Freelancer profile translated to English.

Description

I help retail chains, franchises, and store networks improve their point-of-sale performance, make their offerings clearer, and optimize the customer experience.

After more than 25 years at GO Sport, Intersport, and La Halle, I focus on:

• Merchandising and store layout

• Customer journey optimization

• Clarity of offering

• Store commercial performance

• Store concepts and renovations

• Operational support for networks

🔎 Merchandising & Customer Journey Diagnosis (1-2 days)

• Customer journey analysis

• Identification of conversion barriers

• Optimization of hot and cold zones

• Concrete and quickly applicable recommendations

• Prioritization of high-impact actions

📈 Results achieved:

• +12% revenue on strategic categories

• +7 points in conversion rate

• 140 stores renovated

• Reduction of concept costs by up to 20%

⚡ Available quickly for one-off assignments, operational support, or network transformation.

Industry field of expertise

Languages

French
Native or bilingual
English
Conversational

Workplace preferences

Can work on-site

Paris (up to 50km)

Groupe Intersport—06/2023 à 07/2025
Concept & Merchandising Lead
RETAIL (LARGE RETAILERS)
May 2023 - July 2025 (2 years and 2 months)
Longjumeau, France
Creation of the store concept for the future GO Sport Outdoor brand, opening of the pilot store in October 2024. Development of an eco-refit approach: 20% cost reduction, reuse of existing furniture, space rationalization. Coordination of a cross-functional project with product, marketing, and member teams. Implementation of innovative services, including the "ski case," to enhance customer experience and showcase the "rental" offering. Monitoring of store performance via KPIs, management of the concept & merchandising budget (> €400 K).
Store Concept Merchandising Performance Optimization Customer Experience Project Management
GO Sport—04/2018 à 05/2023
Merchandising & Concept Director
RETAIL (LARGE RETAILERS)
April 2018 - May 2023 (5 years and 1 month)
Paris, France
Definition and deployment of a new store concept in 14 points of sale. Results: +12% revenue on target categories, +7 points conversion rate, NPS improvement. Complete redesign of the customer journey in line with brand repositioning. Implementation of Category Management in collaboration with the product and marketing departments. Monitoring of visual identity compliance across the entire network.
La Halle Chaussures & Maroquinerie—02/2013 à 03/2018
Merchandising & Concept Director
RETAIL (LARGE RETAILERS)
February 2013 - March 2018 (5 years and 1 month)
Paris, France
Design & deployment of 3 store concepts adapted to the different formats of the network. 140 stores renovated in 12 months, coordination with the works department and sales management. +8% average revenue after point-of-sale remodeling. Structuring of the merchandising department: team strengthening, overhaul of tools and processes. Improved clarity of offering, customer journey, and commercial performance.