Safnas Faleel Deen
Burnham,UK
Summary
Accomplished retail professional with extensive expertise in merchandising, vendor management, and retail operations. Demonstrates proficiency in order management, inventory controlling, and assortment management, ensuring optimal stock rotation and sales-driven strategies. Adept at utilizing Microsoft LS Central, Spaceman, RMS Suite (Oracle), BI Analytics, Cegid, Oracle, and Blue Yonder to enhance retail space optimization and forecasting accuracy. Proven track record in sales & margin improvement through effective communication and critical thinking capabilities. Skilled in brand development strategies, cross-functional coordination, and team collaboration to drive market insight and trend forecasting. Committed to efficient time management and decision-making prowess to achieve organizational goals.
Overview
10
10
years of professional experience
3
3
years of post-secondary education
Work History
Merchandiser - MENA
Alshaya Group (BOOTS Pharmacy)
Al Barsha, Dubai
11.2022 - 02.2025
- Working as part of Boots Brands, Taking care of portfolio of 70 million AED across 150 Stores in GCC
- Successfully drove 10% uplift in sales for specific Skincare line by creating dedicated and visually appealing display area.
- Reduced stockouts of top-selling skincare items by 7% through implementation of more proactive replenishment system.
- Operations and Marketing - To plan, implement and analyze all promotions and markdowns across territory while keeping discounts and ageing under control
- Optimized inventory levels in makeup category, leading to 5% reduction in excess stock while maintaining high availability of key lines.
- Increased department contribution by 4% by ensuring consistent supplies and filling merchandise gaps
- Communication - Coordinating with brand principals on all aspects of product buying and inventory management
- Inventory management, forecasting stock position to ensure stock on bestsellers is maintained at optimal level
- End of season sales and performance analysis to drive seasonal strategies
- Exit strategy planning, promotional and end of season markdown planning
- NSO - Analyzing opportunities and making business, merchandise and activity launch plan for any new store opening
- Successfully opened 15 stores in GCC with 95% OSA
- People management- managing one Merchandise analyst on below processes
- Host Brand Meeting-Liaising with Host Brand on Order confirmations, and invoicing, ensuring these matches with original order placed and reporting any discrepancies to brand and/or superior
- Manage delivery of stock alongside supply chain within agreed timelines, ensuring that purchase orders and all system data is maintained accurately
- Maintained service level at 97%
- Maintain pricing in line with brand and business guidelines accurately for UAE, Saudi Arabia, Qatar, Bahrain and Oman region
- Maintain daily accurate order table and delivery report in line with confirmed supplier order for all brands
- Prepares monthly category and brand performance KPI's defined by management
- Tracks monthly sales performance by country and by store
- Regular meetings and communication with Host Brand (UK & Thailand) to align on brand performance and build constructive and transparent communication
- Prepare monthly, quarterly & annual reports on supplier service level to monitor and improve availability in stores as well as warehouse
Merchandiser -UAE, UK & Turkey
SOHO Middle East - AMIRI & Alo Yoga
Downton, Dubai
10.2019 - 10.2022
- Reworked on price strategy as per market, resulted net increase in sales by 8% on avg At LFL business
- Drove 6% increase in sales for key ready-to-wear collections through strategic product placement in high-visibility areas within retail space.
- Expanded core product ranges to suit regional requirements across territory
- Played key role in ensuring accurate inventory levels for high-value items, minimizing discrepancies by estimated 2%.
- Successfully launched brand (entry) to new markets, UAE, Saudi, Egypt and Lebanon
- Working with Brand on Replenishment Matrix which has resulted in controlling inflows & to maintain stock at optimum level
- Developed multiple-class level pricing recommendations and strategies at supplier level in alignment with department financial plans
- Detail analysis of loss-making department was conducted & took action like in reduction of loss-making area, reduction of sub class from 130 to 70 which resulted in quick decision for business at sub class level
- Removal of supplier which didn't meet parameters like sell thru, GMROI, stock turnover etc
- Implementation of markdown strategy at Top 30 Best & Worst seller at supplier/subclass level which has resulted in right product mix in stores and giving discounts at right time
- Developed reporting formats that have been acknowledged as templates for monthly MIS meet
- Implementing consistent and profitable in-season replenishment strategies and practices by managing annual, seasonal, monthly and weekly merchandise plans, as appropriate
- Conducted comprehensive market research for understanding customer preferences.
- Arranged product displays to maximize cross-selling opportunities and increase sales.
Assistant Merchandiser - UAE, Saudi Arabia & South Africa
IRO Paris
Downton, Dubai
09.2016 - 09.2019
- Create Item Master and ensure Accurate Data (Category, Retails Sale Price, Profit Margin Calculation)
- Order Placing and PO Creation according to Order Confirmation by Brand
- New Launch Items Coordinating with Logistic Team for Arrival and Marketing Team
- Assisted in execution of promotional plans, resulting in 7% increase in sales for featured product groups during specific campaigns.
- Rotating Slow-moving Items between stores
- Helped prepare sales reports and presentations, providing data insights that supported decisions leading to 2% increase in overall department sales.
Department Manager - Dubai Mall
Apparel Group - Aeropostale
Downton, Dubai
10.2014 - 08.2016
- Drove sales of clearance merchandise in department, achieving 10-15% reduction in aged inventory through effective markdowns and visual presentation.
- Consistently met or exceeded personal sales goals while also leading department team to achieve their targets.
- Led Men Jeans department to achieve 4-7% increase in sales year-over-year through effective floor sets, product knowledge training, and motivating sales team.
- Successfully scheduled staff to optimize coverage during peak hours, contributing to improved customer service and sales efficiency.
- Consistently maintained visual merchandising standards within department, ensuring appealing and brand-consistent shopping experience.
Education
Advance Level Commerce - Business Studies, Accounting & Economics
S' Thomas College
Sri Lanka 01.2011 - 08.2013
Skills
- Merchandising
- Vendor Management
- Retail Operations
- Order Management
- Inventory Controlling
- Assortment Management
- Effective Communication
- Sales & Margin Improvement
- Buying
- Microsoft LS Central
- Spaceman
- RMS Suite (Oracle)
- BI Analytics
- Cegid System
- Oracle
- Blue Yonder
- Retail industry knowledge
- Sales-Driven approach
- Stock rotation tactics
- Product life cycle understanding
- Supply chain understanding
- Decision-Making prowess
- Efficient time management
- POS software mastery
- Brand development strategies
- Retail software proficiency
- Market insight
- Brand understanding
- Cross-Functional coordination
- Trend forecasting
- Merchandise control
- Logistics management
- Seasonal promotion planning
- Demand forecasting
- Organized and efficient
- Planogram development
- Vendor relationship management
- Stock control
- Retail merchandising
Languages
English
Fluent
Tamil
Native
Hindi
Intermediate
Malayalam
Upper intermediate
Arabic (Basic)
Elementary
Custom
I hereby declare that all the details provided above are true to the best of my knowledge.
References
References available upon request.
Timeline
Merchandiser - MENA
Alshaya Group (BOOTS Pharmacy)
11.2022 - 02.2025
Merchandiser -UAE, UK & Turkey
SOHO Middle East - AMIRI & Alo Yoga
10.2019 - 10.2022
Assistant Merchandiser - UAE, Saudi Arabia & South Africa
IRO Paris
09.2016 - 09.2019
Department Manager - Dubai Mall
Apparel Group - Aeropostale
10.2014 - 08.2016
Advance Level Commerce - Business Studies, Accounting & Economics
S' Thomas College
01.2011 - 08.2013
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