Profile

Elyes Ayed

E-commerce & Omnichannel Operations · Demand & Supply Planning · S&OP and IBP · Business Controlling
Paris, France · French citizen · Relocating to Dubai, available immediately
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Elyes Ayed

Professional Summary

10 years running E-commerce and omnichannel P&L, IBP and S&OP across Europe, Russia and Northeast Asia.

P&L steering up to €757M, OTB to €700M, >300 brands: budgets and forecasts, merchandise plans, in-season trading, inventory productivity and omnichannel operations.

Working where growth, finance, commercial and operations meet; helping move manual planning and monitoring into systems that teams use.

Work Experience

Sephora, LVMH — Paris, France
Head of E-commerce and S&OP Operations (France)Feb 2024 – present
  • Leading the E-commerce and S&OP team: >€340M sales, volume budgeting and forecasting, sales equation (>180M traffic, CR/AOV/UPT), Open-to-Buy across >300 brands. Business orchestrator across Finance, Offer, Media, Logistics and Tech on performance, growth and transformation plans.
  • Steering P&L optimization (Operating Profit >12%) through revenue and OPEX management, >€2M YoY savings; financial and commercial planning, monthly performance reviews versus budget and prior year, dynamic pricing structure, promotions, category and offer optimization, S&OP alignment with Brands and Offer leadership through quarterly business reviews.
  • Driving omnichannel operations with stores: operating model design and rollout, cluster-based ROI business cases scaling delivery-to-store, click & collect, ship-from-store from 30 to 120 stores and quick commerce, assessing impact on AOV, fulfillment cost per order, sell-out mix and in-store safety stock; optimizing inventory-sharing models to improve availability, reduce stock-outs and maximize inventory productivity.
  • Driving inventory productivity (>10M sold pcs) and omnichannel allocation targets built on sell-out, demand patterns, traffic and conversion; improving stock-to-sales ratio, sell-through velocity and viewed availability; identifying inventory risks, provisions and impairment with Merchandising.
  • Monitoring cost-to-serve and supply chain operations: cost-per-order, free-shipping threshold profitability per carrier, SLA and 3PL relationships (>4M orders, 2 warehouses). Steering fulfillment orchestration and trade-offs across quality, lead time, customer experience and P&L. Leading product-based CRM loyalty rewards, sampling (>4.3M pcs outbound) and GWP. Monthly business reviews with Supply Chain leadership.
  • Steering CRM and media performance through a dynamic budget model, tracking each channel's weight and reallocating spend by ROAS and CPA across channels and campaigns; tracking market share positioning with external panel data.
  • Building business cases and payback analysis for digital and omnichannel initiatives, market expansion, stock optimisation, the cost-control roadmap and AI-enabled sales drivers, across revenue impact, cost-to-serve, CAPEX/OPEX and scalability; assessing SaaS and partner contracts on cost efficiency and business relevance. Managing data flows with Product and IT across SAP, SFCC, OMS, WMS, EDI and third-party APIs for feasibility across inventory planning (Anaplan, SAP, Relex), fulfillment and customer journey (iAdvize).
H&M Group — Stockholm, Sweden / Northeast Asia (Seoul, Tokyo)
Global HQ Lead, Top-Down Strategy & IntelligenceJan 2023 – Feb 2024
  • Steered omnichannel global sales, OPEX, inventory and profitability targets (>$15B sales) for H&M and marketplaces through cross-functional governance with Finance, Buying and Sales, presenting insights and corrective actions to senior management.
  • Built global omnichannel forecasts for sales, inventory, markdown and S&OP across multi-layer categories, and ran the budget, forecast and reestimate cycles for 9 regions.
  • Ran regional business reviews aligning top-down and bottom-up targets on topline sales, omnichannel inventory efficiency and OPEX, with risks, opportunities and corrective action plans.
  • Drove omnichannel strategy through integrated business planning (IBP), moving Excel workflows into AI-driven models for forecasting, pricing, inventory productivity and profit steering.
  • Built the performance data strategy and BI/AI toolbox with Tech and consulting firms (Spaulding Ridge, Accenture): Anaplan, Dataiku and Power BI core models for budgeting, commercial and merchandise planning, OTB, end-of-life stock and performance management.
  • Extended Anaplan into inter-warehouse stock movements and multi-warehouse order orchestration, modelling category mixes, sub-categories, regions, forecasts, budget revisions and complex stock-flow scenarios.
  • Shaped the 3-to-5-year growth playbook: growth and commercial planning drivers, customer equation (acquisition, retention, churn), market penetration, pricing and discount intensity against competitive dynamics, margin impact and P&L scenarios.
H&M Group — Seoul / Tokyo
Regional Supply & Demand Planning Manager, H&M.com & Marketplace (Northeast Asia)Jan 2021 – Dec 2022
  • Digital FP&A lead for regional budgets ($455M sales) covering topline sales and profitability (>10% operating profit). Technical lead for a team of 5 across e-commerce FP&A, forecasting and commercial planning; co-built local teams and led category managers and sales controllers on S&OP and business performance.
  • Drove integrated business planning including MFP, improving profit by 53% YoY by redesigning the buying model around target sales, increasing sell-through and reducing markdown exposure.
  • Structured the commercial and financial framework for H&M's SSG marketplace launch in South Korea: commission rates, category profitability, consumer viewed stock share, logistics impact, cost-sharing terms and P&L impact. Built E-commerce P&L quarterly forecast revisions with outlooks, risks, opportunities and corrective actions for both H&M and Marketplace distribution models.
  • Co-owned buying planning for €460M in OTB and 210K SKUs, setting business unit mix on sales conversion drivers, cart-starter / cart-filler effects, inventory productivity, markdown exposure and write-offs. Led quarterly reviews with senior stakeholders, monthly with division heads, weekly with category managers and controllers.
  • Owned pre-, in- and post-season S&OP and demand planning on H&M.com and SSG marketplace: sales targets, merchandising analysis (S&OP and web analytics), pricing, allocation per warehouse, inventory flows, markdown, gross margin modelling and accruals.
  • Built scenario S&OP models on storage density, inventory velocity, stock turnover, throughput capacity, automation readiness and CAPEX/OPEX trade-offs, setting design criteria for warehouse expansion from brand growth trajectory, market share evolution, category and inventory mix, volume, hazmat, bulky goods and peak-capacity forecasts.
H&M Group
Business Controller Digital (Central Europe / Russia / Northeast Asia & Marketplace)Jun 2018 – Jan 2021
  • Digital FP&A lead for €757M in sales, €700M in OTB, 41K articles, 640K SKUs and >4 warehouses; monthly omnichannel P&L reviews with management.
  • Co-responsible for P&L, OPEX steering and Group-standard IFRS closing, including accruals, variance analysis versus budget and prior year and Group reporting packages; monitored each P&L line as a percentage of sales month over month and translated findings into financial, commercial and operational action plans. Cut discount weight by 2 points in Russia's P&L.
  • Analysis across the e-commerce funnel: traffic, conversion, promotion penetration, discounts, viewed stock availability, fulfilment costs, online returns and cost, media efficiency and profitability.
  • Led merchandise financial planning on sales, gross margin, markdown, inventory turn, OTB, assortment mix and planned velocity, across assortment and cluster planning: product breadth and depth, store clusters, online demand, stock availability and channel strategy.
  • Technical leader and business partner to category managers across commercial and demand planning, from pre-planning to onsite and post-purchase performance: e-commerce sales drivers, buying planning, discount depth, stock-related provisions and top-down / bottom-up alignment at category level.
  • Implemented and monitored order orchestration across 4 warehouses and multiple categories: warehouse allocation rules, availability per warehouse, fulfillment quality, cost-to-serve, lead time, split-order rate, SLA adherence and returns impact. Improved customer-facing availability and inventory productivity.
  • Contributed to global e-commerce transformation: built with BCG an AI-driven markdown engine improving gross-to-net sales and stock efficiency via discount depth tuned to price elasticity; supported payment platform implementation, marketplace rollouts and multi-channel marketing attribution.

Technical Skills, Education & Languages

Software & BI
Microsoft suite, Power BI, SAP, Anaplan, IBM Cognos TM1, Dataiku, Relex, Google Analytics, Looker Studio, SQL basics, Dynamics 365, Contentsquare, SFCC, Tecsys, AB Tasty, Qlik, BigQuery.
Domains
E-commerce and omnichannel operations · Marketplace · Demand & supply planning · S&OP and IBP · Merchandise financial planning · Open-to-Buy · P&L steering and business controlling · Cost-to-serve
Education
Master's in business, graduated 2016 | ESCP Paris Group — Novancia Business. Exchange: Tec de Monterrey, Mexico 2015.
Bachelor's in management, graduated 2013 | ESCP Paris Group — Novancia Business.
Languages
French (Native), English (Bilingual), Spanish (Advanced), Arabic (Conversational), Swedish (Conversational).
AI & Technology
Founder of bareklabs.com, an independent research website covering technology, the AI value chain and market trends across public equities, options and digital assets. Hands-on user of AI tools, including Claude Code, Kimi Code, Cursor and Ollama.