Summary
Overview
Work History
Education
Skills
Sports enthusiast
Timeline
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Gregory Geylen

Gregory Geylen

Mexico City,DF

Summary

Professional retail leader prepared to drive performance and growth. Proven track record in strategic planning, operational efficiency, and customer experience optimization. Strong focus on team collaboration and delivering consistent results, adaptable to evolving market needs. Expertise in inventory management, sales strategies, and staff development. Reliable, flexible, and consistently achieves business objectives.

Overview

21
21
years of professional experience

Work History

Retail Director Mexico

Puma Mexico Sport
07.2017 - 07.2025
  • Main objectives were putting a back of house structure down, align global company strategy and reflect this in the Mexico stores, implement policies and procedures and bring Mexico up to speed with other global requirements.
  • First task was recruiting a team with key roles such as Head of Planning and Allocation, Head of Operations, Training, Visual Merchandising and Leasing.
  • Review portfolio of stores and close unprofitable stores and open highly profitable stores. Make a solid expansion plan mid and long term.
  • Implement global customer service program through training.
  • Establish Visual Merchandising guidelines through Global and Regional guidelines.
  • Responsible for P&L and all other retail relevant key performance indicators.
  • We are currently the number 1 market globally in Full Price and we managed to increase our business by 500% in 7 years.
  • Our operations teams which consist of 14 people are all internally promoted. We have a solid succession planning.
  • We managed to hit global key performance indicator targets such as shrink and UPT.
  • Currently the team has grown from 250 people to over 800 people with a solid back of house structure.
  • In 2019 we changed the bonus scheme and managed to reduce staff turnover by 50%.
  • In 2023 we doubled our number of stores vs 2017. We currently have 66 stores.

Head of Operations

Puma SE
03.2015 - 07.2017
  • Responsible for the South Region in Europe including Austria, Switzerland, Italy, Portugal, France and Spain. After a year we made a little switch and my region included France, Italy, Portugal, Spain, UK, Benelux and Nordics.
  • Responsible for opening and closing stores within the region with EBIT as a main driver.
  • We managed to turnover several non profitable countries to highly profitable countries.
  • Implemented a new bonus scheme (together with HR), new product assortment (together with Planning) for different countries, both key to our success in the region.
  • Increased capacity for training, more local trainers to conduct more trainings, more product trainings and managerial skill training.
  • When I left for Mexico there was no need to recruit, my position was covered by a team member and his role was covered by someone from his team.

Area Manager

Puma Benelux
12.2010 - 03.2015
  • Managing 8-10 stores within the Benelux and France region, full P&L responsibility for these stores.
  • Responsible for all Retail relevant kpi´s (conversion, UPT, ATV, EBIT, staff rotation %)
  • Opening profitable and closing non-profitable stores
  • Managing a team of 80 people across all stores.
  • Pushing internal growth for our team members - over 25 promotions throughout the 4 years.
  • In 2011 they added UK to my responsibility
  • In 2013 Nordics were added and for a brief spell Spain.
  • Overall great experience, getting to know several different cultures within Europe and trying to standardize operations across Europe.
  • Area Manager of the year Full Price 2013
  • When I took the role of Operations, a Store Manager from my team was able to fulfill the Area Manager role.

Store Manager

Puma Benelux
08.2007 - 12.2010
  • Full responsibility for net sales, kpi´s and P&L, supporting the field team with weekly/monthly/yearly targets per day.
  • Training and driving a team of 12 to 15 people depending on the season.
  • Ensuring a fluent store operation within the third biggest store in Europe - conducting 2 audits a year.
  • CAGR of 10% in difficult circumstances.
  • In 2010 I was invited to Puma University and graduated to become an official Puma Trainer (Europe).
  • 2009 voted best Store Manager in Benelux through an anonymous survey

Supervisor

Puma Benelux
01.2006 - 08.2007
  • Similar role to what I was doing before in Perry Sport
  • Drive the FTW share within the store was the main objective, we managed to push the FTW share to 60%
  • Increase conversion rate and UPT through customer service programs
  • Forecasting sales and putting daily targets for the team
  • Motivating team to reach objectives.

Supervisor FTW

Perry Sport
10.2004 - 12.2005
  • Drive net sales and kpi´s
  • Guiding a team of 5
  • Increase FTW share within store
  • Customer service and lots of product trainings
  • Ensuring fun working environment

Education

Bachelor of Tourism Management -

Van Celst Instituut
Antwerp
07.2002

Skills

  • Proficient in Dutch, English, and Spanish
  • Basic French and German
  • Successful history of advancing team members
  • Skilled in data interpretation
  • Retail management experience
  • Strategic approach
  • Team motivator

Sports enthusiast

I am a sports fanatic, I love football, NFL, NBA and cycling. Love a good morning run!

Timeline

Retail Director Mexico

Puma Mexico Sport
07.2017 - 07.2025

Head of Operations

Puma SE
03.2015 - 07.2017

Area Manager

Puma Benelux
12.2010 - 03.2015

Store Manager

Puma Benelux
08.2007 - 12.2010

Supervisor

Puma Benelux
01.2006 - 08.2007

Supervisor FTW

Perry Sport
10.2004 - 12.2005

Bachelor of Tourism Management -

Van Celst Instituut

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Gregory Geylen