Rozen Obaob

Creative and commercially driven Visual Merchandiser with over 12 years of experience in luxury, fashion, and travel retail across the UAE. Proven expertise in executing brand standards, creating compelling visual displays, optimizing store layouts, and driving sales through strategic merchandising. Experienced in collaborating with cross-functional teams, supporting store openings, and delivering exceptional customer experiences.

Highly adaptable, detail-oriented, and passionate about achieving commercial success while maintaining world-class visual merchandising standards.

Visual Merchandiser - Lagardère Capital LLC (Duty Free) - Zayed International Airport, Abu Dhabi, UAE

(2023-09 - 2026-03)

Industry: Travel Retail / Duty-Free Retail

• Designing and executing visual merchandising strategies, including store layouts and displays, aligned with brand guidelines and commercial objectives to enhance customer flow and product visibility.
• Developing and implementing seasonal, promotional, and campaign-driven displays to drive sales and improve in-store engagement.
• Maintaining consistent visual standards across multiple locations, including stall displays, fixtures, signage, and overall store presentation.
• Executed visual merchandising strategies across multiple retail locations, ensuring compliance with international brand standards.
• Planned and implemented seasonal campaigns, promotional displays, and new product launches.
• Increased product visibility through strategic merchandising and optimized customer flow.
• Coordinated store openings, renovations, and promotional installations with cross-functional teams.
• Analysed sales performance and customer shopping behaviour to maximize commercial results.
• Maintained high standards of signage, pricing, merchandising, and stock presentation.

Visual Merchandiser - Forever 21 (Fashion Studio LLC) - Nakheel Mall, Palm Jumeirah Dubai, UAE

(2021-08 - 2023-05)

Industry: Fast-Fashion Retail

• Executing brand-compliant visual merchandising across multiple stores, including floor layouts, window displays, and in-store presentations to enhance customer flow and product visibility.
• Creating and implementing seasonal and campaign-driven displays, including mannequin styling, aligned with current trends and brand direction.
• Analysing sales data and competitor trends to optimize product placement and maximize sell-through performance.
• Collaborating with store management and sales teams to support store openings, promotional rollouts, and ensure alignment with business goals.
• Maintaining high visual standards through stock presentation, signage accuracy, regular floor walks, and team training to ensure consistency in execution.

Visual Merchandiser / Sales Associate - Debenhams (M.H. Alshaya Co. LLC) - Mall of the Emirates (MOE), Al Barsha 1, Dubai UAE

(2011-06 - 2020-06)

Industry: Fashion, Beauty, and Home Goods Retail. Designation: Visual Merchandiser (October 2014 – June 2020) / Sales Associate (June 2011 – October 2014)

• Promoted from Sales Associate in recognition of consistently exceeding sales targets and demonstrating strong visual merchandising skills and commercial awareness.
• Developing and executing monthly floor sets and visual plans aligned with KPIs, driving improved sales performance and customer engagement.
• Designing high-impact displays and mannequin styling, while leading store layout redesigns to enhance traffic flow and product visibility.
• Increasing sell-through through strategic product placement, cross-merchandising, and data-driven decisions based on sales analysis.
• Ensuring brand consistency across all visual elements, while creating guidelines and training materials to support team execution.
• Training and collaborating with store teams and management to deliver successful store openings, campaigns, and maintain high visual standards.

Secondary - Pasay City West High School, Philippines (1998 - 2002)