Halyna

HALYNA VASYLIEVA
Country Manager / Retail Executive / DTC & B2B Leadership
Country Manager and commercial leader with 15+ years of experience scaling retail and wholesale operations across different countries. Proven success in developing new markets, transforming underperformed operations and delivering profitable multi-channel strategies. Deep expertise in leading cross-functional teams, driving digital commerce, maintaining P&L, budgets and operational efficiency. Combines strategic vision with hands-on execution and people-first leadership.
Languages: Fluent English, Intermediate German, Native Ukrainian
Potsdam, Germany / E-mail: [открыть контакты](см. выше в блоке «контактная информация») / LinkedIn Profile/ Mob: [открыть контакты](см. выше в блоке «контактная информация»)
CORE COMPETENCIES
• Country-level P&L and full operational ownership
• Budgeting, forecasting & financial planning
• Change Management
• Project Management
• Cross-functional cooperation

• Multi-channel sales (retail, wholesale, marketplace)
• Market expansion & business development
• Marketplace launches & digital commerce
• Lease management

• Strategic partner & 3PL management
• Leadership and Team Development
• Team training and motivation
• ERP/IT systems implementation

Career Experience
RETAIL OPERATION MANAGER (August 2022 – December 2024)
Peak Performance, EMEA & NAM - Famous Swedish outdoor brand, part of Amer Sports Corp.
Mission: Build retail operational excellence, to increase stores productivity and profitability in 40 owned stores across of EMEA (DE, AU, FR, IT, SWISS, SE, DK, FI, NO, UK) and Canada. “Make store team free to sale and create excellent customer journey”.
Results:
• 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.
• Lease management, team trainings etc.

General MANAGER of Ukraine (October 2019 to July 2022)
BNS Group - Master franchise of famous fashion brands as Calvin Klein Jeans, Calvin Klein Underwear, Michael Kors, Karl Lagerfeld in Ukraine (16 stores, 35 wholesale customers, 3 marketplace platforms, about 100 employees, about 10M EUR annual sales)
Mission: Managing full business operations including retail, wholesale and digital channels for global brands.
Results:
• Delivered double-digit EBITDA growth; increased wholesale revenue by 70%
• Launched digital marketplace presence from scratch: drove +10% YoY revenue
• Implemented company-wide ERP transition and loyalty program: improved operational transparency and customer retention
• Reorganized team structure and KPIs: enhanced cross-functional performance and motivation

Retail Projects Director, EASTERN EUROPE (January 2016 to October 2019)
TARKETT SA - Leader of flooring industry, more than 400M EUR revenue in region, 3 indirect subordinates. Based in Ukraine, responsible for Serbia, Romania, Croatia, Hungary, Ukraine, Russia and Kazakhstan
Mission: direct strategic initiatives and regional expansion across 7 countries.
Results:
• Drove category growth and shelf share improvement across indirect retail
• 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: Develop retail chain across of country, increase profitability. Develop and start franchise project. Manage Supply chain division and increase operational excellence.
Results:
• 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 trough 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 in retail
Retail Director (2007 - 2008)  Sport Fashion Group (Gant, LeCoqSportiff)  55 stores / 500 employees

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