Open to opportunities

John Burns

@johnburns

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International luxury retail executive driving profitable growth, expansion and high‑performance teams.

Australia

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What I'm looking for

I seek senior commercial leadership in luxury retail or consumer brands where I can drive profitable expansion, build high-performing teams, and apply data‑driven strategy to scale markets.

I am an accomplished international executive with deep leadership experience across luxury goods, retail and consumer brands, delivering consistent P&L responsibility, market expansion and turnaround results across EMEA, APAC and the Americas.

I have led regional and global commercial operations for major brands, grown revenues (including a threefold increase at Trek and >100% turnaround at Swatch South Africa), built retail networks and launched monobrand boutiques while developing high‑performing teams and data‑driven financial and retail strategies.

Experience

Work history, roles, and key accomplishments

Current

Commercial Director

Current

Kennedy

Jan 2024 - Present (1 year 10 months)

Rejoined Kennedy as Commercial Director overseeing commercial performance and profitability across 10+ retail locations, directing multiple monobrand boutiques and exercising full P&L accountability to improve forecasting and ROI on marketing.

P&L management Retail Operations Merchandising Budgeting & Forecasting Luxury Brand Management Data Driven Decision Making Marketing Strategy

Country Manager – Sub-Saharan Africa

Trek Bicycle Corporation

Jan 2020 - Dec 2023 (3 years 11 months)

Led Trek’s Sub-Saharan Africa operations, growing revenue 3x in three years, launching three monobrand locations, reducing HQ overheads by 18% and scaling the team to 50 across retail and wholesale.

Revenue Growth Team Leadership Negotiation Market Share Growth

Regional Manager – Sub-Saharan Africa

Swarovski

Jan 2018 - Jan 2020 (2 years)

Directed operations across 45 retail outlets in ten countries, achieved 15% YoY growth in key regions, implemented store-level analytics to improve productivity and reduced inventory shrinkage by 9%.

Retail Operations Merchandising Performance Analytics Inventory Control Sales Strategy Compliance

Global Commercial Director

Bremont Watch Co

Jan 2014 - Dec 2016 (2 years 11 months)

Held global P&L responsibility for commercial operations, managed international retail and wholesale distribution, and led travel retail partnerships to drive market expansion and sales growth.

Global Sales Travel Retail Channel Management Strategic Partnerships Brand Consistency Market Expansion

Global Commercial Director

Davidoff Luxury Group

Jan 2011 - Dec 2014 (3 years 11 months)

Directed global sales and wholesale strategies across multiple regions, optimised retail and travel retail networks, and led regional teams to grow sales through market-tailored strategies.

Sales Strategy Wholesale Distribution Travel Retail Regional Management Market Analysis Cross Functional Collaboration Team Leadership Revenue Growth

Chief Executive Officer

Swatch Group

Jan 2008 - Dec 2011 (3 years 11 months)

As CEO for South Africa led a turnaround achieving >100% revenue growth in year one, managed full P&L across brand portfolios, and oversaw a cross-functional team of 75 and ten retail locations.

Retail Operations Brand Management Organizational Development

Head of International Travel Retail

Omega

Jan 2007 - Dec 2008 (1 year 11 months)

Managed Omega’s global travel retail business and global sales training, achieving sales targets across duty-free channels and building a scalable training framework for worldwide deployment.

Travel Retail Sales Training Duty Free Partnerships Training Development Sales Enablement performance reporting

Brand Director

Breguet

Jan 2004 - Dec 2007 (3 years 11 months)

Led Breguet UK with full strategic and operational responsibility, delivering consistent double-digit growth through brand-building campaigns, VIP engagement and retail expansion in the high-luxury segment.

Brand Strategy High Net Worth Engagement Event Management Commercial Leadership Revenue Growth

National Account Manager

LVMH

Jan 2000 - Dec 2004 (4 years 11 months)

Managed national accounts for TAG Heuer, developing key retailer relationships and driving distribution and sales performance across the UK market.

Key Account Management Negotiation Sales Planning Stakeholder Management

Business Development Manager

Stella Artois

Jan 1996 - Dec 2000 (4 years 11 months)

Led business development initiatives for Stella Artois UK, identifying growth opportunities and supporting commercial expansion across on- and off-trade channels.

Business Development Growth Channel Sales Strategy Market Analysis Partnership Development Revenue Growth