ERIC BAS
CHIEF OPERATING OFFICER
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Dubai, UAE
PROFILE
Dynamic Executive Leader with Over 25 Years of Transformational Experience in Franchise Retail Management
A highly accomplished executive with a proven track record in new market development and brand expansion,
committed to driving sustainable growth and profitability. Recognized for adeptly navigating diverse economic
landscapes and cultural nuances with agility and insight. Demonstrated expertise in optimizing Profit and Loss (P&L)
statements for prominent international retailers through strategic planning and operational excellence while consistently
delivering exceptional customer experiences.
Possesses strong proficiency in team leadership, customer relationship management, and omnichannel business
development. Passionate about cultivating a culture of excellence, collaboration, and diversity within teams and
partnerships, and dedicated to propelling organizational success through innovative solutions and visionary leadership.
Actively seeking a Senior Executive position to leverage extensive leadership experience in championing strategic
growth, operational efficiency, and outstanding customer experiences within the retail sectors across MENA, Asia, or on
a global scale.
HARD SKILLS
WORK EXPERIENCE
Operational strategy development
Vice-President MENA Bath & Body Works, M.H. Alshaya Co.
Strategic planning
Sept 2012 – July 2024 | UAE, Dubai
Business development
Financial Acumen
Change management
Data Analysis
Customer centric approach
Supply chain management
Performance management
Team development
Talent acquisition & retention
Stakeholder management
Cross-functional leadership
Vendor & Contract management
SOFT SKILLS
Problem solving
Emotional Intelligence
Adaptability
Critical Thinking
Leading with Impact
Decision making
Communication skills
Teamwork
Negotiation
I collaborated closely with C-Level executives to shape the long-term vision and
strategy of the group and contributed to the development of a strategic 3-year
plan, pinpointing essential requirements for successful execution.
My responsibilities included evaluating and supporting strategic initiatives across
multiple functions and regions, with full accountability for all markets and
consolidated Profit & Loss accounts. I spearheaded brand development across
the Middle East, extending to Egypt, Turkey, and Eastern Europe.
I conducted in-depth analysis of market trends and consumer data to define
optimal marketing strategies and customer-centric approaches, enabling us to
gain market share, expand the customer base, and deliver exceptional customer
experiences both in-store and online.
Managing stakeholder relationships was crucial, and I successfully secured
approvals for localizing the brand to better align with market and consumer
requirements.
I led quarterly board business reviews, presenting financial results and brand
strategies, while overseeing all operating functions, including online e-commerce
activities, store operations, HR recruitment, planning & merchandising,
marketing, and visual merchandising.
Coordination and alignment with group support functions were key to ensuring
our brand strategy met financial objectives, involving collaboration with Finance,
Property, Logistics, HR, Data & Digital departments, IT, and Audit.
I maintained control over the Open to Buy (OTB) processes and optimized
inventory management to ensure efficient cash flow and reduced logistics costs.
I implemented brand processes while defining internal best practices to achieve
operational excellence and superior customer service.
A crucial part of my role was ensuring a robust succession plan at all levels
through recruiting, coaching, and developing top talents.
LANGUAGES
English (Fluent)
French (Native)
EDUCATION
Baccalaureat - Mathematics
1985 - France
Key Achievements
Successfully expanded the brand by opening and operating 210 stores across 11
countries in the past decade.
Launched e-commerce platforms in 7 markets within 3 years, achieving breakeven in the first year.
Drove revenues to USD 450 million, with net profits increasing from 8% to 24%.
MARKETING MANAGER
Outpaced the industry growth rate in brand category market share.
Improved store conversion rates from 38% to 50% and online conversion from
2% by executing an effective omnichannel strategy focused on customer
experience and sales force training.
Managed a team of over 1300 managers and associates, ensuring recruitment,
development, and retention of talented individuals to support succession
planning and business sustainability.
Participated in various group strategic projects, including the establishment of a
360-degree customer-centric approach, digital transformation initiatives, and the
development of an omnichannel marketing strategy.
Chief Operating Officer at Emax - Landmark Group Feb 2011 – Feb 2012 | UAE, Dubai
Oversaw Profit and Loss (P&L) management for eight Electronic and Appliances
retail stores across the UAE, generating revenues of USD 160 million. Led the
market expansion Initiatives and the regional supplier negotiations.
Key Achievements
Successfully launched two new retail outlets In the major shopping malls In the
region, adding + 5,000 sqm retail space.
Achieved a 50% increase on a like for like basis In revenues Vs previous year
Net margin enhancement of 1.5%
Optimization of the Assortment (+12,000 SKUs)
Reduced inventory shrinkage to less than 0.4%.
Implemented advanced reporting tools across merchandise departments and
retail locations to enhance operational efficiency.
Improved the commercial terms by renegotiating the supplier contracts.
Managing Director at Ramayana (FMCG)
Nov 2009 – Dec 2010 | Jakarta, Indonesia
Directed comprehensive operational management and P&L oversight for 110
supermarkets, achieving revenues of USD 315 million. Established operational
objectives and key performance indicators, spearheaded strategic realignment
initiatives, and implemented a customer-centric approach to boost the store
productivity.
Key Achievements
Executed a strategic restructuring of the supermarket division encompassing
100 stores nationally, defining both short-term and medium-term strategies.
Held accountability for the national marketing and advertising strategy, driving
enhanced brand engagement.
Optimized operational policies and business processes to enhance efficiency and
responsiveness.
Maintained full P&L accountability and regularly reported to the Chief Executive
Officer and Board of Directors.
Successfully launched six supermarkets, ranging from 2,000 to 5,000 sqm,
realizing a 17% growth in sales relative to 2009, totaling USD 315 million.
Conducted effective negotiations for the selection of an Enterprise Resource
Planning (ERP) system, supervising the migration process.
Chief Operating Officer - GEANT CASINO, Fawaz Al Hokair group
2002 – 2008 | Riyadh, Saudi Arabia
Key Achievements
Championed the opening of six hypermarkets nationwide, leading a diverse
managerial team of nearly 2,400 employees.
Conducted strategic site selection, feasibility analyses, and market assessments
to support vigorous expansion efforts.
Established an overseas procurement department to source products from
Europe and the Far East, thereby diversifying the product portfolio.
Approved comprehensive hypermarket layouts, inclusive of technical schematics,
store designs, and merchandising strategies.
Secured innovative financing solutions for store assets, enabling sustained
operational capacity.
Supervised construction operations, coordinating effectively with contractors
and site engineers to ensure timely project completion.
Developed comprehensive P&L statements, key performance indicators (KPIs),
and customer service standards to optimize overall performance.
Recruited a culturally diverse management team comprising 18 nationalities and
established an in-house training academy to foster employee development.
Formulated annual marketing and advertising calendars and budgets at the
national level to enhance brand visibility and achieve profit targets.
Validated supplier negotiations and successfully implemented an ERP system to
streamline operational processes.
Store General Manager GEANT CASINO Hypermarket (Fucom-|Bahrain
Department Head, CARREFOUR hypermarket (Majid Al Futaim)
1995 – 1999 | Dubai UAE
Department Head, CASINO FRANCE
1990 - 1994 | Marseille, France
