Simone Pedersen is a definitive commercial architect of retail strategy and frontline execution, commanding over two decades of prestige beauty expansion and market entry across the APAC region.

Her executive tenure is anchored by driving retail strategy for global titans such as Chanel and Lane Crawford, alongside advising private equity firms on the commercial evaluation and scaling of luxury beauty portfolios. As the Founder of Red Scout, she engineered the industry's premier digital training infrastructure, directly driving the commercial performance of over 25,000 retail professionals across Sephora, Puig, DFS, Johnson & Johnson, and LUXASIA.

At SANDA, Simone leverages this unparalleled dual perspective, merging high-level market curation with uncompromising frontline sales execution—to ensure global brands secure sustainable dominance in new retail environments. She is recognized by WWD as one of the industry's "12 Rising Stars of Beauty.”

EXECUTIVE TENURE
• Founder, Red Scout
• Retail Strategy & Expansion, Chanel
• Retail Strategy & Expansion, Lane Crawford
• Strategic Advisor, APAC Private Equity Portfolios
• Honoree, WWD "12 Rising Stars of Beauty"