Creative Retail & VM Leader | Driving Brand Experience, Commercial Impact & Team Performance Across Global Markets With 15+ years of international experience, I specialise in transforming retail spaces, elevating brand storytelling, and leading high-performing creative teams across fashion, luxury, and beauty. As Creative Design Studio Manager at Coty, I led UK & I POS Design Studio for Rimmel, Max Factor, Sally Hansen, and Adidas—boosting team productivity by 25% and enhancing brand consistency across both regions. At Level Shoes, I shaped the visual merchandising strategy that contributed to 6 years of double-digit growth and recognition as Retailer of the Year. I bring a strategic mindset and hands-on expertise across: • Visual Merchandising & Retail Design • Event & Campaign Concept Development • Team Leadership & Cross-Functional Collaboration • Omni-channel Storytelling & Shopper-First Design • Project & Production Management I’m passionate about creating immersive, future-forward brand experiences that deliver both creative and commercial results. Open to new leadership opportunities where I can continue creating standout brand moments and inspire teams to push boundaries. I’m passionate about the evolving retail landscape, from omni-channel storytelling to sustainable, shopper-first design and thrive on leading agile, creative teams to deliver bold, business-savvy results. Now open to new leadership roles where I can continue crafting standout brand moments and shaping the future of retail.
Leading and managing the creative in-house design team focusing on temporary POS for the consumer beauty brands, Rimmel, Max Factor and Sally Hansen. Responsible for planning, managing, tracking and delivering all design work that comes into the studio effectively. • Collaborate closely with Brand Marketing, POS Managers and the VM and Merchandising Director to fulfil the requirements of the business by planning multiple work-streams while balancing the creative vision and objectives with running an efficient, lean and effective team while improving productivity by 30% on the year before. • Researched and currently working with an approved external supplier to implement project management software to stream line the design project processes from brief to completion in the the UK & I offices.
Lead rebranding and store design projects for two of Liwa Trading's own concept brands.
Due to restructuring and COVID I had the opportunity to spend more time with my family and especially my 3 year old son while up skilling in preparation for when the job market improved again.
Rolled out annual 360 Marketing and Visual Merchandising concepts, linking to brand marketing campaign and retail marketing objectives. Devised store concept strategies, retail activations, creating on-brand experiences for consumers and driving sales growth. Directed design, production, and installation of in-store spaces and off-site events. Ensured all contractual standards were met for multiple brands across 30 in-store concessions and services. Coached and led a multi-departmental team of visual merchandising specialists. Collaborated with several internal departments and external stakeholders. ● Managed a $450k-$1m annual visual merchandising budget. ● Ranked top business unit within Chalhoub Group, and number one store per square meter in Dubai Mall for 2018 and 2019
Executed annual retail calendar, coordinating visual merchandising strategies, retail activations, and concept roll-outs to drive sales and market share growth. Oversaw all in-store promotional and marketing campaigns. Coordinated production, allocation, and distribution of in-store collateral. Led and coached a team of visual merchandising specialists. ● Oversaw a total remodel of men’s area from creative concept to completion, transforming the aesthetic and doubling the footprint to accommodate more product assortment. ● Researched and activated current digital marketing trends to enhance in-store consumer journey, including augmented reality, digital way-finding, and 3D holographic solutions. ● Awarded Chalhoub Group’s “Best Innovation Activity (2015)” and “Best Consumer-Centric Campaign (2017)”.
Headed strategy and production of creative concept ideas for on-brand experiences in-store and at off-site events and pop-up shops. Oversaw display production and scheduling, sourcing materials within budget. Optimized sales through product presentation, stock-rotation, and analysis reports. Developed new merchandising tools for product display and marketing materials. ● Restructured Visual Merchandising department, creating specialization to improve workflow and efficiency. ● Established product presentation, layout, and display production/decoration guidelines.
Directed budget, product placement, and seasonal concepts for three retail brands. Analysed stock sales to develop merchandising strategies for under-performing lines. Trained shop managers and sales associates on merchandising standards ● Contributed to design, development, construction, and launching of a high-end shoe store and a luxury children’s boutique.
Launched new Ralph Lauren stores in the Middle East including two Children’s Stores, Blue Label, and was selected to assist in the opening of the Madison Avenue Women’s store. Oversaw Visual Merchandising budget, window set production and installations, product placement plans, and seasonal concepts for all Ralph Lauren stores in the UAE, Saudi Arabia, Kuwait, Qatar and Bahrain. Improved merchandising for weak lines to improve sell-through and gross sales.
Orchestrated opening of flagship and boutique stores, including the first two Aubin & Wills stores. Teamed up with the company’s founder and its head clothing designer to create the retail visual identity to launch the Aubin & Wills brand. Crafted visual merchandising and product presentation guidelines, store lay-outs, and training materials. Built window concepts and sets. Collaborated with internal designers to create on-brand interior layout and aesthetic in stores.
Working with architects, Merchandising Senior Vice President and European Retail Senior Vice President on floor layouts and capacities for renovation of stores. Educating sales associates and shop managers on merchandising standards as well as product and lifestyle knowledge. Working closely with individuals during installations and holding training seminars on topics such as folding standards and basic merchandising. Liaising with buyers, creative team and store line managers to coordinate seasonal floor changes for apparel and home collection as well as the consolidation and transfer of stock between stores to increase sell-through.
Positive, driven, professional and with a great aptitude to work under pressure. I was pleased to have Mark in my team as a key contributor to the development of the business. I wish him all the very best with his career.