About
Precision
meets pace.
I'm a senior retail leader and training specialist with over 20 years of experience driving commercial performance and brand excellence. My career spans two worlds that most people keep separate: the precision of luxury brand marketing, and the pace of high-volume retail operations. That combination is exactly what I bring to building teams that perform.
Where I started
I began in luxury brand marketing, developing strategies for some of the most prestigious names in watches and jewellery: Rolex, Cartier, Chopard, Patek Philippe, Montblanc, Boucheron, Mikimoto, and Van Cleef & Arpels. I also worked with fashion houses including Zilli, Inditex, Gap, and Aldo. I organised opening ceremonies, press conferences, and fashion shows featuring international figures such as Monica Bellucci, José Carreras, and Catherine Deneuve. It taught me how brand standards and storytelling translate directly into customer desire.
Where I lead now
For the past several years I've led retail teams in the Netherlands for Levi Strauss & Co. As Store Manager in Eindhoven, I owned full commercial and operational performance, growing the men's business 9% year on year and the women's 7%, while developing my team and reducing turnover.
I then moved into training, becoming Training Manager at Levi's Roermond outlet, the brand's largest store in Europe by revenue, serving up to 7,000 customers a day. There I led blended learning programs for more than 40 associates and drove measurable commercial impact, including UPT up 25% year on year.
What I do best
I'm strongest at translating strategy into daily execution through structured training, real-time coaching, and data-driven performance routines. I build coaching cultures, prepare teams to succeed under extreme footfall and in mystery-shopper visits, and turn product knowledge into confident, consultative selling.
Education & credentials
- DegreeMaster's degree, International Relations
- CertificationAn Introduction to Learning Experience Design (LXD), University of Michigan
- CertificationPersonal Styling Short Course, London College of Fashion (University of the Arts London)
- ToolsArticulate Rise 360
- LanguagesEnglish, Russian, Azerbaijani, Turkish (fluent); Dutch (B1)
Short Course View certificate →
Beyond the shop floor
I'm also a denim specialist and personal stylist. Under my own brand, The Denim Code, I've built a body-shape approach to denim fit, a 75-page digital guide, and a bilingual content series. It's a project that keeps me close to the customer and sharp on what actually drives a sale. It's where my commercial instinct and creative side meet.
The essentials
Based in the Netherlands. Fluent in English, Russian, Azerbaijani and Turkish, Dutch (B1), with professional networks across Western Europe and Azerbaijan.
My goal
To secure a long-term leadership role within a luxury, premium, or global retail organisation where people development and customer experience drive business success, designing and scaling training initiatives that strengthen brand standards while delivering measurable commercial impact.