GROWTH & BRAND TRANSFORMATION IN MARKET LEADING RETAIL
ICA is the market leading grocery store in Sweden, one of Europes top brands and awarded No 1 Brand in Sweden 2023. They sell Nonfood items under a one-stop-shop roof - and the products consists of everything for the kitchen and meal, apparel & shoes, home & interior, garden, seasons as well as general home supplies. Their mission is to simplify and enhance the consumer everyday life.
As Head Private Label Brands Nonfood at ICA, I was a strategic leader within a large company navigating the ever-evolving landscape of fashion and interior retail, I was entrusted with the crucial responsibility of managing private label brands in nonfood categories and to transform the business from under performance to growth, through new strategy. My role extended from envisioning strategic direction to executing impactful solutions that simplified customer's lives and drove growth in revenue, brand awareness, and market share.
Strategic Visionary: I spearheaded the development of comprehensive strategies, including a 5-year plan, market action roadmaps, strategic maneuvers, and brand positioning. My ability to foresee market changes and identify emerging consumer needs allowed me to align our brands and actions with evolving consumer preferences and global market dynamics. The new strategy was crafted with visions but more importantly implemented and executed into actions that led to growth in revenue and market shares.
Data-Driven Decision-Maker: I led initiatives focused on harnessing market and consumer data and insights, providing a solid foundation for informed decision-making. This data-driven approach ensured that our brands and actions resonated with the target audience and spoke to their values and needs.
Innovator and Designer: In the ever-evolving world of fashion and interior retail, I was head of innovation and design department. By embracing creative thinking and fostering an environment of continuous improvement, I enabled our brands to stay ahead of the curve and become more relevant in a fast-paced competitive landscape.
Cross-Functional Collaboration: My role demanded effective collaboration across diverse teams and departments. I successfully led cross-functional processes, ensuring that our strategies were executed seamlessly and that the entire organization was aligned with our goals. I also suggested and executed new opportunities and business proposals in terms of both creative direction and financial steering.
Team Leadership: As a team leader, I aimed to motivate and guide my colleagues, fostering an agile leadership style that encouraged adaptability and creativity. I believe in empowering individuals through self leadership to reach their full potential and contribute to the overall success of our common goals. I am passionate about environments when people are encouraged to speak out, dare to make mistakes and try new things under the umbrella om common strategies.
Membership in Strategic Teams: I was honored to serve as a member of both the ICA Head Office Assortment Management team for private label brands (including food) and the Nonfood Assortment Management team. This allowed me to influence and shape the broader direction of our organization. It also tough me a lot about big corporate growth management.
Skills Highlights:
- Marketing Strategy
- Forecasting
- Assortment Strategies
- Interior Design
- Scenario Planning
- Consumer Insight
- Business Development
- Agile Leadership
- Business Growth Strategies
- Brand Management
- Design Management
- Innovation Management
- Fashion