Chief Operating Officer

I have been supporting the build-out of the new Reebok Europe team in London. As a trusted recruitment partner for over 20 years to the wider group, I am now leading the search for a Chief Operating Officer for the Reebok European business.

This is a critical senior leadership role responsible for Planning, Procurement, Logistics, Fulfilment and Sales Operations. The COO shapes how the organisation delivers availability, service excellence, operational discipline and scalable growth across the region.

The individual will build the operating model, refine processes and lead high-performing teams across the full value chain—ensuring the organisation delivers the right product at the right time and at the right cost.

You will build the operating model, refine processes, and lead high-performing teams across the full value chain—ensuring we deliver the right product, at the right time, at the right cost.

The Role

The COO will own end-to-end operational performance for the region, setting strategy while staying close to execution. The focus is stability, accuracy, speed, visibility and cost efficiency across all channels, including Wholesale and eCommerce.

This role suits someone who thrives in fast-moving, product-led environments and understands the operational demands of scaling a global footwear/apparel brand.

Key Responsibilities

Sales Operations

• Lead order management, allocation and customer service across B2B and D2C.
• Ensure accurate order entry, tracking and fulfilment.
• Strengthen workflow efficiency and service levels.
• Align availability and timelines with Sales and Commercial teams.
• Implement strong SOPs and operational controls across sales support activities.

Demand Planning

• Lead the demand planning organisation to deliver robust, data-driven forecasts.
• Run the S&OP process and ensure alignment with Sales, Product and Supply Chain.
• Improve forecast accuracy, reduce variability and enhance inventory availability.

Procurement / Purchasing

• Oversee procurement of finished goods and inbound flow from suppliers.
• Strengthen supplier performance across lead-times, capacity and delivery reliability.
• Ensure purchasing aligns with inventory strategy, market needs and budget commitments.

Logistics & Fulfilment

• Own performance of 3PL partners and warehouse operations.
• Improve cost-to-serve, throughput and SLA adherence across B2B and eCommerce.
• Ensure operational readiness for seasonal peaks, product launches and major account deliveries.

Operational Strategy & Process Leadership

• Build an integrated operating model across Planning, Procurement, Logistics and Sales Ops.
• Introduce KPIs, governance frameworks and performance management.
• Streamline processes, remove inefficiencies and improve data accuracy.
• Partner cross-functionally with Sales, Marketing, Product, Finance and IT.

Team Leadership

• Lead and develop multi-disciplinary operational teams.
• Coach leaders, build capability and foster a culture of accountability and continuous improvement.
• Provide clarity, structured direction and operational discipline across the organisation.

Candidate Profile

• 15+ years of experience with senior leadership in operations, supply chain or general management.
• Background in
  sportswear, fashion, footwear, consumer goods or FMCG
  is strongly preferred.
• Strong expertise in demand planning, procurement, logistics or fulfilment.
• Experience managing 3PLs, warehouses and long lead-time product sourcing.
• Proven ability to build and scale end-to-end operational processes.
• Hands-on, structured, detail-oriented and able to simplify complexity.
• Excellent cross-functional leadership and communication skills.
• Comfortable operating in high-growth, transformation or restructuring environments.

Candidate Profile

• 15+ years of experience with senior leadership in operations, supply chain or general management.
• Background in
  sportswear, fashion, footwear, consumer goods or FMCG
  is strongly preferred.
• Strong expertise in demand planning, procurement, logistics or fulfilment.
• Experience managing 3PLs, warehouses and long lead-time product sourcing.
• Proven ability to build and scale end-to-end operational processes.
• Hands-on, structured, detail-oriented and able to simplify complexity.
• Excellent cross-functional leadership and communication skills.
• Comfortable operating in high-growth, transformation or restructuring environments.

For a confidential discussion, please contact:

Vic Rajah — Provallar Executive Search