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MY STORY
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Seasoned image and customer experience executive with a diverse retail background. Creative development and management include all aspects of brand voice and image including seasonal messaging, print and digital content,

visual merchandising and interior presentation, windows, prop and fixture design, store design and planning for corporate and in-store environments, packaging and production and creative conceptualization of special events.

DEAN & DELUCA | August 17 – August 19
​Chief Image & Customer Experience Officer

 

Lead strategy, design, innovation and architecture for all brand image and customer experience initiatives and programs across all channels.

 

Corporate Image

  • Develop full scope of digital-led, integrated design strategies across all customer-facing touchpoints (B2B, B2C, eCommerce Mobile etc.)

  • Lead art direction for image development and identity

  • Conceptualize creative for digital and print marketing context

  • 360 design of customer-facing brand expressions (e.g. digital communication, packaging, uniforms, store design, visual merchandising, special events)

  • Strategic partner with Brand President on repositioning strategy

     

Customer Experience

  • Lead development and innovation of customer journey interaction and loyalty

  • Design tools and resources for customer engagement

  • Plan and develop all customer-facing interactive touchpoints (UX, music, uniforms, team development etc.)

  • Developing and defining culture through enlightened recruitment

  • Partnering with key business owners to strengthen training and development of team members at all levels

Packaging

  • Direct design and art direction for all packaging initiatives for all categories

  • Developing sustainability program for all categories across all channels

  • Overseeing development and roll-out of updated brand ID package

Store Design

  • Lead design for all customer-facing retail and corporate environments

  • Develop all fixtures, display and selling tools

Visual Merchandising

  • Direct and develop all merchandising strategies for all channels (eCommerce, B2C, B2B catering etc.)

  • Strategize with merchant teams and channel business leaders to maximize business plans and initiatives

  • Develop all communication tools and design for all channels (e.g. window design, p.o.p. collateral, digital assets)

Special Events

  • Lead design and planning for annual US Open Tennis tournament in NY

  • Conceptualization for all in-store and corporate events

  • Oversee planning and development for brand-supporting extension Prince St. Podcast

FOSSIL | September 14 - August 17 


Vice President, Creative and Store Experience

 

Conceptualize and direct all aspects of creative for global accessories brand. Manage a global team

(70+ members) in Corporate Image, Visual Merchandising, Store Design and Packaging. Develop visual identity for seasonal, customer-facing brand messaging.

Corporate Image

  • Conceptualize visual identity for seasonal brand messaging

  • Direct all print and digital marketing assets for all channels

  • Manage brand identity globally in all corporate environments

Visual Merchandising

  • Oversee all aspects of visual merchandising and store experience for all channels

  • Partner with merchant teams, buyers and business leads to plan, monitor and maximize key business initiatives and sales plans

  • Direct window design

 

Store Design

  • Lead all areas of store design for all channels

  • Direct all fixture design

  • Conceptualize design for corporate environments and special events

Packaging

  • Lead design for all packaging for all product categories

  • Developed new packaging program for all channels

ARMANI EXCHANGE | October 13 - July 14

Consultant

 

  • Worked directly with the Creative Director to develop new
    global branding strategies for the company’s in-store experience

  • Redesigned interiors for two existing store concepts including fixture and prop development,

  • lighting and store layout

  • Developed new merchandising strategies to reflect the new branding, to better highlight the product and to restructure the presentation of the merchandising matrix for better clarity

  • Designed and produced Holiday 2014 International Market Week

 

SAINT LAURENT | May 05 - July 13

Vice President, Creative Services

Promoted to Vice President from Director in May 07 to manage brand image for French luxury goods company in the US through three major disciplines: Visual Merchandising including Interior Presentation; Special Events and Store Planning. Reported directly to the US President in addition to direct involvement with the Paris HQ based global department heads of Corporate Image, Store Design and the CEO.

      Visual Merchandising & Interior Presentation

  • Directed all aspects of Visual Merchandising in the US for all men’s and women’s product categories for Directly Operated Stores (DOS) and Wholesale partners (including Bergdorf Goodman, Neiman Marcus, Barney’s & Saks Fifth Avenue)

  • Designed and produced seasonal merchandising directives for all distribution points

  • Managed the Visual Merchandising budget

  • Developed sales-driving presentation strategies for seasonal product with the buying and sales teams

      Special Events

  • Lead sales-driving special events including US Showroom,
    in-store and retail partner selling events from conceptualization through production

  • Managed US image events in partnership with the global Corporate Image Department including pre-collection fashion shows and an annual gala with the Metropolitan Opera

  • Managed budgets for all events

 

      Store Planning

  • Oversaw all Store Planning and construction for DOS and Wholesale shops in the US

  • Managed all related budgets and contracts

  • Responsible for procurement and management of outsourced services including Architects, Millworkers and General Contractors
     

LIMITED BRANDS | April 04 - May 05

Director, Visual Merchandising

 

  • Developed creative (e.g. windows, merchandising strategies, store design visual elements, marketing) as part of an in-house ‘think tank’ that serviced all brands within the company’s portfolio (Victoria’s Secret, Express, Limited, Bath & Body Works)

  • Regularly presented concepts to brand teams with an average of 50 people that included the group chairman, group chief marketing and creative officers, brand presidents and their
    senior teams

  • Developed a holiday interiors package for Victoria’s Secret
    with a development budget of $1MM that was rolled out for Holiday 2005

 

BURBERRY | April 00 - April 04

Senior Manager, Visual Merchandising

  • Managed visual presentation and teams for NY region including NY Flagship

  • Designed and produced windows for NY Flagship

  • Produced and implemented showroom displays

 

CLUB MONACO | November 98 - April 00

Regional Manager, Visual Merchandising

  • Recruited, trained and managed in-store visual teams for the NE region

  • Designed and supervised window installations

  • Managed visual presentation for NY stores

 

GUESS

National Manager, Visual Merchandising | October 97 - November 98 Manager, Public Relations | April 96 - October 97

  • Managed wholesale visual presentation for the US region

  • Recruited, trained and managed team of 37 visual coordinators

  • Consulted with Architects on the design of Wholesale shops and fixtures

  • Managed all aspects of press including: events, press releases, photos shoots, celebrity wrangling and fashion show production

 

DETAILS | July 94 - April 96

Market Editor 


  • Covered all sectors of the fashion market for the Fashion Department

  • Represented the magazine at global fashion events and in broadcast media outlets

 

ELLE | May 93 - July 94

Associate Market Editor 

  • Covered denim and emerging designers for the Fashion Department

  • Styled front-of-the-book and well stories

  • Assisted on fashion shoots


 

MIRABELLA | January 92 - May 93

Assistant Fashion Editor 


  • Assisted Senior Fashion Editor in covering Italian market

  • Assisted on Fashion shoots


EDUCATION 

Denison University, B.A., Speech Communications 


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