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Work Background
FableticsSenior Director of Visual Merchandising & Retail Marketing - Global
May. 2022Los Angeles Metropolitan AreaLeads brand vision, visual presentation, creative marketing strategy, and store design for the fleet of stores. Develops customer centric, strategic channel-specific marketing strategies to drive sales and increase brand awareness through consistent brand experiences. Creates immersive, disruptive, and compelling product and creative presentations to strengthen brand awareness.
• Supports and identifies new business opportunities to strengthen brand image, grow sales and customer base thru strategic marketing initiatives. • Collaborates cross functionally with digital teams, brand managers, product design, eCommerce, social media, copywriters, PR, and executives to ensure all retail marketing campaigns are in alignment with the core brand message and positioning. • Develops cohesive marketing strategies, initiatives, and promotional campaigns ensuring aesthetic continuity of the brand DNA.
• Lead monthly visual merchandising guidelines, concepts, and initiatives for all stores.
• Lead the CRM lifecycle to build customer engagement, increase brand awareness, build consumer loyalty, and drive sales.
• Ideate & develop store marketing assets from design to execution ensuring brand vision and marketing messages are cohesive, compelling, and disruptive. • Creates and maintains all budget and resource allocation for the any project plans and ensures that the outputs meet the quality standards, deadlines, and within budget.
• Ideate, develop, and lead production on all seasonal window and in-store creative take overs including 3D elements, digital assets, and traditional marketing materials.
AthletaDirector of Field Visual Merchandising - North America
Feb. 2020 - May. 2022Greater Los Angeles AreaInspire and influence merchandise presentations creatively in balance with meeting the brand financial metrics and customer profile. Develop and implement strategies to deliver well-merchandised, compelling, innovative, and visually engaging stores that meet the needs of the business and bring the brand to life across all stores.
• Effectively leads and mentors team of eight Regional Visual Managers to execute seasonal visual merchandising needs across the fleet.
• Provides consistent training and development to develop talent and bench strength across organization. Builds bench strength by identifying and developing internal talent and recruiting external talent.
• Develops strategies to ensure seasonal product, window and in-store applications are executed seamlessly throughout the store fleet and identifies opportunity for localization opportunities.
• Oversees the resolution of store specific merchandising challenges that require adaptations based on store size, type, and volume and inventory levels.
• Liase with Store Design/Architecture team to review and determine the best market approach/floor plan for new stores and remodels.
• Creates and delivers seasonal presentation workshops, meetings and conference calls with field visual team to support key initiatives and opportunities.
• Conducts visual merchandising store visits with appropriate business partners to review reinforce compliance with visual merchandising standards and provide further development of teams.
• Partners effectively with all business partners, including Merchants, Store Operations, Marketing and Creative, Inventory Planning and Human Resources, creating an internal network and significant work flow efficiencies.
On the Gap Inc. leadership team for the Color Proud Council as well as Co-Chair for PRIDE@Gap EBG
kate spade new yorkDirector Of Visual Merchandising - North America
Sep. 2017 - Feb. 2020Greater New York City AreaIdeate, develop, and oversee all Visual Merchandising work streams for the kate spade new york Global outlet channel, as well as directly manage all 120+ locations within North America. Through specialized focuses include creating, directing and executing global brand standards for in-store visual merchandising, consumer store experience, retail store development, fixture development, creative concept design and environmental renderings. • Strategically created, developed, and launched all current visual merchandising guidelines, standards, and tools for the global outlet channel from the ground up.
• Developed, designed, and published monthly visual merchandising floorsets for all accessory/apparel categories ensuring product storytelling, fixture capacity, meeting the aesthetics of the brand while maximizing profitability.
• Partnered with domestic and global counterparts to identify, create, and deliver all visual related communications and resources from corporate office to market, regional and store line teams.
• Played a critical role in complete redesign of retail store experience by influencing fixture design, sku capacities, and functionality of the new fixture package from drawings & prototyping to finalized design in partnership with all direct cross functional peer groups (buying, merchandising, allocations, planning, ops) as well as store environment teams (store design, construction, procurement) to ensure seamless execution. • Hired, trained, developed and manage a team of 6 regional visual merchandisers with a sole focus of identifying business challenges and implementing market specific adaptations and take down strategies to ensure brand consistency and relevancy to local demographic attracting higher customer traffic and driving profitability.
kate spade new yorkSenior Manager, Visual Merchandising - North America
Apr. 2015 - Sep. 2017Greater New York City Area• Train, communicate, and supervise visual merchandising global brand messaging, concepts, and initiatives in all outlet stores - United States and Canada.
• Be the brand gatekeeper, ensuring that the image and aesthetic of the company is projected at all times utilizing merchandise presentations, interior displays, and mannequin styling.
• Consistently conceptualize new and creative in store merchandising ideas to drive out-of-the-box thinking.
• Partner with store design to continually evolve the in-store experience while showcasing new product categories in innovative and compelling ways, as well as conceptualizing and overseeing implementation of new and/or updated POS fixtures.
• Develop and manage ongoing communication between the field management teams, stores and corporate visual management to ensure stores have adequate visual resources and support to meet the company standards.
• Attend and participate in all relevant business meetings to track, analyze, and react to business, ensuring channel exceeds financial goals.
kate spade new yorkVisual Merchandising Manager - North America & UK
Dec. 2013 - Apr. 2015Greater New York City Area• Conceptualize, impliment, and roll out all monthly floorset direction for the outlet channel for North America & UK.
• Analyze, review, and adjust sales performance of presentations and displays in order to drive overall sales goals.
• Manage and develop all direct reports in both the corporate office and field.
• Partner with Regional and District Managers to ensure consistent field communication and implementation of visual merchandising direction. • Participate in all seasonal markets with the global design, merchandising, and buying teams.
Tommy HilfigerMen's Visual Merchandising Manager - North America
Jan. 2012 - Dec. 2013Greater New York City AreaManage Floor Concept process and lifecycle of the product from adoption to seasonal direction. Work closely with the Merchant, Design, Planning & Allocation Teams to effectively plan and direct seasonal messages, ensuring consistency of all visual processes while maximizing sales across all store groups.
• Set overall strategy for the seasonal Floor Concept process for US, Canada, and the Caribbean markets.
• Participate in the product lifecycle with cross-functional partners to strategize appropriate presentations based on store
size, assortment, customer profile and seasonality.
• Collaborate with Creative Service Team with concepting seasonal window and interior collateral direction.
• Pull and style all looks for windows and interiors of stores.
• Travel to work with Global teams to set up seasonal line opening showrooms and convention centers.
• Pull and style looks for Seasonal Marketing Campaigns.
• Collaborates with Design and Merchandising on all proto and adoption showrooms.
• Provide feedback and recommendations on all visual training materials to ensure consistency across all divisions.
• Actively manages and develops direct reports.
• Partner with Regional Visual Managers to ensure consistent field communication.
EspritVisual Merchandising Manager - North America
Mar. 2008 - Jan. 2012Greater New York City Area• Concept and Create visual merchandising guidelines, standards, and overall direction for all stores in the US and Canada with the partnership of members of various departments in Retail, Outlet, Wholesale and Licensee. • Maintain a clear and effective communication with related members in the U.S., Canadian and Global home offices to ensure a holistic approach and open dialog to perform approved tasks at all times.
• Partner with merchant and allocation teams to create strong shop concepts and window messages coordinating merchandise flow in accordance with store floorset timelines.
• Streamline visual communication from corporate office to the field partnering creatively with Regional Visual Managers/Coordinators and field management teams to improve the presentation level in stores thereby ensuring the field is always in a position to successfully meet plan goals.
• Participate in prototype roll outs, store renovations, and new store openings in USA, Canada, and Europe.
• Conceptualize, create, and source new P.O.P. and creative fixturing for in-store, windows, and Press showrooms. • Oversee and develop brand sound through in store music selection partnering with music providers.
EspritArea Visual Coordinator - NYC Metro
Mar. 2007 - Mar. 2008Greater New York City Area• Support all Visual Teams in the NYC Metro Area.
• Partner with Corporate Visual Team to create and execute all interiors and window changeovers and installations for stores in area based on visual calendar. This may include construction of any interior/window sets, on-site prop handling and prop placement
• Partner with Country Visual Manager to improve all directives.
• Utilizing all visual tools and holding stores accountable to those visual standards
• Creating unique and innovative systems to help train members of the field on how to maximize the business while holding to all visual guidelines and standards.
• Discussing visual opportunities, product placement, and sales
• Assist in developing action plans with each store visit to help grow and build a strong and knowledgeable team visually
• Mapping-out product and statement placement according to current visual direction to better accommodate specific store layouts
EspritVisual Manager - North American Flagship
Aug. 2005 - Mar. 2007Greater New York City AreaOversee entire visual/merchandising operations of store. - Conceptualize and implement preliminary floor plans and time lines associated with floor sets. - Create floor move statements and color stories for documentation for all stores. - Ensure that the philosophy of ESPRIT is communicated in store environments by training the staff on the image, direction and vision of the company. - Identify and monitor top and bottom selling items based on performance - Reporting and determine appropriate merchandise placement. - Oversee all graphic, fixture, and construction projects. - Implement biweekly store window installations.
bebe storesVisual Manager - NYC
Oct. 2004 - Aug. 2005Greater New York City Area- Responsible for all flow and placement of goods throughout shop
- Work with Corporate visual team to adapt windows and in store messages from warm weather direction to cold weather.
- Participate in all weekly store updates at all NYC locations, taking into consideration store specific architecture and layout
- Train and develop management team on Visual standards and expectations around those standards
EXPRESSBrand Manager/Southeast Store Opening Team
Feb. 2002 - Oct. 2004Tampa/St. Petersburg, Florida AreaInterpreted and executed corporate visual directives. - Maintained daily upkeep of visual merchandising. - Ensure quality, fit, and color of garments. - Handled ordering and receiving merchandise. - Was member of store opening team and participated in all visual aspects of new store openings throughout the southeast.
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