Fiona Grinyer

• Generated a 5:1 return on ad spend (ROAS) and boosted conversion rate by 20%.
• Achieved a 20% rise in website traffic.
• Increased online sales through creative digital marketing techniques.
• Managed partnerships with influencers to enhance engagement.
• Lowered CPC by consistently optimizing campaigns.
• Amplified user engagement by refining online and app experience.
• Strengthened customer retention through effective CRM training and targeted loyalty initiatives.
• Enhanced efficiency through automation of processes.
• Improved application performance and team efficiency through process optimisation.

Responsibilities

I manage a $50M+ portfolio of over 150 premium childrenswear brands, including BOSS, Kenzo Kids, Karl Lagerfeld, and Ralph Lauren. I lead the digital strategy across a £1M annual marketing budget, driving performance through platforms such as Meta Ads Manager, Google Analytics, and Snapchat Ads. My role spans website optimisation, SEO, email marketing, social media, and the management of a 15,000-SKU product catalogue to maximise visibility and conversions. I also oversee CRM integration, digital development, and team training to enhance user experience and operational efficiency. Most recently, I led a high-impact influencer campaign with top-tier creators during Ramadan and Eid, delivering record-breaking engagement and sales.

• Attained 10% rise in 2022 KPIs by promoting a results-driven cultural environment.
• Analysed consumer patterns to forecast shifts in market dynamics.
• Optimised product turnover to boost profit margins.
• Strengthened brand presence in target markets by fostering strategic partnerships.
• Streamlined management systems to elevate team productivity.
• Enhanced operational efficiency through detailed pricing analysis, data-driven insights, and streamlined processes.

Responsibilities

As Partnerships Manager, I led strategic collaborations with top-tier luxury brands including Versace, D&G, Ferragamo, Michael Kors, Tory Burch, Karl Lagerfeld, Kenzo, and Jimmy Choo. I was responsible for planning and executing seasonal campaigns and promotional strategies to maximise brand visibility and performance across key marketplace platforms such as Farfetch and Ounass. By analysing sales trends and consumer behaviour, I made data-driven decisions to optimise product positioning, pricing, and promotions throughout the season. I streamlined partnership operations, ensured brand alignment, and delivered regular performance reviews to senior stakeholders, fostering long-term growth and market impact.system improvements, and the development of annual account plans.

• Increased net profit by 400% within two years using effective, high-ROI marketing initiatives.
• Facilitated market share expansion by orchestrating exclusive product launches for ME alongside focused premium marketing consumer campaigns.
• Managed portfolio of 40 stores throughout GCC, launching 18 new locations.
• Preserved brand reputation through consistent tone of voice across all touchpoints.
• Created compelling content to enhance customer engagement.
• Directed CSR initiatives that embodied Birkenstock's ethos, enhancing community engagement and media exposure.
• Maximised marketing ROI via targeted budget allocation and pricing strategies.
• Crafted strategic communication plans in both English and Arabic to reinforce brand alignment.
• Optimised inventory levels by implementing efficient planning.
• Optimised team efficiency through establishment of clear KPIs and delivery of actionable feedback.

Responsibilities

As Brand Manager, I led integrated strategies to elevate brand positioning and drive growth across the GCC. I managed product launches, omni-channel campaigns, and cross-functional collaboration across creative, PR, retail, and product teams to ensure consistent storytelling oversaw social media, email marketing, content strategy, and budgeting to deliver strong ROI, while also supporting trade marketing, pricing, and seasonal planning. I led buying and assortment selection across GCC markets, aligning with regional demand and brand objectives.

Additionally, I executed large and small scale brand events, including store openings, press activations, and the successful debut at Sole DXB, one of the UAE's largest lifestyle, music and footwear events. I also supported financial forecasting and mentored teams to drive innovation and accountability.

• Increased bookings by 25% using focused social media and email promotions.
• Grew Instagram following by 30% by using pet-focused content.
• Forged alliances with local pet stores and influencers, increasing referral traffic.
• Enhanced website visibility and lead generation by optimizing SEO strategies.
• Evaluated campaign performance to enhance tactics and maximise ROI through effective budget allocation.
• Coordinated company participation in community events to generate new customer opportunities.

Responsibilities

Created and implemented marketing plans to increase bookings and elevate brand presence. I managed digital campaigns across social media, email, and web platforms to engage pet owners and build on the community. By collaborating with pet influencers, local businesses, and clients, we increased our reach and attracted new clients.

• Delivered cost savings via effective negotiation of contracts ensuring optimal pricing, terms, and conditions.
• Enhanced supplier performance by establishing robust vendor relationships.
• Spearheaded successful project launches, overseeing timelines and tracking deliveries.
• Strengthened inventory supply through strategic partnerships with reliable distributors.
• Mitigated procurement risks by synchronizing purchasing decisions with market trends.

Responsibilities

Led end-to-end procurement for global women's sportswear brands, from vendor selection, contract negotiation, fulfilment, and invoicing. Maintained budget control by evaluating proposals based on overall value, not just cost. Monitored market trends to forecast demand and shape strategic buying decisions.

• Achieved cost reductions by negotiating bulk purchase agreements.
• Strengthened supplier partnerships to boost product availability.
• Resolved logistics challenges promptly to minimize delays.
• Optimized order management, boosting accuracy and processing speed.

Responsibilities

Led the buying for women's formalwear department, developing and signing off on over 600 SKUs per season. Oversaw procurement operations, including vendor management and contract negotiations.
Managed purchase orders to ensure timely inventory replenishment.
Collaborated with cross-functional teams to forecast demand and refine purchasing strategies.

• Oversaw the womenswear category, and managed the OTB.
• Secured cost savings and optimised margins via strategic negotiations with established internal suppliers.
• Curated regionally relevant womenswear collections aligned with market trends and consumer demand.
• Standardized global purchasing procedures, maintaining uniform quality and pricing across regions.
• Boosted stock efficiency and reduced markdowns by refining forecasting, stock allocation, and strategies.
• Ensured uninterrupted supply chain for over 600 stores by overseeing vendor partnerships.

Responsibilities

Led global buying for womenswear across 600+ international retail stores, overseeing end-to-end processes from supplier sourcing, range selection, contract negotiation, and inventory planning. Worked cross-functionally with merchandising, logistics, and regional teams to ensure timely deliveries, trend alignment, and commercial performance. Used data and market insights to drive seasonal buying strategies and optimise assortments for regional preferences.