Reza Lak
London,UK
Summary
Luxury Retail and Boutique Operations Manager with 10+ years of experience driving commercial performance, client engagement, team development, and operational excellence across luxury fragrance, beauty, retail, and e-commerce environments. Proven track record of increasing revenue, leading teams of more than 30 employees, building VIP client portfolios, executing successful product launches, and delivering exceptional customer experiences. Experienced working with luxury fragrance and beauty brands including Creed, Kilian Paris, Maison Francis Kurkdjian, Roja Dove, Xerjoff, Amouage, Clive Christian, Parfums de Marly, Guerlain, Dior Beauty, Lancôme, YSL Beauty, Armani Beauty, Acqua di Parma, Chanel, Byredo, Penhaligon's, Shiseido, Clarins, and Estée Lauder.
Overview
15
15
years of professional experience
1
1
Certification
Work history
Executive Assistant to Director & Operations Coordinator
Beauty Nest & Health Nest
London, UK
2025.01 - Current
- Support director-level operations across beauty and wellness businesses.
- Coordinate administration, scheduling, customer service, supplier communication, and operational workflows.
- Support onboarding, HR administration, team communication, and internal process improvement.
- Coordinate operational planning, reporting, and day-to-day business activities.
- Maintain website content through WordPress and provide digital operational support.
- Assist executive leadership with scheduling, project coordination, and business operations.
E-Commerce Manager
Guardian Vape
Manchester, UK
2021.01 - 2025.01
- Managed e-commerce operations across Shopify and WooCommerce platforms overseeing 3,000+ SKUs and online customer experience
- Increased e-commerce conversion rates by 18% through UX optimisation and customer journey improvements
- Planned and executed digital campaigns increasing monthly sell-through rates by 30%
- Developed retention-focused CRM campaigns converting 45% of first-time buyers into repeat customers
- Spearheaded TikTok growth strategy generating 3M+ hashtag views and significantly improving customer engagement
- Collaborated cross-functionally with customer service, fulfilment, and marketing teams maintaining 97% customer satisfaction rating
- Supported e-commerce reporting, operational coordination, and digital workflow optimisation
- Developed pricing structures based on historical and current trends, competitor activities and supply chain data.
- Oversaw planning and execution of targeted sales and marketing strategies.
Store Manager
Nobahar Luxury Multi-Brand Fragrance & Beauty Retailer
Tehran, Iran
2015.01 - 2021.01
- Managed all aspects of boutique operations for a premium multi-brand fragrance and beauty retailer specialising in luxury and niche fragrance brands
- Led and developed 30+ member retail team through structured coaching, KPI management, and performance leadership
- Increased annual boutique revenue by 32% year-over-year through VIP clienteling, premium customer engagement, and strategic sales leadership
- Improved team productivity by 40% through tailored coaching, operational structure, and performance development
- Executed luxury fragrance launches and experiential customer events driving increased engagement and sell-through performance
- Increased boutique footfall by 28% through influencer partnerships, digital campaigns, and targeted seasonal launches
- Oversaw visual merchandising, inventory management, operational planning, and boutique presentation aligned with luxury retail standards
- Mentored and promoted multiple junior staff members into senior retail positions through structured development and leadership support
- Built long-term relationships with VIP clientele through personalised consultations and luxury customer experience strategies
Senior Fragrance Consultant
Aria Chic Holding
Tehran, Iran
2013.01 - 2015.01
- Delivered luxury fragrance and skincare consultations for premium international brands
- Ranked among top-performing consultants for sales performance and client satisfaction
- Increased sales performance through emotional storytelling, customer profiling, and consultative selling techniques
- Supported seasonal campaigns and luxury launches achieving strong sell-through results
- Played a key role in Parfums de Marly launches achieving 45% sell-through within three weeks
- Shared knowledge about the latest fragrances for increased client interest.
Fragrance Advisor & Assistant Manager
Teeba Perfumery
Tehran, Iran
2011.01 - 2013.01
- Delivered personalised fragrance consultations and luxury customer service within a premium retail environment
- Assisted with boutique operations, merchandising standards, and daily team coordination
- Supported conflict resolution, operational organisation, and staff supervision responsibilities
- Redesigned boutique floor layout improving customer flow and increasing walk-in conversion rates by 25%
- Trained new employees, leading to a more knowledgeable workforce.
- Offered top-notch customer service that resulted in repeat business and referrals.
Education
Master of Business Administration - Marketing Strategy & Retail Management
Tehran University
Tehran, Iran 09/2013 - 09/2014
Skills
- Retail & CRM Systems: Shopify WooCommerce Salesforce CRM Automation Loyalty Platforms Mailchimp
- Business & Operations Tools: Microsoft Office Suite Google Workspace Microsoft Teams Slack Trello Asana Notion Canva
- Marketing & Analytics: TikTok Ads Instagram Insights Facebook Ads Google Analytics SEMrush
- Inventory & Retail Operations: Brightpearl TradeGecko Vend Lightspeed
Certification
- Creed Brand Training
- Kilian Paris Product Training
- Roja Dove Product Training
- LVMH Luxury Brand Training
- L’Oréal Luxe Training Programmes
- Coty Luxury Fragrance Training
- Puig Brand Education
- Shiseido Group Beauty Training
- Advanced Niche Fragrance Masterclasses
- Fragrance Raw Materials & Scent Composition Workshops
- Luxury Visual Merchandising
- Sales Psychology & Customer Behaviour
Languages
English – Fluent
Farsi – Native
KEY COMMERCIAL ACHIEVEMENTS
- Increased boutique revenue by 32% year-over-year through strategic clienteling and commercial leadership.
- Managed and developed a team of 30+ retail professionals, increasing productivity by 40%.
- Increased boutique footfall by 28% through luxury events, influencer partnerships, and seasonal campaigns.
- Achieved 45%+ sell-through during key fragrance launches through product storytelling and launch execution.
- Improved ecommerce conversion rates by 18% through customer journey optimisation.
- Generated 3M+ campaign views, increasing repeat purchases by 45%.
- Maintained 97% customer satisfaction through service excellence and operational leadership.
LUXURY RETAIL LEADERSHIP HIGHLIGHTS
- Led and developed a high-performing team of 30+ luxury retail professionals.
- Delivered consistent revenue growth through KPI management and commercial planning.
- Built and maintained a loyal VIP client portfolio generating repeat business and long-term relationships.
- Recruited, trained, coached, and developed future retail leaders.
- Increased team productivity through structured coaching, performance reviews, and development plans.
- Successfully executed luxury fragrance launches and experiential customer events.
CORE COMPETENCIES
- Commercial & Retail Leadership: Boutique & Luxury Retail Management, Commercial Performance & Revenue Growth, KPI Management & Business Planning, Sales Leadership & Performance Coaching, Recruitment, Onboarding & Talent Development, Retail Operations & Inventory Management
- Luxury Brand & Operational Excellence: Visual Merchandising, Product Launch Execution, CRM & Customer Engagement
- Clienteling & Customer Experience: VIP Clienteling & Relationship Management, Luxury Customer Experience, High-Net-Worth Client Engagement, Customer Retention & Loyalty Development, Fragrance Storytelling & Brand Representation, Cross-Selling & Upselling Strategies
- Team Motivation & Productivity Improvement, Event Coordination & Experiential Retail, Ecommerce & Omnichannel Operations
LUXURY BRANDS EXPERIENCE
- Fragrance & Beauty Brands: CREED | KILIAN PARIS | ROJA DOVE | MAISON FRANCIS KURKDJIAN | XERJOFF | AMOUAGE | CLIVE CHRISTIAN | PARFUMS DE MARLY | GUERLAIN | NASOMATTO | BOADICEA THE VICTORIOUS | ACQUA DI PARMA | DIOR BEAUTY | LANCÔME | YSL BEAUTY | MUGLER | VIKTOR & ROLF | ARMANI | BOND NO. 9 | BYREDO | CHANEL | PENHALIGON'S | STEPHANE HUMBERT LUCAS | TOM FORD | MDCI | JOVOY | PUREDISTANCE
- Beauty & Skincare Brands: SHISEIDO | CLARINS | MURAD | LANCÔME | LA PRAIRIE | BY TERRY | CLINIQUE | ESTEE LAUDER | GUERLAIN | MAC | YVES SAINT LAURENT
Timeline
Executive Assistant to Director & Operations Coordinator
Beauty Nest & Health Nest
2025.01 - Current
E-Commerce Manager
Guardian Vape
2021.01 - 2025.01
Store Manager
Nobahar Luxury Multi-Brand Fragrance & Beauty Retailer
2015.01 - 2021.01
Senior Fragrance Consultant
Aria Chic Holding
2013.01 - 2015.01
Fragrance Advisor & Assistant Manager
Teeba Perfumery
2011.01 - 2013.01
Master of Business Administration - Marketing Strategy & Retail Management
Tehran University
09/2013 - 09/2014