Gabriel Michelson

Merchant Guild

Partner of Collēctīvus Holdings, Merchant Guild is the first brand-agnostic agency dedicated to hobby-specific growth and analysis in the trading card game (TCG) and tabletop gaming market. Launched on 1st January, we connect individuals and businesses by bridging the gap between retailers, publishers, and players. With a trusted network of global retailers, we offer valuable insights and tailored support to the unique needs of local game stores, which are vital for fostering community and ensuring the longevity of our beloved hobby. At Merchant Guild, we support local businesses by connecting passion with knowledge and empowering everyone in the gaming ecosystem to succeed.

Regional Director, Japan and Asia

Arcane Tinmen

Part of Collēctīvus Holdings, Dragon Shield is a leading brand in high-quality gaming accessories, particularly card sleeves and storage solutions for tabletop games. Committed to sustainability, Dragon Shield sleeves are PVC-free, and the packaging is FSC-certified. As the first regional manager hired for and based in Asia, I have: 
• Pioneered Arcane Tinmen’s Asia expansion, overseeing regional strategy, distribution, and retail partnerships for Dragon Shield’s brand growth.
• Developed & executed a five-year growth plan, optimising market entry and brand positioning across Asia.
• Built and managed a robust distributor network, shifting partners from "box movers" to strategic brand builders.
• Negotiated high-value contracts, securing favourable commercial terms that strengthened brand equity and profitability.

Key Achievements:
✔ Expanded market footprint across key markets, strengthening Dragon Shield’s presence in Asia.
✔ Drove significant revenue growth through targeted sales, marketing, and distribution strategies.
✔ Educated C-level executives on the potential of the Asian market, securing investment for a Tmall flagship store through a strategic trade partner, enhancing brand visibility and market access.

Senior Regional Account Manager, Asia (Dragon Shield)

The Purpose Business

The Purpose Business is an Asian-based sustainability consulting firm with the largest pool of globally experienced sustainability advisors advising on the full scope of ESG impacts. 
• Advised multinational FMCG and retail brands on sustainability strategy, ESG reporting, and corporate purpose alignment.
• Led competitive benchmarking for packaging sustainability, identifying industry best practices to drive responsible business decisions.
• Developed stakeholder engagement frameworks, ensuring business growth is aligned with social and environmental responsibility.

Key Achievements:
✔ Designed a thought-leadership strategy for an FMCG client, amplifying their sustainability impact.
✔ Drove corporate sustainability transformations, positioning brands for long-term ESG compliance.

Sustainability Advisor

TOD'S Group

• Managed a $20M+ travel retail and wholesale business across 23 POS in key APAC markets for all brands: TOD'S, Hogan, and Roger Vivier.
• Led successful airport bidding processes, securing prime retail spaces for Roger Vivier (Hong Kong International Airport) and TOD’S (Singapore Changi Airport).
• Optimised retail operations and P&L management, enhancing revenue performance and brand visibility.

Key Achievements:
✔ Drove sales growth despite market challenges, increasing channel revenue contribution by 11 points.
✔ Secured strategic airport retail partnerships, boosting brand prestige and customer reach.

Regional Sales Manager, APAC Travel Retail & Wholesale

Richemont Asia Pacific Limited

• Managed Alfred Dunhill’s APAC travel retail and franchise operations, overseeing 12 POS in China, Taiwan, Japan, Australia, and Southeast Asia.
• Collaborated with cross-functional teams (legal, store planning, and visual merchandising) to ensure seamless new store openings.

Key Achievement:
✔ Maintained strong brand presence across APAC, driving operational excellence during brand repositioning.

Area Manager, APAC (Alfred Dunhill)

L’OCCITANE Group

• Managed a $50M+ business, leading a 96-member team across 30 POS in Hong Kong, Macau, Taiwan, and Mainland China for all brands: L'Occitane en Provence and Melvita.
• Revamped sales strategy, turning around Hong Kong’s YTD sales from -20% to +2% within three months.

Key Achievement:
✔ Exceeded annual sales target by over 5% in 2016.

Retail Manager, Greater China 

L'Oréal

• Assisted the Area Manager in executing sales strategies for YSL Beauté and Biotherm brands across Southeast Asia markets and inflight channels.
• Drove the growth of Biotherm Homme in the region through successful product launches and promotional campaigns, including the "Preserving The Oceans With Water Lovers" initiative in SEA travel retail stores.

Key Achievements:
✔ Promoted from Commercial Executive to Junior Product Manager, overseeing product growth and marketing initiatives.
✔ Opened three new points-of-sale in Bali and Kuala Lumpur, which became top 10 stores in the region within one year.

Junior Product Manager, APAC Travel Retail

Account Service Delivery Consultant (Critical Incident Management)

Strategic commercial and sustainability leader with over 12 years of experience in business expansion, brand development, and sustainability integration across APAC markets. Passionate about integrating sustainability into business strategy, I specialise in scaling brands, forging high-impact partnerships, and driving operational efficiency to deliver long-term, purpose-driven growth. Proven track record of successfully delivering results while working remotely.

Fluent in English, Mandarin, Cantonese, and Tagalog, I leverage my multilingual expertise and deep cultural insights to navigate complex business landscapes across Asia. Beyond my professional role, I actively mentor young leaders and advocate for Diversity, Equity, and Inclusion (DEI) through Community Business and the Queer Straight Alliance (QSA).

Key Achievements:
✔ Drove $18M+ annual revenue growth by expanding market footprint across 12 new points of sale (POS).
✔ Turned around a struggling market from -20% to +2% within three months by revamping sales strategies.
✔ Led sustainability strategy projects, helping FMCG brands embed ESG principles into core business operations.
✔ Built and executed regional expansion strategies, growing brand presence and market share across APAC.

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Gabriel Michelson

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