Victoria Fraser

• Re-established and led the Visual Merchandising department, overseeing the development of VM strategies, store planning, and commercial execution across the Miral Experience portfolio, including Warner Bros World Abu Dhabi, SeaWorld Abu Dhabi, and Ferrari World Abu Dhabi, driving improved space productivity and business performance. • Key strategic partner to the VP of Retail Strategy and Product Development, delivering store reviews and insights to identify optimization and commercial opportunities. • Enhanced store planning, space optimization and grading principles, enabling better alignment between buying, merchandising and VM to ensure each store delivered the right proposition aligned with guest profiles, trading patterns and business strategy. • Oversaw the VM cadence for product launches, promotions, and seasonal assortments while providing input during the product development cycle and post-implementation. • Expanded and inspired a strong VM team across multiple parks to strengthen commercial performance across multi-park retail by implementing consistent VM standards and aligning execution with revenue KPI’s. • Developed comprehensive VM manuals, guidelines, and training frameworks to elevate execution while building succession pipelines. • Managed complex VM projects simultaneously, overseeing all phases from concept to execution, including large-scale openings such as SeaWorld Abu Dhabi (May 2023) and Team Lab Phenomena (April 2025)

Delivered commercial optimisation at store level, balancing space, assortment and staffing to exceed KPI targets across sales, audits and CRM performance. • Achieved store audit results of 98%, exceeding company average by 10% through disciplined execution, space standards and operational routines. • Led space and commercial recovery during secondment to Tommy Hilfiger Trafford Centre, delivering an +8% uplift above Q4 target. • Supported area-level performance during secondment to the North Area Manager role, overseeing commercial delivery, staffing performance and operational standards across 15 stores. • Contributed to structured performance reviews, action planning and post- implementation follow-up to improve trading outcomes.

• Based at the North American head office to lead the strategic design, development, and implementation of the training curriculum. Creating innovative educational materials to increase learning and performance using a blended learning delivery methodology, to ensure an inclusive approach. Regularly delivering classroom, onsite and virtual training using theoretical and practical techniques to over 180 stores. • Managed and coordinated key training projects cross functional including DTC and CTC’s annual sales meetings, updating stakeholders on progress Designed onboarding curriculum for all store, field, and head office associates, facilitating field and head office associates. Conceptualized and produced learning videos for brand retail standards, VM Principles and annual sale meeting VM videos. Created and edited QR content as part of a more interactive history and product learning journey. • Pioneered the rollout of ‘test and learn’ VM projects within the market – FTW, inclusive sizing, original and sports mixed. • Controlled forecasting and budgeting (5 million +) for all the ordering, production, Sourcing and logistics for training material, fixtures, and product. • Collaborating with the senior Leadership teams and HR to build career paths for retail and VM roles to fast-track talent. Creating learning journeys for associates to senior leadership to ensure that all present and future leaders were consistent in their development. • Worked closely with the Field Visual Excellence team, while monitoring training KPI’s and analyzed business results to identify training needs and created long-term learning solutions to improve skills and capabilities across all levels from floor to Head office to increase business profitability. • Created Training dashboard and templates on the Visual excellence system to track the stores and leadership development journey, learning impacts, and training ROI. • Supported Go to Market (GTM) process to influence product buying and assortment in partnership with the North American merchandising team.

Led a team of 2 x direct reports to manage all GCC wholesale and selected franchise partners across Bahrain and Oman, providing regular store visits, training, and recommendations to strengthen profitability. • Increased SIS compliance scores from below 35% to above 85 % within 6 months by improving operational routines, VM standards, and partner accountability to be in line with DTC stores. • Created seasonal and monthly directives to align with the global marketing calendar to drive global retail consistency through the GGC region and partnered with trade marketing on the implementation of ISC and brand activations. • Worked cross-functionally with Buying, Merchandising, and Sales Managers, supporting with regular feedback, setting up showrooms, and providing store capacities to support product assortment to ensure brand integrity was upheld. • Collaborated with store development on new and renovated shop-in-shop designs to identify partner needs and ensure projects were delivered on time and within project budgets • Key contributor in opening and renovating nine stores in Morocco, from planning to execution.

Oversaw VM standards, operational execution, and brand consistency across 46 Topshop/Topman stores and 18 Miss Selfridge (2012 -2013). • led a team of 4 Visual Merchandising Managers with a dotted line to in-store VM teams (100+). • Managed over 30 new projects from store openings and refits to Model stores ensuring visual excellence, compliance, and commercial objectives were achieved. • Developed and rolled out VM training that improved consistency across all markets. • Drove commercial improvements through space optimisation, product density planning, and strong cross-functional alignment.