Visual Merchandiser
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Self-motivated, driven, and passionate multidisciplinary professional with 4+ years of Visual Merchandising experience. She embodies innovation, creativity, and activism, and stands proudly behind social & environmental values. Looking to expand her career in visual merchandising, store design, branding/marketing, creative direction, and brand management.
At Goodr, I was the company’s first Visual Merchandiser; so I determined the VM playbook, planogram resources for our retail partners, developed updated internal and external branding standards with the creative and design teams, and guidelines for pop-up & permanent retail experiences. I led our POP pipeline, strategising for and designing unique floor product displays for our retail partners - from small surf shops to custom fixtures for Target, Dick’s, and Academy Sports. I also developed RFP’s for design agencies to assist in-store design upgrades and source for the builds of pop-up and event activations.
During my time at IKEA, I utilised a multitude of skills: colour theory, layout design/ floor planning, customer journey/flow, 3D rendering, woodwork/carpentry, and omnichannel consistency. Only 4 months in, I was assigned as VM lead for a remodel, as they recognised my strengths to communicate, innovate, strategize, and problem-solve. I enjoyed partnering with the Graphics & Interior Design team, external contractors/ vendors, designing and implementing new displays, and managing the overall timeline/ phasing plan.
Betty, I got to apply a recognisable brand into a newer, luxurious, conceptual space, while maintaining its true identity, recognition, and tone. Designing an innovative retail experience for the London market was a great challenge, and it came out beautifully. As the store was very minimal, I often traveled to the other traditional stores to execute collection launches, window changes, and seasonal floor changes.
I graduated with a BA (Hons) in Fashion Visual Merchandising and Branding from the University of the Arts London: London College of Fashion. The coursework prepared me for the demands of high-street and luxury brands by mastering various design skills that encompass all aspects of visual retail display and fashion-branded spaces, in both physical and digital environments.
