Laura PEREZ FERRER

Women in Sales France est un réseau féminin qui réunit toutes les femmes leaders commerciales, manageant des équipes, gérant un portefeuille clients et ayant la responsabilité directe d’un chiffre d’affaires. Elles sont Françaises ou vivant en France.
En toute bienveillance et spontanéité, Women in Sales France a pour objectifs :
- Une connexion joyeuse avec nos pairs provenant de divers secteurs (Retail, Agro-alimentaire, Industrie, Luxe-mode-beauté, médical, pharmaceutique etc…) afin de partager nos expériences managériales et nos problématiques commerciales.
- Continuer à féminiser le secteur des ventes encore majoritairement masculin pour les fonctions de direction et décisionnaires.
- Anoblir notre métier de la vente auprès des jeunes femmes en début de carrière. Gérer un centre de profit est un Sésame souvent oublié pour se diriger une Direction Générale.
- Contribuer à augmenter la présence et l’influence des femmes aux postes de direction commerciale et COMEX. Des pionnières ont ouvert la voie, continuons à élargir leur sillage.

- Piloting Directly Operated Stores and Concessions in Department Stores for the brand Salvatore Ferragamo.
- Management: 120+ FTE.
- Directly in charge of the P&L and the turnover.
- Accountable for Brand positioning accross territories, events in store - clienteling, visibility of the Brand, and Customer Excellence.

GLOBAL SALES DIRECTOR // MANAGING DIRECTOR 2018
TARTINE ET CHOCOLAT - kidswear Apparel/Shoes/Accessories/Home
Wholesale and Retail - 250+ selective POS - all distribution channels - 20+ FTE

- Building the Brand identity across the regions, ensuring consistency of implementation and positioning across regions (product pricing, product assortment, marketing, social media strategy). Conducting global analysis on P&L: prices structures, trade terms

- Developing a Brand Go To Market regional strategy : distribution/channel development/ trade marketing/marketing/social medias/communication and PR

- Negotiating with Pan European distributors for the Brand and coaching distributors and franchisees to understand and deliver brand expectations. Identifying opportunities and leveraging efficiencies across regions

- Ensuring implementation of top doors strategy in region and strong local execution ; reinforcing « consumer first » mindset

- SMU development/regional brand assortment/ specific distribution channel assortment

- Monitoring competitive activity : trends, products, Retail and Wholesale prices

WHOLESALE DIRECTOR SOUTHERN EUROPE 2013-2018
HUGO BOSS Menswear/Womenswear Apparel/Shoes/Accessories
3 leadership positions - 700 POS - portfolio >100M€ - 40+ FTE
Local markets and Travel Retail
Channels: franchises, multibrands, department stores, digital

Brand Strategy

- Defined and rolled out WHS Brand Strategy for Menswear, Womenswear, Shoes and Accessories per label ensuring optimal Brand positioning across the region

- Implemented key strategic initiatives

- Built and executed Brands strategies (category transformation/2 Brands Strategy)
Performance/Profitability

- Developed regional P&L for the Brand with Global Team and Regional CEO//Set and achieved targets across the region/ Reviewed and approved regional development plans
- Ensured business analysis/KPI follow up (UPT/NSPT/Sell Thru)//Measured risks and optimised recovery plans // leveraged Pan-Regional resources to strengthen business growth and profitability

Product and distribution

- SMU development/regional brand assortment (Core range)/ specific digital assortment // Implemented pricing alignment across the region
- Shaped distribution network and brand segmentation per channel

Teams development
- « Retailised » the teams and the customers generating growth of market share per door // Aligned sales processes
- Set up the right organisational structure and coached talents across the region - - Led and developed teams : best people in adequate place in markets (Goal setting and performance reviews)

STRATEGIC ACCOUNTS SALES MANAGER 2006-2013
NIKE France - Apparel/Shoes/Accessories
4 sales management positions (footwear, apparel, accessories): Womens category, Regional Accounts, Strategic Accounts, Digital B2B (nike.net)
800+ POS - Portfolio 100M€ - 10+ FTE - multibrands

- Led mid term strategy (main initiatives, distribution policy, terms and conditions with national organisations Intersport & Sport 2000)
- Delivered growth LFL and non LFL (+2% to +12% vs LY)
- Contributed to the group’s profitability and brand image (rolling-out key initiatives)
- Moved sales teams to a 2.0 sales organisation

AREA MANAGER WESTERN EUROPE 2001-2006
PUIG Prestige Beauté – Paco Rabanne, Comme des Garçons, Carolina Herrera, Prada perfumes and cosmetics
3 positions // Territories covered: Western Europe (local markets & travel retail), Latin America, Middle East, Eastern and Central Europe – 2 FTE