Description

Entrepreneur and business strategist with 10+ years of experience across sales, merchandising, and brand development, combining commercial performance with creative direction, available 2–3 days per week.

Industry field of expertise

Languages

French
Native or bilingual
English
Fluent
Spanish
Conversational

Workplace preferences

Can work on-site

Paris (up to 10km)

BERNI (www.houseofberni.com)
Founder & Creative Director
January 2024 - Today (2 years and 5 months)
Paris, France
Brand vision & creative direction
Founded and developed Berni, a contemporary menswear label rooted in mid-century architectural references, shaped by a fascination with the American culture, and defined by a second-degree sense of humor
Defined the brand's creative vision, storytelling and tone of voice across all touchpoints (collections, campaigns, digital, retail)
Directed creative concepts for collections and campaigns, including set design, casting, styling and visual identity
Collection development & production
Designed and developed full collections across all product categories (outerwear, pants, shirts, sweats & tees), aligning product architecture, pricing, and assortments with both creative vision and commercial objectives
Managed sourcing and production with European manufacturers, including fabric selection, fittings and quality control
Content & brand experience
Oversaw end-to-end content production (campaign shoots, product imagery, social assets), ensuring consistency with brand storytelling
Built a cohesive brand universe across Instagram, e-commerce and physical activations (pop-ups, showrooms)
Digital, e-commerce & growth
Designed and managed the Shopify e-commerce experience (UX, merchandising, product pages, conversion optimization)
Led performance marketing strategy on Meta (campaign structure, creative testing, audience segmentation, budget allocation), driving DTC growth through continuous optimization of key KPIs (conversion, CAC, ROAS)
Sales & distribution
Developed wholesale presence through partnerships with sales agents and direct relationships with selected retailers in Europe, the US and Japan
Managed pricing strategy and distribution mix across DTC and wholesale channels
Branding Merchandising Direction artistique Création d'entreprise Création de collection
RIMOWA
Collection Performance Manager, WW
January 2020 - January 2023 (3 years)
Paris, France
Product performance & merchandising
Led global product performance tracking through the implementation of weekly reporting and analysis tools
Redesigned product hierarchy to enhance business analysis and support collection growth
Defined new clustering strategies and bi-annual assortments across all distribution channels
Optimized collection size by implementing productivity reviews and structured retrieval plans
Business planning & product strategy
Contributed to budget and strategic planning by translating growth targets and product diversification strategy into category level objectives
Managed full product lifecycle: SKU creation, launch timing, allocation (by channel and market), in-store duration, and end-of life strategy
Pricing
Led the Pricing Steering Committee, overseeing global price increases and local currency adjustments
Merchandising Business analysis Stratégie de prix plan de collection Gestion de collection
TUMI
Business Analysis Manager, Europe
January 2017 - January 2020 (3 years)
Paris, France
Commercial performance & operations
Supported sales performance across the region through the development of dashboards at both regional and store level
Defined monthly targets for stores, ensuring alignment with overall business objectives
Coordinated retail operations, including weekly communications, in-store initiatives and IT tools (traffic counters, POS systems, loss prevention…)
Planning & network strategy
Contributed to budget and strategic planning by building store-level topline projections
Defined network development roadmap in close collaboration with local markets
Financial performance & executive reporting
Acted as profitability gatekeeper through close monitoring of store P&Ls and product margins
Prepared and presented business reviews to large audiences, including top management
Sales Business analysis Profitability Gestion de magasin Gestion des opérations