Priscilla S.

Reporting to CEO based in Denmark Lead APAC expansion across 7 core markets (Singapore, Malaysia, Thailand, Philippines, Indonesia, Vietnam, Australia), launching 100+ stores within 24 months by localizing the global operating model and building in-market capabilities to ensure consistent franchise execution and retail excellence Own full P&L responsibility across 9 markets, including Japan and South Korea, driving profitability and optimizing working capital through targeted, market-specific operational and commercial initiatives. Partner closely with franchisees to identify execution and profitability gaps, delivering positive market EBIT and sustainable long-term growth across the region. Drive brand awareness and traffic growth through localized ATL and BTL marketing strategies, increasing in-store traffic, social reach, and engagement across priority platforms. Drive adoption of a regional KPI scorecard across the full retail value chain (Supply, Demand, Buying, Store Operations, Visual Merchandising, Marketing), enabling data-driven decision-making and faster issue resolution. Build and lead a high-performing regional HQ team, defining roles, recruiting top talent, and fostering a performance-driven culture in a fast-paced, start-up environment. Assume full accountability for the Singapore legal entity, with responsibility for cash flow, statutory and regulatory compliance, corporate governance, and legal signing authority, ensuring alignment with regional and global standards.

Reporting to President Sport based in Dubai Key Responsibilities Led distribution and franchise operations across Asia for a portfolio of 25 sports and lifestyle brands, including Nike, adidas, VF brands, Columbia, Royal Sporting House, and Sun & Sands Sports. Oversaw 128 directly operated retail stores across Hong Kong, Singapore, Malaysia, and Indonesia, driving commercial performance and operational excellence. Directed regional business strategy and provided leadership to Country Managers and retail support functions, including Leasing, Store Development, Brand Marketing, Visual Merchandising, and Operations. Owned regional P&L performance, driving revenue growth, profitability, and sustainable EBITDA across markets and brands. Approved Open-to-Buy (OTB), assortment, and inventory plans to optimize stock productivity, sales performance, and gross margins while ensuring alignment with brand strategies. Led portfolio management initiatives, evaluating brand performance, investment priorities, and growth opportunities across the region. Developed long-term strategic plans to strengthen market position, expand brand partnerships, and accelerate regional growth. Key Achievements Optimized the brand portfolio by divesting underperforming businesses, including Royal Sporting House, improving overall profitability and strategic focus. Secured and expanded APAC distribution rights for leading global brands including Vans, The North Face, and Timberland through a comprehensive 5-year strategic growth plan. Strengthened the company's regional footprint and growth trajectory by building strategic partnerships with global brand principals and driving market expansion initiatives.

Senior Leadership Team member with full accountability for Southeast Asia Retail P&L, leading 55 owned stores and 280 franchise locations across multiple markets. Key Responsibilities Owned regional budgeting, forecasting, and profitability management, driving revenue, margin, and operational performance across Southeast Asia. Led end-to-end retail and commercial strategy, including merchandise planning, inventory management, buying, store operations, visual merchandising, and brand execution. Managed Open-to-Buy planning and trading decisions to optimize sales, inventory productivity, and profitability. Drove cost optimization initiatives across markets, delivering occupancy and operating expense efficiencies. Approved new store investments and expansion plans aligned with growth and profitability objectives. Led digital and omnichannel transformation initiatives in partnership with global and regional stakeholders. Launched customer membership and loyalty programs to drive acquisition, engagement, and retention. Led large, multicultural teams through significant market disruption while maintaining employee engagement and consumer experience standards. Executed sustainability initiatives across retail operations, store design, training, and procurement. Key Achievements Delivered revenue, inventory, and profitability targets in 2020 and 2021 despite significant market disruption. Restored store contribution and like-for-like performance above pre-pandemic levels. Introduced flagship, beacon, and premium outlet store formats across Singapore, Malaysia, and the Philippines, strengthening brand presence and consumer reach. Built and led a high-performing organization through a collaborative leadership approach.

Member of the Japan Brand Leadership Team, responsible for merchandising, assortment strategy, and commercial planning across Wholesale, Retail, and E-commerce channels for a €1B business. Led a team of 30 associates. Key Responsibilities Defined seasonal assortment and product segmentation strategies to drive consumer relevance, brand consistency, and commercial performance across all channels. Partnered with regional and global category teams to ensure product offerings reflected local consumer needs and market opportunities. Developed pricing and margin strategies balancing brand positioning, product value, and profitability objectives. Led channel assortment planning and portfolio segmentation across Wholesale, Retail, and E-commerce to optimize channel roles and growth. Collaborated with global business units and manufacturing partners to ensure successful delivery of key Team Sports programs and strategic accounts. Key Achievements Played a key role in a global transformation project, representing Japan's business requirements in the redesign of the APAC operating model and go-to-market process. Developed and executed integrated assortment and activation plans for key strategic partners, strengthening brand alignment and driving significant sales growth, including +27% growth with ABC-Mart. Improved assortment productivity, increasing average order volume per SKU by 19% year-on-year.

Key Responsibilities Designed and implemented an integrated operating model aligning Brand, Commercial, and Finance functions through the go-to-market process. Led cross-functional transformation initiatives to improve planning, decision-making, and organizational agility. Developed playbooks, governance frameworks, and capability-building programs to support execution and stakeholder alignment. Managed customer sell-in processes, including commercial tools, sales enablement, and key account engagement. Oversaw planning data governance to ensure accuracy across product, pricing, and assortment decisions. Key Achievements Improved buy-volume forecast accuracy by 10 percentage points year-on-year. Led the successful transition from a seasonal to quarterly sell-in model, improving planning responsiveness and business agility.

Key Responsibilities Based in Shanghai as part of the Global Retail team, responsible for Visual Merchandising strategy and execution for adidas and Reebok across Asia Pacific. Led and influenced regional markets to deliver commercially effective, consumer-centric visual merchandising solutions while maintaining brand consistency and premium presentation standards. Developed and implemented visual merchandising frameworks, standards, and best practices across Concept Stores and Factory Outlets in both owned and franchise retail channels. Partnered with market leadership teams to strengthen execution capabilities and drive consistent retail experiences across diverse markets. Facilitated regional conferences, training programs, and model store initiatives to drive capability building, alignment, and adoption of visual merchandising standards and processes. Key Achievements Created the in-store Visual Merchandising Champion program, which was subsequently adopted and rolled out globally. Developed visual merchandising compliance standards and digital measurement tools, improving execution consistency and performance tracking across markets. Led Asia Pacific to achieve 13 of 16 Global Visual Merchandising Awards, including recognition for coaching excellence and driving retail performance through superior visual merchandising execution.

ASOBIO, Shanghai, China (Co-Best Group – 2009 turnover USD 100M) Men’s & Women’s wear company, 60 stores in China (1,000 – 1,200sqm stores) - Created the retail strategy aimed to bring consistency and delivered a unique shopping experience to consumers. - Re- established, developed and enhanced the retail structure through process improvements including: o Store Operations: created Store Operating Processes to ensure efficiency and productivity and drove compliance in stores by leading a team of Regional and District Store Operations Managers (own and franchise stores) o Human Resources: re-defined recruitment, onboarding and training processes to meet business’ needs o Defined assortment and allocation quarterly strategy and developed visual merchandising standards to deliver consistent brand image in partnership with product Creative Center and Marketing Activation/PR Dept o Worked on new store concept with design agency (D&P) to enhance consumer shopping experience and drive sales KPI’s. - Set and managed budgets including sales goals, KPI’s and expense - Manage P&L at store and at office level to ensure profitability

French women’s wear company 950 stores in 47 countries. (avg. 200 sqm) 2009 turnover €895M - Successfully initiated and managed brand operations in India, Indonesia, Malaysia, Singapore, Thailand, and the Philippines, establishing a strong global foothold. - Led a team of 6 Country Brand Managers and supervised 200 salespersons across 29 stores, fostering a culture of excellence and driving consistent sales growth. - Demonstrated expertise in coordinating with franchise partners to ensure on-time store openings, aligned with the established marketplace strategy. This included effectively communicating market-specific requirements and overseeing execution. - Developed and executed strategic store sales targets to enhance profitability - Provided comprehensive training on store operations, sales techniques, collection rhythms, and Visual Merchandising strategies, enhancing customer engagement and boosting sales conversion rates. - Collaborated closely with the buying office headquarters to identify best-selling items for the Asian market, factoring in event calendars and cultural nuances to ensure product relevance and customer resonance. - Orchestrated impactful promotional events, including fashion shows, talk shows, and magazine advertisements, effectively amplifying brand visibility and engagement. - Managed resource allocation effectively, contributing to achieving a remarkable total turnover of €20M in 2009, a substantial increase from previous years.

- Setup Promod China headquarters: negotiated with government officials and law firms to obtain the business license - Developed and implemented the retail growth strategy by finding, evaluating and negotiating new store locations across China, Hong Kong and Macau - Selected stores according to sales budget and profitability --> Signed 20 stores in Greater China

Exchange program

Exchange program