🌟 Crafting Success at the Intersection of Passion and Expertise 🌟

Bonjour! I'm AJ, a dynamic and driven professional with a passport full of experiences and a heart set on making waves in the world of business. Originally hailing from the picturesque landscapes of France, I've found my current home and hustle in the vibrant metropolis of Hong Kong.

My journey has been a tapestry woven with threads of innovation, quality, and technology, influenced profoundly by the titans of industry I've had the privilege to work alongside. With over a decade of diverse experiences under my belt, I've navigated the intricate landscapes of Consumer Electronics, Toys, Education, Design, and Fashion, leaving a trail of success in my wake.

What sets me apart? It's not just about the titles or accolades—it's about the relentless pursuit of excellence. Armed with a robust skill set encompassing sales, marketing, product lifecycle management, and supply chain expertise, I thrive on immersing myself in every facet of a business to drive unparalleled success.

But beyond the boardrooms and sales pitches, I'm a staunch believer in the power of storytelling—the heartbeat of brand building. I place great emphasis on cultivating genuine, sustainable relationships founded on trust and integrity, because I understand that true success is built on a foundation of authenticity.

When I'm not charting the course for business triumphs, you'll find me embracing the great outdoors, whether it's pounding the pavement on a morning run, conquering mountain trails, or pushing my limits in fitness training. And let's not forget my wanderlust—my passion for travel not only fuels my adventurous spirit but also enriches my global perspective, seamlessly aligning with my professional pursuits.

So, why wait? Let's connect and explore the boundless opportunities to collaborate and co-create success together in the Asia-Pacific region. Whether you're a fellow trailblazer or a kindred spirit, I'm here to turn visions into victories. To contact me, you can drop me a DM or email me on aurelien@unlock-apac.com.

Aurelien Joly

Unlock EMEA

Unlock EMEA is a UK based company which helps innovative consumer electronics accessory brands launch, or expand, in Europe, the Middle East and Africa. We have worked with some of the world's most recognisable accessory brands to help them lay world class foundations. Key areas of expertise lie in creating and executing a strategy for the region. We appoint the best distribution partners, secure retail placements in the right channels and underpin this with a smart approach to Amazon and online. We support our clients with advice on packaging, compliance, certifications, pricing, contracts and logistics. Put simply, we are a smart alternative to hiring your own team and can help accelerate your journey in EMEA.

Founder

Sphero

Defined and executed the GTM strategy for Sphero Internationally, appointing business partners to expand market reach.  Led a talented team of Account Managers to achieve fiscal targets and drive international growth.  Successfully increased revenue and market presence for Sphero in EMEA and APAC. Managed a significant pivot towards Education channels, establishing Sphero as the leading STEM brand for the classroom in EMEA.

VP International

Responsible for defining and executing sales and retail marketing strategy for Sphero in EMEA.

EMEA Director

Native Union

Responsible for creating and executing EMEA strategy in all respects, from demand creation, through to sales and brand execution. Created a distribution network that served well for APR, CE, Airport, Design and Department Store Channels.

International Director

SPECIALIST COMPUTER CENTRES PLC

Responsible for the 'Client Products' business unit within SCH Distribution, managing vendor relationships, key customer relationships and a sales team. P&L accountability of £200m and responsible for a team of 30.

Business Unit Director (SCC acquired Interface Solutions)

Interface Solutions

Responsible for supplier & customer relationships, marketing, procurement and logistics. Company turnover £150m and managed a team of 40+.

Commercial Director

Responsible for managing the Birmingham Sales Team and the company Marketing function. P&L responsibility for c£40m and managed a team of 20+.

Sales & Marketing Manager

DSG International

Sales Manager

With over 20 years in Consumer Electronics and Gadgets, Warren began his journey in retail and distribution before spending over a decade scaling tech brands globally.

'What a journey it has been! I’m passionate about helping brands grow, navigating complex challenges, and steering them clear of the costly mistakes many scale-ups make. I’ve designed and executed strategies for over 50 brands, including Sphero, Native Union, Satechi, and Play OSMO. Building a successful brand is tough, but the path becomes clearer with the right guidance and support'
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Warren's career in Consumer Electronics (CE) began in retail at Dixons Group, followed by his entry into CE distribution in 2002. Leading a sales team at ISI Distribution, he helped drive significant growth, selling Tier 1 brands like Samsung, ASUS, and Lenovo to UK retailers and resellers.

From 2002 to 2008, Warren played a pivotal role in expanding ISI Distribution’s revenue from £40m to £150m. His progression through the company saw him promoted to Commercial Director, eventually joining the board.

In 2008, ISI was acquired by the SCH Group, which had a turnover of £2.5bn. Warren then spent three years as Business Unit Director, managing a team of 30 people covering sales, product management, and marketing, while holding P&L responsibility for over £150m.

In 2011, Warren took on the challenge of launching Native Union, a stylish and innovative CE accessory brand, in Europe and the Middle East. After establishing a distribution network, he implemented a tier 2 retail strategy that led to explosive growth, positioning Native Union in major department stores, design shops, and CE retailers.

In 2014, Warren founded Unlock EMEA, a UK-based consultancy dedicated to helping brands launch and scale across Europe, the Middle East, and Africa. Unlock EMEA quickly became a leader in developing EMEA markets for innovative CE accessory brands, offering services in distribution, retail channel development, brand protection, and commercial and legal advice.

By 2015, Warren began consulting with Sphero, initially leading EMEA sales and later serving as VP for International Sales, overseeing EMEA, APAC, and LATAM regions.

With a vast contact network and over two decades of experience across retail, distribution, and global brand management, Warren has proven expertise in scaling brands and guiding them to success in international markets.

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Aurelien Joly

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