M Shah
Head of Merchandising @Gina Shoes
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WORK HISTORY
Head of Merchandising @Gina Shoes
As Head of Merchandising at Gina — an iconic British luxury footwear brand — I lead the global merchandising strategy across E-Commerce, Retail, and Wholesale channels. My role combines analytical depth with product vision, ensuring commercial success while preserving the brand’s design integrity.Own and lead end-to-end merchandising strategy, from OTB planning to in-season trading and post-season analysis- Oversee seasonal range planning in close collaboration with Buying, Design, and Digital teams, ensuring assortments reflect both brand aesthetic and market demand- Deliver margin and full-price sell-through improvement by optimising pricing architecture, intake management, and stock flow- Manage merchandise performance across global accounts, including partners in the GCC, Europe, and Asia- Introduced enhanced forecasting tools and planning processes to support better decision-making and product lifecycle control- Lead and mentor a wider team, instilling a culture of commercial thinking, agility, and ownership- Provide regular insight to Directors on trading performance, inventory health, and growth opportunities.
EDUCATION
Imperial College London
Medicine
ABOUT M SHAH
I’m a senior fashion merchandising leader with 10+ years’ experience in luxury and high street retail, driving product strategy across E-Commerce, Retail, and Wholesale. Currently Head of Merchandising at Gina – a luxury designer footwear brand – I lead seasonal planning, OTB strategy, and cross-functional alignment to optimise sales and margin performance.My experience spans full merchandising lifecycle management, P&L responsibility, product launches, and market expansion. I’ve helped steer commercial growth across UK and international markets by balancing data-driven decision making with creative storytelling.I’m particularly interested in exploring opportunities across the Middle East, especially in markets like UAE, Qatar, and Saudi Arabia, where luxury retail continues to evolve. Open to connecting discreetly with brands and groups looking for proven leadership in merchandising, planning, or trading.
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