Halyna

HALYNA VASYLIEVA
Global Retail & Store Experience Executive with 20+ years of international experience building and scaling retail networks across Europe, North America and emerging markets. Proven track record in retail expansion, multi-store operations, and P&L leadership across 70+ stores and €100M+ revenue.
Experienced in developing global retail frameworks, store rollout strategies, and operational standards that translate brand strategy into high-performing physical experiences. Strong background in leading large multicultural teams, driving store profitability, optimizing omnichannel retail operations, and launching new markets. Known for combining strategic vision with hands-on execution to scale retail organizations in fast-growing international environments.
Professional background includes leadership roles within globally recognized brands such as Calvin Klein Jeans, Michael Kors, Karl Lagerfeld, Levi’s, Peak Performance, Salomon, Arc’teryx.
Leadership Highlights: 70+ stores / €100M+ annual turnover / 17 countries / Full P&L responsibility / 500+ employees
Languages: Fluent English, Intermediate German, Native Ukrainian
Potsdam, Germany / E-mail: [open contact info](look above in the "contact info" section) / LinkedIn Profile/ Mob: [open contact info](look above in the "contact info" section)
CORE COMPETENCIES
• Multi-Country Retail Leadership
• Full P&L Ownership
• Retail Operations & Transformation
• Retail Network Expansion
• Premium Fashion Retail

• Store Productivity & KPI Management
• Omnichannel Retail Strategy
• Cross-Functional Global Collaboration
• Customer Experience & Clienteling
• Leadership Development & Organizational Change
Career Experience
RETAIL OPERATION MANAGER (August 2022 – December 2024)
Peak Performance, EMEA & NAM - Famous Swedish outdoor brand, part of Amer Sports Corp.
Mission: Responsible for driving operational excellence across 40+ directly operated retail stores, ensuring consistent operational standards, store productivity, and customer experience across multiple markets including Germany, Austria, France, Italy, Scandinavia, the UK, and Canada.
Key achievements:
• Led retail expansion strategy across multiple international markets, scaling the store network and improving store productivity and profitability.
• Developed retail operational standards, store performance frameworks and KPIs to ensure consistent customer experience across locations.
• Managed multi-country retail P&L including sales forecasting, performance analysis and operational optimization.
• Built and coached high-performing retail teams and leadership structures across diverse markets.
• Designed and implemented KPI-based incentive model: increase sales productivity and reduces HC cost.
• Standardized operations through a unified retail operational manual: “one window” for all communication, manual, taskforce, guidelines, procedures, instructions etc.
• Standardized operations through BOH standards: increase stock accuracy and capacity.
• Optimised goods delivery schedules: improved store SPH and reduce delivery errors.
• Implemented Workforce management system: increased retail efficiency and customer service capacity.
• Implemented f commercial calendar for Factory outlets: improve stock and margin control, increase sales.
• Championed OMNI initiatives: achieved 7% of total net sales via new cross-channel integration.
General MANAGER of Ukraine (October 2019 to July 2022)
BNS Group - Master franchise of Calvin Klein Jeans, Calvin Klein Underwear, Michael Kors, Karl Lagerfeld in Ukraine.
Mission: Full P&L responsibility for a multi-brand premium fashion business including 16 retail stores, 35 wholesale partners, and digital marketplace channels, managing ~100 employees and €10M annual turnover.
Key achievements:
• Delivered double-digit EBITDA growth through operational improvements and commercial strategy
• Increased wholesale revenue by 70% through partner network expansion
• Built digital marketplace business from scratch generating +10% annual revenue growth
• Implemented ERP transformation and customer loyalty program improving operational transparency and retention
• Reorganized leadership structure and performance management system

Retail Projects Director, EASTERN EUROPE (January 2016 to October 2019)
TARKETT SA - Leader of flooring industry, more than 400M EUR revenue in region

Mission: Led retail development and strategic initiatives across Eastern Europe including Serbia, Romania, Croatia, Hungary, Ukraine, Russia and Kazakhstan. Drove category growth and shelf share improvement across indirect retail.

Key achievements:
• Spearheaded new expanded markets, resulting in a category shelf share increase of 3% and category mix increase in independent retail channel.
• Developed a performance management program to include education programs for company above 50 sales representatives and above 1500 retail shop staff to increase service level in 10% in 1st year.
• Created and introduced an organizational new gaming on-line academy for shop staff to increase Mystery shopper program results from less than 60% up to over 75% in 1st year
• Established and delivered a first in flooring industry visual merchandising standard for retailers, as a part of shelf share increase
• Launched Shop-in-Shops Concept and Showroom/Flagship Concept

Operational & B2C Director (February 2012 – December 2015)
AMER SPORTS CORP (Salomon, Atomic, Wilson, Arc’teryx etc.) – affiliate in Russia had 22 owned stores, 1 franchise. I lead the team of 7 direct subordinates and about 100 in total.
Mission: Led retail development and operational transformation across 22 stores, managing retail operations and franchise expansion initiatives. Led Supply chain division and increase operational excellence.
Key achievements:
• Delivered first EBIT-positive retail results in 3 years.
• Achieved +70% retail growth and conversion rate uplift through integrated marketing, operational and supply chain excellence.
• Delivered 20% warehouse storing cost and 4% handling with 3PL provider through negotiation and operational processes optimization on warehouse.
• Facilitated supply chain Key Performance Indicators, increasing On Time in Full (OTIF) 10% ensuring quality conformed to required levels.
• Effectively implemented, managed, and provided direction to new buying and product allocation system in B2C.
• Developed and implemented three local projects that became worldwide best practice.

Additional Experience
CEO (2010 - 2011)  Gulliver Trade House (Toys & Kids clothes)  550 employee / 100K USD annual t/o
Commercial Director (2008 - 2010)  Levi Strauss & Co.  42 stores / 350 employees / 40M EUR annual t/0
Retail Director (2007 - 2008)  Sport Fashion Group (Gant, LeCoqSportiff)  55 stores / 500 employees / 45M EUR annual t/o

Education

E-commerce & Marketplace management, 2025
Mini MBA (6-month program), 2004
Master of Science in Industrial and Financial Management, 1998-2000
Master of Science in Biology, 1992-1997

Professional Development:
• Sustainability at Peak Performance, 2023
• Coaching for success at Peak Performance, 2022
• PRO.Bodytypes / PRO.Fabric / PRO.Colours at BNS, 2019-2020
• Master of flooring installation at Tarkett, 2018
• Design Thinking methodology at Tarkett, 2017
• LEAN methodology at Amer Sports, Germany, 2015
• Training for Trainers at Levi’s, Belgium, 2009
• Project Management standards, 2008
• Marketing Research, Ukraine Marketing Association, Ukraine, 2005
• Field Sales Management, Sales Training International (STI) Russia, 2004

Trainings developed by myself:
• Retail Formula and KPIs Management at Peak Performance, 2023
• P&L management for DMs and SMs at Peak Performance, 2022
• Retail Operation Standards for sales managers at Tarkett Eastern Europe, 2018-2019
• SMART KPI for middle managers at Tarkett Eastern Europe, 2019
• Customer Service Experience training at Tarkett Eastern Europe, 2017-2018
• Finance for non-finance for sales teams at Tarkett Eastern Europe 2016-2017
• Finance for non-finance for store managers at Amer Sports 2014