ROULA E.

BECHALANI HASBANI
Kuwait: +965 97887224 bechelani.r@hotmail.com

PERSONAL INFORMATION:
Nationality: Lebanese
Marital Status: Married
Visa status: Transferable visa
Driving license: UAE and Kuwait driving license
EDUCATION:
 MBA, Marketing and Management, Université Saint Esprit de Kaslik
In Partnership: Paris 11 and USEK 2001-2002
 Bachelor of Business Administration, Faculte de Gestion et de Management
Lebanon, USJ Université Saint Joseph (FGM) 1997-2000
 Université Saint Esprit de Kaslik Faculté D’agronomie, 1995-1997
 Collège Notre Dame de Nazareth, Baccalauréat Français-Serie A1, 1994
LANGUAGES:
 Fluent in Arabic, English and French
COMPUTER SKILLS:
 MS Word, Advanced Excel, Power Point, Outlook, Internet Use
TOP SKILLS:

 Retail, Sales and Marketing Management, Media, Team Building and Training, Marketing Strategy, Digital Media,
Brand Building, Forecasting, Strategic Planning, Business development, Supplier Negotiation, Merchandising,
Beauty, Fashion, Apparel, Skin care, Watches and Accessories.
EXPERIENCE:

 Retail, Marketing and Business development Director- International Famous Franchises Company, Kuwait
December 2015-September 2017
-Developing Business plans, Forecasting, social and marketing plans for various Fashion brands.
-Created and developed concepts, Business plans, P&L and marketing plans for new Fashion brands
-Opened a pop-up for the Manouri brand in Kuwait, and launched it in many exhibitions in the G.C.C countries:
Qatar, Abu Dhabi, KSA and Bahrain
-Developed on line Business for Manouri brand
-Planned its events and brand launch in Kuwait
-Built a sales team by setting objectives and incentive scheme for sales force in Kuwait and the region
-Recommended market study for specific brands: direct competitors, direct retailers, SWOT analysis
-Followed –up the daily operational tasks and implemented promotional activities in stores
-Managed and trained a team of sales force, brand managers and merchandisers
-Dealt and negotiated business contracts with suppliers in Italy, Spain, Portugal and UK

 Green wing Company, Regional Marketing and Business development manager for all company brands /stores
in Kuwait and G.C.C region : January 2013- November 2015
-Responsible of whole G.C.C Franchise operations
-Prepared and negotiated Franchise contracts with potential clients
-Monitored and supported the overall operations of shop fits for Franchisees
-Prepared marketing and budget plans for brand in line with category strategy
-Followed-up on and analyzed sales, forecasts and market performance to ensure achievement of agreed targets.
-Recommended and coordinated implementation of corrective activity where necessary.
-Evaluated market information and corporate activity.
-Networked with all potential suppliers and distributors: Negotiated with all company suppliers in Italy, France,
Switzerland, Portugal, China, India, Lebanon and Spain
-Managed the media, marketing and business development team members
-Recruited and trained qualified sales staff team for the current operational stores across Kuwait and G.C.C
 -Liaised with the owner and various brand suppliers to build-up and develop the multi-brand Kids’
Concept in the company
-Conducted extensive market research and gathered information in order to find and list new brands.
-Handled all company’s new business developments in GCC countries along with new concept business.
-The main task is to "grow the company;" in terms of core deliverables such as increasing brand awareness,
bringing in new customers/ brands, and coordinating public relations efforts. In addition to the
budgeting, customer service and data analysis
-Attended workshops, trade shows, and seminars to keep up-to-date on changes in the firm
-Developed a situation analysis of the company including its strengths, weaknesses, opportunities and threats to
assist in the development

 Al Aouj Fashion, Retail, Sales and Marketing Director for Aouj Valentino and Red Valentino Stores operating in
Kuwait: December 2011- December 2012
-Responsible of whole company and stores operations
-Prepared marketing and budget plans by brand in line with brand and category strategy
-Followed-up on and analyzed sales, forecasts and market performance to ensure achievement of agreed targets.
-Recommended and coordinated implementation of corrective activity where necessary: exhibition etc..
-Evaluated market studies, information and corporate activity.
-Networking with all potential suppliers and distributors: Negotiated with all company suppliers the annual plans
in Italy, France, Switzerland, Lebanon and Spain
-Developed P&L, Business plans and marketing plans by brand and for the entire company brands and stores
-Managed the media, marketing and business development plans
-Recruited and trained qualified sales staff team for the current and new operational stores across Kuwait
-Liaised with the owner and various brand suppliers to build up and develop the multi-brand store of Al Aouj in
Salhiya complex and Mariam mall
-Implemented the merchandising guidelines in Valentino and Red Valentino stores in coordination with
principals

 Al Yasra Fashion, Regional Marketing Manager, Kuwait, March 2011-July 2011

-Responsible for the marketing department that caters for the 4 divisions: Watches, Fashion, Lingerie and
Footwear
-Developed marketing plans for the G.C.C and Middle-eastern countries: Kuwait, Saudi, UAE, Qatar, Bahrain
Jordan and Lebanon
-Managed the Media, Marketing and PR events for the different brands: Max Mara, Jimmy Choo, Kenzo,
DKNY, Donna Karen, Gerard Darel, Persona, Petit Bateau etc.
-Managed a team of brand and marketing executives, graphic designers and production executives
-Developed regional POS material to enhance the brand’s equity of a strategic plan for the future of the business.

 Time Bridge sister Company of Al Fahim Holdings, Regional Division Manager for Fossil Leather Goods &
Accessories “Middle-East” Dubai, UAE, May 2008 – January 2011
-Started-up the Leather Goods and Accessories division
-Successfully launched Fossil Leather Goods in the U.A.E, KSA, Kuwait, Bahrain and Qatar through specific
plans adapted for each market including the yearly sales plan and P&L
-Prospected and assessed potential distributors in the G.C.C.
-Formulated business plans for every market to ensure sales, marketing and financial budgets are met
-Analyzed each market to determine pertinent pricing structure, distribution channel and marketing strategies
-Developed regional POS material to enhance the brand’s equity
-Planned and effectively implemented new product launches throughout the area
-Elaborated the pricing strategy and the price structure per market and per key retailers
-Enhanced the sales performance, through maximizing space utilization and balancing of brand assortment
-Developed a plan to optimize the A&P spend
-Recruited and trained a team of brand managers, sales reps, and merchandisers and enhanced their skills
-Prepared the 2009 media plan
-Planned annual sales per country and per product, highlighting financial impact on P&L
-Elaborated and executed sales meetings per country and per category

 Al Fahim Enterprises, Business Development Manager for Fashion and Lingerie projects
Dubai, UAE, November 2007-April 2008
-Worked on the creation, project management and execution of different new concepts in the company
 -Liaised with the business development head to build up and develop the multi-brand concept
-Analyzed consumer market research related to Al fahim new projects and integrated its findings for
Developing new strategies for each project
-Coordinated and contributed with Design Department, Contractors, Marketing, Financial and Legal
Departments on new projects in the company
-Approached and negotiated with current, new suppliers and new business partners in order to acquire
New brands for the concepts
-Developed marketing plan, action plan, financial assumption and manpower planning for the Fashion
And Lingerie projects
-Identified new locations for the new “Fashion concepts’ within Paris Gallery and across UAE

 Al Fahim Enterprises, Brand Manager for Shiseido Skincare and fine fragrances Dubai, UAE, October 2006 –
October 2007
-Prepared the yearly Marketing Plans
-Developed marketing, advertising and promotional strategies, according to Marketing Calendar
-Regularly analyzed brand, category and sales reps performance, together with appropriate proposals to address
or exploit issues/opportunities
-Monitored inventory, stock situation and took immediate actions when an out or over stock situations occurred
-Negotiated with Shiseido supplier on new sales locations, marketing activities, staff training, new lines launches
and promotions
-Managed, trained and recruited a strong and effective team of brand executive, trainer supervisor and 30 Beauty
consultants by implementing a training and an appraisal programs for the staff throughout the year
-Had a continuous support with the sales team through regular presentations and weekly meetings discussing the
targets per category and per client
-Communicated and developed relationships with the retail customers, sales staff, stores managers and
departments in the company (HR, IT, Marketing, Legal etc.)
-Prepared, coordinated & managed the P&L Budget of brand in order to reach the budgeted net profit set.
-Monitored the proper implementation of the marketing plan, stock levels and merchandising guidelines

 Khalil Fattal & Fils, Unit Manager and Senior Brand Manager for Lingerie Products in Romance S.A.L.
“Calvin Klein Underwear Swimwear and Accessories, Elle Lingerie, Lovable, Fila and J LO Lingerie”,
Beirut, Lebanon, June 2001 – September 2006
-Increased yearly sales by a minimum of 30% in major strategic brands over the past five years
-Prepared the yearly Marketing Plans from 2001 to 2006
-Developed marketing, advertising and promotional strategies, according to Marketing Calendar with the
approval of Calvin Klein.
-Regularly analyzed brand, category and sales reps performance, together with appropriate proposals to address
or exploit issues/opportunities
-Regularly monitored competitive analysis
-Allocated and controlled the media budget
-Developed new BTL, POP material suitable for the Lebanese market and consistent with the global strategy
-Had a continuous support with the sales team through regular presentations and weekly meetings discussing the
targets per category and per client
-Managed the brand profit center
-Member in the Fattal Ambiance Committee, 2004-2006
 Him and Her, Lingerie Outlet, Owner / Operation Manager (Family business), Ashrafieh Beirut Lebanon
ANNUAL MEETINGS & EXHIBITION

 Attended Market Meetings of CK, Fossil & Sara Lee group regularly in Europe and United States of America
 Leadership Seminar, Metropolitan Hotel, Beirut, February 2005
 Time management, Khalil Fattal & Fils, Beirut, September 2005
ACTIVITIES:
 Skiing and swimming
REFERENCES:
Available upon request