I bring extensive visual merchandising and styling expertise from leading roles at Calvin Klein, SKIMS, FIFA and Netflix. Skilled in VM installations and retail floor planning, I have a proven track record of enhancing store aesthetics and driving sales in dynamic retail environments.
FIFA LEAD STYLIST - Styled the global FIFA Store Heritage 2025 range for their e-commerce FIFA Store campaign. SKIMS LEAD VM — INTERNATIONAL - Executed all international visual merchandising guidelines. - Supported with all new international store set-ups and installations. NETFLIX LEAD VM & CREATIVE PRODUCER - Led the entire VM installation and oversaw the production of all small print used within the Netflix pop-up shop (As Seen On Netflix) at Bethnal Green, London. KARL LAGERFELD EMEA VM & SHOWROOM PROJECT MANAGER - Led the production of the VM Standards Manual from concept to final execution. Supported the global team with their showroom set-ups in Amsterdam and Paris. Y-3 ADIDAS/BROADWICK STUDIO STYLIST - Styled mannequins with their Atelier collection for the reopening on their London flagship shop on Conduit Street. THE TWENTY TWO HOTEL EVENT PRODUCER - Assisted with the production of a Wimbledon inspired event in the private members club. KARL LAGERFELD EMEA (LONDON) LEAD VM PRODUCER - Led the launch of the Cara Loves Karl Fall 2022 VM installation in their Regent Street flagship retail store. FIFA GLOBAL (LONDON) LEAD STYLIST - Styled the global FIFA World Cup 2022 Kids and Adults campaign for their new E-commerce website (launching soon). CALVIN KLEIN EMEA (REMOTE) VM PRODUCER - Executed the PF22, FA22 and PS23 visual merchandising guidelines using the 3D rendering software, Mockshop. - Led the Calvin Klein Jeans SP23 showroom execution, working closely with the CKJ Merchandising team and Creative Services.
- Led end-to-end photoshoots and video production, taking charge of conceptualization, execution, and collaborating with key stakeholders to craft impactful communication materials. - Designed and implemented optimized production timelines to enhance workflow efficiency for both internal and external teams. - Effectively coordinated shoot locations, conducted site visits, facilitated studio bookings, managed catering arrangements, and handled permit filing for seamless production operations. - Created storyboards, scripts and recorded voiceovers for video assets. - Assumed the role of the on-set producer during shoot days, skillfully overseeing all production requirements. - Effectively handled production budgets of up to £100k, diligently processing all invoices in compliance with the finance team's invoice tool, SAP. - Collaborated closely with graphic designers to enhance the design of internal VM communications, aligning with the new brand identity. - Curated an extensive roster of creative freelancers and suppliers, encompassing graphic designers, animators, photographers, videographers, editors, stylists, and makeup artists, to support all forthcoming projects. - Managed the post-production of all assets, from V1 stage to final selection. - Structured and organized assets systematically, proficiently arranging them on the company-wide portal, and VM App for convenient and widespread access. - Championed change and fostered innovation by conceptualizing and orchestrating the inaugural internal VM Virtual Experience event, leading to an increase in participation by over 183% compared to the previous year. - Efficiently managed a team comprising 5 freelancer project coordinators and multiple 3rd party suppliers.
- Executing the first ever Outlet 3D rendered digital guidelines using Visual Retailing Mockshop software. - Co-leading the development of the internal Dashdock website and app alongside the Senior Manager, VM + Communications and the external vendor. - Overseeing the design and creation of the monthly multi-channel newsletter. - Co-leading the seasonal events through content writing, video production set-up and space set-up. - Leading and training country VMs through European store openings, refits, store visits, the AV 360 Experience event, in-person workshops, and digital Virtual Experience events. - Decision-making on campaign images for all European Outlet locations alongside the Campaign Manager. - Supporting the Retail Merchandising team with the Colour Flow and Collection Building. - Executing the HQ Adoption Meeting and influencing country buyers to ensure brand consistency across Europe, in collaboration with the Outlet Retail Merchandising team. - Influencing the Store Development and Store Concept Design teams with the creation of floor plans, new fixtures and display tools for new openings and refits. - Leading the roll-out of the free-standing light boxes, digital screens, hanging underwear fixture, high-level POS slim-frames, prong sign holder, and new in-store and windows POS in all premium Outlet locations. - Collaborating with the NY head office team with ongoing global projects such as commercial trials, VM Principles training tool and The Style Guide.
- Managing the seasonal VM guidelines shoots, working closely with external photographers, retouchers and freelance stylists. - Co-leading the development of the internal Dashdock website and app alongside the Senior Manager, VM + Communications and the external vendor. - Overseeing the design and creation of the monthly multi-channel newsletter. - Co-leading the seasonal events through content writing, video production set-up and space set-up. - Leading and training country VMs through European store openings, refits, store visits, the AV 360 Experience event, in-person workshops, and digital Virtual Experience events. - Executing the HQ showroom set-ups and signing off European showrooms ensuring brand consistency, in collaboration with the Creative Services team. - Influencing the Store Development and Store Concept Design teams with the creation of floor plans, new fixtures and display tools for new openings and refits. - Collaborating with the NY head office team with ongoing global projects such as commercial trials, VM Principles training tool and The Style Guide.
- Co-ordinating the seasonal VM guidelines shoots, working closely with external photographers, retouchers and freelance stylists. - Sorting and delivering a high volume image assets for all stakeholders to use. - Writing clear and cohesive guidelines for the Full Price O&O, SIS and Outlet channels across all divisions, including seasonal VM Guidelines, VM Principles, and In-Season reactions; working closely with the in-house and external Graphic Designers. - Overseeing the print production and delivery to all country head offices, ensuring costs are in line with budget, all whilst working on the digital evolution of all guidelines. - Collaborating with Retail Merchandising and Marketing to ensure there is cohesive 360 story telling each season. - Co-leading and training country VMs through European store openings, refits, Model Store trainings, seasonal workshops and store visits. - Organising and implementing European Press Days, working collaboratively with the country Marketing teams. - Developing and communicating bi-weekly Full Price and Outlet newsletters to all country VMs and HQ teams. - Providing the country VM teams with ongoing constructive feedback via The VM + Windows App.
- Creating clear and cohesive guidelines for the Full Price, SIS & Outlet across all division; CKJ, CKU, CKA and CK Menswear including seasonal VM Guidelines, Basic VM Guidelines/Principles, In Season Reactions. - Development of VM Guidelines from concept through to design. - Working closely with the divisions to create the content for the VM Guidelines, ensuring all teams are aligned to ensure content is correct to support the business from a commercial and directional stand point. - Ensuring accurate and clear time lines are in place to support the delivery of the VM Guidelines on time for each season. Allowing for sign off process where needed. - Managing the photo shoot of all VM Guidelines - Creating the written content and managing the necessary translations for the VM Guidelines. - Working closely with the Senior VM Manager and Graphic Designer to achieve the correct design aesthetic of each VM Guideline in line with each brand. - Manage the production of the VM Guidelines to ensure the quality is high and costs are in line with budget. - Support the prompt and timely delivery of the VM Guidelines to all Country Head Offices.
- Supporting project management of all Windows + Creative department initiatives, covering VM + Windows guidelines, POS, display tools, Sale and Switch-Out. - Developing and communicating various department communications and training tools. - Collating content for all internal communications. - Creating photo recaps of all new store openings and seasonal window installations. - Supporting the VM + Windows team with the guideline shoot preparation. - Assisting the set-up of the seasonal VM + Windows events.
- Conducting research based on lifestyle concepts and trends - Looking at KPI’s and developing floor plans - Maximizing the space and layout of the store - Proven ability to make commercial decisions that make an impact. - Working with the VM Manager & sales teams to achieve commercial goals. - Supported store opening and training of staff members. - Using available space to the best advantage - Dressing mannequins and making use of creative lighting for window displays - Create displays for new merchandise on a daily basis - Replenishing stock on display and controlling stock room - Carry out 'Comp Shops' to be in line with other leading high street competitors - Serve customers with the best customer service on the shop floor and on the tills - Involved in the New Look Press Day S/S 13 and S/S 14 - Training new Visual Merchandiser staff - Involved with the set-up of the new concept store in Dungarvan and Glasgow
- Conducting research based on lifestyle concepts and trends - Developing floor plans - Maximizing the space and layout of the store - Using available space to the best advantage and replenishing stock on display - Dressing mannequins and making use of creative lighting for window displays - Create displays for new merchandise on a daily basis - Training new visual and management staff - Included on store opening and blitz team – Dublin and Oxford Street, London
- Interpreted and implemented recommended visual merchandising guidelines - Responsible for replenishing the shop floor and finding alternatives for sell out lines - Worked with Visual Merchandisers to develop the layout of the store - Dressed windows and mannequins with new stock to ensure customer interest - Worked with Sales Figures reports and Company/Store Best Sellers reports - Assisted customers with queries - Included on flagship store opening - Ilac Centre, Henry Street, Dublin 1.