Silas Chong

Creative Visual Merchandising

Talent

SingaporeMember since March 3, 2023

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About

I am a visual merchandiser with a passion for finding visual solutions for space and creating a display that draws the clients' attention. I am driven by the challenge to sell a product that need to be promoted tastefully. With over 20 years of accumulated experience as an Illustrator, Graphic Designer & Marketing, Projects, and a Visual Merchandising, involved on design layout, guidelines, floorset, Window displays and Roadshow Setup.

I’m confident, adaptable, hands-on, team management, able to leverage my skills and knowledge to fill the role.

Experience

SM MALLS, PHILIPPINES

AVP VISUAL MERCHANDISING & DISPLAYS/ JUN 2022 - JAN 2023

Partner with VP, Visual Merchandising and merchant leadership team to develop and lead the execution of concepts and strategic positioning for product launches/tests that drive (Green Finds, VM-Innovations Special Stores)
Oversee and guide creative development supporting brand priorities through multi in-store vehicles (POP, Displays, Visual Merchandising, etc)
Maintain consistently high visual standards throughout all environments through setups,

training and regular visits to all regions.

Budget allocation to resources, overall VM expenses for whole year launches, projects,

popups, special projects.

Singapore Institute of Retail Studies (SIRS), SG

VISUAL MERCHANDISNG CONSULTANT/ since Oct 2021

To conduct training delivery of the Heartland Visual Merchandising Programe

(HVMP) based on the curriculum and lesson plan developed by SIRS.

To ensure proper administration of training delivery, giving consultation and advising on best VM and interior practises to trainee (business owner) in the course of the programme.
To observe and comply with the parameters and guidelines defined in the delivery of the (HVMP)

H.A.M. CREATIONS PTE LTD, SINGAPORE

PROJECT MANAGER, NOV 2020 -CURRENT

Managed clients’ project requirements and needs, budget and deadline; from project proposal, productions till final implementation of events and corporate initiative projects
Create and lead design team for visual merchandising campaigns and pitches which includes Graphic & fabrications
Coordinates internal communications, creative designs and production activities with printers, suppliers and production team (internal and external)
Accurately estimating of time taken to complete work and meeting deadlines derived from estimations
Manage costing to ensure profitability targets are met.
Creating internal marketing materials etc.

SK JEWELLERY, SINGAPORE

VISUAL MERCHANDISING, HEAD/ May 2019 - MAR 2020

Maintained work schedules for 3 VM team members and conducted their annual performance appraisals.
Implemented space planning reports, set guides, merchandise planners, core standards and event executions.
Resolved disputes with special Window rollot & displays.
Monitored and replenished display inventory and restructured according to available stock when necessary.
Completed seasonal windows and arranged in-store displays and showcase new product launch.
Full contractor/supplier management to control budget and relationship, ensuring successful project executions.

ROBINSONS & CO, SINGAPORE

VISUAL MERCHANDISING MANAGER/ May 2015 - May 2019

Worked along a team of 4 to run and maintain Robs Raffles City
Worked closely with major Beauty brands SK-II, MAC, Lancome, Dior & Estee Lauder to name a few for Pop-up & Activities
Liaising with Marketing for Creative alignment and executed effective Collaterals/POS of the entire Marketing calendar.
Key person in Develop, Execute and Maintain the VM Guidelines & Visibilities for all stores (Heeren, Raffles City & JEM).
Involved in Digital Content development and implementation.
Work closely with store on merchandise presentation during promotional/seasonal change.
Coordinated and supervised window installations and shipments; maintained supply budget & creative roll-out
Coordinated and performed assigned tasks, including: Placing orders with the vendors; Inventory Control; accepting incoming orders; and maintain inventory
Maintain close relationship with contractor/supplier so that budget and execution is within negotiable control.
Co-Lead a team of six VM in new store opening/ Renovation.

VALIRAM GROUP, Kuala Lumpur, Malaysia

VM MANAGER, KATE SPADE NY/ APR 2014 - MAY 2015

Maintain & implement VM standards across 5 retail stores & 1 outlet.
Supervise budgets, schedules, layout, plans, planograms
Planned and maintained store's merchandising aesthetic including mannequin, interior, and Seasonal window displays
Work with Buying, Marketing and Operation team for all new window and floorset for all stores & outlet.
Co-ordinated & run Store opening and Collection launches in Showrooms, Stores and Restaurants
Liaise closely with Hong Kong and New York VM Directors to maintain company image

CHEETAH CORPORATION, Kuala Lumpur, Malaysia

VISUAL MERCHANDISING TEAM LEAD/ JUL 2012 - MAR 2014

Managed a Seasonal Fashion shoot for In-House brands (Male, Female, Kids categories)
Prepare seasonal/promotional visual merchandising windows & in-store change, in compliance with respective brand image
Develop new VM guidelines, implement & maintenance
Conceptualize and proposed new promotional event & launches, counters displays (incorporating promotional collaterals, fixture arrangement, colour and finishing.
Co-Plan New Store or Free-Standing Concessionaires with Project team
Refurbish dated fixtures for added-value addition to existing stores usage (cost savings)

PONEY GARMENTS, kuala lumpur, malaysia

SENIOR VISUAL MERCHANDISER/

JUN 2010 - JUN 2012

Develop & execute Seasonal Window & floor change.
Oversee Flagship-Stores & central region stores with VM maintenance including giving training to staffs.
Administer posters roll-out and supervise installation with vendor/supplier.
Props sourcing for Seasonal launches
Design & Build fixtures and display tools
Involved in Seasonal Photo-shoots for new collections
Involved in weekly Sales meeting to understand and to help boost sales via VM maintenance.
Involved in Tradeshow, Fashion Show, Expo setup/dismantling
Advised on Mannequins and Fixtures re-purposes

METRO EYEWEAR GROUP, Kuala Lumpur, Malaysia

MARKETING & GRAPHIC EXECUTIVE/ MAY 2008 - JUN 2010

Design floor plan for Fair & Roadshows.
Designs all related POP materials and Organize executions.
Conduct product shoot for Marketing Collaterals
Assisted General Manager on all related Promotional, Franchise & Budgeting tasks assigned.
Coordinated Company’s 20th Annual Dinner

PUBLIC MUTUAL BHD, Kuala Lumpur, Malaysia

WEB GRAPHIC DESIGNER/ JAN 2001 - APR 2008