Gen is Country Head of Inditex, currently managing an Asian Top Market with top stores. Inditex, the biggest fast fashion group in the world, operates over 7,200 stores in 93 markets worldwide. The company's flagship store is Zara, but it also owns a number of other brands such as Zara Home, Bershka, Massimo Dutti, Oysho, Pull&Bear, Stradivarius, Uterqüe and Lefties. Gen is previously Managing Director of Luxasia - the leading omni-channel partner of luxury brands, including Hermes, Christian Dior, or Balenciaga, in 15 countries, e-commerce with 280 online in-store , salon business and the total of 4500 stores. She was also previously Managing Director of an LVMH JV for Christian Dior (L'beauty); Managing Director of Coach New York (Coach) the leading American fashion brand, specializing in leather. Gen is currently Phd researcher in SMART retail technologies (AI, RFID, AR, VR etc) and Phygital stores.