GUERLAIN – Retail Marketing and Sales Department (19 Points of Sale [POS] – the flagship store, wholly owned boutiques, department stores, beauty salons & spas – 125 people)
An interim management mandate: to optimise and implement a sales and marketing plan that improves turnover and operating income.
Results :
Design and implement a business plan for each POS cluster, targeting traffic growth, conversion rate, average spend and sales per customer.
Optimise the POS network (closures, relocations, renovations and new openings).
Launch the 100% Parfums concept in: boutique Francs Bourgeois, boutique Vendôme, and Printemps Haussmann (1st floor).
Optimise the main-line items.
Manage an organisational review of 50% of the workforce, to include:
- rationalising and sizing
- review of performance management systems
- introduction of variable-pay structure linked to strategic priorities
- implementation of mobility and career development plan
