. - Initiated and secured a leading Australian Designer Collaboration, Collette Dinnigan for ALDI, launched into market October 2015 and 2016.- Devised creative brief, content and project managed the launch of the Brands' e-comm sites (Sept 2016/Feb 2017), Hotsprings corporate website (March 2015).- Established Cooper St modernised brand positioning to compliment digital content strategy and new e-comm store launches.- Successfully campaigned for license grant and renewal of several big licensed properties that equate to $15+ million in annual revenue.- Conceptualised and pitched to retail six start-up projects which offered a total brand and product solution targeted for the retailer. To formulate these brand pitches, I collaborated with a renown Australian fashion designers, celebrities and captains of industry. - Managed promotional retail take-over brand events from concept to execution with global brands and leading Australian big box retailers.- Instituted new license and branded business processes and reporting mechanisms to better monitor performance across a portfolio of 24+ brands.- Instilled a brand culture into the organisation focussed on thinking creatively, doing what it takes to realise your ideas, negotiating to framework the brand equation for market success, bringing to fruition sizeable business results.

Accountable for management of 9 stores Nationally, 1 international store, online business and head office, totalling 55 employees globally.Set the standard to elevate brand positioning and core Sambag DNA to affordable luxury perception. Improved innovation and conceptualisation of brand and product each season. Activated extensive marketing mix activities, with online, retail and press focus. Set and executed key strategies in consultation with Director, in areas of retail expansion, wholesale business, product development, company structure and administration. Pushed strong revenue growth, whilst maintaining cost management and margin improvement, contributing to the bottom line results. Strong EBITA meant that future capex for retail expansion was self-funded.KEY ACHIEVEMENTS:Commenced at Sambag as Sales and Marketing Manager and within 18 months was promoted to General Manager at age 27.In 2013 Sambag’s turnover was 5 times earnings then commencement year in 2007. I actively ran all facets of operations in hands on manner to achieve a highly profitable company result.Instituted a retail growth plan moving to a pure vertical model. Managing the expansion into 7 retail stores.I was instrumental in creating the Sambag store environments and retail expansion. including securing leases, store fitout, staff recruitment, stock planning and allocation and instituting best practice service protocol and standards.Maintained a healthy balance sheet, with strict cost management and productive resource base.I executed my creative vision to boost Sambag’s market share by masterminding marketing strategies and product improvement, to elevate the overall positioning of the Brand. Consequentially, Sambag emerged as an exciting brand in Australian fashion retailing.Directed relaunch of e-commerce site. Turnover increased off a low base to +$2million; Sambag’s number 1 performing store.Managed Sambag’s first flagship store opened in Hong Kong in October 2012.

KEY ACHIEVEMENTS:Worked in family hospitality business; Coast and Manta Restaurants and Woolloomooloo Catering handling all events, marketing, advertising, PR, charity alignment, and corporate relationships with Amex, ASX Reuters, BMW Sydney among others.During this time I developed a brand and sales strategy focussed on events, corporate partnerships, database acquisition and media spend and turnover increased 28% YOY.

KEY ACHIEVEMENTS:- Supported the communications and publicity strategy for the business through milestones in growth and international notoriety. - Handled many high profile press stories for Vogue US, UK and AUS, WWD, Harpers Bazaar US, UK and AUS.- Succeeded in securing a sponsorship to a value over $100K towards second New York catwalk show.- Organisation of two catwalk shows staged on schedule of New York Fashion Week. - Assisted Sales Manager with wholesale sales to high end boutiques and David Jones domestically, and high end department stores in US and UK such as Neiman Marcus and Selfridges.