Jorge, with over 22 years of experience in Fashion Retail Industry, has held leadership roles in leading brands across the globe. Trained at Inditex Tempe HQ he held the position of Brand Director of Bershka Boy where he played a key role on the global expansion and consolidation of the brand.

Specialized in Retail Management, he has held this position at the headquarters of STL (CH Carolina Herrera & Purificacion Garcia), overseeing more than 500 stores worldwide, as well as leading retail operations for Karl Lagerfeld across Europe.

With 7 years of experience in KSA market in the Fashion Retail leading brands he was instrumental in consolidating key brands both at CENOMI as Commercial Director for Zara & Inditex brands and at Landmark Group, leading Max in KSA. His contributions to product strategy, marketing, campaign planning and the nationalization process of the teams have been pivotal in the rapid evolution of retail in KSA.

Now leading BFL Group’s explosive expansion in KSA as the General Manager, Jorge focuses in three key areas: Product, Customer & People. Navigating KSA’s dynamic market involves constant trend analysis, adapting to event-driven shifts, and meeting evolving customer needs. On the people side, Jorge emphasizes team excellence and growth, culminating in the launch of the BFL Academy in 2025, designed to empower the great local talent with vital skills.