SUMMARY
Visual Merchandiser and Store Planner with over 18 years of experience in corporate retail environments. Known for proven leadership in driving revenue growth and elevating brand identity, and delivering impactful, customer focused merchandising programs.
WORK EXPERIENCE
DIRECTOR, VISUAL MERCHANDISING AND STORE PLANNING (2023-Present) Manager, Visual Merchandising and Store Planning (2022-2023) Hard Rock International
Drive space optimization strategies across all retail environments to enhance customer experience and KPIs.
Develop and implement company-wide visual merchandising standards, including sku-based plan-o-grams and strategic floorplans.
Balanced an annual visual budget for 50+ corporate locations while supporting the franchise team in executing cohesive visual strategies across 200+ additional locations.
Translate brand vision into effective in-store merchandising solutions.
Collaborate cross-functionally with Merchandising, Allocation, Marketing, Operations, Design, and Construction.
Lead creative planning and execution of lifestyle photoshoots in partnership with marketing and agency teams.
Identify and adopt analytical tools to increase productivity and data-driven space planning.
Manage the Project Planning Schedule and coordinate timely execution of all merchandising activities.
Ensure consistent brand messaging through alignment of fixture and signage programs.
Oversee visual merchandising for all new store openings and remodels from design to final product setup.
Train and support Operations teams in maintaining visual merchandising strategies and standards.
Travel to job sites to ensure timely, on-brand, and budget-conscious execution of visual projects.
VISUAL MERCHANDISING PLANNER (2018-2022) Princess Cruises (Position transitioned to Harding Brothers in November 2021)
Spearheaded the development of Plan-O-Grams and merchandise layouts for over 85 shops across 18 vessels.
Partnered with Buying Team to ensure all floorplans were updated with the proper merchandise allocations per bi-annual seasonal changes.
Developed and maintained floor zone planning layouts to include core, focal, and feature zones that assist in determining placement of key items.
Developed and executed distinctive in-store merchandising displays and window presentations using visual strategies based on season and/or trade.
Developed, executed, and maintained visual manual and best practices to be utilized across all categories of merchandise.
Traveled to vessels to execute corporate visual strategies for current markets and bi-annual transitions, renovations, and new builds.
Assisted in developing and ordering new or updated fixtures to be rolled out that align to corporate visual strategies and allow for consistent, effective, and brand-right placement.
Assisted in the design of new builds and renovations, including all finishes, window presentations, project management, and execution.
Lead the execution in partnership with Operations for all transitional, renovations, and new build changes.
Worked with various brand partners to determine branded in-store layouts across all categories of business.
Partnered with Marketing Team to design and develop a new on-board marketing strategy, including the procurement of new signage fixtures,
Developed accurate data of faceout counts and merchandisable square footage in order to manage category and assortment sku/item base.
GLOBAL VISUAL COORDINATOR (2012-2018) The Coca-Cola Company
Led and provided daily direction to the Visual Teams in Atlanta, Las Vegas, and Orlando.
Ensured that all initiative, project, and floor-set deadlines were met through effective planning, communication, and collaboration.
Developed and implemented Visual Standard Operating Guidelines for the official Coca-Cola Stores, including the 2016 Summer Olympics temporary locations.
Formulated location specific adjacency plans and plan-o-grams for new deliveries across all locations using Microsoft Visio and Visual Retailing (Mockshop).
Partnered with Retail Merchandising and Design Teams to develop strategic visual displays to drive retail sales and deliver brand messages.
Partnered with Planners/Buyers, Retail Operations, and Marketing Teams to create/utilize the floor-set tools and processes.
Developed visual budget plans and provided input for store capital needs.
Responsible for bringing the Retail Merchandising, Visual, and Operations Teams together for monthly financial & business meetings and walk-throughs.
Worked with vendors to quote, request purchase orders, produce, and install all visual merchandising materials.
VISUAL MERCHANDISING LEAD (2007-2012) The Coca-Cola Company
Inaugural holder of this position.
Maintained show quality within all retail locations.
Conducted in-store training to uphold company and industry standards.
Partnered to design and maintain window presentations and in-store displays.
Utilized Microsoft Visio to plan-o-gram new merchandise to provide for upcoming floor-sets. Displayed and set new merchandise upon arrival to locations.
Supported key partnerships and communication to ensure consistency among all locations. Performed day-to-day duties in reaction to business needs.
Produced, installed, and maintained all in-store signage.
ACHIEVEMENTS
Conceptualized and executed compelling visual storytelling through curated lifestyle photography, collaborating with creative agencies to develop immersive window activations that elevated brand presence.
Successfully executed photoshoots supporting global retail and marketing activations, including major partnerships with Messi, International Women’s Month featuring Shakira, and the annual Pinktober campaign - ensuring cohesive visual storytelling across in-store, digital, and social channels.
Led the end-to-end execution for Hard Rock’s annual F1 Miami Race activation. Partnered with internal teams and external collaborators to ensure seamless setup, brand alignment, and elevated customer experience - contributing to year-over-year revenue growth and continued event success.
Successfully tested and implemented grab-and-go fixtures at cashwraps, resulting in a 20% lift in revenue based on prior weeks sales.
By utilizing updated visual strategies, window presentations, and proper category assortment, successfully launched the new Sky Princess cruise ship. The launch resulted in +123% to revenue forecast and the 2nd cruise resulted in +103% to revenue forecast.
Successfully executed floorsets on the Majestic Princess cruise ship for her inaugural voyage into Sydney, Australia which generated $730K in sales, +18% to revenue forecast.
Within a 6 month period, strategically planned and implemented rollout of new plan-o-gram software Mockshop, including the data entry and photography of 2,500+ products for new store openings and new ship deliveries.
Lead the design changes to all interior and exterior graphics which increased street visibility to the location and highlighted brand focus resulting in The Coca-Cola Store Las Vegas exceeding revenue plan by 2.4% and prior year by 4.1%.
Created plans and lead the team to open The Coca-Cola Store Orlando. Also, lead a team of third party contractors to set two Coca-Cola Stores activations in Rio de Janeiro for the Summer Olympics.
Education Western International University 2005-2007 Coursework in Business Management