Gunel Aliyeva
Baku
Overview
21
21
years of professional experience
Work History
Category Manager (Clothing&Accessories)
Birmarket (Umico)
05.2025 - Current
- Developed category strategies to optimize product assortments and enhance market positioning.
- Analyzed market trends and consumer behaviors to inform purchasing decisions and identify growth opportunities.
- Collaborated with cross-functional teams to implement promotional initiatives driving sales and brand awareness.
- Managed supplier relationships, negotiating contracts to improve terms and ensure quality standards.
Operations & Brand Communications Coordinator
IP Tailakov (Kyrgyzstan)/ IP Timsokh (Tajikistan)
01.2022 - Current
- Acting as a communication bridge between local retail partners and international fashion houses including HUGO BOSS, Lacoste, Zilli, Premiata, Mandelli, Armani Exchange, Corneliani, Twinset, Boggi Milano, and Santoni.
- Coordinating brand correspondence, order confirmations, payments, and production follow-ups, ensuring accuracy and timely execution across both markets.
- Supporting seasonal buy planning and re-orders, aligning with HQ buying teams and brand commercial calendars.
- Managing key operational workflows — documentation, invoices, proformas, and logistics communication — maintaining full transparency for both entities.
- Assisting with marketing and store-opening coordination (visuals, budgets, influencer plans) in alignment with brand guidelines and regional strategies.
Sales Coordinator
COP29
10.2024 - 11.2024
- Managing and responding to customer inquiries through phone calls, emails, and other communication channels, ensuring prompt and efficient resolution of client needs.
- Conducting sales of conference rooms, meeting rooms, and pavilions by understanding client requirements and offering tailored solutions.
- Providing support in organizing meetings within the framework of the COP29 event, including coordinating schedules, room setup, and ensuring all logistical needs are met.
- Actively promoting and selling additional services, such as catering, technical support, and equipment rental, to enhance the quality of client meetings and events.
Senior Category Manager Fashion&Beauty
Birmaket (Umico)
03.2024 - 09.2024
- Responsible for maximizing the sales and profit of the categories and achieving sales budgets while remaining competitive in the marketplace. Management of topline and bottomline (P&L), product returns and inventory mix
- Used market intelligence and management information to develop and implement category plans and strategies.
- Conducted market research and analysis to provide insights into how to increase competitiveness of products.
Assortment Team Lead
Birmaket (Umico)
07.2023 - 03.2024
- Managed operations efficiently and effectively, verifying customers received exceptional service.
- Cultivated strong relationships with clients, understanding their needs and aligning projects to exceed expectations.
- Led a team of 10+ members, driving project completion within strict deadlines and quality standards.
- Troubleshot problems and diagnosed system faults.
Category Manager Clothing&Accessories
Birmarket (Umico)
04.2022 - 07.2023
- Collaborated with sales teams to develop category-specific sales strategies and materials.
- Utilised data analytics to inform decision-making and improve category performance metrics.
- Provided mentorship to junior category management staff, enhancing team capabilities.
- Spearheaded sustainability initiatives within the category, promoting eco-friendly products and practices.
Brand Manager
Debet Safety
12.2021 - 04.2022
- Responsible for denimwear production&sales process.
- Worked with product development team members to optimise product specifications.
- Conducted training sessions for sales and marketing teams, improving brand knowledge and sales techniques.
- Negotiated contracts with vendors and service providers, securing favourable terms for the brand.
- Forecasted sales numbers and product profitability to determine ideal strategies.
Brand Manager
INEO MMC
07.2021 - 12.2021
- Responsible for Petite Bateau, Mayoral, Pretty Ballerinas brands
- Conducted regular revenue and sales analysis, developing and presenting reports for head office review.
- Coordinated staff rotas to ensure adequate coverage during peak times, optimising workforce efficiency.
- Maintained inventory levels to meet consumer demand while minimising excess stock.
Buying & Merchandising Manager
NOVCO MMC
02.2015 - 07.2021
- Responsible for Accessorise&Monsoon, Bebe, Coast, Hackett, Juicy Couture, Tommy Hilfiger, Calvin Klein, Lacoste, Benetton and Sisley brands
- Facilitated cross-functional collaboration between buying, logistics, and warehouse teams to streamline operations.
- Analysed market trends and consumer behaviour to inform purchasing decisions for upcoming fashion seasons.
- Prepared detailed reports on buying activities, presenting findings to senior management for strategic planning.
- Provided comprehensive sales forecasts to manage inventory effectively, reducing waste and maximising profitability.
- Monitored stock levels and sales data to make informed decisions on stock replenishment and markdown strategies.
Shop Assistant
Italdizain Group
08.2014 - 12.2014
- Different store's duties
General Manager's secretary
Italdizain Group
12.2013 - 08.2014
Economist
AS Group LTD
02.2013 - 07.2013
Office-Manager
EMBAWOOD LTD
01.2011 - 01.2013
Risk Management Department
MuganBank OJSC
01.2008 - 01.2010
Risk Management Department
Bank Respublika OJSC
01.2005 - 01.2008
Education
Upper-intermediate level certificate -
GRBS English Courses
01.2014
Different curses (Liquidity Risk management Operational Risk management Credit Risk management) -
Azerbaijan Bank Training Centre
MBA (Finance) Master degree -
Azerbaijan State Economical University
Faculty of Regulation Of Economy Bachelor degree -
Azerbaijan State Economical University
2008 -
Global Association of Risk Professionals (GARP Curses)
01.2008
Skills
- Russian (fluent)
- Azeri (fluent)
- English (Advanced)
Timeline
Category Manager (Clothing&Accessories)
Birmarket (Umico)
05.2025 - Current
Sales Coordinator
COP29
10.2024 - 11.2024
Senior Category Manager Fashion&Beauty
Birmaket (Umico)
03.2024 - 09.2024
Assortment Team Lead
Birmaket (Umico)
07.2023 - 03.2024
Category Manager Clothing&Accessories
Birmarket (Umico)
04.2022 - 07.2023
Operations & Brand Communications Coordinator
IP Tailakov (Kyrgyzstan)/ IP Timsokh (Tajikistan)
01.2022 - Current
Brand Manager
Debet Safety
12.2021 - 04.2022
Brand Manager
INEO MMC
07.2021 - 12.2021
Buying & Merchandising Manager
NOVCO MMC
02.2015 - 07.2021
Shop Assistant
Italdizain Group
08.2014 - 12.2014
General Manager's secretary
Italdizain Group
12.2013 - 08.2014
Economist
AS Group LTD
02.2013 - 07.2013
Office-Manager
EMBAWOOD LTD
01.2011 - 01.2013
Risk Management Department
MuganBank OJSC
01.2008 - 01.2010
Risk Management Department
Bank Respublika OJSC
01.2005 - 01.2008
Different curses (Liquidity Risk management Operational Risk management Credit Risk management) -
Azerbaijan Bank Training Centre
MBA (Finance) Master degree -
Azerbaijan State Economical University
Faculty of Regulation Of Economy Bachelor degree -
Azerbaijan State Economical University
2008 -
Global Association of Risk Professionals (GARP Curses)
Upper-intermediate level certificate -
GRBS English Courses