Portfolio — Country Manager engagement Turning Around a Struggling Market for an European Beauty & Wellness Marketplace Full P&L ownership and commercial turnaround of an underperforming national market for a high-growth two-sided marketplace. Resulting in 125% year-on-year GMV growth and churn reduction from 4% to 0.9%.

The challenge

The Portuguese market was one of the weakest performers in the company's European portfolio. Supply-side churn was high, demand-side acquisition was inefficient, and local operations lacked both structure and accountability. The central team had limited visibility into why the market was underperforming, and there was no clear owner for the commercial and operational levers needed to turn it around.

Approach

I took full ownership of the market — P&L, supply growth, demand generation, team, and partner relationships. I started by diagnosing the root causes of churn on the supply side, rebuilding the onboarding and success model for salon and wellness partners, and restructuring the local team around clear commercial targets. On the demand side, I worked closely with central marketing to localise campaigns and improve conversion.

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Key deliverables

• Market diagnostic and turnaround plan — root cause analysis of churn, low activation, and commercial underperformance with a prioritised action plan
• Supply-side retention programme — redesigned partner onboarding, success check-ins, and escalation model that cut churn from 4% to 0.9%
• Commercial growth model — supply acquisition targets, partner segmentation, and pipeline management structure aligned to GMV goals
• Local team restructure — redefined roles, responsibilities, and performance management for the in-market team
• Demand localisation — collaborated with central marketing to adapt acquisition campaigns and improve conversion for the Portuguese market
• P&L ownership and reporting — full accountability for market financials with monthly reporting to central leadership and investors

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Results

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Skills applied