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

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
Retail Operations Manager (2022 - 2024)  Peak Performance EMEA&NAM  40 stores in 10 countries / 2 team members / mission “Make store team free to sale and create excellent customer journey”.
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
• Design Thinking methodology at Tarkett, 2017
• LEAN methodology at Amer Sports, Germany, 2015