Lays Felix is a Business Strategy Expert & Agile Coach with years of experience in retail and organizational transformation. Currently at Leroy Merlin, he is responsible for building a functional model to drive strategic OKRs and creating consistency between strategies at the country, regional and operational levels, ensuring their translation into tangible actions. He collaborates with strategic and operational management, Agile Coaches, Product Owners and Scrum Masters, also drawing on expertise in Quantive OKR (+8).
Prior to this role, she was Manager Regional Marketing from 2019 to 2023, where she developed installation strategies for three stores in Turin (with a turnover of €7 million), managing a network of 10 artisan contractors and 18 salespeople. During this phase, she optimized the entire End-to-End flow (planning, sales, and delivery) and consolidated the effectiveness of the business network and sales organization.
Previously, between 2017 and 2019, she worked as Project Manager in ADEO, managing complex customer experience transformation projects and service solution development. This position allowed her to collaborate with several international entities of Leroy Merlin (Brazil, Spain, China and Italy), further expanding her global vision and expertise in innovation and change management.
