Martin Lacey

(Leading Events Management Company) Fashion Director, Riyadh KSA March 2022 – September 2022 Leading the strategy and implementation of the Muaz Concept store as part of the Via Riyadh Project in Riyadh, Strategy, financials, brand portfolio and concept. Assisted on the retail development and brand partners. Negotiated and implemented the first Outlet project in KSA with YOOX as the anchor tenant. o Brand and category strategy. Commercial implementation and revised strategy across existing retail concepts and brand partners. o Business review and implementation of all commercial areas of the set up for launch. Key KPis revisited to give maximum ROI. o First to market Beauty and Fragrance concept from initial concept idea agreed by owners and key stakeholders. o All financials' sales, OTB and costs set up for P&L build up across all key business models. o P&L build up for existing and new retail partner proposals. o Project manager for the Muaz concept store launch. Notable Achievements o Set up launch of the Muaz Concept store. o Design and strategy for the Beauty and Fragrance concept floor. o Adjacent Café and Chill area concept strategy and deign implementation. o Pop up and retail proposals for the launch of Via Riyadh, permanent and interim leases negotiated. o First to market multi brand Outlet landed for the Riyadh season. o YOOX negotiation finalised for the Anchor tenant of the Outlet.

(A British luxury department store chain) Director- Buying & Marketing, Doha July 2016 – Mar 2020 Spearheaded all aspects of buying and marketing strategies driving P&L leadership of £30M turnover store business developing the brand portfolio with an 'exclusive edit' of premium luxury lifestyle products and delivering successful marketing strategies that promote business growth. o Designed and led the implementation of the key commercial strategies strengthening the product-service value propositions and executed a comprehensive sales roadmap through marketing initiatives of ABL and BTL and CRM. o Effectively managed talent development within the department with recruiting, retaining, and promoting the development of a high performing team through coaching, training, and development. o Developed and fostered senior-level vendor partnerships by negotiating contracts, improving prices and terms of business with suppliers, reviewing opportunities to make business-savings, utilising negotiation, and procurement best practices. o Partnered with Head of Departments and Managers to agree and deliver strategy and growth objectives for different products with reference to channel strategy, product strategy, pricing strategy and sales plans. o Developed the overall supply chain vision, assessed, and evaluated suppliers and undertook performance reviews to ensure contract compliance and manage performance improvement activities. o Monitored market trends, competitor strategies and market suppliers to identify cost-effective, high-quality standards vendors and suggest changes to buying processes. o Led and managed all department and categories with a total £30m OTB. Responsible for all sales and margin deliverables to achieve department contribution on P&L. o Led the P&L responsibility with performance metricsreporting for all procurement activities such as supplier performance, supplier quality, internal order placement, buyer activity levels, and financial performance. Notable Achievements o Helped to manage cost controls and margin improvements in year 2 to a break-even point. o Delivered a first of its kind concept store in the EMEA region launched on time and within budget, setting a benchmark in the industry for all new store launches regionally within this sector. o Successfully conceptualised and led the store launch strategy from pre-opening, launch event to the CRM/Loyalty App. o Recognised for planning and delivering a successful strategy for improved density returns across all fashion categories to 1500k per SQM with improved brand portfolio and contributed to higher margins through local brands along with consolidating and investing in the top 80% brands. o Profitably negotiated and controlled all concessionaire contracts across all divisions with improved sales and margin performance. o Innovatively revamped the Fragrance and Beauty floor to improve densities and increase space with new brands, leading to improved sales and margin.

(A retail start-up amalgamating the Princes Trust Fashion rocks to a viable retail Fashion and Lifestyle business) Director Buying & Merchandising – Edinburgh, Scotland Oversight of strategic retail buying and merchandising for stores and e-commerce business for a retail start-up to drive profitability and business growth. o Developed the store vision, plan, and business flow design for buying, merchandising and e-commerce. o Supervised and managed the creation, recruitment and on-boarding of the teams and communicated objectives and performance targets and ensured that goals were met. o Directed the budgeting, forecasting, planning and implementation of plans across the departments to ensure plans were aligned, and seamless communication flow occurred. o Monitor contracts and purchase orders issued to vendors to ensure compliance with terms and conditions. o Establish and maintain measurable performance metrics for all buying activities such as supplier performance, supplier quality, internal order placement, buyer activity levels, and financial performance. o Analysed market and competitor information, trends and developed internal metrics and reports to track performance, initiate prompt actions and ensure business target achievement. Notable Achievements o Demonstrated the successful first-ever to the market launch of new concept stores on clothing and lifestyle products. o Appreciated by management for conceptualising and managing the rollout of new stores and the e-commerce launch. o Lucratively secured highbrow brands in key locations by negotiating strategic deals with vendors.

Leadership and accountability of the overall P&L of Buying, Merchandising and Logistics departments, budget planning and strategy of £22M OTB across all categories, including the responsibility of all key KPIs-margin, stock, and sales. o Recruited, trained, and supervised a team of high performing individuals to deliver sourcing, merchandising and logistics targets as per assigned goals. o Collaborating with critical vendors to sustain competitive pricing and proactively resolved performance issues with suppliers to ensure effective and timely resolution. o Led the budgeting, planning and goals for the departments in-line with corporate targets and tracked financial performance via dashboards and reporting tools. Notable Achievements o Executed the store growth from 11 existing stores across the UK, including securing highbrow luxury brands for all locations. o Generated with a revenue increase of 120% in 3 years, including a 50% organic growth surpassing all performance goals. o Efficiently improved sales performance in existing stores by reducing markdown and residual stocks leading to an increase in top and bottom-line profits. o Fronted the restructuring of existing stores and opening of 12 new stores bringing in additional sales revenue of £22M. o Led the successful implementation of strategy, budgeting and managing of the e-commerce business, which amounted to 22% of overall group sales within two years. o Instrumental in leading all marketing initiatives- ATL and BTL across the entire store portfolio.