Roel Van Criekinge Email and Phone Number

Making it easier and more rewarding for consumers in Southeast Asia and Mexico to meet and buy from IKEA. I lead multi-disciplinary global teams & projects which bring IKEA closer to the customer through new meeting points, store formats and new channels, create convenience end-to-end, provide 24/7 personalized inspiration & support and drive continuous innovation of our customer journeys. My teams drive operational excellence, revenue and profit growth through innovation in areas of Digital Marketing, Loyalty (IKEA Family) & Engagement, Online channel development (web, app, social, etc.), Digital support during store visits, Fulfillment network optimization, Services offer development (interior design, delivery, assembly, remote customer support, financing), process automation and most important of all, up-skilling and empowerment of our coworkers.Markets: Philippines, Vietnam, Thailand, Malaysia, Singapore, Mexico = 450million people

Oversee central P&L steering for USD1.0B revenue by administering company-wide P&L budgeting and forecasting, investment management, strategy definition for growth, pricing, and cost optimisation. Streamlined crucial operations involving governance design, process redesign, workforce planning, and development of digital solution roadmap. Creating multi-channel / customer centric strategy and roll-out for E-commerce, Stores, Customer Support, and services teams. Manage end-to-end facets of data analytics of market, competition, supply chain, and commercial effectiveness for IKEA Home furnishing products & services as well as IKEA Food.Key Highlights:• Nominated as only retailer in 2023 by CX Asia as “Best Contact Center” after successful transformation of our 5 centers into a fully cloud-based, global customer care organisation, accessible through many more channels and turning it into a 24/7 support and sales channel after upskilling workforce and implementing new digital solutions, reaching record service levels. • Boosted customer satisfaction by +20%, enhanced margin and cost percentages during pandemic, and achieved profit goals.• Rolled out new digital in-store solutions, remote sales channel, and loyalty program, along with ensuring 24/7 customer service.• Conceptualised and introduced agile and omnichannel governance with effective cross-functional collaboration.• Developed and empowered professional teams with high scores for employee satisfaction, leadership, and local talents.• Developed multiple teams with exceptional competencies in digital transformation and data analytics.• Created and implemented AI solutions to optimise business such as dynamic pricing tools, supported by change management.• Actively contributed to significant sales growth as board member for IKEA Mexico, Singapore, Malaysia, Thailand & Philippines.

Headed inclusive regional Finance and Operations teams including but not limited to business intelligence, strategic planning, financial performance/analysis, procurement, process design, and workforce planning. Key Highlights:• Drove organisation to double the net profit in three years along with boosting productivity growth by 7%+ YoY.• Revamped business planning and budgeting process for Ikano Retail (IKEA and shopping centers)• Projected and secured investment for expansion into two new countries and doubling store footprint in existing markets.• Implemented robust new data strategy with USD3M investment support (new cloud-based data lake and analytics solutions).

Spearheaded global project to develop activity-based costing methods and deploy tools for omnichannel profit steering.Key Highlights:• Originated and incorporated effective methodology to report and simulate profitability as per fulfilment flow and product area; utilised solution for strategic expansion and to enable well-informed commercial decision-making.• Introduced simulation tool globally, facilitating all IKEA Countries in defining more profitable market penetration strategies, replenishment and customer fulfilment setups, and efficient store networks.• Recruited and developed multi-disciplinary global project team (based in Sweden, Netherlands, and India).

Leading F&A function (central and in 8 stores) and optimised short- and long-term profitability of IKEA Belgium through efficient financial planning, business intelligence, pricing, and forecast processes. Accountable for Profit&Loss steering of EUR1B business. Team of 6 direct reports / Matrix responsibility for Finance & Operations teams in the stores (+150 employees).Key Highlights:• Developed new department “Business Navigation”, centralising commercial, operational, and financial KPIs.• Met and surpassed company’s sales and profit goals each year.• Redefined and spearheaded business planning, budgeting, and forecasting processes.• Chairman of IKEA Belgium's committee for Strategic Planning

To achieve an extraordinary improvement in productivity, I was leading a national program to change staffing approach, organizational design, processes, tools and employee mindset to enable sustainable profitability within the stores, contact center and national HQ (+2,500empl).

Key achievements: • Build team for global market support in Business Intelligence and Business Steering. • Build global business performance dashboards (Oracle BI), used by all IKEA markets to monitor & benchmark (financial, commercial & operational)• Build learning content on Performance Steering as part of various learning programs for Senior Management

Strategy consultant deployed at corporate HQ at FMCG clients, mainly on M&A + Trade Marketing projects. Key Highlights:• Merger of global market leaders to become biggest brewer in the world, involved in consolidating portfolio of global projects.• Transformation of Sales & Marketing function and operating model of global market leader in Tobacco at global HQ in Geneva.• Definition of new distribution strategy and setup of a new wholesalers in EU countries for established Japanese Automotive Manufacturer.