Utilize my retail industry knowledge, corporate and field input to lead the design of store fixtures to support new store openings along with capital and expense projects in existing stores, collaborating extensively with vendors.

Responsible for ensuring that every new fixture design is delivered accurately, timely, and on budget, and meets all business and technical requirements including cost, durability, structural integrity, ease of assembly, ease of maintenance, form, fit, function and appearance. Manage an extraordinary team of managers, engineers and project leads.

I partner directly with C-suite and senior retail leaders to elevate how their brands show up in physical and digital environments. My work integrates visual merchandising, store design collaboration, field operations, and omnichannel experience strategy to help companies improve consistency, accelerate execution, and strengthen the connection between brand storytelling and commercial results.

For one national outdoor retailer, I led a data-driven visual merchandising transformation that increased conversion by 15% and boosted traffic by 25%. To ensure the results scaled across the fleet, I designed end-to-end training programs, store playbooks, and field execution toolkits adopted across 20+ locations.

My consulting work spans retail experience audits, fixture and display strategy, store presentation standards, field training, workflow optimization, and executive advisory on retail environment innovation.

Scope & Expertise:

• Visual Merchandising Strategy & Standards

• Store Design / Fixture Alignment

• Retail Experience Transformation

• Field Merchandising Training & Enablement

• Omnichannel Integration

• Multi-store Rollout Strategy

• Creative Direction & Brand Presentation

• C-suite Advisory

I led the end-to-end strategy, design, and rollout of Cloverkey’s new store concepts, translating vision into scalable retail formats adopted across 20 locations. Partnering closely with executives, architects, and cross-functional teams, I developed the prototype environment, established design standards, and oversaw all phases of implementation, from concept through construction.

I introduced experiential and sensory design elements, integrated digital features, and elevated the overall customer journey to deepen engagement and drive stronger retail performance. I also standardized visual merchandising practices, created fixture and graphic systems, and improved operational efficiency across openings and remodels.

Owning both creative direction and operational execution, I managed budgets, timelines, and vendor partners while ensuring every store delivered a cohesive, high-quality brand experience. My work strengthened brand identity, improved shopability, and provided the foundation for the company’s future retail growth.

Key Skills: Retail Design, Store Development, Visual Merchandising, Concepting, Prototyping, Fixture Design, Space Planning, Rollout Execution, Sensory & Experiential Design, Digital Retail Integration, Creative Direction, Budget Management, Cross-Functional Leadership, Vendor Management, Graphic Systems, In-Store Marketing, Customer Experience Optimization

I rebuilt Dickies’ visual merchandising program from the ground up, transforming it from a limited, inconsistent operation into a global retail execution engine. Over my tenure, the program expanded from 200 stores to more than 1,400 globally, supported by a scalable VM strategy, robust field tools, and consistent execution standards across diverse markets.

I developed a comprehensive VM framework that included training modules, 3D directives, planograms, graphics packages, merchandising standards, and in-store creative guidelines. This system elevated brand presentation, strengthened visual identity, and improved customer engagement across wholesale, branded stores, and global partner channels.

I also built and led a high-performing team of Visual Merchandising Managers and Merchandisers, fostering a culture of accountability, collaboration, and brand stewardship. Together, we drove measurable improvements in retail readiness, sell-through, and consistency across regions.

Capabilities:

Global VM Strategy | Field Leadership | Brand Presentation | Visual Standards | Training & Development | Retail Expansion | 3D Directives | Cross-Functional Partnering | Merchandising Strategy | Operational Excellence

I led a multi-state field merchandising and retail marketing program supporting premium, high-visibility key accounts across the central U.S. My role focused on elevating in-store brand presentation, driving sales performance, and strengthening partnerships with major retailers through best-in-class execution.

To scale consistency and improve retail readiness, I built and led a high-performing regional team responsible for merchandising, visual execution, and promotional activation. I recruited, trained, and coached team members, establishing clear standards and accountability models that improved performance, retention, and in-store quality.

Working closely with the VP of Marketing, I translated market insights and field data into actionable strategies that enhanced brand visibility, improved sell-through, and informed national program adjustments. I played a central role in coordinating seasonal initiatives, product launches, and retail marketing campaigns, ensuring that execution across the region aligned with strategic goals and brand aesthetics.

Throughout my tenure, the region consistently exceeded sales and execution targets, delivering measurable gains in merchandising compliance, customer engagement, and retailer satisfaction. This role strengthened my foundation in field leadership, cross-functional marketing alignment, and retail experience optimization, capabilities that have defined my career at the Director level and beyond.

Capabilities:

Field Team Leadership | Retail Marketing Activation | Visual Merchandising Execution | Key Account Management | Training & Development | Regional Strategy | Sell-Through Optimization | Cross-Functional Collaboration | Field Insights & Reporting