Own the rollout of brand strategy across all IRL formats — including Retail, Wholesale, and Franchise — ensuring seasonal execution aligns with global priorities and local market relevance.

Drive regional marketing activations, partnering with internal teams (Product, Commercial, Creative) to develop and approve concepts, ensuring cross-functional and cross-market alignment. Build and execute community strategies in key regions, warming up cities ahead of store launches and aligning with the global key city strategy to boost brand awareness and local engagement. Guide strategic brand expansion into new formats and markets, making data-informed decisions that support long-term growth. Serve as the primary brand contact for Global Retail teams and third-party Franchise/Wholesale partners, setting clear expectations, driving performance, and aligning brand execution with business objectives. Develop strategic relationships with external partners across all levels — including Director and C-suite — acting as the senior brand representative to ensure consistent messaging and high-quality execution across all franchise locations. Identify regional opportunities, deeply understand local consumers, and collaborate with internal teams to shape franchise strategies that meet market-specific needs.