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Work experience

Marketing Coordinator

Coral Beach Hotel

 Coral Beach Hotel Sharjah U.A.E Feb 1993- Dec 1997

Developed special travel & tours events. Ensured over all tour operators and guests satisfaction. Negotiating tour packages contract with international and local tour operators .

Jan 2009Present

Area Retail Manager

Etre Luxury Department Store

Business Experience

Area Retail Manager

ETRE Jeddah ( Bin Dawood Group ) Jan 2009 till present

After my various business achievements I promoted as Area Retail Manager and managing Retail operations of the family owned business ETRE Jeddah Saudi Arabia. Etre is new Italian concept of luxury life style products. I am responsible for a variety of functions: retail operations, marketing, merchandising, concessions and new business developments.Currently overseeing7500sqmEtre department store includes 10 out letswith 85 employees and responsible for achieving sales targets and operating objectives in a highly competitive environment. Successfully led and executed the transition to new business processes increasing profitability, improving margins and reducing operating expenses.

ØProviding leadership in developing operational and logistical procedures

ØImproving the merchandising strategies.

ØPlanning & launching advertising /marketing campaigns, quarterly fashion magazine.

ØPlanning & managing all pre-opening operations activities for further more than 25 out let’s developing.

ØOverseeing numerous 150 luxury life style brands like ( Giorgio Armani, Missoni, Fendi, Moschino, Emanual Ungaro, Yves Delmore, Kenzo and many more …..


ØIntroduced retail education program for shop Managers.

ØSuccessfully managed 10 stores opening on time in one year within budget.

ØBoosted sales volume by successfully converting walk-in customers into repeat buyers through superior customer services.

ØAchieving monthly store sales targets by implementing more creative promotional and marketing strategies to boost store traffic and strong relationships with personal shoppers who service high-end clients.

         Ø Established an inventory shortage awareness program to audit distribution center and stores

May 2008Dec 2008

Store Manager

Etre Luxury Department Store

Store Manager –

Etre Department Store (7500 sqm) May 2008 – 2009

Monitored and controlled store compliance in all areas, including effective planning, sales meeting, stock management, merchandising plan, customer care, staff hiring, staff training and development. Directed a store team of 52 employees. Planed & managed yearly promotional & marketing strategies of in store events, new arrivals & seasonal markdowns. Investigating and understanding weekly shrinkage issues, producing a user friendly guide, and subsequently testing and rolling-out. Monitored and resolved safety and security issues.


ØMet & Exceed monthly Departmental & Store Budgets averaged by 7- 9% through effective used of sales teams & implementation of the promotion mix components.

ØImproved customer’s relations when introduced weekly ‘Customer Service Meetings’ which resulted increased the customer satisfaction.

ØIncreasedstore sales when effectively managed the summer & winter markdowns and new arrivals launches with better visual presentation, merchandising presentation and communication with customers

ØOrganized ONE DAY VIP PREVIEW of Sale & New arrival launches, which resulted always dramatically increased customer’s flow and sales in one day.

ØIncreased VIP & Royals customer’s relations when personally managed all special customers by special appointments.

ØSuccessfully Monitored and controlled the opening of 7500 sqm store on time and within the budget .

ØMaximized department sales and customer satisfaction through working closely with the Department Supervisors, Department Managers and their staff to ensure that Plano grams were being adhered too, proper pricing and placement of labels were maintained, and that stock replenishment reached the sales floor in a timely manner.

Oct 2003Aug 2007

Operations Manager

Harvey Nichols Riyadh Saudi Arabia

 Harvey Nichols Store Size (8000 sqm)

I was responsible for delivering the business plan through a team of professionals in Marketing, Retail Operations, Visual Merchandising, Personnel, Training, and Distribution. Utilizing P&L statements to identify trends in sales performance and expense control. Challenged with looking new business opportunity to drive store sales growth. Conducted marketplace and competitive analysis, created new sales operating model, built operational infrastructure, and led strategy implementation. Within 3 years efforts successfully build business from $9 million to over $30+ million in gross annual revenues.


v Achieved Excellence Service Award on continually meet & exceed monthly & yearly store budgets.

Ø   Constantly seeks to improve staff awareness of stock loss issues and introduced the tighter loss prevention controls and strengthened security measures programs to reduce Stock-Loss and that resulted in an averaged 99% improvement and shrink declined from 10% to 0.05%.

Ø   Implements business and sales initiatives that boost revenues while increasing customers resulted grew business from $11m to $24m within 3 years after.

Ø   Introduced and implemented the promotion mix components which resulted starts to meet and exceed monthly and yearly budgets from 2003.

Ø   Introduced ONE DAY -VIP preview events which to increased unexpected customers flow and sales.

Ø   Increased frequent buyers data base from 2600 customers to 46000 customers and monitored their monthly purchasing history.

Ø   Managed the in-house advertising and creative services function & production which save company $10K

Ø   Introduced exclusive new brands presentation on consignment basis which improved total store gross margin from 14.6% to 16.5% and attracted new customers and generated additional Sr10 million in revenue.

Ø   Recovered unexpected revenue from stagnant and declining merchandise of 3 seasons while managing 2 designers’ sale shops stores and cleared Sr 40 million inventories within 6 months period in 2003 through used of aggressive city-wide marketing campaigns and designed more attractive merchandise presentation and discount strategies.

Ø   Introduced exclusive new brands on consignment basis which improved total store gross margin from 14.6% to 16.5% and attracted new customers and generated additional Sr10 million in revenue.

Ø   Introduced & Managed attractive customers events like VIP Previews, Ramadan & Eid Events, Jewellery Events Jalabiya Events , Fashions Show, Buy & Fly events which increased & attracted many new & regular customers resulted increased the store sales on the other hand generated extra income yearly about Sr 10-13 millions .

Mar 2003Sep 2003

Branch Manager

Harvey Nichols

Harvey Nichols - KSA Discount Stores Riyadh 350 sqm & Jeddah 1000sq/m March 2003 - September 2003

Managed 2 Discount stores and recovered unexpected revenue through effective use of sales teams, personal selling , stock control , aggressive city-wide marketing campaigns and designed more attractive merchandise presentation and discount strategies in liaison with the Store Manager

Feb 2001Mar 2003

Department Manager

Harvey Nichols Riyadh KSA

Department Manager - Harvey Nichols KSA(2193 sqm)

(Women’s Wear , Personal Shopping- 2504 sqm) (Accessories, Perfumery & Cosmetic -2395 sqm) (Men’s

Wear and home wear-2193sq/m) departments.February 2001- March 2003

Responsible for increasing sales and meet the monthly departmental planed sales through effective use of the sales team, merchandising plan, and stock control in liaison with the Store Manager.

Jan 1998Mar 2000

Sales Manager

Blue Moon Departmental Store

 Blue Moon Fashion Store Rawalpindi Pakistan . ( 250 sqm ) Jan 1998- Mar 2000

Achieving departmental planed sales target through effective use of sales team , merchandising plan & profile , ensure smooth running of the department, dealing customers complains ,and provide the excellent customer service and always make sure, staff are selling the right product to right customers on right time .


Mar 2003Apr 2004


Punjab University of Pakaistan
Jan 2000Dec 2001

Retail Management

Retail Management Pakistan skills development Council


Masood Shah

E: [email protected]Saudi Arabia


General Profile

I am an enthusiastic and dedicated professional with 12 years extensive experience across all areas of luxury retail business. Played key role in opening the two largest luxury life style department stores size of 9000sqm & 7500sqm include 12 small size out lets.  Proven leadership experience throughout in the retail industry. Known for delivering record breaking revenue and profit gains within highly competitive Saudi market.


Muhammad Tayyab Farooqui

"I have worked with Masood Shah for al most 2 years from 2008 till Dec 2009 till now, and during this time I was very impressed with Masood’s knowledge about all aspects of luxury retail experiences , especially operations, and his eye for details. His expertise and experience in luxury retail has greatly helped Etre streamline its operations and emerge as the biggest and a formidable player in value luxury fashion segment in KSA. He has opened more than 10 Etre stores across Jeddah. Masood comes across as a great team player with excellent leadership qualities and an ability to bring out the best in his team. He is real asset of the company."

Alan Burnage

Masood Shah worked for Alfa (holder of the franchise to operate the Harvey Nichols store in Riyadh ) for the period 2000 – 2007.  I was employed as General Manager of Alfa for the period 2002 – 2007 and am therefore well placed to comment on Masood’s qualities.

I always considered Masood to be a hard-working and loyal employee. He showed great perseverance in solving any problems and was invariably polite and committed. He managed his assigned staff well and he was a good communicator with all levels of staff and with our shareholders who were all members of the royal family.

I considered Masood to be a valuable member of my team and would certainly recommend him to you.

Please do not hesitate to call me if you require any further information; my number is: 0554 767010

Kind Regards

Alan Burnage

Executive Director

Anwal United Trading Co.



To obtain a difference-making position that allows me to combine my strengths in managing people, sales leadership and building long-term customer loyalty.


Technical Skills
Technical Skills   Strong Financial and quantitative analysis   / Event Management / Staff recruitment , development and performance management skills /  Increasing customers traffic and their spending skills / Warehouse, logistic ,shipping , receiving, returns function skills / Merchandising and executing store Plan-O-Grams  / Inventory management and control / First aid & fire fighting skills / Store safety and security procedures skills