ELENA BERETTA
Nationality: Italian
Residence (PR): Hong Kong
D.O.B. 30/09/1983
WORK EXPERIENCE
Since 2021
VM & Retail Experience Manager
(HEYDUDE brand)
Crocs - Hong Kong
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Planning the strategy and managing the design of Visual Merchandising assets, both seasonal and long term for multi-brand stores and mono-brand ones
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Managing the Visual Merchandising team (3 people)
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Responsible for the approval of store designs (mono-brand, multi-brand, pop-up stores)
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Communicating with distributors and supporting them in structuring and executing their marketing plans
2014-2020
Visual Merchandising & Store Design Director APAC
Hype Hong Kong Ltd - Hong Kong
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Managing VM, store design & graphic design departments (13 people) of Saturday Co. Ltd group
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Planning the visual strategy (seasonal theme, campaigns, seasonal VI planning) and store design strategy for the brands of the group
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Managing designs: in-store (shops interior, pop up stores, window displays, island displays, POPs), advertising (seasonal campaigns for magazine and online ads, posters, catalogues), events (press days, marketing events).
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Creating interdepartmental SOPs for shop design/VM, tracking data, running meetings
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Managing relationships with suppliers (negotiation and implementation)
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Managing relationships with brand managers/clients
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Planning, reviewing company’s quarterly and annual plan
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Writing the annual department budget and ensuring it is respected
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Performing biannual trend reports about store design and VM in London, Tokyo and Seoul
MAIN ACHIEVEMENTS
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SAFIYA brand increased sales by 25% after rebranding
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SATURDAY MODE project planned entirely. From 0 to 32 shops in 18 months
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In charge of VM and store design image for almost 2000 point of sales across Mainland China
Visual Merchandising & Store Project Manager APAC
Hype Scandinavia - Beijing
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Managing VM and decoration department
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Managing designs: shops interior, window displays and island displays, props, press days setup (D:FUSE)
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Approval of design style, shop layout focusing on maximisation of space
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Supervising VM for all the China Mainland shops
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Creating and updating VM guidelines for shops and event activities
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Managing relationships with suppliers (negotiation and implementation)
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Budget control
2012-2014
MAIN ACHIEVEMENTS
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Instituted standard VM image in 240 stores for D:FUSE brand in Mainland China
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On time design and execution of VM strategy which was completely missing before
2009-2012
Fashion Marketing & Merchandising Lecturer and Coordinator
Raffles Design Institute - Beijing
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Designing course materials and delivering lectures (Fashion marketing, Visual merchandising, Fashion merchandising, Advertising, Fashion Communication, Strategic Marketing, e-Fashion). Both for Bachelor Degree and Diploma programs
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Coordinate students in real projects with fashion companies (creation of catalogues/photo shooting, window displays design, marketing plans for retail companies)
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Manage school promotional activities and organizing the fashion show of the Institute
2008-2009
Market Analyst
AsiaMatch - Beijing
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Performing market research helping Italian companies entering the Chinese market
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Registering and localizing trademarks for Italian companies
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Sourcing suppliers in China
MAIN ACHIEVEMENTS
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Established clear SOPs for managing efficient work between the headquarter, the network of distributors and other stakeholders on VM and marketing related projects
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Successfully managed the design and personalisation of more than 50 point of sales and 3 POP up store activities in different markets (China, Italy, Chile, Finland)
2021
Design Director
Malherbe, Paris - Hong Kong
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Manage the creative team (project design managers, designers and visual artists)
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Keep client relationships, pitching design presentations, leading workshops with clients, collecting feedbacks and implementing them into the design
MAIN ACHIEVEMENTS
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Successfully completed Be@rbrick Macau store design project in a tight timeline and with a smooth project flow (managed CD, SD and DD phases)
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Set up a SOP and workflow systems to be implemented to optimize timelines and management of different projects
EDUCATION
2007
2005
Master Degree in “Languages, Cultures & International Communication”
University of Milan
Curriculum :“Languages, Cultures and Communication for Enterprises, Institutions and International Organizations”.
Specialization: Marketing
Thesis: “Advertising in China: linguistic and cultural aspects”
Bachelor Degree in “Linguistic and Cultural Mediation (economic field)”
Curriculum: “International Multicultural Activities”
Specialization: Marketing
Thesis: “Western trademarks translated in Chinese: linguistic and cultural aspects”
University of Milan
SKILLS
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Project Management
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Strategic & Creative Direction
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Team Leading & Management
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Budget Planning & Control
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Problem Solving
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Negotiation & Cultural Mediation Skills
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Proficiency in Office, Sketchup, Enscape, Photoshop
LANGUAGES
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Italian
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Mandarin Chinese
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English
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Spanish