Abdel
El Ayyadi
A decade building operations that perform under pressure. Across premium retail, consumer technology, and automotive technology at scale. The discipline to govern complexity. The instinct to protect the brand.
An old soul
in a new jacket
operations that last
Educated at The Hague university, Operationally shaped at PVH Corp — home to Tommy Hilfiger and Calvin Klein. Some things aren't chosen. They're just part of how you see the world.
The years that followed took me through the highest-pressure operational environments in European business. At Apple Benelux, I led customer operations for one of the most demanding consumer brands in history — 300+ agents, zero tolerance for mediocrity, and standards that redefined what service excellence actually means.
At Zeekr Europe, I built customer operations infrastructure across 13 countries from near-zero — designing the structures, KPI frameworks, escalation playbooks, and governance models that organisations at speed need to perform without losing what makes them worth working for.
The gap between a brand's creative ambition and its operational reality is where most organisations quietly lose ground. Building the infrastructure that closes that gap across markets, at scale, without diluting is what makes a brand worth leading, the work I have spent a decade doing.
What I build
Bridging operations, logistics, and the customer promise. Ensuring that what the brand commits to the customer is what the operation can actually deliver — at every stage, across every market.
Proven across 13 European countries. Building operations that adapt to local culture while maintaining brand coherence — the operational complexity that defines European fashion retail at scale.
Making CX a brand asset, not a cost centre. From frontline service standards to post-purchase journeys, I design experiences that reflect the brand promise and build the loyalty that premium brands depend on.
Led teams of 300+ in high-expectation environments. Building leadership cultures rooted in ownership, clarity, and performance — where people are developed, not just managed.
Transforming fragmented, informal operations into structured, scalable systems — without losing the people or the momentum. Comfortable in ambiguity, decisive under pressure.
Bridging operations, logistics, and the customer promise. Ensuring that what the brand commits to the customer is what supply chain and operations can actually deliver — critical in fashion's complex production cycles.
The journey
Designed and scaled customer operations infrastructure across 13 European countries during a rapid growth phase. Built org structures, KPI frameworks, governance models, and SOPs from near-zero. Led a team of 2 managers, 4 supervisors, and 43+ agents while acting as the operational voice in cross-functional strategic decisions.
Led customer operations across Benelux for one of the world's most demanding consumer brands. Direct oversight of 30 team managers and indirect responsible for 300+ agents. Drove continuous improvement initiatives, implemented structured performance frameworks, and elevated CSAT scores in an environment where excellence is the minimum expectation.
Operational and commercial leadership across multiple locations for one of the world's largest fashion companies — home to Tommy Hilfiger and Calvin Klein. Oversaw field execution, commercial performance, and team development across the region. Where the operational instinct for premium fashion was first forged.
How I lead
Execution.
Relentless
Drive.
These three words are not a tagline. They are the methodology. The sequence that governs how every task I approached, every project I run, every team I lead, and every market I scale. Daily. Weekly. Monthly. Yearly. In that order. Without exception.
Honor & Trust
In an industry built on relationships, your word is your currency. I operate with a directness and integrity that people remember — and rely on.
Nothing Is Impossible
"It's not possible" is not in my vocabulary. Constraints are starting points. Every operational challenge has a structure that can contain it.
People-First, Results-Driven
The best operations are built by people who feel ownership, not obligation. I build cultures where high standards and genuine care exist in the same room.
Down to Earth, Eyes on the Top
No ego about the work — full ambition about the outcome. I'll roll up my sleeves and I'll set the direction. Usually at the same time.
The foundation
One of the world's most respected fashion institutions. The formal foundation that connects operational instinct to fashion's unique language — from buying cycles to brand positioning to the mechanics of premium retail.
International business grounding with a major in Customer Operations & Interaction — the academic backbone behind the frameworks, structures, and governance models deployed across Apple, PVH, and Zeekr.
Let's build
something exceptional
The right conversation doesn't need an explanation. It simply needs to happen.