Heda Rowe
Marbella,Malaga
Summary
Commercially driven European Sales leader with over 25+ years experience across beauty, luxury cosmetics, fashion, luggage, fitness and premium consumer brands.
Proven success leading multi country sales portfolios, complex retail and wholesale partner ecosystems and high performing field teams across UK, Ireland, Germany, France, Holland and Australia.
Extensive experience owning regional sales strategy, forecasts, P&L, margins, sell-in/sell through performance, talent development while partnering closely with Directors to translate brand ambition into commercial execution.
Recognised for driving above-market growth, strengthening key accounts, launching new concepts and doors, building engaged accountable sales organisations aligned to brand DNA and commercial targets.
Overview
2026
2026
years of professional experience
Work history
Operations officer
TGCES
2023.08 - Current
- Led operational performance across EU, managing key client inventory to enhance sales effectiveness.
- Delivered 30% increase in client retention through structured commercial playbooks and sales scripts.
- Defined and embedded sales strategy frameworks to improve pipeline clarity and client accountability.
- Fostered cross-functional collaboration with partners to align on commercial objectives and optimise operations.
- Developed senior team of five directors, embedding coaching culture and refining KPIs for maximum output.
Consultant - Director of Operations & Experience
Tixstock
2023.10 - 2024.06
- Partnered with founders and board to strengthen commercial operations, sales governance and incentive structures.
- Streamlined processes delivering 20% efficiency gains, enabling sales teams to focus on revenue driving activity eg: Not manually reporting data.
- Designed and implemented new commission and incentive team, improve motivation, staff satisfaction surveys and performance alignment.
- Created project groups, by department, to understand internal productivity issues and developed collaborative long term solutions across office and externally for clients.
- Delivered first month of highest revenue growth within 4 months of starting consulting engagement.
- Provided board level reporting on sales, staffing structure, productivity, performance by department, FY risks and growth opportunities.
International Regional Manager
Peloton
2020.11 - 2023.08
- Owned regional sales performance across European markets, delivering FY22 growth of +105% vs FY21, significantly outperforming market benchmarks throughout employment.
- Led key retail partnerships and host relationships, maximising brand visibility, conversion and lead capture. Eg: Securing free VM spaces opportunities across John Lewis network.
- Built and executed sales and people strategies in preparation for new market opening globally ensuring teams were set up with strong foundational success.
- Achieved highest regional CSAT and sales rankings, successfully balancing premium customer experience and commercial results.
- Analysed sell-thru, conversion, productivity data to identify opportunities, formulate strategy to drive corrective actions.
- Developed strong internal and external successors through structured coaching, performance reviews and internal talent mapping.
Regional Manager UK
Lacoste
2017.05 - 2020.10
- Led regional commercial performance across retail and wholesale partners, consistently outperforming company benchmarks:
- 2020: +21% vs company +12%
- 2019: +9.3% vs company +5.5%
- 2018: +8.6% vs company +3.4%
- Personally developed 20+ high potential leaders into senior roles across Retail, Training, Wholesale and Marketing divisions.
- Drove successful new partnership with Selfridges retailer using personal contacts and trust. Agreed Lacoste pop-up launch leading to permanent wholesale agreement and expanded distribution.
- Implemented operational dashboard across UK market driving sales visibility, forecasting accuracy and workforce planning.
- Delivered 86% CRM capture rate and company leading engagement scores, strengthening long term customer value.
Area Manager
Dior
2011.01 - 2017.04
- Led largest regional beauty and parfum performance (outside London) across concession and wholesale partners with value of circa 40m+
- Reported and drove sell in / sell out, managed local retailer relationships, data analysis, profitability.
- Boots was 73% of profit and I specialised in this group to maximise region growth, leading to national opportunities eg: VM.
- Project Managed Dior's first global 'Backstage Make up' concept, later rolled out internationally due to success in region.
- Worked closely with HR to ensure team were coached, challenged and driven to achieve results needed.
- Regularly communicated with Marketing regarding national engagement and how to could adapt for key cities and drive strategy locally.
- Selected to host international VIP and leadership visits, really showcasing region as UK centre of excellence.
- Aligned with retailers for strategy and trade plans. The focus here was to ensure strongest relationships were created, nourished and invested in long term in order to be priority brand and people.
Multi site Manager
Hobbs
Multi site Concession manager
Case London ltd
Sales supervisor
House of Fraser
Skills
- European Regional sales leadership
- Beauty, Cosmetics, Fragrance, Fashion and Fitness experience across Retail and Wholesale
- Key account & Strategic partner management
- Sell in / Sell thru / inventory optimisation
- P&L Ownership, Forecasting & Margin control
Core strengths
- Field team leadership & capability building
- New launches, Doors and Market expansion
- Omni-channel & Customer Experience
- Director level stakeholder partnership
- Data led sales performance management eg: Asana
Languages
English
Native
Spanish
Elementary
Turkish
Elementary
Affiliations
- An athlete - competing in Hyrox competitions.
- Travelling and international foods (Lebanese being my favourite)
- Piano and music
References
References available upon request.
Timeline
Consultant - Director of Operations & Experience
Tixstock
2023.10 - 2024.06
Operations officer
TGCES
2023.08 - Current
International Regional Manager
Peloton
2020.11 - 2023.08
Regional Manager UK
Lacoste
2017.05 - 2020.10
Area Manager
Dior
2011.01 - 2017.04
Multi site Manager
Hobbs
Multi site Concession manager
Case London ltd
Sales supervisor
House of Fraser