Situation

Nike was rapidly expanding and evolving its outlet retail network across EMEA, requiring a scalable approach to store development, retail execution and commercial optimization.

Challenge

Deliver consistent brand experiences across multiple international markets by accelerating store openings, standardizing retail execution and continuously optimizing store performance while balancing global brand standards with local market requirements.

My Role

Head of Retail Brand & Expansion for Central Europe and Scandinavia, leading retail expansion, execution frameworks and commercial optimization across multiple European markets.

Responsibilities

• Led Retail Brand & Expansion for new store openings, relocations and refurbishments across EMEA.

• Developed scalable Retail Execution Guidelines to translate regional strategy into consistent store execution.

• Drove seasonal Store Optimization initiatives to improve customer journeys and commercial performance.

• Managed cross-functional collaboration across Retail Operations, Merchandising, Buying, Marketing, Space Planning and local market teams.

• Established governance, planning and implementation frameworks supporting operational excellence and scalable growth.

Outcomes

• More than 50 successful store openings, relocations and refurbishments.

• Faster and more consistent retail rollouts.

• Standardized retail execution across multiple European markets.

• Optimized store layouts and customer journeys.

• Improved commercial performance and operational efficiency.

• Stronger cross-functional collaboration supporting sustainable retail growth.