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I'm an accomplished undergraduate with a BA in Fashion Design Technology, possessing extensive cross-sector  experience in fashion industry, acquired through 14 years working in various positions in both the fashion and retail business. I have been involved in product design and development, design consultancy and event-management, as well as visual merchandising and retail buying. A strategic thinker with commercial awareness that seeks creative initiatives to promote brands and optimise business opportunities.

Customers and their brand experience are a main focus, building meaningful and personalised relationships with clients and delivering a service with passion and expertise. I have the ability and enjoy leading people and am skilled at collaboration, creating cohesion and increasing performance within diverse teams.

I’m currently seeking a new career challenge to further develop my skills and expertise.

Work experience

Sep 2014Present

Store Manager

La Martina

Directly involved in the start-up and opening of the 2,960 square feet flagship store, offering men’s and ladies wear, accessories and technical polo equipment.

My key responsibilities:

  • Managing a £3m store operations, including cash management, budgeting and P&L reporting
  • Coordinating with head office, suppliers and logistics, to ensure stock replenishment and inventory management (approx. 9000 units) 
  • Reporting business plans, competitors analysis, sales and trade reports to senior management
  • Identifying customer needs and using initiatives to meet those needs for growth expansion
  • Recruiting team of 10, conducting training, managing performance and scheduling
Jun 2013Aug 2014

Concession Manager, Harrods


Managed a £2m Ladies RTW luxury operations, ensuring that operations were correctly followed according to Harrods and company's policies and procedures. Implemented an effective CRM and continually sought ways to increase customer loyalty, retention and spending through adjustment of product offer, and consistently analysing stock levels to ensue 100% availability. This lead to an increased client capture of 36% and mystery shopper results of 100%. I was also the first person in over 3 year to sell an Haute Couture gown worth £90.000.

My key responsibilities:

  • Provided comprehensive reports on trade results, as well as information on customer behaviour, needs and general business trends to both Harrods and company’s central management
  • Ensured cost management of the business were within budget
  • Provided developmental feedback to a team of 6, managing performance 
Apr 2012May 2013

Store Manager


Had accountability for increasing sales and profitability of a £2m fashion luxury operation. Managed a team of 6 and delivered excellent standards of customer service. Exceeded sales target by 10.5%, and was able to reduced stock loss by 16% through rethinking floor plan and back of house, periodic inventory check carried out by staff and re-enforcing till reconciliation policies (transactions and returns). With a growth of 43% in the first semester of 2013, I was promoted to run company’s operations in Harrods.

My key responsibilities:

  • Recruited, trained and appraised a team of 6, managed performance, maximised sales and profitability of the store to achieve growth 
  • Delegated effectively and appropriately through clear direction about their responsibilities and objectives
  • Monitored product availability levels and replenishing stocks accordingly to market’s demand 


Sep 1993Jul 1996

BA in Fashion Design

MAGESTIL, Portuguese School of Fashion


  • Graphic Design, Flag Academy , Lisbon
  • Tailoring Training / Workshop, YSL, Paris
  • Management Workshop, Versace, Milan


  • English (bilingual) 
  • Portuguese (bilingual) 
  • Spanish (professional working proficiency)

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