Xhaferr Salla
Abu Dhabi,United Arab Emirates
Summary
Experienced retail leader with a strong background in commercial strategy, merchandising execution, and multi-department store management across high-traffic flagship locations. Recognized for delivering strong commercial results, developing internal talent, and serving as a key link between stores, HQ teams, and mall management. Known for visual sensitivity, operational excellence, and a modern understanding of fashion, client expectations, and market dynamics.
Overview
10
10
years of professional experience
3
3
years of post-secondary education
1
1
Certification
Work history
Regional Visual Commercial Manager
Zara - Inditex / Dubai Holding Group
, United Arab Emirates
12.2024 - Current
- Work closely with HQ (Spain) on product selection, stock distribution and commercial decisions to shape the performance of all stores in the region.
- Drive product coordination and collection performance analysis, presenting results to HQ and the International Commercial Team for strategic alignment
- Provide continuous feedback to HQ on product performance, customer reaction, and improvement opportunities for future collections.
- Review weekly, quarterly, and seasonal performance of each store and define action plans to support commercial growth.
- Conduct weekly store visits to evaluate product execution, visual standards, stock levels, and commercial readiness.
- Manage stock allocation, replenishment, and rebalance actions to support sell-through and ensure optimal stock levels in each store.
- Hold weekly commercial Workshops and seasonal Pilot Store reviews to enhance store image, improve execution, and strengthen commercial impact.
- Conduct weekly meetings with store teams to gather product feedback, identify commercial opportunities, and review store performance.
- Meet regularly with Store Managers and Department Managers to assess team performance, align priorities, and strengthen in-store execution.
- Provide training, coaching, and development to Visual Commercial teams to improve execution and elevate commercial performance.
- Deliver seasonal product trainings to enhance product knowledge and selling capabilities across all stores.
- Participate in international Pilot Store workshops as a representative of a key region, supporting merchandising execution and aligning with HQ on seasonal and event strategies
- Prepare commercial studies and business cases for store openings, closures, or expansions based on market potential and performance insights.
Store Director
Zara - Inditex / Dubai Holding Group
Abu Dhabi, United Arab Emirates
02.2021 - 11.2024
- Led a flagship store team of 80+ employees across Women, Men, Kids, Beauty & Operation, ensuring consistent performance and high service standards.
- Directed and aligned +8 managers and senior commercial managers, driving clear communication, commercial priorities, and execution across all divisions
- Ensured an exceptional client experience by addressing service issues promptly and resolving customer complaints with professionalism and brand sensitivity.
- Led all strategic visits from Senior Management and HQ (Spain) , providing clear insights on store performance and ensuring the flagship store consistently reflected brand direction
- Conducted weekly commercial workshops, transforming store performance insights into weekly strategies and implementing clear commercial action plans across all departments.
- Provided direct feedback to HQ Product Managers (Spain)on collection performance, colour trends, product cuts and client profile, contributing to future product.
- Managed the store’s full P&L, controlling expenses and optimizing operational costs to align with annual financial targets.
- Oversaw delivery operations, replenishment cycles, and stockroom processes to ensure accurate inventory levels and strong product availability.
- Ensured accurate inventory management and implemented loss-prevention measures to safeguard stock integrity and support commercial performance.
- Prepared and presented the annual business plan, outlining commercial objectives, operational priorities, and team structure.
- Led the full recruitment process for all managerial and in-store position, selecting talent aligned with store needs and brand standards.
- Conducted ongoing coaching and development sessions to strengthen product knowledge, selling techniques, and the overall service level of the team.
- Identified and developed high-potential team members, supporting succession planning and preparing talent for future leadership roles.
Department Manager
Zara - Inditex/ Dubai Holding Group
Abu Dhabi, United Arab Emirates
09.2019 - 02.2021
Assistant Department Manager
Zara - Inditex / Dubai Holding Group
Abu Dhabi, United Arab Emirates
05.2018 - 08.2019
Sales Supervisor
Zara - Inditex / Dubai Holding Group
Abu Dhabi, United Arab Emirates
01.2018 - 04.2018
Sales Advisor
Aeropostale - Apparel Group
Dubai, United Arab Emirates
05.2016 - 12.2017
Education
Bachelor of Business Administration - Business
Aleksander Xhuvani University
Elbasan / Albania 02.2010 - 03.2013
Skills
- Merchandising & Visual Execution
- Product awareness & Stock Management
- Leadership & Team Motivation
- Team Development & Coaching
- HQ Communication & Market Analysis
- Store Operations & Efficiency Control
Languages
Albanian
Native
English
Fluent
Italian
Elementary
Spanish
Beginner
Affiliations
- Fashion and contemporary style
- Interior decoration and home aesthetics
- Fitness & wellness
- Travel and cultural discovery
- Reading and personal growth
- Investment and real estate
Accomplishments
• Led store openings: The Galleria, Yas Mall & Al Jimi Mall
• Represented the region in international workshops with HQ
• Delivered strong commercial performance in Yas Mall
• Created internal training content for merchandising roles
Certification
Awarded Employee of the Year 2024
References
References available upon request.
Timeline
Regional Visual Commercial Manager
Zara - Inditex / Dubai Holding Group
12.2024 - Current
Store Director
Zara - Inditex / Dubai Holding Group
02.2021 - 11.2024
Department Manager
Zara - Inditex/ Dubai Holding Group
09.2019 - 02.2021
Assistant Department Manager
Zara - Inditex / Dubai Holding Group
05.2018 - 08.2019
Sales Supervisor
Zara - Inditex / Dubai Holding Group
01.2018 - 04.2018
Sales Advisor
Aeropostale - Apparel Group
05.2016 - 12.2017
Bachelor of Business Administration - Business
Aleksander Xhuvani University
02.2010 - 03.2013