GORANA SEELEY
Vice President Of Commercial Strategy & Partnerships
Toronto
Summary
Luxury business development leader with 15+ years of experience spanning fine fragrance, prestige beauty, high-end retail technology, and the health and wellness industry. Expertise in driving revenue growth, global market expansion, category management, and luxury brand positioning. A proven track record of negotiating multimillion-dollar contracts, managing international retail partnerships, and leading cross-functional teams to deliver growth across North America, EMEA, and APAC. Adept at developing go-to-market strategies, optimizing financial performance, and enhancing premium customer experiences in fragrance, skincare, wellness products, and luxury retail.
Overview
18
18
years of professional experience
4
4
years of post-secondary education
4
4
Languages
Work History
Vice President, Commercial Strategy & Partnership
Veriphy Skincare and Herbal Magic Wellness
10.2024 - Current
- Created and implemented the go-to-market strategy for Veriphy Skincare and Herbal Magic, driving brand expansion, retailer partnerships, and customer acquisition across North America.
- Spearheaded high-impact category strategies aligned with luxury and wellness consumer trends, leading to a 30% increase in revenue and elevated brand visibility by 40%.
- Led omni-channel growth by integrating DTC, digital marketing, and retail strategies to enhance premium consumer experiences and improve customer retention.
- Collaborated with marketing and product teams to optimize product positioning and boost cross-category sales in key markets.
Vice President of Global Retail
ARHT Media
Toronto, Ontario
07.2022 - 06.2024
- Created and executed the go-to-market strategy for ARHT Media’s luxury retail technology solutions, driving rapid expansion across North America, EMEA, and APAC
- Led strategic multimillion-dollar partnerships with brands like Gucci, Kering and Amazon, positioning ARHT as a key player in luxury retail innovation
- Achieved a 200% increase in revenue over 24 months through targeted activations, flagship store integrations, and tailored luxury experiences
- Developed experiential marketing and digital concierge strategies, enhancing VIP customer engagement and high-net-worth client acquisition
- Oversaw regional revenue targets across North America, EMEA, and APAC, aligning cross-functional teams to meet growth objectives
- Implemented CRM systems and performance metrics to optimize lead conversion rates and improve sales team effectiveness.
Vice President of Sales
PERFECT Sports
Toronto, Ontario
10.2019 - 07.2022
- Expanded business into 100+ global retail locations, securing strategic partnerships with Walmart, GNC, and Amazon
- Developed market entry strategies for diverse retail channels, driving 60% year-over-year sales growth
- Led PERFECT Sports’ omni-channel shift, achieving a 60% sales increase and growing the luxury customer base
- Launched a luxury-focused brand refresh, increasing loyalty among Millennial and Gen Z audiences
- Built a top-performing sales team focused on premium client service and customer relationships.
National Sales Manager, Luxury Fragrance & Beauty
Hermès
Toronto, Ontario
09.2015 - 09.2019
- Managed the P&L for Hermès' luxury fragrance division in North America, driving profitability across 60+ retail locations by optimizing sales targets, gross margins, staffing budgets, and resource allocation
- Led sales and business development efforts, expanding market share in prestige and travel retail channels through strategic planning and performance-driven execution
- Opened 60+ luxury retail locations with key partners, including Saks Fifth Avenue, Nordstrom, Holt Renfrew, and Dufry Travel Retail, enhancing Hermès’ brand presence in North America
- Collaborated with retail partners to monitor sell-through rates, margins, and stock levels, implementing data-driven corrective actions to optimize performance and maximize profitability
- Strengthened retail partnerships and secured exclusivity agreements, elevating brand positioning and increasing product visibility in key U.S
- And Canadian markets
- Led and mentored a 40-person sales team, establishing KPIs, conducting performance reviews, and fostering a high-performance culture aligned with revenue growth objectives.
Senior Manager, Prestige Beauty and Fragrances
Avolta
Toronto, Ontario
08.2010 - 07.2015
- Led the fragrance, cosmetics, and skincare divisions, managing a $300M portfolio with 3,000+ SKUs
- Developed and maintained detailed sales forecasts and inventory plans, ensuring accurate demand planning, minimal excess stock, and streamlined product replenishment cycles
- Negotiated multimillion-dollar contracts with top fragrance houses, including Chanel, Dior, Lancôme, and Tom Ford
- Developed market-specific category strategies, increasing luxury beauty sales by 40% across North America
- Built high-value brand activations and retail partnerships, positioning Avolta as a leader in prestige beauty.
Buyer, Luxury Beauty & Fragrance
Holt Renfrew
08.2008 - 06.2010
Buyer
Hudson's Bay
Toronto, Ontario
09.2006 - 08.2008
Education
Bachelor of Commerce - Marketing and International Business
Ryerson University
Toronto, ON 09.2001 - 06.2005
Skills
- Sales Leadership & KPI-Driven Performance Management
- Global Market Expansion & Cross-Cultural Leadership
- Fine Fragrance & Luxury Beauty Business Development
- Category Management & SKU Optimization
- Luxury Brand Positioning & Retail Growth Strategy
- Luxury Retail Technology & Experiential Marketing
- VIP Client Engagement & Prestige Consumer Experience
Notable Career Highlights
- Expanded global fragrance and beauty market share at Hermès and Avolta, driving significant sales growth in prestige retail and travel retail.
- Managed a $300M luxury beauty portfolio at Avolta, optimizing 3,000+ SKUs and increasing category sales by 40%.
- Opened 60+ retail locations in North America for Hermès, strengthening its luxury fragrance market presence.
- Led and mentored a 40-person sales team, setting KPIs and fostering a high-performance culture aligned with revenue objectives.
- Led international expansion at ARHT Media, launching luxury retail technology solutions in North America, Europe, and Asia.
- Negotiated multimillion-dollar contracts with companies such as Chanel, Dior, Lancôme, Tom Ford, Gucci, and Kering.
- Developed high-end digital client experiences at ARHT Media, partnering with Gucci, Harrods, Amazon and La Gardere Travel Retail for interactive technology integrations.
Timeline
Vice President, Commercial Strategy & Partnership
Veriphy Skincare and Herbal Magic Wellness
10.2024 - Current
Vice President of Global Retail
ARHT Media
07.2022 - 06.2024
Vice President of Sales
PERFECT Sports
10.2019 - 07.2022
National Sales Manager, Luxury Fragrance & Beauty
Hermès
09.2015 - 09.2019
Senior Manager, Prestige Beauty and Fragrances
Avolta
08.2010 - 07.2015
Buyer, Luxury Beauty & Fragrance
Holt Renfrew
08.2008 - 06.2010
Buyer
Hudson's Bay
09.2006 - 08.2008
Bachelor of Commerce - Marketing and International Business
Ryerson University
09.2001 - 06.2005
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