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Shekkeel Thayyil purayil

Merchandise Planning Manager at WHSmith UAE

Riyadh, Saudi Arabia

Work Experience

  • Merchandise Planning Manager

    WHSmith UAE

    Jan 2023 - Present -1 yr, 11 months

    • Job Details:Spearheaded the development of the annual business plan, setting sales targets and aligning merchandise strategy. Led open-to-buy (OTB) planning process, ensuring optimal stock levels aligned with revenue targets and targeted inventory. Monitored sales performance across categories and stores, implementing corrective actions to achieve the planned sell-through rate. Directed planning and execution of 12 new store launches, managing merchandise mix, inventory planning, and space allocation. Executed effective space planning, improving in-store presentation and maximizing profitability per square foot. Managed inventory lifecycle, ensuring healthy stock levels, reducing stock aging, and optimizing EOSS strategies. Improved overall category margin by +4% through strategic intake planning, vendor negotiations, and optimized markdown management. Negotiated vendor terms, delivery schedules, and cost prices, achieving improved profitability and faster replenishment cycles. Partnered with logistics and supply chain teams to ensure timely product availability and efficient warehouse operations. Introduced weekly trade reports to monitor performance KPIs, leading to better decision-making at trading meetings.
  • Merchandise Planning Manager

    WHSmith Saudi Arabia

    Oct 2017 - Dec 2022 -5 yrs, 2 months

    Saudi Arabia

    • Job Details:Spearheaded the development of the annual business plan, setting sales targets and aligning merchandise strategy. Led open-to-buy (OTB) planning process, ensuring optimal stock levels aligned with revenue targets and targeted inventory. Monitored sales performance across categories and stores, implementing corrective actions to achieve the planned sell-through rate. Directed planning and execution of 12 new store launches, managing merchandise mix, inventory planning, and space allocation. Executed effective space planning, improving in-store presentation and maximizing profitability per square foot. Managed inventory lifecycle, ensuring healthy stock levels, reducing stock aging, and optimizing EOSS strategies. Improved overall category margin by +4% through strategic intake planning, vendor negotiations, and optimized markdown management. Negotiated vendor terms, delivery schedules, and cost prices, achieving improved profitability and faster replenishment cycles. Partnered with logistics and supply chain teams to ensure timely product availability and efficient warehouse operations. Introduced weekly trade reports to monitor performance KPIs, leading to better decision-making at trading meetings.
  • Senior Merchandise Planner (Ladies Wear & Lingerie)

    Marks and Spencer

    Aug 2009 - Sep 2017 -8 yrs, 1 month

    Saudi Arabia

    • Job Details:Develop and manage open-to-buy (OTB) plans aligned with seasonal budgets and business objectives. Conduct theoretical range planning at department-store level, ensuring optimal balance of styles, options, and pricing architecture. Execute space planning based on past sales trends and forecasted demand to determine the right number of options per store. Led pre-season planning, conducting category SWOT analysis, space mapping, and option planning to drive optimal assortment decisions across all the 20 stores. Involved in product selection in collaboration with buying teams, ensuring relevance to customer demand and brand identity. Perform competitor price surveys and contribute to building a price matrix and price attributes (GBB) to align pricing with market positioning and margin targets. Analyze promotional effectiveness by reviewing sales uplift, margin impact, and customer response. Monitor intake margin and year-end margin to ensure financial targets are achieved across the product lifecycle. Apply progressive markdowns on underperforming lines. Implement end-of-season markdowns and in-house promotions to manage stock. Maintain optimal stock levels for core/basic departments to ensure availability and minimize stockouts. Define store grading at the beginning of each season to aid in allocation planning and assortment strategy. Conduct ongoing performance analysis of best and worst sellers, identifying opportunities by style, color, size, and price point. Stay up to date with market trends, competitor launches, and consumer behavior to influence future assortment and product strategy. Collaborate closely with visual merchandising and marketing teams to support effective seasonal launches and in-store execution. Engage in regular store visits and communication to assess product performance, gather feedback, and understand customer reactions.
  • Education

    • Bachelor's Degree in Business Administration

    Skills

    Languages

    • English

      Fluent
    • Arabic

      Advanced
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