SIRINE BEN ABDESSLEM
Abu Dhabi
Summary
An experienced Technology and Digital Project Manager with a proven record overseeing successful openings of luxury retail and travel stores in the Europe-Middle East region. Acknowledged for strong retail excellence acumen, and a talent for leading teams. Proven track record project management, business transformation, operational and service excellence. Distinguished for having led some of the region's biggest transformation projects such as the Zayed International Airport Opening.
Overview
4
4
years of professional experience
Work History
Project Manager Technology and Digital Transformation
DFS – LVMH GROUP
01.2021
- Successfully launched 26 luxury boutiques, comprising 13 fashion boutiques alongside 10 WJA boutiques featuring renowned brands such as Hermes, Fendi, YSL, Gucci, Bottega Veneta, Ferragamo, Burberry, Omega, Zenith and Bulgari; and Big Ticket stores
- Played a pivotal role in the technological overhaul for the opening of 23 luxury brand boutiques at Zayed International Airport in November 2023, leading all installations and digital transformation to align the region with DFS’s new technology model
- Ensured the seamless shutdown of the previous airport and the smooth transition to the new airport
- Managed the opening of the Big-Ticket stores in the new airport
- Implemented advanced technological solutions, including complete network infrastructure, Wi-Fi, POS systems, CCTV, IoT, digital screens, and analytics, to optimize store functionality and enhance customer experience.
Global Technology Manager Middle East
DFS – LVMH GROUP
12.2022 - 06.2023
- Managed IT operation in duty-free boutiques at Al Ain Airport and Abu Dhabi International Airport across 3 terminals, oversaw a 3000 m2 sales floor hosting 45 luxury boutiques offering Beauty, Watches and Jewelry, Fashion & Accessories, Food & Gift, and Wine & Spirit
- Led the digital transformation for the duty-free store, office and warehouse, achieved global system consistency within 4 months and ensured a smooth transition during IT restructuring
- Led a 5-member technology team, focusing on training, performance management, and mentorship to foster expertise within the EME region
- Implemented a regional IT Self-Service Desk (Fresh Desk), handling 10k-15k daily global requests, improving incident resolution efficiency.
Project Manager - PMO, Europe & Middle East Region
DFS – LVMH GROUP
09.2021 - 12.2022
- Contributed to strategic initiatives including tender responses for Paris airport duty-free takeover
- Led inventory management initiatives, including replenishment and optimization
- Facilitated knowledge sharing across regions on key distribution topics
- Deployed CRM (Salesforce and MarketingCloud), 360 customer view to boost sales through various tests
- Integrated a unique Parisian experience booking service at La Samaritaine (Booxie) into the marketing website
- Designed a solution to manage Apple Park with Ibelem and Workspaceone
- Managed supplier and service provider relationships.
Project Manager - PMO, Europe
DFS – LVMH GROUP
01.2021 - 09.2021
- Implemented computerized stock management systems for traceability and proactive stock level management, ensuring seamless integration with DFS systems (MCS, SAP)
- Automated communication among storage, inventory, and merchandising teams for seamless collaboration and data accuracy across all systems
- Led the activation and standardization of DFS Information Systems for La Samaritaine, addressing specific needs and compliance with local regulations.
Project Manager E-commerce
Bristol Hotel
09.2019 - 01.2021
Education
Master’s degree in technology and digital -
FST
01.2020
Degree of global Technology Engineer -
ENSISA
01.2018
Preparatory Classes for Grande Ecole -
IPEST
01.2016
Skills
- Travel & Luxury Retail
- Business transformation and development
- Project Management
- PMO Management
- Team Management
- Leadership
- Digital and E-Retail Strategy and Management
- CRM Strategy and Management
- Technical Advisory
- Budget Management
- Risk Management
- Quality Assurance
- Vendor Management
- Continuous Learning
KEY ACHIEVEMENTS
- Zayed International Airport Opening : Opening of 26 Fashion and WJA luxury duty-free boutiques in Abu Dhabi International Airport. Including brand top line selection as Hermes, Gucci, Fendi, YSL, Bvlgari, Bottega Venetta.
- La Samaritaine Opening : Opening of the historic Parisian store La Samaritaine with 600 luxury brands and 12 exclusive restaurants on 7 levels. This largest store in Europe brings together iconic names of luxury with exclusive designers combining elegance and French lifestyle. Including 20,000 square meters of retail space, bringing together iconic names of luxury with exclusive designers fusing elegance and French lifestyle.
- Big-Ticket CRM : Mise en place du CRM pour big ticket
- La Sam E-Com : Mise en place du e-commerce pour la samaritaine
STRENGHTS
Strategic Planning : Proficient in end-to-end management of complex projects, ensuring timely and budget-conscious execution. This entails crafting comprehensive project plans, pinpointing dependencies, resource allocation, risk mitigation, and steadfast adherence to milestones.
Collaboration : Work closely with cross-functional teams to drive project success, leading to a 45% increase in team productivity.
Technical Proficiency : Proficiency in IT systems including point of sale (POS) systems, inventory management software, security systems, network infrastructure, SAP, MCS, PIM to effectively oversee the implementation and integration of these systems.
Attention to Detail and Quality : Having a keen eye for detail and a commitment to maintaining the highest standards of quality in every aspect of the process.
Languages
French
Bilingual or Proficient (C2)
Arabic
Bilingual or Proficient (C2)
English
Advanced (C1)
Timeline
Global Technology Manager Middle East
DFS – LVMH GROUP
12.2022 - 06.2023
Project Manager - PMO, Europe & Middle East Region
DFS – LVMH GROUP
09.2021 - 12.2022
Project Manager Technology and Digital Transformation
DFS – LVMH GROUP
01.2021
Project Manager - PMO, Europe
DFS – LVMH GROUP
01.2021 - 09.2021
Project Manager E-commerce
Bristol Hotel
09.2019 - 01.2021
Master’s degree in technology and digital -
FST
Degree of global Technology Engineer -
ENSISA
Preparatory Classes for Grande Ecole -
IPEST
Similar Profiles
SANDRA DULACSANDRA DULAC
Senior Merchandiser Beauty Operations at DFS Group Limited, LVMHSenior Merchandiser Beauty Operations at DFS Group Limited, LVMH
Joyce KingJoyce King
Merchandise Manager at DFS Limited, LVMHMerchandise Manager at DFS Limited, LVMH
Paulus Mokiritla SelepePaulus Mokiritla Selepe
Field Operations Manager at PnS group, DFSField Operations Manager at PnS group, DFS