Senior merchandising executive with over 20 years of expertise in women’s fashion, renowned for driving profitable growth through visionary product strategies, margin optimisation and international market expansion. Expert in leveraging data-driven insights to deliver customer-centric assortments that balance commercial objectives with brand values and sustainability. Proven ability to lead high-performing teams and orchestrate cross-functional collaboration across buying, design, supply chain and marketing. Current leadership role in a rapidly scaling, early-stage business has broadened commercial acumen across finance, logistics, and global operations. Consistently delivers transformative results in sales growth, margin enhancement and operational excellence.