Specialized in business strategy and development in the fashion and beauty industry. Skilled in guiding brands willing to scale with a strong focus on enhancing business performance and leadership growth. Speaker about retail and the implementation of technologies (IA, AR, and VR) to Consumer Experience (CX).

As a Senior Advisor, I work closely with the company founders, guiding them in professionalizing and scaling their operations while maintaining the core values of sustainability and natural beauty. With a deep understanding of market dynamics, I help develop structured growth strategies, enhance product offerings, and build a solid business framework for long-term success. This role is pivotal in transitioning the business from a founder-driven operation to a professionally managed enterprise, ready for sustainable growth and increased market presence.

Defined and executed the sales strategy in EMEA for the brands Lee, Wrangler, and All Terrain Gear by Wrangler. Achievements: • +9% growth vs 2019 in 2022, overcoming pre-pandemic figures.• Built a new Sales Department, implementing a channel structure led by 4 Sales Directors to drive better efficiency and focus on the strategic priorities.• Tripled our digital channel going from 5% to 30% of the total EMEA business, growing our own.com and digital titans and opening new digital players. • Focused on developing new business in key markets, leading to 10% of the total EMEA turnover in 2022. • Led with the Executive Leadership Team the transformational changes of the company post spin-off, while navigating the pandemic, the Brexit and Ukraine war, such as our warehouse relocation, HQ move to Switzerland, new ERP systems, and transition to a Global Operating Model. • Launched one of the key projects of the region: a Service Account Model to enable Strategic KA growth and development. • Chairwoman of the Diversity and Inclusion EMEA Council 2021-2022

Reporting to the VP Sales Cluster South, I was leading and developing a sales team of +400 people to ensure the implementation and execution of Levi’s & Dockers Sales Strategy in Spain & Portugal: • Reached a business size of 125M€ with a 25% CAGR.• Reorganized the KA Department while we were transitioning the business from wholesale to retail. • Restructured the field account team, recruiting a new Sales Manager leading to a growth of 30% in this channel with both brands. • Active member of the Country Leadership Team and contributor to AFP process. Active voice of the South Cluster Team.

I was recruited as KAM El Corte Inglés for VF Jeanswear brands (Lee& Wrangler) and I was promoted to CM for Lee brand. Reporting to the VP Sales EMEA, my role consisted in developing all sales activities in Spain and Portugal:• Driving +50% growth for ECI balancing existing doors and new openings, while transitioning the full business to concession business model. • Achieving +20% growth in the field, supporting the agents with top account negotiations and helping them to recover loss business. • Accomplishing the Local Contribution Target of Iberia and turning the full business profitable.

Development of a business plan and sales & marketing strategy (wholesale & retail) ensuring the achievement company's goals and profitability.Improvement of the performance of the Key Accounts, by channels, such as El Corte Inglés and Amazon.Preparation of action plans by individuals and teams for effective leads and prospects.Coordination of development plans for expanding into new markets.Provision of timely, accurate, competitive pricing on all completed prospect applications.Control expenses to meet budget guidelines.

- Responsible of the El Corte Inglés account on behalf of VF for Lee & Wrangler brands.- Negotiation of T&C's with ECI Buyers Departments for the different accounts and business models (consignment, concessions, wholesale).- Development and control of the strategy to be followed at Lee & Wrangler POS within ECI different Jeanswear Departments. - Sales and Profitability follow-up.- Assortment Planning and Orders Management.- Sales teams coordination.- Trade Marketing needs and execution.- Visual Merchandising coordination.

Reporting to the Sales & Marketing Director:• Managed all channels of distribution for Tintoretto brand (O&O stores, franchisees, and Department stores) for Spain, Germany, and Benelux delivering consistent double-digit growth. • Developed relationships with customers and prospects to improve business growth in Lebanon, Estonia, Lithuania, and Taiwan.

Defined and executed the commercial strategy of the brand in close collaboration with the company's owners: O&O stores and franchises, partners and El Corte Inglés Shop-in-Shops. Expansion of El Corte Inglés distribution channels and negotiation of the terms and conditions together with a profitable and sustainable business model.

Reporting to the Sales Manager, I manage the O&O stores of the North-East Area in Spain: • Setting Sales Targets and sell out follow-up.• Management of the P&L's of the 16-25 stores and their operating income. • Recruitment, selection and training of the store staff, area assistants and VM Team.• Marketing Plan execution and analysis of the competition and store locations.

Collaboration with the HR Department and with the Area Manager on the recruitment and training of the sales teams, openings roll out, and setting the action plans for stores with poor sales performance.

Reporting to the Area Manager: • Sales and team management of the store in Santander.• P&L follow-up.

Member of the International Law Department at the Law School.Teacher of International Labour Law and International LawResearcher and specialist in European Union LawNATO fellowship/PHD Erasmus