Profile

Elyes Ayed

E-commerce & Omnichannel Operations · Demand & Supply Planning · S&OP and IBP · Business Controlling
Paris, France · French citizen · Relocating to Dubai, available immediately
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Elyes Ayed

Professional Summary

10 years running sales, commercial, brand and merchandise financial planning across Europe, Russia and Northeast Asia.

P&L steering up to 757M. Managing a >300-brand multi-channel portfolio spanning proprietary private labels and external partner brands.

Scaling profitable sales through data-led performance management. Example built end to end: elyes-ayed-omni.vercel.app/

Work Experience

Sephora, LVMH — Paris, France
Head of E-commerce and S&OP Operations (France / Belgium)Feb 2024 – present
  • Leading E-commerce and S&OP team: >€340M sales (+14% YoY), volume budgeting, sales equation: >180M traffic, ASP, AOV, UPT, Open-to-Buy across >300 brands. Business orchestrator across Omnichannel (>30M orders), Finance, Offer, Marketing, Logistics and Tech on performance and growth plans.
  • Steering P&L optimization (Operating Profit >12%) through revenue, GMROI and OPEX management, >€2M YoY savings; financial and commercial planning, dynamic pricing structure, promotional sales uplift, category optimization and business reviews on performance and plans with Brands and Offer.
  • Steering CRM and media performance through a dynamic budget model, tracking each channel’s weight and reallocating spend by ROAS and CPA across channels and campaigns achieving +7% traffic and +6,5% CR YoY; tracking market share positioning with external panel data.
  • Driving commercial planning, data & digital performance management and omnichannel share (>64M sold pcs) built on sell-out, category mix, demand patterns, traffic and conversion; improving sales equation, stock-to-sales ratio, sell-through velocity and viewed availability.
  • Monitoring cost-to-serve and operations: cost-per-order /per-contact, CSAT, WAPE, profitability per carrier, SLA and 3PL relationships (2 warehouses). Steering fulfillment orchestration and trade-offs across quality, lead time, customer experience and write-down. Leading product-based loyalty rewards, sampling (>4.3M pcs outbound) and GWP. Monthly business reviews with leadership.
  • Driving omnichannel operations with stores: operating model design and rollout, cluster-based ROI business cases, scaling delivery-to-store from 30 to 120 stores (+ €8M), click & collect, from-store Q-commerce; optimizing inventory-sharing models to improve availability and maximize sales.
  • Partnering with Product, IT and external partners on: market expansion into Belgium (+€19M) and its CAPEX impact, business cases for omnichannel optimization, Gen-AI-enabled sales drivers and cost-control roadmap; managing data flows across SAP, SFCC, OMS, WMS, EDI and third-party APIs for feasibility across expansion, planning (Anaplan, SAP, Relex), fulfillment flow and customer journey (iAdvize).
H&M Group — Stockholm, Sweden / Northeast Asia (Seoul, Tokyo)
Global HQ Lead Top-Down Strategy & IntelligenceJan 2023 – Feb 2024
  • Steered >$15B omnichannel global sales, OPEX and profitability targets through cross-functional governance with Buying, Sales and Management.
  • Built monthly and yearly global forecasts for sales, markdown and S&OP across multi-layer categories. Ran regional business reviews to align top-down and bottom-up targets and corrective actions on topline sales, omnichannel inventory efficiency and OPEX.
  • Drove omnichannel strategy for 9 regions through integrated business planning, helped move Excel workflows into AI-driven models for forecasting, pricing, inventory and profit steering. Built the performance data strategy and BI/AI toolbox with Tech and consulting firms (Spaulding Ridge, Accenture): Anaplan, Dataiku and Power BI core models for budgeting, commercial and merchandise planning, OTB, end-of-life stock and performance management.
  • Shaped the 5-10 years growth playbook: growth and commercial planning drivers, customer equation (acquisition, retention, churn), market penetration, pricing and discount intensity against competitive dynamics, margin impact and P&L scenarios.
H&M Group — Seoul / Tokyo
Regional Supply & Demand Planning Manager H&M & Marketplace (Northeast Asia)Jan 2021 – Dec 2022
  • MFP&A lead for budgets covering $455M sales and profitability (>10% operating profit). Co-built local teams and lead for category managers and sales controllers across S&OP and business performance. Structured the framework and monitoring for H&M’s SSG marketplace launch in South Korea.
  • Drove integrated business planning, improving profit by 53% YoY by redesigning the buying model increasing ST and reducing markdown exposure. Built E-commerce P&L quarterly forecast revisions with outlooks, risks, opportunities and corrective actions.
  • Owned pre-, in- and post-season S&OP and commercial planning for H&M and marketplace, leading category managers and sales controllers on sales targets, merchandising analysis (S&OP and web analytics), pricing, allocation per warehouse, inventory flows, markdown, gross margin modelling and write-down.
  • Co-owned buying planning for €460M in OTB and 210K SKUs, setting business unit mix on sales conversion drivers, cart-starter / cart-filler effects, inventory productivity, markdown exposure and write-offs. Led reviews with senior stakeholders, division heads, category managers and controllers.
  • Built scenario S&OP models on sales and storage density, inventory velocity, stock turnover, throughput capacity, automation readiness and CAPEX/OPEX trade-offs, setting design criteria for stores and warehouse expansion from brand growth trajectory, market share evolution, category and inventory mix, volume, hazmat, bulky goods and peak-capacity forecasts.
H&M Group
Business Controller Digital (Central Europe / Russia / Northeast Asia & Marketplace)June 2018 – Jan 2021
  • FP&A lead for €757M sales, €700M in OTB, 41K articles, 640K SKUs and >4 warehouses; omnichannel P&L reviews with management.
  • Co-responsible for P&L, OPEX steering, margin bridge and Group-standard IFRS closing; cut discount weight by 2 points in Russia's P&L. Analysis across the e-commerce funnel: traffic, conversion, promotion penetration, discounts, viewed stock availability, fulfilment costs, online returns and profitability.
  • Led merchandise financial planning on sales, gross margin, markdown, inventory turn, OTB, assortment mix and planned velocity, across cluster planning: product breadth and depth, store clusters, online demand, stock availability and channel strategy.
  • Technical leader for category managers across commercial and demand planning, from pre-planning to onsite and post-purchase performance: sales drivers, buying planning, discount depth, stock-related provisions and top-down / bottom-up alignment at category level.
  • Implemented and monitored order orchestration across 4 warehouses and multiple categories: allocation rules, availability per warehouse, fulfillment quality, split-order rate, SLA adherence and returns impact. Improved customer-facing availability and maximized sales.
  • Co-built with BCG a core-model AI-driven markdown modelling engine to improve gross to net sales and stock efficiency by optimizing discount depth against price elasticity. Reached an average sell-through rate >80% globally on sale inventory while reducing the financial impact of markdowns.
Daniel Wellington — Stockholm HQ
Business Development & Merchandising, South EuropeOct 2016 – Dec 2017
  • Sales controlling, commercial planning and merchandising for France, Spain and Italy, sold through omnichannel distributors including El Corte Inglés and Galeries Lafayette; business reviews with each partner on their own sales and gross profit.
  • Store openings and closings across the three markets with Cushman & Wakefield and Unibail-Rodamco.

Technical Skills, Education & Languages

Software & BI
Microsoft suite, Power BI, SAP, Anaplan, IBM Cognos TM1, Dataiku, Relex, Google Analytics, Looker Studio, SQL basics, Dynamics 365, Contentsquare, SFCC, Tecsys, AB Tasty, Qlik, BigQuery.
Domains
E-commerce and omnichannel operations · Marketplace · Demand & supply planning · S&OP and IBP · Merchandise financial planning · Open-to-Buy · P&L steering and business controlling · Cost-to-serve
Education
Master's in business, graduated 2016 | ESCP Paris Group — Novancia Business. Exchange: Tec de Monterrey, Mexico 2015.
Bachelor's in management, graduated 2013 | ESCP Paris Group — Novancia Business.
Languages
French (Native), English (Bilingual), Spanish (Advanced), Arabic (Conversational), Swedish (Conversational).
AI & Technology
Founder of https://bareklabs.com, an independent research website covering technology, the AI value chain and market trends across public equities, options and digital assets. Hands-on user of AI tools, including Claude Code, Kimi Code, Cursor and Ollama.