Marta Prazmo
London
Summary
Dynamic Global Area Manager with over 15 years of retail leadership, adept at driving multi-market strategies and optimizing sales performance. Proven expertise in developing high-performing teams and enhancing customer experiences across diverse markets. Skilled in data-driven decision-making and operational excellence, with a strong focus on delivering best-in-class customer journeys, premium service, and consistent brand experiences across all touchpoints.
Overview
18
18
years of professional experience
Work History
Global Area Manager
H&M HOME
03.2023 - Current
- Lead business operations across 25 H&M HOME concept stores in 11 European markets with full accountability for sales, profitability, store operations, and customer experience excellence.
- Define and execute commercial strategies focused on maximizing sales, increasing profitability, and controlling costs to drive sustainable growth.
- Drive top-line performance by analyzing sales data, key KPIs, customer behavior, and assortment performance to identify opportunities, secure strong product flow, and ensure alignment with store capacity.
- Ensure outstanding customer experience through a focus on premium service, delivering best-in-class customer journeys, seamless store operations, and consistent, brand-aligned visual presentation.
- Implement and adapt global brand strategies, campaigns, and activations to maintain commercial relevance and a unified customer journey across all markets.
- Coach and develop Store Managers and area team leaders to deliver high performance, with a strong focus on team engagement, internal talent growth, and succession planning.
- Conducted training sessions to educate employees on best practices and procedures to increase profitability.
- Lead all store openings and closures across the area, managing planning, staffing, operations, and execution in line with brand identity and local market needs.
- Cultivate a cross-functional working model by aligning with Merchandising, Logistics, Visual, and Retail teams to ensure operational efficiency and strategic execution.
- Act as the key link between stores and global team, ensuring clear communication, performance alignment, and consistent brand execution.
Junior Area Manager
H&M HOME
05.2021 - 03.2023
- Supported the Area Manager in overseeing and leading a team across 5 European markets, while independently managing business performance in an assigned area.
- Took full ownership of sales, profitability, team development, and customer experience across assigned stores.
- Coached and supported Store Managers to strengthen commercial performance, meet KPIs, and build strong, high-performing, customer-focused teams.
- Led strategic business planning and goal setting, conducting regular performance follow-ups through structured store visits and digital meetings.
- Oversaw new store openings and business development projects, including team setup, onboarding, and operational planning.
- Promoted key company initiatives including customer loyalty programs, sustainability efforts, and digital sales tools to enhance in-store engagement and innovation.
- Actively contributed to area-wide strategic planning by co-creating roadmaps that aligned customer experience initiatives with long-term business goals.
Flagship Store Manager
H&M HOME
09.2018 - 05.2021
- Led H&M HOME’s flagship “brand temple” store in London, managing a team of 65 employees and an annual turnover of £8M. Delivered top-tier performance through strong leadership, effective commercial execution, and an exceptional customer experience focus.
- Developed and implemented store-level strategies to drive sales, achieve key performance indicators, and maximize profitability through cost control, loss prevention, and operational efficiency.
- Recruited, trained, and mentored talent across all levels, building a high-performing team and securing a robust succession pipeline aligned with brand values.
- Oversaw all aspects of daily operations, including staff scheduling, stock flow, visual merchandising, and service routines, ensuring full compliance with company standards and local regulations.
- Collaborated with merchandising teams to plan and adjust stock levels and product presentation based on sales trends, customer behavior, and store performance.
- Led long-term business planning for the store, including commercial forecasting, organizational structure reviews, and performance analysis to identify growth opportunities.
- Strengthened cross-functional relationships with area team and support functions, driving innovation, loyalty program implementation, and new customer engagement initiatives.
Department Manager Flagship Store
H&M Hennes & Mauritz
09.2016 - 09.2018
- Drove department sales and profitability in H&M’s London flagship store through strategic commercial planning, diligent KPI tracking, and cost-efficient management.
- Delivered a strong omni-channel customer experience by upholding high standards in visual presentation, customer service, and overall commercial execution.
- Oversaw team scheduling, productivity, and day-to-day operations for the department to maximize efficiency and performance.
- Led recruitment, onboarding, training, and performance management for department staff, building a high-performing team with strong succession outcomes.
- Planned and evaluated departmental initiatives to align with overall store objectives and wider commercial goals.
- Promoted customer loyalty programs and sustainability initiatives to enhance customer engagement and support company values.
- Coordinated the planning and execution of new Shop-in-Shop (SIS) openings in London, ensuring smooth delivery flow, proper stockroom setup, and thorough team training for successful launches.
Store Manager
United Colors Of Benetton
09.2016 - 08.2018
- Managed a high-performing franchise store with an annual turnover of £1M, maintaining strong sales growth and brand standards.
- Recruited, trained, and developed a results-driven sales team, fostering a culture of high performance and customer-centric service.
- Defined store commercial strategies and implemented daily actions to drive sales and consistently achieve KPIs, optimizing profitability.
- Oversaw all daily store operations including sales performance tracking, visual merchandising execution, and customer service excellence.
- Participated in seasonal buying and merchandising decisions, selecting collections aligned with customer profiles, sales trends, and brand identity.
- Analyzed budgets and controlled expenses to identify cost-saving opportunities and improve overall profitability.
- Made data-driven decisions on product assortment, new line introductions, and floor layout planning to maximize sales potential.
- Evaluated team performance, provided regular feedback, and created development plans to support employee growth and engagement.
Online Footwear Retail
Self-employeed
03.2007 - 08.2013
- Launched and managed a successful online footwear retail business for 6 years, specializing in importing and selling U.S.-based products to the local market.
- Oversaw full business operations, including product sourcing, merchandising, inventory control, pricing strategy, and supplier negotiations.
- Developed and executed marketing campaigns (digital and offline) that increased brand visibility and drove consistent sales growth.
- Managed logistics and international import processes, handling supplier relationships, customs clearance, and shipping documentation.
- Handled financial planning, budgeting, and accounting alongside contract negotiations and customer service, ensuring cost control and sustained profitability.
- Built the brand identity from scratch and grew a loyal customer base through online promotions, and exceptional service.
- Utilized strong analytical skills to monitor online market trends and customer behavior, continuously adjusting product offerings and business strategy to maintain competitive advantage and meet customer needs.
Education
Bachelor of Science - Law And Administration
Maria Curie-Skłodowska University
05-2008
Skills
- Strategic Retail Management: Multi-market strategy planning, sales optimization, and profit growth
- Leadership & Team Development: Leading large teams, coaching managers, succession planning
- Operational Excellence: Multi-unit store operations, process improvement, cost control
- Customer Experience Optimization: Premium service standards, visual merchandising, loyalty programs
- Business Development: New store openings, market expansion, cross-functional collaboration
- Analytical & KPI Management: Data-driven decision making, performance analysis, forecasting
Timeline
Global Area Manager
H&M HOME
03.2023 - Current
Junior Area Manager
H&M HOME
05.2021 - 03.2023
Flagship Store Manager
H&M HOME
09.2018 - 05.2021
Department Manager Flagship Store
H&M Hennes & Mauritz
09.2016 - 09.2018
Store Manager
United Colors Of Benetton
09.2016 - 08.2018
Online Footwear Retail
Self-employeed
03.2007 - 08.2013
Bachelor of Science - Law And Administration
Maria Curie-Skłodowska University
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