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Work Background
FOR.Founder at FOR.
Jan. 2025Ho Chi Minh City, VietnamI’m Amy Wenham, Founder of FOR. A strategy and marketing consultancy built for business owners who are done winging it and ready to grow with intention. My background spans retail, hospitality, F&B and digital marketing, with nearly 15 years of experience across the UK, Dubai and now Vietnam. I’ve helped launch restaurants, scale retail brands, fill hotel rooms, and build complete Instagram strategies for coaches, creatives and founders who need more than just a content calendar. FOR. exists because I got tired of seeing smart businesses stall from lack of clarity, poor marketing, or half-baked plans. You don’t need more noise. You need sharp positioning, a clear growth roadmap, and content that actually converts. I work as a fractional CMO, Instagram strategist and marketing consultant depending on what the business needs most. One day it’s planning a launch strategy for a rooftop bar. The next it’s reworking the messaging for a coach shifting her business online. Every project is different. The goal is always the same: traction, clarity and growth. I’m not interested in fluff, trend-chasing or empty engagement. What I care about is building strong brands that actually sell. If you're running a business that feels stuck, whether that's online, in-store or somewhere in between, I’ll help you figure out why, fix it, and grow it.
ACW Retail ConsultancyLeadership Development Consultant
Jan. 2024 - Jun. 2025I'm an international leadership and team development consultant in both the larger corporate and SME spaces. I can teach you how to: • Increase your teams performance regardless of the size you manage
• Adapt your leadership and management style to suit different cultures and demographics
• Reduce staff turnover by implementing targeted tools to ensure that your team members are placed in roles where they can thrive within their environment.
• Develop confidence in your leadership skills to effectively communicate with both superiors and subordinates.
• Facilitate a seamless and assured transition as you move from smaller to larger teams, allowing you to quickly adapt and excel in your new promotion.
• Effectively communicate with senior management in a clear and confident manner to elevate your visibility within the company and establish your presence at the highest levels.
• Implement effective strategies to develop your team, enabling them to advance to the point where your role becomes redundant. This creates opportunities for their promotion, while also paving the way for your own career advancement.
• Achieve mastery in delegation to ensure it serves you seamlessly rather than hindering you. • Be clear and confident in expressing your desires for your future promotion, instead of settling for what is given to you. • Ensure that your communication and leadership style can adapt to the needs of both internal and external stakeholders.
• Effectively address conflicts with composure and skill, prioritizing the satisfaction of all involved parties to the greatest extent possible. Whether you are a brand new manager wanting guidance on how to transition into a leadership role for the first time, a seasoned leader moving into a bigger role with a larger team and more responsibility or a director wanting to implement effective strategies to ensure your employees are at the forefront of your business at all times, I can help.
Fortnum & MasonBrand Manager
Sep. 2023 - Mar. 2024Doha, QatarInternational Brand Manager - Middle East. I was hired to head up the first international franchise store of the brand in Qatar. My responsibilities ranged from product offering, recruitment and team development, in store activations and events, hospitality management, negotiating and networking with external stakeholders and representing the brand in the Middle East from the top.
Women's Business Network HCMCFounder
Jun. 2023Ho Chi Minh City, Vietnam
ACW Retail ConsultancyManagement Consultant
Nov. 2021 - Jun. 2025I provide end to end support for Retail SME's to expand and grow. Using my experience in the International Retail Market, I offer guidance, implement new procedures, strategies and help to develop your business. Often new brands are created without little or any knowledge of how to launch to the retail market. This is where I come in. I provide advice and support in getting your brand in front of your desired customer and help launch the brand as a market leader. If you need to launch a new store, I can manage this from start to finish. If you want to launch to wholesalers, I can use my network to ensure you are put in front of the right people. If you want to push your brand online and on social channels, I can set up strategy plans in order to maximize your marketing budget. However random or specific your needs are in growing your business, I can help. I take pride in supporting SME's and watching them grow into the businesses they were born to be. If I can be of any hep to you, please drop me a message.
STYLEHIM.AEFounder
Oct. 2021 - Jun. 2025Dubai, United Arab EmiratesSTYLEHIM.AE was born from my love for the humble suit. I believe all men should have perfectly fitted tailoring in their wardrobe and it is often hard to find options that are just right. I provide a complete end to end service for my clients. An initial consultation to establish their needs followed by sizing and fabric selection. Second and final fittings are then arranged to ensure that everything fits just right. As well as custom and bespoke tailoring, I also offer personal styling and shopping services. So if you are not in need of a suit but need to update your wardrobe, I am here to help! I have taken all the hassle out of shopping and made everything easy for my customer.
LivingaiaCEO and Founder
Aug. 2019 - Nov. 2021Dubai, United Arab EmiratesI created Livingaia as a platform for small and mid-sized international retail brands to expand their country portfolio and launch in the UAE market confidently, easily and securely. I provide end to end support to my brand partners, providing guidance, recommendations and complete management to them to ensure a successful launch of their brand in the region. My extensive experience both locally and internationally has allowed me to develop strong partnerships with retailers in this region enabling me to present my brand partners to the right retailer that fits their profile. I work on both a direct retail and distribution model, allowing complete exposure to my brand partners and enabling them to hit the ground running with showcasing their products.
NOBLE ISLERetail Manager
May. 2017 - May. 2019UKResponsible for the UK retail division at Noble Isle reporting directly into the founder and director. Duties include (not limited to): * Complete ownership of UK retail
* Managing the International retail division and distributors
* Managing and developing existing accounts
* Research and development of new territories
* Setting up new accounts
* Training and development of external staff
* Development and execution of trade shows and pop up shop selling space
* Working closely with Marketing and PR to create new avenues of sales opportunities
Al Tayer GroupFloor Manager
Sep. 2013 - Sep. 2016Harvey Nichols, DubaiManaging full operations of the menswear, childrenswear and home floor. Responsibilities include (and not limited to) managing a team of approx 43 staff including 3 deputy floor managers, training and development, marketing and events, CRM, sales reporting and analysis. Working closely with buying and planning teams to ensure the smooth operation of the store.
Management of store NPS/ENPS programme. Worked closely with L&D to create training packs and support with the launch of the programme to the rest of the group.
Support and management of internal and external events for Harvey Nichols Dubai. Harvey Nichols ambassador for group CSR programme. Total management of all fundraising and volunteering activities for appointed charities.
Complete management of store’s biggest festive pop up event in its history. Managing product buy for consignment brands and OTB budgets. Support with all VM and display installations, marketing, events, planning and full execution.
Alfred DunhillAssistant Store Manager
Jan. 2010 - Sep. 2013Mayfair, LondonManage the full operations of the flagship store. Responsibilities included (not limited to): training and development, recruiting, all administration management duties, visual merchandising, sales reporting and analysis. Full project management of a global charity project within dunhill. Arranged for 50 global dunhill staff to meet in Shanghai to re-build a school and play area in a migrant children's school. Management of flights, hotel, food, transport, clothing, project material for the whole project whilst keeping within a tight budget and executing the project within a tight time frame.
Giorgio ArmaniSales consultant
Oct. 2006 - Oct. 2008Personal sales consultant to both mens and ladieswear floors, providing exceptional service to clients by having strong product and styling skills.
River IslandAssistant Manager
Sep. 2003 - Mar. 2005Management of the full operations of the store from training, recruitment, VM, audits and stock takes.
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