• Developed, communicated and effectively implemented commercial brand visual strategy across 50 retail stores in the UAE Territory • Created window and indoor display standards, planned and translated innovative visual directives into successful execution of VM campaigns and promotions across UAE Region in partnership with Marketing, Merchandising and Retail teams which drive sales growth, participated in creation brand visual guidelines and concept books • Adapted brand general guidelines for the specific business needs of the market and ensured VM consistency across 50 stores within UAE Territory according brand guidelines • Co-ordinated and guided stores on correct VM implementation based on store customer profile, store category, location, reviewed store layouts, stock allocation and commercial KPI’s to increase sales and business share • Supervised execution of VM guidelines, New Season set up and Campaign launches through regular store visits, performance reports and photo feedback according business requirements • Planned, organized and supported with the New Season Model Store set up and presentation of other commercial activities for successful and exemplary roll out across the countries (Jewelry, Swimwear, Denim Promo, Ramadan/Eid Campaign, Basic Festival, BTS, etc.) • Prepared creative visual guidelines for events, seasonal launches, promotions and led rollout of permanent VM programs, activations, product launches including timelines, forecasts, merchandising tools, activation design and media • Successfully deployed and rolled out New Sale Strategy across UAE Territory in March 2020 with implementation of new store layouts and activation of new POSM that helped to clear aged and seasonal stock and to be able to run promotion continuously throughout the season and to form sale destination within the brand • Assessed and developed action plans on VM display challenges and campaign roll out for the supervised VM team as per event calendar. Coordinated and recommended solutions for achieving business plan in alignment with Merchandising, Marketing, Operations and Project Teams. Successful launch of "Athleisure" sport lifestyle campaign. UAE ranked №1, 50% of sell-through, +10% to BP • Managed all new store openings and existing store renovations: from ordering VM materials and store planning to final VM execution and overall set up. Successfully opened 7 new stores across UAE and introduced new Flagship Interior Design program for Splash (MOE, DCC, Dubai Mall, ABD Marina, Yas Mall, RAK, Sharjah).Yas Mall and ABD Marina opened in a complete remote mode. Executed full change over from A to Z in 30+ stores in the period of half a year. • Planned, estimated and managed annual allocated VM budget and proposed activities to reduce cost (50% cut due to pandemic), ensured visual campaigns are within approved budget, fully revised finance data and operation system for the last 5 years, created finance database and organized budget tracker to monitor the expenses • Organized and executed a strong VM structure, invented and standarized new VM processes and tools to maintain consistency across all stores, to strengthen business transparency, brand identity and operation • Deployed new working routines and audit mechanism across stores through creation of campaign checklists, photo presentations and different VM trackers in a collated manner to meet deadlines, to develop consistency across stores and measure performance to achieve sales goals ( SOP, master files, trackers, POS index list, templates, checklists, VM non-trading catalogues, inventory lists, visit reports, photo presentations,etc.) • Operated and set up of VM procurement system in UAE, from negotiation with vendors to final production and installation. Managed and controlled that all orders and payments are placed through operating systems. Introduced trustworthy relationships with approved vendors, reduced production and delivery time to 50% due to organised and structured network and database • Fully reviewed, managed and planned all VM non-trading items for the respective territory, supervised and updated VM database, ensured that non –trading items are ordered within budget and not misused. Created special VM tracker for regular use and updated non-stock inventory catalogue for the last 5 years • Defined and drove Store Layout and Interior Update Program across 50+ stores in UAE in collaboration with Project Management and Concept Team to optimize space, maximize sales growth and elevate exceptional customer experience across different store formats • Conducted regular store visits to ensure compliance with the layout and visual guidelines and provided constructive feedback for the store team and suggested action plan for improvement • Tracked the record of timely execution of company projects, campaign launches, promotion activations, new store openings and new season launches as per business needs through feedback checklist and actual photo reports • Conducted market research, monitored competitors and released the latest trend analysis and updates in visual display for the main stakeholders • Built a strong working relationship with Retail, Marketing, Merchandising and Concept Teams via regular trade meetings, store visits, conference calls and project updates • Developed effective communication network between HO, Concept, Field and Area teams to ensure all brand merchandising updates are followed and executed across stores successfully in the same way • Led, coached and uplifted VM team of 6 AVM and 50 VM • Developed and conducted regular seasonal VM trainings and commercial assessments, live and on-line workshops for VM and retail management teams to secure high visual standards and maintain consistency across stores • Participated in launching and leading a new Talent Program across UAE Region ( 30 SA promoted to VM, 1 VM to AVM)

• Created regional and market strategy together with Senior Operation Manager and implemented H&M Visual guidelines and all campaign launches across stores in compliance with Global H&M Commercial Visual Merchandising Strategy • Secured brand identity and deployed creative visual consistency in window and indoor across 45 stores in GCC (Kuwait, Egypt, Jordan, Morocco, Lebanon) and supported local markets’ merchandising proposal to satisfy business requirements in Middle East • Drove sales and set regional goals in line with Global and local visual expectations, MENA and Area sales goals in order to deliver great customer experience through visual presentation. 13 stores in Kuwait cover 30% SOB of total H&M stores in MENA with biggest amount of top stores. Kuwait ranked № 1 in 2018 , delivered +20% vs BP • Worked cross-functionally with Marketing, Merchandising, Concept VM, Supply Chain, Projects and Operation departments to ensure the brand presentation expectation is consistently actionable for the stores • Identified store specific and market specific commercial opportunities and developed appropriate action plans to resolve unique merchandising challenges that require adaptations based on store size, store category, store layout, performance, customer profile, country regulations, stock levels, etc. • Secured constantly high level of Visual Merchandising standard according to global and local guidelines across the region. Ensured that visual routines and commerciality are delivered in all stores through AVMs and Operation managers that are competitive and inspirational. Kuwait marked № 1 market in 2018 to deliver best visual presentation (95%) across all countries in MENA • Reviewed and advised local design implementation based on approved materials specification / POSM offerings from Global and assisted markets with local indoor, podium and window adaptations • Ensured market teams are up-to-date and understand current fashion trends, visual guidelines, styling techniques and competitor landscape in order to anticipate our customer needs. • Shared, inspired and coached regional/market teams on seasonal fashion information during Kick offs, meetings and store visits • Communicated effectively across Region to the store teams through strategic use of conference calls, weekly/quarterly meetings, emails and one-to-ones to impactfully deliver in-season Company VM focuses and updates • Delivered timely and regularly follow up on a consistent launch of visual guidelines and campaign execution across all stores through regular coaching store visits/floor walks with SOPM and collated photo repeort, providing clear direction and feedback to Sales team and recognized commercial opportunities to drive sales • Rolled out and managed effective and consistent use of commercial reports, window packs, VM seasonal books, VM essential guidelines and updates across all stores consistently • Deployed New Campaign Model Store set up and shared various best practices regularly to drive quality execution and performance for MENA region, collated quality picture and written feedback on the VM guidelines execution for the Region. Multiple special projects to elevate presentation and drive sales and margin: Lingerie, Denim, Beauty, Jewelry, ACC/Shoes, Home, Space optimisation/minimisation updates, Store Layout upgrades, Concept packs for Kids, Ladies, Men, Ramadan/Eid / Christmas launches, Sale and Seasonal activities, promotions, etc. Pilot store for any campaign roll out – Avenues 1 Flagship, Kuwait. Designer collaborations for Erdem, Moschino, GB Valli and special Stuido and Conscious Collections. Developed Styling Training school • VM SPOC for Home and Beauty departments • Unified and updated Store Interior Program with comprehensive actual store layouts, designed principles of space planning and optimization, ensured VM adjustments are made to create excellent customer experience and maximize sales • Regularly reviewed competitors in the market place for windows,VM, layouts and POS providing both inspirational and practical recommendations to the HO VM department • Planned, effectively managed and delivered all new store openings and existing store renovations, from layout preview to final projects set up and complete VM store launch. Created, developed and deployed New Store Opening routines that helped to reduce 50% preparation time. Successfully opened 5 stores in a row, including the biggest Flagship store in the world (7 000 sq. m2) AVENUES 1 in Kuwait and completed 2 full interior store upgrades • Led, trained and developed a high performing regional VM team (5 AVM, 14 VMM and 126 VM), including recruitment, regular feedback and annual performance reviews • Coordinated and organized workshops and trainings to develop AVM and regional visual team to perform high visual standards and drive in store experience • Conducted Talent program, identified and developed VM potentials to support local needs and secured development plans accordingly( 2 AVM, 10 VMM and 30+ VM promoted)

• Planned and successfully integrated VM strategy for 600+ stores across Russia, set up short term and long term goals and secured to deliver agreed KPI’s and commercial execution of all campaigns and promotions on time across Territory. • Reviewed, created and deployed New Company Visual standards and architecture, Visual Campain guidelines, Product presentation, Seasonal activities and promotions,Styling Guidelines for windows, layout and indoor presentation to ensure consistency and high visual standard across stores • Facilitated seasonal and model store VM workshops, advised and signed off new VM plans per store. Integrated with new seasonal layouts and ensured the effective co-ordination of model stores and country VM implementation. Adapted and reviewed VM display based on the store category, zoning, customer profile, weather condition, market specifics and sales performance. • Planned, organized and managed new store openings (50 + stores opened 2015-2016). Supported in architecture, design and zoning of new store openings, evaluated all processes and deployed new working routines to bring structure and alignment across stores in different areas • Worked in partenrship with Operation Head, Merchandising, Distribution, Marketing, Design and Area teams to secure VM plans, promotions and campaigns are executed in local markets in line with brand strategy and commercial solutions are applied to drive sales • Conducted regular store visits to secure that visual directives are followed in a consistent manner and provided feedback for regional teams via photo reports and conference calls • Managed, trained and developed effectively VM team of 5 Concept VMM and 40 AVM, including recruitment, workshops and coaching

• Planned, organized and coordinated upcoming openings in collaboration with Interior, VM, Merchandising, Projects, Marketing and Area teams. Ensured the H&M level of presentation according to guidelines. Opened 50+ stores 2009-2015. Coordinated flagship store openings and renovations in Moscow (Afi Mall, Mega Khimki, Aviapark, etc), Saint-Petersburg (Nevsky 80, Mega, Gallery, Stockmann, etc), Budapest. • Operated and intergrated new visual guidelines, seasonal layouts and market changes, ensured the effective co-ordination of model stores and country VM implementation (campaign updates, new presentation methods, handbooks, styling tools,etc.) for Russia, created special summary of VM guidelines for Home department « Manual for Home ». • Successfully executed first Launch of Beauty department across Russia • Updated campaign materials and reviewed campaign action plans for stores across Russia, adapted Visual directives based on specific country stock situation and sales performance • Collaborated with Merchandisig and Retail teams to identify commercial market opportunities and provided with visual solutions • Drove constant follow up of all campaign activation through audit checklist, visit and photo feedback, executed commercial reviews and kick off presentations, implemented special projects and multiple designer collaborations (Coachella, Denim Reborn, Studio Collection, Conscious Exclusive, Anna della Russo, Isabel Marant, Alexander Wang, MMMargiela, Versace, etc). • Led styling and educational trainings, concept workshops, participated in visual meetings and country new season presentations. • Effectively managed, trained and developed team of 26 VM. Identified potential and worked on a Talent « Next me » program.(7 AVM, 10 VMM, 50 VM promoted)

Secure the H&M brand through optimized indirect service and garment presentation in accordance with current H&M guidelines to maximize sales in the Area, actively seek outside inspiration and apply personal talent to develop and contribute unique perspectives to the overall Visual Merchandising concept. Ensure the garment presentation and styling to create inviting shopping experience, observe selling in the Area and optimize the development of the concepts, concept change proposals, follow up and optimize store layouts and interior. Secure commercial garment presentation through window and indoor styling, act as communication link between the store teams, Area team and the Country Visual Department at the HO. Ensure that all visual displays are clean, presentable, in good working order and in proper positioning/composition to drive store sales. Provide a comprehensive focus on Visual Display and Seasonal Installations, ensuring all launches are set up as per corporate directive . Ensure all stores are maintaining proper fixture layouts for all of the stores; report all fixture, mannequin, prop and marketing needs and issues to corporate ensuring all is rectified in a timely manner. Track for succession strategy of Visuals in the Area, support in recruitment Visuals, secure and quality assure the Visual training and knowledge in the Area and follow up, guarantee that all employee relations responsibilities are followed . Maximize profit, commerciality and sales through promoting cross-function teamwork in the Area team and the stores, secure the monthly planning of Visuals within the Area in collaboration with Store Managers in order to maximize the selling and efficiency, find effective visual solutions to commercial dilemmas, cost conscious. Analyze sales and merchandise to identify and interpret business opportunities for each store, customer, and climate. Collaborate with the Area Manager to ensure that Visual Merchandising and Display decisions are made timely and in a way that positively impacts sales without disrupting customer service. Cooperate with Area Manager to integrate both operational and visual objectives; support the hiring/training of employees, conduct store visits to drive a consistent visual brand among stores. Manage store teams by allowing them the creativity and ownership to succeed by making their own decisions, celebrate accomplishments and successes of both individual and shared goals, gives credit when due.Develop a productive relationship with the Store Manager and Visual Teamleader for each store by supporting them with planning seasonal store layouts and display projects. Provide support to all the Visual Team Leaders by communicating guidelines and direction on all creative and seasonal floor set projects. Act as the go-to for the whole area on all elements of store creative. Actively coach and develop store visual teams in order to achieve the highest potential through hands-on training, lead all store employees to meet Company brand presentation and standards and represent as the Area’s expert on visual merchandising standards; must be “in the know” of current visual marketing trends in the market place. Conduct store visits to drive a consistent visual brand among stores and ensure that visual directives are read/interpreted in a consistent manner; utilize Store Visit Reports to provide feedback on overall store visual presentation. Execute and support company business objectives to support the area and company, communicate with HO on any additional feedback from store level initiatives. Participates in store openings, collaborations and store floor-sets as needed. Area VM (Stores in Saint-Petersburg, Moscow, Nizhniy Novgorod, Ryazan’, Surgut). 13 stores in the area, 2 stores renovated during Aug.-Sept. 2013, 3 new stores open in 2013 in Saint Petersburg, first HM HOME store open Sept.2013, special renovation project 2014 Flagship Store Nevsky 80. I took part in designer collaborations of Anna della Russo, Martin Maison Margiela, Paris Fashion Collection and Isabel Maraunt, in preparation of press event of new collection for HOME and H&M Fall 2013 in Warsaw. During 2012-2013 a couple of trainings and workshops were done: training in planning, “Sample picking” training, styling training, deco-clean up and stockroom organization, lay-out training, lightning and navigation training, inventory material project, concept trainings , training and workshop for commercial reports, special presentation project for Holiday Campaign, workshop for the best BSO presentation. The first Area to test the new training system

Ensure the H&M level of presentation according to H&M guidelines, communicate expectations and plan of actions for the whole store, efficient plan for the whole opening time, opening calendar and board with tasks ,prepare presentation plan on the layout, check the layout with the actual, responsible to make inventory of all visual materials and extra requests if needed, secure proper usage and service of all visual materials, organize stockroom and decoroom, plan and coordinate the placement of current activation, priority departments and products according to the guidelines and expansion VM arrangements, ensure best placement of all opening activities, create an opening team together with SM, be a symbolic leader, set priorities and deadlines, communicate the plan of the opening to the team and check the garment presentation in the process, ensure clear communication channel between departments involved in the process to find best solutions, find balance between managing the presentation and giving daily training to new team, observe store needs and keep to deadlines, give and get feedback from opening team, create selling opportunities through the use of selling tools, to make commercial decisions, look for efficient solutions, promote cross-function teamwork in the store and between departments involved in the opening 2009 – 2013 ( over 20 stores in such cities as Saint-Petersburg, Moscow, Budapest, Ryazan’, N.Novgorod, Toglyatti, Rostov, Krasnodar, Ekaterinburg, Kazan’). DESIGNER COLLABORATIONS 2009 – 2015: Jimmy Choo, Sonya Riekel, Lanvin, Versace, Anna Della Russo, Martin Maison Margiela, Isabel Maraunt, Alexander Wang + Studio and Press Collections

Ensure the store garment presentation according to the H&M guidelines in an inviting and exciting way in order to maximize sales and customer satisfaction, create selling opportunities through the use of H&M selling tools to make commercial decisions, be a symbolic leader and role model, manage a team according to H&M values, standards , policies and routines, plan, set up and follow up campaigns and activities, train and develop the team in garment presentation, activation and rotation, execute and follow up on recruiting, training, developing and assessing VM along with the store management team, ensure store follows the current visual information and is responsible for visual material in the store

Ensure visual presentation according to H&M guidelines. Window dispay and indoor presentation. Garment presentation in the departments according to the VM standards, sales performance and top product list.Dressing mannequins an placing displays and all campaign materials. Making the lights and correction of lightning on the floor.Keeping all furniture and materials clean and in order. Making all concept changes, layout updates and garment movements inside the store. Training the staff VM standards and informing them about upcoming campaigns and promo activities.Keeping high level of customer service.

Garment presentation according to the requirements of the brand and VM guidelines. Planning and preaparation of seasonal campaign changes. Organization of sales space:garment display, window dressing, sales analytics, keeping brand standards and more efficient commercial presentation.Control of keeping the visual stamndards. Control of garment availability on the floor. Leeading trainings in sales, trends, visual merchandising for the staff.Effecitve management skills.Taking part in customer service and operation in the stock room logistics: delivery, alarming, hanging garments, preparations of boxes for transitions, keeping garments safe and filing all the documentary forms. Taking part in inventory and repricing.If necessary, operation at the cashpoint.Knowing the process of opening nad closing the store.Making photoreports. Control of sales advisors for keeping the visual image of the store according to the brand standards. Regular folowing the trends and informing staff about new incomes of the new collection. Delegation of tasks for the staff involved in the process of visual presentation and department rebulding. Diploma " Best employee" June 2008.

Consulting, direct customer service, operation at the cash point, keeping the store image clean and according to the standards, merchandising, taking part in inventory and delivery process.

English Philology, Theory and Methodology of Teaching of Foreign Languages and Cultures