Highly skilled Visual Merchandiser and Window Dresser with more than 15 years of experience in fashion retail, having worked for fast fashion, premium and luxury brands both in Europe and LATAM. Taking over manager and coordinator positions, his focus is elevating brands aesthetic, developing creative concepts to strengthen the brand's image and reinforcing it's positioning within the market to drive sales.
I drive the visual merchandising process from concept to execution, collaborating with Merchandising, Marketing, and Commerce teams to deliver compelling retail experiences. Key responsibilities include: -Expert in 3D Visual Merchandising platform VRP. -Developing and supporting EMEA Seasonal Directives. -Leading VM efforts in new store design, refits, and seasonal launches. -Ensuring optimal consumer flow and storytelling while balancing brand and commercial goals. -Supporting store openings, training teams, and maintaining high VM standards. -Conducting monthly KPI reviews to drive continuous improvement across managed spaces.
Managed the Visual Merchandising Outlet Division for Calvin Klein , EMEA regions. By Identifying, influencing and maintaining the evolution of VM & product presentation * Delivering and meeting brand and outlet expectations * Collaborating and delivering on VM direction across all stores through providing the inspiration, guidance and feedback and working closely with country VM Teams, Merchandising and Graphic Designers to provide all relevant content and direction * Building a strong working relationship with country VM Managers and VM teams * Building a strong working relationship with the Amsterdam Outlet departments to deliver and meet VM expectations and drive the outlet business strategy * Aligning seasonal brand vision * Mockshop software user for 3D virtual shops * Working alongside Windows Team to ensure all concepts and POS are seasonal relevant * Working alongside the Outlet Merchandising team to influence/support seasonal assortments *Showroom set-up support * Seasonal shootings
-Creative Vision & Execution: Proficient in conceptualizing and implementing high-impact visual displays that align with marketing goals and brand aesthetics. -Team Leadership: Skilled in leading and inspiring creative teams, fostering collaboration, and driving performance to achieve outstanding results. -Strategic Planning: Experienced in developing and executing visual merchandising plans that support promotional campaigns, product launches, and seasonal trends. -Project Management: Adept at managing multiple projects simultaneously, ensuring timely and cost-effective delivery of visual merchandising solutions. -Retail Analytics: Leveraging data and insights to optimize merchandising strategies, enhance customer engagement, and increase store traffic and sales
• Managed the department's budget to achieve a 30% saving on window installation and import costs • Arranged local production for POP material and campaign imagery during 2 campaign launches • Coached store staff management through a customized VM training • Aligned all props and display material according to the newest brand's guidelines • Planned and executed 4 free standing store openings and pop-up shops • Developed a brand new pop-up store inside a flagship luxury department store • Supervised the execution of a monogram brand takeover in 11 department stores POS • Supported the showroom set up and press day events
• Country visual merchandising coordinator for the creative services area • Managed a team of 4 field visual merchandisers • Developed VM guidelines for all 41 owned retail stores including outlets and over 100 wholesale department store corners • Managed the showroom for all 4 different product lines, changing the layout each season to enhance commercial goal with retail and wholesale clients during collection launch with a team of 10 people reporting to me • Created a strong network with national suppliers to assure local production of mannequins and display material for a up to 50% saving vs importing • Coordinated seasonal kick-off training's • Supported campaign launches in liaison with the Marketing team installing out posts throughout malls and department stores • Direct report to HQ in Europe and the US hub. • Planned opening of 10 new free standing stores • Built a strong working relationship with store VM ambassadors & stores through good collaboration, consistent communication and team motivation • Managed the creative and aesthetic elements for window displays
Masterclasses in Visual Merchandising and window display
• VM responsible for Premium Brands: Scotch&Soda, John Varvatos, Harmont & Blaine, Eden Park, Butterfly Twists, Scalise, Le Coq Sportif • Adapted each brand's Visual Merchandising guidelines to the local market • Over viewed the correct execution of display parameters throughout the country • Arranged all window display installations • Negotiated spaces for shop-in-shops within the wholesale business unit • Activated marketing events • Assured visual equity for a greater consumer journey • Helped drive store performance through an optimal use of KPI´S and sales reports analysis
• Contributed to the setup for the first store in Latin America to create a proper shopping experience • Created appealing displays to enhance the image of a flagship store • Coordinated twice an in-store season start as a part of staff training • Participated in the store expansion team to open two new stores