QUALIFICATIONS SUMMARY

 

Highly talented, Creative Brand Strategist, Integrated Marketer and organized executive-level Visual Design leader with extensive background developing and implementing insight driven innovative branding concepts that translate into clear and compelling growth oriented customer experiences across hundreds of retail locations. Related skills and experience include:

 

• Creative Brand Strategy: Skilled in conceiving of and translating creative ideas into concrete designs and transformative customer experiences. Inspiring strategic vision that informs new store prototypes and compelling brand stories, resulting in enhanced customer experiences across a multichannel ecosystem and increased revenue and profitability.

 

• Project Coordination: Highly organized administrator with vast experience supporting all aspects of a wide range of projects. Strong financial, analytical and management abilities which result in cost-efficient budgets and on-time project completion.

 

• Relationship Management: Extensive history acting as central point of contact for multiple internal/external stakeholders as well as project teams. Collaborative leader accustomed to managing teams of up to 75. Excellent communicator able to clearly convey information; bi-lingual (fluent in Spanish).

 

• Communication: Excellent communicator able to clearly convey information; bi-lingual (fluent in Spanish).  Proven ability to improve and implement effective operational communications, present to executive management and board of directors and keep project teams focused.

 

PROFESSIONAL EXPERIENCE

 

FIVE BELOW — Philadelphia, PA

Vice President, Visual Merchandising & Space Planning, 2018 to Present

 Built customer-centric merchandise strategies, designed and developed innovative store experiences based on deep understanding of customers’ needs and values, operational capacities and financial targets. Responsible for developing and maintaining visual experience and merchandizing standards across all channels.

 

Direct ownership of the Visual Merchandising & Space Planning, Fixture Design, Signage and Ecommerce content teams to develop and drive consistent in-store experiences and new concept environments.  Reorganized and grew staff from 4 to 20, adding innovation, visual communications & training, procurement, analytical/financial staff.

 

• Visual Merchandising & Space Planning: Responsible for the design and implementation of visual merchandising strategy, direction and vision. Reimagined visual team balancing art and science incorporating data analytics and productivity, customer insights and analysis of the market into the customer experience. Implemented an end-to-end design process incorporating concepting, requirements gathering, data gathering, creative design thinking, prototyping to support of actual in-store deployment and measuring effectiveness.

 

• Fixture Design & Innovation: Designed and delivered new Beyond prototype designed to test a broad range of ideas around enhanced customer experiences with the goal of opening over 200 stores and remodeling 500 within one calendar year; reimagined traditional suburban prototype for urban locations including 5 flagship locations.

 

• Signage & Branding: Use customer insights to identify functional and emotional drivers for value messaging; use signage to dramatically enhance the presentation for multiple worlds based on how consumers experience a season or need state; tell stories and enhance value proposition through the creation of integrated messaging that show customers a more compelling way to experience our products.

 

• Integrated In-store Experience: Work closely with cross-functional teams (content, e-commerce, website design and brand marketers) to ensure the highest level of integration and integrity to the brand strategy, visual identity and business imperatives. Provide leadership and input regarding digital customer centric initiatives in collaboration with other functional area leaders; direct and facilitate communication across enterprise in relation to store experience, value messaging, key item pricing, and seasonal sets.

 

• New Concept Environment Design: Rethink existing & new categories, products and presentations, and the in-store experiences (space, presentation, navigation, value message). Take strategic intent, and lead the design and development of complete, integrated, multi‐touchpoint environments to deliver against intent through cross‐functional collaboration with core internal and extended design teams.
   

BED BATH & BEYOND BRANDS — Union, NJ

Director of Special Projects & Retail Innovation, 2017 to 2018

 Responsible for creating a world class customer experience that will differentiate Bed Bath & Beyond Brands in the marketplace. Coordinate and implement a long range retail experience strategies and implement plans in support of the company's strategic and financial goals, and work with the Graphics, Fixture, Visual & Signage teams to develop and drive a consistent experience for Bed Bath & Beyond, Buy Buy Baby and Face Values retail stores. 

 

THE VITAMIN SHOPPE — Secaucus, NJ

Director of Brand Presentation & Customer Experience, 2011 to 2017

Provided executive-level oversight of store design, visual merchandising, new product launches, and branding initiatives in order to create a differentiated customer experience across 700 retail locations. Drove an aggressive design plan to enhance and evolve the overall branding architecture, customer-facing elements, and messaging. Create, disseminate, and continuously enforced brand standards and style guidelines internally and with external partners to ensure full branding alignment across all channels. 

 

MODELL’S SPORTING GOODS — New York, NY

Vice President, Brand Communication, 2006 to 2011

Directed the operations of the Creative Organization arm of company, and held full accountability for all advertising, marketing, and store visual design of 145 store locations. Negotiated marketing campaigns with major suppliers including Nike, Adidas, and Under Armour. 

 

BABIES “R” US WORLD HEADQUARTERS — Wayne, NJ

Store Design & Visual Manager, 1995 to 2006

Promoted to progressively increased roles of responsibility over successful nine-year career. Oversaw the initial design or redesign of all customer-facing store elements, including seasonal displays. Collaborated with marketing teams and external vendors to deliver advertising, merchandising, and marketing initiatives. 

 

EDUCATION

NEW YORK UNIVERSITY, 2001 to 2005

Working towards B.A. Art History (90 credits completed). 

·       GPA of 3.6 and Deans list for 4 Semesters. 

 

AWARDS AND AFFILITATIONS

POP Times Magazine People to Watch – 2005

POP Times Magazine In-Store Marketing Institute Co-Chair  - 2002

POP Times Magazine Design of the Times Gold Award – 2001 & 2002

POP Times Magazine Design of the Times Silver Award – 2001 & 2002