Karine Fleury, our founder, has built her reputation over 20 years leading businesses strategically and commercially in the UK, US, Europe, Russia, Middle East and Asia, plus Travel Retail. Working on brand development for Jo Malone, Crème de La Mer, Bobbi Brown, Clinique, Lancôme, L’Oréal Paris amongst others.
During this time, Karine established excellent business relationships with retailers. She is known and respected internationally for delivering results – from driving brand equity, increasing sales, profit and margins, talent management and accelerating distribution, to negotiating space and locations.
Alongside our founder, the Strategy Decoded team comprises like-minded talented associate professionals in insights, sales, digital marketing and PR who are equally enthused about beauty and luxury brands.
“We work with brands and retailers of all sizes, becoming part of the team and working as if it was our own. We deliver results and integrate in the brand team to reflect their values in everything we do.”
Karine lives in Hampshire, UK with her family and commutes regularly to London, Bristol, Paris and other exciting cities to meet with her clients.
Bid Weatherhead, sales & marketing Assistant
Bid has worked with Karine as a freelance for a year until July 2022 when she joined officially the Strategy Decoded team. Before that, Bid worked in the Golf industry and with high net worth sport celebrity-clients and is used to multi-tasking and fast paced environments. She speaks fluent French.
Jeffrey Davis, from Just Different Consulting. Jeffrey is based in the US and brings 25 years of experience in Fashion, Beauty and Retail having been working in different countries and for - among others – Macy’s, The Body Shop, DFS and Lotte in buying, retail operations, category management or retail innovations.
His recent responsibilities were in Dufry, where he was Global Head of Category Beauty.
Nicola Wells, from USP – Unlocking Strategic Potential, based in Ireland. Nicola is a business leader who has delivered strategic, organisational and cultural change in blue chip FMCG and global retail businesses during her 23 years corporate career. Her breadth of experience across all commercial and marketing functions combined with excellent analytical and critical thinking skills is a great asset in our strategic planning solution.
What clients say about us…
Karine is superb at turning data into financially quantifiable actions. From strategic evaluation and insights through to meaningful outputs, Karine always adds measurable value. Highly recommended indeed.James Prescott, Managing Director, Harding Retail
Karine’s expertise & knowledge of both the Global Travel Retail & Domestic markets helped to drive sales and distribution across many ELC brands but also gave us category management customer insights into total Beauty which led to ground-breaking initiatives in repositioning generic categories, such as Travel Exclusives.Debbie Ansell, Business Development Manager at BlueDog Productions.
Karine has helped Perricone MD formulate our travel retail & airline strategy and her extensive network has helped considerably. She has been professional, knowledgeable and proactive throughout our time working together and she is a true expert in her field. We have really enjoyed working with Karine and her attention to detail, flexibility and pace have been invaluable to our project. We will most definitely not hesitate to use her again should the situation arise.Tracey Mann, Chief International Officer, Perricone MD