Ekaterina Ilieva

Executive Leadership & Strategy

• Set and lead the end-to-end buying and assortment strategy for the department store, directly contributing to Galeries Lafayette's regional leadership in the luxury retail market.
• Define and execute a multi-year vision for growth, brand elevation, and product innovation across the fashion division.
• Spearhead business development initiatives, including the introduction of new brands, entry into untapped categories and the cultivation of exclusive partnerships.
• Operate as a core member of the senior leadership team, contributing to overall corporate strategy, budgeting, and cross-functional alignment.
• Lead high-level vendor negotiations, strategic contracts, and exclusivity agreements to enhance differentiation and long-term commercial advantage.

Commercial Ownership & Merchandising Excellence

• Oversee the complete buying lifecycle—from strategic planning and OTB budgeting to seasonal execution and in-season trading—across all categories and channels.
• Own OTB governance and ensure disciplined financial control to optimize inventory, drive profitability, and maintain margin health.
• Utilize market intelligence, consumer data, and performance analytics to make agile, insight-driven product and investment decisions.
• Curate a high-impact, trend-forward brand mix, including exclusive edits, capsule collections, and regional collaborations aligned with Gulf consumer preferences.
• Lead seasonal direction, range architecture, and product sign-offs in alignment with planning, visual merchandising, and marketing.

Omni-Channel & Cross-Functional Leadership

• Champion an integrated omni-channel approach to buying, ensuring consistency in assortment, pricing, and promotional strategies across physical and digital platforms.
• Partner with marketing, retail operations, and VM teams to deliver immersive brand activations, seasonal campaigns, and customer-first experiences.
• Safeguard cohesive brand storytelling and product presentation across all customer touchpoints to reinforce Galeries Lafayette's premium positioning.

People Leadership & Organizational Development

• Lead, structure, and inspire a high-performing multi-category buying team, fostering a culture of excellence, agility, and innovation.
• Drive succession planning and talent development through coaching, upskilling, and leadership pipeline programs.
• Act as a transformation leader, evolving team structure and capability in alignment with the business's growth trajectory and strategic goals.

Mono-Brand Stores: Strategic Buying & Brand Performance

• Define and lead the end-to-end buying strategy for each mono-brand store in alignment with global brand guidelines, local consumer behavior, and overall business objectives.
• Build localized assortments that reflect each brand's DNA while achieving key commercial KPIs, including sell-through, margin optimization, and inventory efficiency.
• Own OTB planning and seasonal buying calendars across the portfolio, ensuring alignment with global product drops, retail activations, and market timing.
• Partner with global brand principals—including Loro Piana, Berluti, and Elie Saab—to align on seasonal buys, regional exclusives, and provide structured market feedback.
• Monitor performance by category, store, and region, adjusting investment strategies and assortment depth to drive profitability and mitigate risk.
• Lead commercial growth strategies for the current brand portfolio, identifying white-space opportunities, customer trends, and underdeveloped market segments.
• Evaluate and onboard new luxury and designer brands into the portfolio, managing the process from scouting and market feasibility to commercial negotiations and launch execution.
• Collaborate cross-functionally with legal, finance, and executive leadership to structure joint ventures, franchise agreements, and other strategic brand partnerships.
• Drive new store roll-outs in priority markets and luxury retail destinations, overseeing assortment planning, product readiness, and launch alignment.
• Support the broader retail development roadmap with strategic input on market entry strategies, flagship openings, and omnichannel integration.
• Work collaboratively with planning, retail operations, visual merchandising, and marketing teams to ensure cohesive execution of seasonal brand and product strategies.
• Champion the alignment of product, retail, and promotional strategies across physical and digital touchpoints to enhance customer engagement and brand equity.
• Represent the buying function in senior leadership and board-level meetings, contributing to strategic planning, performance reviews, and commercial decision-making.
• Lead, mentor, and inspire a multi-brand buying team including category buyers, planners, and assistants, cultivating a high-performance and brand-centric culture.
• Build organizational capability through ongoing talent development, process optimization, and future-focused succession planning.
• Act as a cultural ambassador for the brand portfolio, ensuring the team deeply understands and upholds the heritage, positioning, and values of each maison.

Would you like a version condensed for a LinkedIn profile or expanded into a full job spec for recruitment? I can also help add key metrics (e.g., number of stores managed, revenue impact, brand launches) to strengthen it further.

• Manage the end-to-end buying process across womenswear, accessories, and footwear categories, ensuring alignment with brand vision, seasonal trends, and commercial targets.
• Develop and execute buying strategies that optimize assortment mix, product quality, and pricing to maximize sales, margin, and inventory turnover.
• Conduct market research, competitor analysis, and trend forecasting to identify opportunities and inform assortment planning.
• Scout and curate exclusive brands and capsule collections to differentiate the product offering and elevate brand prestige.
• Negotiate terms, pricing, and delivery schedules with suppliers and brands to secure competitive advantages and maintain optimal stock levels.
• Collaborate closely with merchandising, planning, marketing, and retail teams to deliver cohesive product launches, storytelling-driven brand activations, seasonal pop-ups, and exclusive events that deepen customer engagement.
• Monitor sales performance and stock levels, conducting regular reviews and adjustments to optimize product lifecycle and minimize markdowns.
• Maintain strong relationships with key suppliers and brand partners, staying updated on new collections, innovations, and market shifts.
• Lead seasonal range reviews, assortment curation, and product sign-offs to ensure commercial viability and brand consistency.
• Support forecasting and budgeting processes, contributing to Open-to-Buy (OTB) management and financial controls.
• Mentor and support junior buying team members, sharing market insights and best practices to enhance team capability.

• Portfolio Management: Responsible for the development and implementation of an international luxury and fashion retail brand mix across 300 stores located in premium destinations including Doha Design District, Msheireb Galleria, and Street Retail.
• Target Market Insight: Established a deep understanding of key consumer segments (Millennials and Gen Z), leveraging insights to shape brand development strategies aligned with evolving expectations and marketing profiles.
• Retail Planning & Strategy: Played an integral role in strategic retail planning, defining clear project pathways to introduce the right brands with optimal positioning and marketing mix to boost market awareness and customer engagement.
• Strategic Partnerships: Led local, regional, and international collaborations with reputable brands and retailers, maximizing commercial and experiential opportunities across the portfolio.
• Digital Innovation: Spearheaded the creation and rollout of a unique digital retail concept in partnership with a leading global department store, driving omnichannel growth and brand experience.
• Exclusive Project Delivery: Successfully managed high-profile luxury initiatives including launching the Valentino des Atelier Haute Couture exhibit, the Fendi Haute Couture exhibit, the world's No.1 luxury sneaker store ‘Presented By,' and establishing the Doha Design District partnership with Design Miami.

• Portfolio Management: Lead a diverse portfolio of over 500 luxury brands spanning multiple categories including Hard Luxury & Jewellery, Ready-to-Wear & Accessories, Evening & Bridal, Menswear, Kidswear, and Beauty & Cosmetics.
• Strategic Development: Conduct comprehensive market research and competitor analysis to design and implement innovative buying strategies. Take ownership of product lifecycles to accelerate revenue growth and maximize profit margins.
• Vendor Relations: Lead all vendor negotiations and strategically position the product portfolio to elevate brand offerings and ensure competitive advantage.
• Leadership & Team Development: Manage full recruitment and development of the buying team, mentoring members through the entire product journey—from assortment planning to final sale execution.
• Partner Engagement: Drive regional and international partnerships, ensuring product assortments reflect both domestic market demands and global brand vision, supported by detailed retail sales plans.

• Portfolio Management: Managed mono-brand retail stores alongside distribution and concession partnerships with prestigious department stores including Harvey Nichols, Galeries Lafayette, and 51 East.
• Brand Expertise: Developed deep expertise in luxury designer brands such as Giorgio Armani, Loro Piana, Alexander McQueen, Chloé, Balenciaga, Stella McCartney, Sergio Rossi, Giuseppe Zanotti, and Christian Dior.
• Buying Strategy: Reviewed and revamped buying strategies to adapt to the dynamic marketplace, ensuring brand assortments met consumer demand and addressed market gaps effectively.
• Budget & Initiative Management: Established and managed annual and seasonal budgets; launched new initiatives based on emerging trends and market opportunities.
• Time & Project Management: Maintained a complex buying calendar, ensuring seamless execution of all phases—from pre-buying and buying to post-buying—meeting all critical deadlines.
• Trend Analysis & Collaboration: Fostered close collaboration with Marketing and Visual Merchandising teams to identify and capitalize on seasonal trends.
• Vendor & Supplier Relations: Maintained regular communications with brands and suppliers to review performance, negotiate contracts and terms, and align on strategic direction.
• Brand Development Opportunities: Proactively identified and evaluated brands for potential standalone store expansion and retail growth.

• Led the comprehensive management of a multi-brand boutique, driving successful delivery of key project milestones including site selection, store layout and fit-out design to create an optimal luxury retail environment.
• Curated and managed a diverse brand mix aligned with market demand and target customer profiles, ensuring a compelling and commercially viable product offering.
• Directed buying operations including seasonal Open-to-Buy (OTB) planning, inventory management, and supplier negotiations to optimize stock levels, margins, and sell-through rates.
• Collaborated cross-functionally with marketing and PR teams to develop and execute impactful campaigns and events that elevated brand presence and attracted target audiences.
• Oversaw daily store operations, ensuring exceptional customer service standards, staff training, and smooth logistics to maintain operational excellence.
• Monitored financial performance, analyzed sales trends, and implemented corrective actions to meet and exceed revenue and profitability targets.
• Established and maintained strong relationships with key brand partners, vendors, and stakeholders to foster collaboration and support business growth.

• Creative Concepting: Collaborate with creative directors, photographers, and fashion editors to develop and interpret visual themes for editorial, commercial, and campaign shoots.
• Wardrobe Styling: Source and curate clothing, accessories, and looks in line with the shoot's narrative, fashion trends, brand identity, and publication standards.
• Sample Coordination: Liaise with PR agencies, fashion showrooms, and designers to request, track, and return samples, ensuring timely and appropriate selection for shoots.
• On-Set Direction: Oversee styling execution on set, dressing models, managing outfit changes, and ensuring wardrobe presentation is aligned with the creative vision.
• Trend Forecasting: Stay up to date on industry trends, emerging designers, seasonal collections, and cultural movements to keep styling fresh, relevant, and ahead of the curve.
• Stakeholder Collaboration: Work closely with photographers, hair & makeup artists, art directors, and production teams to ensure seamless execution and visual consistency.
• Post-Shoot Follow-up: Coordinate returns, invoicing, image selections, and contribute to post-production editing or layout discussions when necessary.