Portfolio · Country Manager role Turning Around a Beauty Marketplace in Portugal Portugal was one of the weakest markets for a European beauty and wellness marketplace. With full P&L ownership, I turned it into one of the fastest-growing in the portfolio.

The challenge

Partner churn was high, customer acquisition was inefficient, and the local team lacked structure and accountability. Head office couldn't see why the market was underperforming, and no one owned the levers needed to turn it around.

Approach

I took full ownership of the market: P&L, partner growth, demand, team and relationships. I started with why salons and wellness partners were leaving, rebuilt how we onboarded and supported them, restructured the team around clear targets, and worked with central marketing to localise campaigns.

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Key deliverables

• Turnaround plan: the root causes of churn and underperformance, with a prioritised plan
• Partner retention programme: new onboarding, regular check-ins and a clear escalation path
• Commercial growth model: partner targets, segmentation and a managed pipeline
• Team restructure: clear roles, responsibilities and performance goals
• P&L ownership: monthly reporting to central leadership and investors

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Results

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Skills applied