Michel Romero

20 years experience in the retail world sport in a multinational environment. Very knowledgeable about stores rules, management and marketing & Visual Merchandising tools. Adaptable to change, ability to interpersonal relationships, multilingual (English, French, Spanish, Catalan)

PROFESSIONAL EXPERIENCE

COLUMBIA SPORTSWEAR
2011-2012 Marketing Manager Columbia & Sorel Spain & Portugal:
⇒ Preparation and monitoring marketing plan & media plan reporting to Europe
Marketing Manager and Country Manager.
⇒ Coordination with press agency for PR, social networking and brand image.
⇒ Management team of visual merchandisers (internal & external) for stores.

2007- 2011 Visual Merchandising Manager Spain & Portugal:
⇒ Responsible for store openings and shop in shop.
⇒ Comprehensive management of spaces and mounts in el Corte Inglés.
⇒ Coordination and implementation of new collection & POP in stores.
⇒ Trainer specializing in technology products Outdoor & Sportswear.

FOOT LOCKER
2001-2007 Visual Merchandising coordinator Spain/Portugal/Greece:
⇒ Opening stores in Europe.
⇒ Develop and monitoring VM guidelines for seasonal collections in shop.
⇒ Stores Supervisor (60) in terms of VM and customer service.
⇒ Trainer specializing in product presentations and sales techniques for store teams.

1993-2001 Store Manager – Marseille/Paris/Barcelona/Canary Islands:
⇒ Management team (15-20 people).
⇒ Working with sales targets and customer service approach.
⇒ Stock management & control
⇒ Hiring and training new salespersons.

AREAS OF ACTIVITY AND ACHIEVEMENTS
Stores opening
Activities:
• 50 Foot Locker store openings in Spain and Portugal but also in Greece, France, Ireland…
• Open 15-20 Columbia brand spaces in el Corte Inglés.
• Collaboration with a franchise in Portugal for 10 Columbia.
Abilities:
• Wont to work under pressure and with new teams to meet the deadlines set by the company.
• Facility in identifying and resolving problems related to an opening and all that implies.
• Knowledge of the process for mounting a brand space in el Corte Inglés.
Expert in Visual Merchandising tools
Activities:
• Annual control of the brand POP with defined budgets.
• Organization of training sessions to improve store products presentation.
• Coordination of visual merchandisers team also with external company.
Abilities
• Preparation, communications and monitoring VM guidelines following corporate strategies.
• Knowledge of the POP elements existing on the market and their real costs.
• Creativity capacity in this area.
Skills in technical training and customer service
Activities
• Trainer of technology products for store teams and sales representatives.
• Trainer of sales techniques for salesperson.
Abilities:
• Great knowledge of product characteristics – footwear & textile sportswear – and its benefits
for the end consumer.
• High sensitivity for customer service and sales techniques in stores.
Negotiation and cost reduction
Activities
• Negotiating prices and contents for advertising inclusion on various medias (print- online)
• Negotiations with press agency and POP manufacturers (price and benefits).
Abilities:
• Used to work with very tight budget.
• Very sensitive to cost control.