Aurelia Ammour
ADVISOR | FRACTIONAL CHIEF TRANSFORMATION OFFICER
Los Angeles - Paris
I advise brands and private equity firms across luxury, fashion, beauty, retail, hospitality, and consumer sectors to accelerate growth, improve efficiency, and create lasting value. I lead end-to-end business transformation across strategy, marketing, commerce, and operations, leveraging AI and innovation to turn opportunities into measurable business impact.
About
My track record spans strategy consulting, executive leadership, entrepreneurship, and venture capital, combining strategic thinking with hands-on execution and an investor's lens on value creation..
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Strategy & Transformation: I have led transformation and growth mandates for leading consumer brands, groups, retailers, and private equity firms, including LVMH, Kering, Puig, Celine, Loewe, Sephora, Clarins, Susanne Kaufmann, and Manzanita Capital.
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Executive Leadership: My experience includes interim and fractional C-suite roles, including Interim Chief Digital Officer at LVMH, where I led digital transformation across the Group, its divisions, and brands.
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Entrepreneurship: As Founder, CEO, and CMO of SHOES 53045, I built and scaled a profitable seven-figure sneaker brand with international growth across Asia, North America, Europe, and the Middle East.
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VC: I started my career with Bernard Arnault's first venture fund and later joined former Sony executive Michael Schulhof's fund, bringing an investor's perspective to transformation and value creation.
I hold a Master's in Entrepreneurship & Innovation from ESCP Business School and am completing MIT Sloan's AI Adoption: Driving Business Value and Impact program.
My superpowers
Strategy + Execution: Bridging strategy and execution, using data to sharpen decisions and turn transformation agendas into measurable results.
International: Strong international experience across North America, Europe, and Asia, bringing a global perspective to business transformation.
Transformation: Connecting the dots across the business, from strategy and operating models to marketing, commerce, operations, and technology.
Creative thinking: Thinking out of the box to challenge conventions and develop differentiated, innovative solutions.
AI + Innovation: Leveraging AI and innovation to improve performance, increase operational efficiency, and sharpen decision-making.
Operator Mindset: A pragmatic approach to execution, balancing ambition, resources, speed, and business realities.
Consumer Expertise: Deep understanding of consumers and culture, anticipating shifts in behaviors, expectations, and emerging trends.
Complexity -> Clarity: Highly structured, organized and agile, turning complexity into clear priorities and actions.
IconX Labs services
IconX Labs is my advisory practice, partnering with consumer brands and private equity firms on business transformation that accelerates growth, improves efficiency, and creates lasting value. I work through strategic advisory and fractional executive mandates, from defining transformation priorities to leading execution.
Fractional Chief Transformation Officer: End-to-end transformation leadership
Business transformation & strategy: Growth acceleration
Operating model redesign: organizational effectiveness
AI-enabled transformation: Commercial, marketing, customer experience & operations
Executive advisory: CEOs, founders & Private Equity portfolio companies
When to bring me in
Growth slowdown or declining performance
Expansion into new markets, regions, or channels
Growth strategies or business models that no longer deliver
AI opportunities not translating into business impact
Brands losing relevance with evolving consumers
Leadership transition or need for fractional transformation leadership
Strategies and operating models that need modernization
Value creation for private equity portfolio companies
Clients
Fashion & Luxury
LVMH
KERING
MOET HENNESSY
CELINE
LOEWE
GIVENCHY
CAROLINA HERRERA
RABANNE
LACOSTE
BACCARAT
BOUCHERON
VILEBREQUIN
SHOES 53045
ESPRIT
IKKS
ICOSAE
LETTONNE
Private equity
MANZANITA CAPITAL
L CATTERTON
ADVENT INTERNATIONAL
EURAZEO
BPI
Beauty
LVMH PERFUMES & COSMETICS
PUIG
L'OREAL LUXE
L'OREAL PARIS
LANCÔME
CLARINS
MUGLER
RABANNE
YVES ROCHER
DIPTYQUE
DS & DURGA
SUZANNE KAUFMANN
MALIN+GOETZ
GOLDWELL
RITUEL DE FILLE
HUMANOID
Misc
DUCATI
CURSE.COM (TWITCH)
IS COOL ENTERTAINMENT
AGENCE FRANCE PRESSE
LE MONDE
BARNES FOUNDATION
Retail
FARFETCH
BON MARCHE
SEPHORA
FEELUNIQUE
GALERIES LAFAYETTE
JUST ONE EYE
MONOPRIX
NOCIBE
DARTY
FNAC
MICROMANIA
MERCIALYS
CARREFOUR
AUCHAN
ORANGE RETAIL
STOCKOMANI
Hospitality & Travel
BEST WESTERN
SNCF
PARIS AIRPORTS
AIR FRANCE