Paul Engleman
A senior level executive specializing in visual merchandising, environmental design, project management and retail marketing. A highly accomplished leader with a proven track record with internationally renowned brands including Adidas, Levi’s, Gap, Fossil, Emporio Armani and Michael Kors. Has a history of proven success in creative design, innovation, implementation and marketing activation across an Omni channel landscape at both the market and regional levels. A people person with a strong ability to communicate ideas and lead multi-cultural teams from initial conceptual ideas to final implementation.
Highlights Proactively designed and implemented a new jewelry concept for the APAC market. Contributed to the category growth of 54% CAGR growth with standout successes in both India and China. Upgraded the design and implementation of the multi brand shop-in-shop concept, elevated our presence in the marketplace and ensured positive sales growth in the region post Covid. Created and executed a new visual merchandising led initiative to elevate and highlight the new mechanical categories. Successfully increased category sales by 34%. Initiated the visual excellence initiative into the APAC region. This platform was created to improve and drive the visual merchandising standards & operating practices. This tool was later taken up by our Head Office and rolled out on a global scale. Scope of Responsibilities: Led APAC regional shared services including the visual merchandising, environmental design and art departments. Geographical responsibilities across 12 Countries. Including - China, India, Japan, Korea, Singapore, Malaysia, Australia and Indonesia. Brand Responsibilities - Fossil, Emporio Armani, Michael Kors, Kate Spade, AX, Diesel, Puma, Skagen, BMW & Watch Station International. Core Responsibilities: Directed the regional Visual Merchandising strategy & vision to ensure a compelling, positive customer experience that maximizes sales and KPI’s. Managed the design, procurement, production and installation of all new stores, relocations, remodels and offices. Led the visual merchandising and art teams in creative direction and conceptualization that could be used across all brands, channels and countries. Identified and developed new retail experiences that integrated both the online and offline experiences. Drove consistency of communication and best practice through the creation and implementation of the visual excellence platform. Built and established a high performing team to provide creative merchandising and promotional solutions.
Responsible for the implementation of VM strategies and brand image enhancement across the Greater China market. Formulated creative merchandising & promotional solutions to drive sales and reach revenue target of $350m. Built and established a high performing team to provided creative merchandising & promotional solutions. Produced and Implemented VM guidelines and training manuals. Managed, coached and developed VM Country & Studio teams across the region. Directly launched Gap, Gap Outlet and Old Navy into Mainland China, Hong Kong and Taiwan.
Recruited to lead the APAC retail marketing team for the newly established Retail Operations Centre (ROC). Responsible for the development and execution of the regional Retail marketing and CRM Strategies. Designed, produced and implemented window and in-store campaigns across the APAC marketplace. Implemented new processes and operational tools to ensure consistency of implementation, brand identity and presentation across the Region. Collaborated with 11 unique Country teams to develop and deliver marketing strategies and bespoke seasonal direction including Greater China, Japan, Korea and South-East Asia. Designed and implemented a Global tool to measure the ROI, KPI’s and profitability of all seasonal Marketing campaigns. The data received from this initiative was then used to drive and influence all future Global creative campaigns.