Open to opportunities

Macarena Montaña Sarthou

@macarenamontaasartho

Message

Senior fashion sales and merchandising leader optimizing assortments and driving revenue across international markets.

Spain

Message

What I'm looking for

I’m looking to lead data-driven sales growth and seasonal assortment strategy for global fashion brands—partnering end-to-end with sourcing, merchandising, and planning teams, implementing B2B tools, and delivering measurable revenue and margin improvements.

I’m a senior fashion and retail professional with 12+ years of experience spanning product assortment management, buying strategy, merchandising, and business development across international markets. I translate sell-in/sell-out and sales data into buying decisions, building seasonal collections and negotiating with suppliers to improve commercial performance.

In recent roles as a Fractional Sales Director and buying consultant, I’ve led sales strategy and client growth, developed product collections and pricing, and aligned go-to-market execution with seasonal buying calendars. I’ve also implemented and optimized B2B wholesale processes on platforms like NuOrder, delivered data-driven performance across digital marketplaces (Zalando, Blue Tomato, Amazon), and driven expansion results including a 20% market share increase in my international business work.

Experience

Work history, roles, and key accomplishments

Current

Fractional Sales Director

Current

Gen Identity

Jan 2024 - Present (2 years 5 months)

Led sales strategy and client relationship management to drive business development and revenue growth. Assessed the commercial landscape and improved the sales funnel by strengthening lead generation and conversion.

Sales Strategy Client Relationship Management Business Development Lead Generation Conversion Optimization Revenue Growth Sales Funnels Market Analysis

Fractional Merchandising Consultant

P448 Europe

Jan 2024 - Jan 2025 (1 year)

Developed and managed seasonal product collections, setting pricing and market segmentation to strengthen European positioning. Built and maintained a B2B buying tool and supported go-to-market planning aligned to seasonal buying calendars.

Seasonal Buying Strategies Pricing Strategy Market Segmentation Go To Market Planning Cross Functional Collaboration Category Management

Key Account Manager

Reebok Europe

Jan 2023 - Jan 2024 (1 year)

Managed key client relationships and used buying reports and sales data to build account growth strategies. Coordinated seasonal product launches cross-functionally and refined assortment recommendations using sell-through performance.

Key Account Management Product Launches Sales Data Analysis Cross functional Coordination Performance Metrics Commercial Planning

Business Growth Lead

Hurley EMEA

Jan 2022 - Jan 2024 (2 years)

Defined and executed EMEA growth plans to increase revenue and maintain competitive market positioning. Led end-to-end NuOrder B2B platform implementation and supported expansion through data-driven buying and assortment strategies.

Revenue Growth Strategy Franchise Development B2B Platform Implementation NuOrder Commercial Target Management

Digital Merchandiser EMEA

Hurley EMEA

Jan 2021 - Jan 2024 (3 years)

Built and managed product assortment strategies for digital marketplaces (Zalando, Blue Tomato, Amazon) to drive online revenue growth. Managed stock movement and markdowns, analyzed sell-out data, and improved partner onboarding to accelerate time-to-sales.

E Commerce Merchandising Marketplace Strategy Zalando Amazon Inventory Planning Seasonal Exit Planning Partner Onboarding

International Business Merchandiser

Rapsodia

Jan 2018 - Jan 2021 (3 years)

Led international business expansion into Colombia, Paraguay, and Mexico, increasing market share by 20%. Managed seasonal collection structures and budgets, tracked supplier shipments, and used KPI/sell-out data to drive recovery actions.

International Expansion Market Share Growth Seasonal Collection Development Seasonal Buying Briefs Budget Management KPI Analysis Sell Out Rate Optimization Cross Functional Collaboration

Business Retail Planner

Nike

Jan 2016 - Jan 2018 (2 years)

Led strategic assortment planning and sales projections, tailoring product selection to market demand. Performed negotiations and trade visits, and developed promotional plans and SWOT insights to improve buying decisions.

Assortment Planning Sales Forecasting Retail Merchandising Negotiation Marketing Planning Trade Visits

Business Planner

Nike

Jan 2015 - Jan 2016 (1 year)

Managed Nike store campaigns aligned to brand goals and customer engagement objectives. Produced weekly category and merchandising reports from sales data, ran monthly diagnostics, and supported stock replenishment decisions through on-site trade visits.

Merchandising Trade Visits KPI Tracking

Sales Trade Planner

Unilever

Jan 2014 - Jan 2015 (1 year)

Developed and executed sales strategies for 26 retail accounts aligned to category strategy and seasonal buying cycles. Conducted sell-in/sell-out analysis, built assortment mix plans, and managed budgets for seasonal activations to grow distribution.

Retail Account Management Sales Strategy Sell In Sell Out Management Assortment Planning Budget Management Category Strategy Distribution Commercial Planning

Sales Analyst (Category Mgmt)

Unilever

Jan 2012 - Jan 2014 (2 years)

Analyzed category and brand channel evolution and translated insights into strategic purchasing and assortment decisions. Owned category management strategy execution and distribution plans to improve market coverage and profitable growth.

Category Management Assortment Planning Data Driven Decision Making