Alex Mason

Sales & Business Development via Distributors & direct to large end consumers

Responsible for operational, commercial (retail & food) & marketing activities, strategic planning (investments, brand development), finance (budgeting / P&L management) and maintenance. Strong focus on customer service excellence and relationship management. Project management liaising with UK & German head offices. Leading a team of 28 employees, recruitment, training & development, Achieved a 23% increase in EBITDA in 2010 by increasing brand awareness and optimising operational costs.

Accountable for product (development, pricing & margins, ordering), supplier management (Asia), franchise store communication and conferences, store openings, systems development, service optimisation. Major range rationalisation and implementation of new procedures & processes. Led team of 4.

Planned, developed, launched and sold a range of LEGO branded product for a wide variety of customer channels (brand stores, parks, ecommerce, high street) in Europe and the US. Included account management, pricing strategy, sales forecasting, order management, product development, design innovation, product mix and promotions, market research, multifunctional coordination (HK sourcing, QA, legal, licensing, co-promotions). Diverse product categories: kids clothing, caps & hats, stationery, home, gifts.

Full product P&L responsibility across 7 LEGO Brand Store outlets. Global sourcing and coordination for parks (US, Denmark, Germany, UK), product development, pricing, promotions, special events, merchandising, warehouse operations, backoffice/epos/warehouse systems, new systems implementation, sales & stock reporting, budgeting, store layout, operations management, new projects, new store openings, retail start up of new LEGOLAND Park in Germany. Led retail back office & warehouse teams (7 employees).

Human Resource Management Specialism