I have extensive experience in retail design and visual merchandising, specialising in creating compelling in-store experiences. I excel in aligning brand identity with customer engagement, ensuring seamless integration of digital and physical retail spaces to boost sales and brand loyalty. Fluent in Dutch, English, and French.
I offer tailored services in collaboration with clients, providing design, consulting, and training across various fields such as Brand Identity, Retail Experiences, In-store Fixtures, Visual Merchandising, and more. I lead and manage projects within set budgets and timelines to deliver goals effectively.
Led and mentored the AP Retail Marketing department, overseeing digital, store environment, and visual merchandising teams. My focus is on positioning Timberland as a purpose-driven, outdoor-inspired lifestyle brand across the AP region. I drive the implementation of exceptional retail brand experiences, collaborating with global and regional teams to ensure consistency and offline/online integration in our stores. Empowering the teams to work with external and internal stakeholders, I ensure the brand's success while adapting to regional and local contexts.
Drove the JSW/Jeans-wear Brand Retail Strategy across the Asia Pacific region, including China and India. With a revenue of over US$ 280 million across 1900+ doors, my focus was on creating consistent and contemporary store designs and formats. I closely collaborated with the Digital Marketing team to address the impact of online experiences on the Brick & Mortar landscape.
Achieved market share and brand equity growth for Lee & Wrangler across Asia Pacific through a successful Retail & Visual Merchandising re-launch of VF JSW Brands. Implemented roll-out processes, procedures, and tools to enhance store profitability, quality, and consistency, utilising both internal and external partnerships effectively.
Steered regional Retail and VM alignment, adapting international directives to local markets. Developed VM Programs and implemented Store Layouts to support retail growth in AP, China, and HK, ensuring consistent brand image and in-store presentation.
Supported JSW Brand Retail Image re-launch in EMEA through strategic in-store Visual Merchandising, competitive Retail concepts, and streamlined procedures. Delivered training and mentoring to maintain a consistent and contemporary retail culture across Europe.
Developed impactful Visual Merchandising strategies to enhance the in-store brand experience and drive sales across all business channels. Implemented VM tools, conducted training sessions, and provided sales mentoring to retail partners, resulting in a consistent and strengthened brand identity across regions.
Mentored and led consistent in-store VM culture through training, maintaining H&M image. Implemented effective VM product strategies aligned with deliveries and sales analytics. Executed VM practices within tight deadlines and financial goals in a dynamic, diverse environment.