Fribourg Alice

Director & ExCom member: Strategy, CSR & Transformation - ba&sh, Paris 01/2022 –

Global strategy: designed 5-year value creation plan across all geographies & BU, steered strategic internal committees, managed investors relationship (PE fund HLD) and managed licensed products (eg eyewear) & customer experience topics
Led the CSR Roadmap and obtained Bcorp Certification, launched and monitored the second-hand P&L
Innovation: Championed AI-driven initiatives to enhance efficiency and decision-making (eg Klark tool for customer service)
Retail network optimization: led lease negotiations, managed exit strategy (identification, assessment, and full disposal process), and validated store openings/expansions through detailed P&L modelling • Department store partnerships: Negotiated commissions, managed contract renewals, and monitored commercial performance with key partners
Affiliation strategy: Drove the transition of underperforming stores to affiliation, managed renewals, monitored affiliate performance, and identified new opportunities
Store operations & processes: Optimized in-store processes (defective products, repairs/alterations/pressing, OMS, inventory management), managed all off-price operations and restructured operational workflows with IT

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