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Ales Kernjak

@aleskernjak

Retail & Brand Experience leader, ex-Aesop, PUMA and Timberland. Store concepts, customer experience and international rollouts. Munich, CET.

Germany

Message

What I'm looking for

I'm looking to partner with leadership teams, agencies and design studios on strategic brand, experience and transformation projects across retail, hospitality, leisure and experience-led businesses.

My focus is interim assignments and advisory projects in Retail Strategy and Brand Experience for premium brands. This includes assessing how a brand’s positioning translates into its stores and customer experience, identifying gaps and defining practical improvements. I also develop retail concepts and formats, strengthen store design and development teams, and lead international rollouts. I’m open to a permanent leadership role if the brief is right.

Before founding my own consultancy in 2016, now AK Works, I was General Manager, Retail & Customer Service at Aesop and Global Store Concept Director at PUMA. Earlier, I spent 16 years at Timberland, progressing into international leadership roles across store design and visual communications.

I’m based in Munich (CET) and work across Europe and internationally, on site or remotely.

Experience

Work history, roles, and key accomplishments

Current

Founder & Brand Experience Consultant

Current

AK Works

Apr 2016 - Present (10 years 6 months)

Founded and led an independent brand experience consultancy, advising companies on brand strategy, positioning, and customer experience. Developed proprietary methods and strategic guidelines to help brands deliver consistent experiences across markets.

Brand Strategy Customer Experience Change Management

Current

Brand Experience Consultant

Current

Zachary Pulman Design Studio

Jan 2022 - Present (4 years 9 months)

Provided strategic brand direction for hospitality and leisure clients, connecting positioning, brand identity, and guest experience. Led the studio's Brand Development practice and ensured consistent delivery across touchpoints.

Brand Strategy Brand Identity Guest Experience Hospitality Design Leadership

Brand Experience Consultant

Global Healthcare Co.

Jun 2019 - Aug 2021 (2 years 2 months)

Led the implementation of brand repositioning for Whites and Kunooz across physical retail. Built the internal Retail Design and Visual Merchandising function and defined retail positioning, customer journey, and service framework.

Retail Design Visual Merchandising Customer Journey

General Manager, Retail&Customer Service

Aesop

Jan 2014 - Oct 2015 (1 year 9 months)

Established Aesop's global Retail department, consolidating store design, operations, customer service, training, and online. Developed the 2015-2020 Retail Portfolio Strategy and oversaw the redevelopment of training and service standards.

Store Design Customer Service Training Global Expansion

Global Store Concept Director

PUMA Retail AG

Jan 2010 - Dec 2013 (3 years 11 months)

Developed PUMA Retail 2.0, the global retail concept programme, and led the restructuring of the architect and supplier network. Managed multicultural teams and oversaw the opening of over 300 stores, shop-in-shops, and branded spaces.

Store Design Visual Merchandising Sustainability Team Leadership

Head of Visual Communications

Timberland

Jan 1993 - Dec 2009 (16 years 11 months)

Led Store Design, Visual Merchandising, and Brand Presentation across international markets. Developed The Marketplace, a global sustainable retail concept, and built the international architect and supplier network.

Store Design Visual Merchandising Sustainability Training