Twenty years,
on the numbers.

2025

Levi's Roermond Outlet

Training Manager

Levi's largest store in Europe by revenue, serving up to 7,000 customers per day. Led training and performance development for 40+ sales associates.

• Delivered blended learning: classroom sessions, role-play, and on-floor coaching.
• Coached teams on customer-flow management, service prioritisation, and peak-time execution.
• Ensured 100% daily engagement with the corporate learning lab; embedded daily selling routines and hourly performance check-ins.

Results

• Revenue, year on year+4% · +1% vs target
• Conversion, year on year+2%
• Units per transaction (UPT), year on year+25%

2023–25

Levi's Eindhoven

Store Manager

Full commercial and operational ownership, driving sales growth through people leadership, inventory optimisation, visual merchandising, and data-driven decision-making.

• Trained and developed a team of 6; minimised staff turnover.
• Implemented creative visual merchandising that lifted foot traffic, average transaction value, and UPT.

Results

• Men's store, year on year+9% · +8% vs plan
• Women's store, year on year+7% · +6% vs plan

2001–23

Luxury jewellery & watches

Marketing & Brand Manager

Developed marketing strategies for leading watch and jewellery houses (Rolex, Van Cleef & Arpels, Patek Philippe, Montblanc, Cartier, Boucheron, Mikimoto, Chopard) and fashion brands (Zilli, Inditex, Gap, Aldo, New Look). Brand Manager for high-end Swiss and Italian watch brands (Zenith, Breitling).

• Organised opening ceremonies, customer events, press conferences, and fashion shows.
• Worked with international celebrities including Monica Bellucci, José Carreras, and Catherine Deneuve.