Asma AHCHOUCH

• Leadership of 360° collaborations and collections (product, branding, commercial) • Definition of global strategies with cultural adaptation by market • Direction of capsule collections with impact on brand positioning and omnichannel activation • Coordination of 80+ stakeholders, acting as a strategic hub across functions (design, visual merchandising, production, buying, legal, IT)

MANAGEMENT OF CAPSULE COLLECTIONS & COBRANDING PROJECTS • Development of special and cobranded collections from initial concept to launch • Handling legal aspects, procurement, logistics, and commercial strategy • Coordination of branding and communication elements across all channels • Oversight of campaigns to ensure consistency and strategic alignment MANAGEMENT OF INTERNAL COMMUNICATIONS PROJECTS • Coordination of internal social media platform designed to connect the international store network • Collaboration with HQ teams and Visual Merchandising teams for daily implementation of content creation • Supervision of the publication of all creative content specific to Shoes&Bags and weekly reporting on KPIS ECOMMERCE CHANNEL PROJECT MANAGEMENT • Development and monitoring of SEO strategies for Shoes&Bags products. • Optimization of internal search engines in collaboration with IT y Commercial teams • Performance tracking, results analysis, and continuous improvement proposals WEB EXPERIENCE OPTIMIZATION • Strategy development and team coordination for innovative technological solutions such as augmented reality (AR) and 3D modeling for Zara Woman/Man/Kids • Management of projects aimed at integrating these technologies into footwear and bag collections. LEADERSHIP & TEAM COORDINATION • Supervision of multidisciplinary teams to ensure project success • Implementation of strategies to achieve defined objectives • Rigorous project monitoring and results analysis for strategic adjustments

E-COMMERCE SALES STRATEGIES • Design of the commercial calendar for the online channel • Analysis and sales forecasting for product families, by country, and at the global e-commerce level • Coordination with buying department in terms of product needs, stock management and action plan according to all online markets • Responsibility for stock/turnover of the assigned distribution center, as well as the countries dependent on that distribution center • Ongoing communication with local offices and headquarters • Analysis of the historical sales patterns, KPI's and key trends of the season identifying commercial opportunities for the online channel • Market and competition study to detect needs in the web proposal • Responsibility for sales and budget for the assigned countries. • Weekly Traffic Analysis and Sales Reporting ONLINE PRODUCT MANAGEMENT • Daily check of the image of the online store and categories management • Participation in product selection from a digital customer perspective (creation of collection capsules) • Web design and layout for commercial objectives : sorting and prioritizing new items/trends/bestsellers in different product families across countries. • Management and commercial review of relevant product categories and subcategories • Daily follow-up of product subscription and out-of-stock items • Analysis of client returns and impact on gross/net sales DIGITAL WEB EXPERIENCE • Weekly Briefings for Shootings Coordination • Feedback & Reporting of Internal Search Engine • Product Selection for 3D/AR Technological Incorporation • Review of web filters for an optimized navigation

PRODUCT & COLLECTION MANAGEMENT • Develop and implement the MARKET STRATEGIC PLAN each season • Support company’s overall strategy by adapting collection & product life cycle to the market • Improve product categories performance through efficient management of collection portfolio • Plan the release of new products by adjusting volumes, timing and store shipment • Set pricing of seasonal sales and promotional plans to meet revenue and profitability goals MARKET SALES & COMMERCIAL STRATEGIES • Achieve commercial objectives through the effective execution of the store & collection strategies • Anticipate increases in demand and prepare the product strategies adequately • Evaluate metrics and readjust forecast based on daily sales reporting, with a focus on market share • Monitor sales results and bring corrective initiatives or action plans • Analyze emerging market trends and growth opportunities RETAIL STORE MANAGEMENT • Define specific retail store strategies according to consumer profiles and regions • Manage stores KPIs : sale surface optimization, traffic conversion, merchandising, inventory control… • Carry out store openings: new product selection, shipment calendar, support, launch • Visit stores several times per season for operational support/ assessment COMMUNICATION & NEGOTIATION • Negotiate appropriate product development to seize market growth opportunities • Communicate with subsidiaries to set long-term vision and follow-up on execution of short-term objectives • Contact daily with the salesforce to ensure action plans are implemented • Track shipment through effective communication with logistics teams • Give feedback to buyers and designers in order to adapt product positioning in the market PROJECT MANAGEMENT Coordinating New Projects related to : • Omnichannel Strategies • Retail performance • Store Management Optimization • Stock Consolidation • Fashion Sustainability

• Controlled store management operations : sales, back-office, employee performance, best-selling items, inventory • Coordinated all brand activities with HeadOffice • Handled CRM Operations (Clienteling and Retail ExcellenceProgram)

• Work on PRADA CANDY and PRADA OLFACTORIES 2016-2017 Marketing Plans • Coordinate the development of the new PRADA OLFACTORIES Exclusive Collection • Implement PRADA 2015 Marketing Plan (new launches, animations, promotions…) • Formulate pricing recommendations based on competition analysis and brand positioning • Design visual guidelines and ensure all marketing material is consistent with brand image • Define brand promotional strategy and follow its implementation with retailers • Track allocated budget per line (invoicing, follow up, closures) • Optimize 360° Marketing levers (POS, training, gifts…)

• Performed quantitative & qualitative data analysis (focus group, panels) to be used for new JIL SANDER brand initiatives • Briefed agencies for fragrance design, packaging and advertisement material • Supported the digital strategy with launch of new corporate website

• Provided support on Wholesale Strategic Planning • Administered showroom sales to US Retailers • Compiled sales data for redesigning VERSACE catalogue

• Assisted Media Coverage Plan, PR Activities • Helped with planning of all NY-based events (model casting and fittings, timeline, budget forecasting, catering, audio-visuals, accommodations, invitations…) • Organized visual recap & post event follow-ups

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