Head of Visual Merchandising and Marketing
Alfuzan Holding Group
Total years of experience :24 years, 10 Months
The Main Purpose is to develop a visual merchandising strategy for 40 retail stores across Ksa and execute the strategy accordingly (Average store space is 10000 square foot). Challenging & Negotiable the Host brand to provide us a commercial guidelines & Seasonal window mockup can match with our market. Participate in Ramadan window inspiration & the proposal of the windows can’t work in our market like Christmas or Religion window messages. Implementing the branding of the look & feel for the new & old concept stores. Responsible to draw the consistent stores layout as per the customer profile. Negotiate the international brand for adding or removing department from store layout as commercial decisions. Responsible to create a commercial display & Branding. Reporting to me 3 Graphic Designers, Assistant Marketing Manager, & Procurement Manager to Sourcing locally props for 126 windows & 35 salesfloor. Responsible to order Seasonal Branding, store collateral & POS Material, Create a seasonal window mockup, & Transition all the global marketing POS to the market first language. My Key role is driving sales and branding through consistency store solutions. Providing visual displays that adapt brand messages to our customer loyalty and retail environment. Managing and responsible to learning and development 6 Area VM Managers and 80 Store VM’s. Participate in UK buying trip to select a right products, right color pallets, right seasonal trends and negotiate to get the special buy for the market as per customer profile. Helping Buyers & merchandising team in providing hundreds of Ideas about the market, what is the customer’s requesting for the next season from fashion lines & basic products. Responsible to coaching the new joiners of Saudi Female team on Brand principle, customer Loyalty, Visual standard, Outfits coordination, engaging with new trends. Liaise with external suppliers for the coordination of campaigns and Visual Merchandising initiatives ensuring all campaigns are executed on time and within budget Drive the monthly VM handover with the merchandising team Briefing Business Head on all Visual Merchandising initiatives and communication Working with marketing team to ensure consistent communication Sourcing the Window Props with many vendors to get a good rate and managing the budget Following with marketing team to ensure the delivery of marketing materials as per the deadline given Liaise with Retail store teams to manage visual merchandising standards and solutions Conduct in store VM workshops and training sessions Build collaborative relationships with counterparts in Merchandise, Marketing, Retail and across Super Retail Group network Assist in creating and maintaining positive and mutually beneficial relationships with trade partners and external suppliers Develop and execute Visual Merchandising strategies, directives and documentation Ensure that POS campaigns and signage is executed across the store portfolio Responsibility to create VM solutions across relevant categories Develop POS Briefs for marketing team Creative ability to innovate based on current trends in Visual Merchandising solutions and initiatives Create a return on investment across all major campaigns and VM initiatives Work with the relevant stakeholders to make informed decisions around driving sales and margin Visiting the stores frequently closely with Area Managers to ensure the Visual Merchandising consistency implemented across all stores. Frequently training and monthly meeting with the Territories Visual Merchandising Managers to keep them updated in track as per Brand Principal. Responsible to evaluate the Area VM’s and In store VM’s quarterly and planning to develop them as per their rating.
Currently I'm managing Visual Merchandising and Marketing department for Home furnishing brand and Home Decor accessories brand.
Responsible to create a VM principle, seasonal guidelines & layouts for both brands, creating a seasonal windows and seasonal promotions guidelines.
Managing all marketing activities offline and online, create the seasonal campaign, create the event/ promotion POS, manage the social media aspects. Reporting to me social media supervisor, Graphic Designer, and VM's
Main job responsibilities includes, visual merchandising, visual training, marketing and supporting team for project teams in terms of updating the importance of store space. Responsible for implementing and maintaining the brand and shop’s image through effective resource management. Deliver visual excellence and create a shop environment reflecting brand essence as per the set objectives, guidelines and visual proposition communicated by the merchandising department and business partners. Being part of marketing team responsible for complete POPS printing and implementing in KSA. Creating a window mockup and highlighting a commercial products & newness items as per customer profile. Responsible to order a seasonal Furniture’s and newness products as per store space and store linear. Negotiate the Host brand to provide us seasonal guidelines can match with our market. Highlighting a favourite products, fabrics & color pallets as per customer profile. Participate in buying seasonal furniture’s and selecting a core textile and home accessories. Responsible to create a commercial display & branding. Responsible to provide the Seasonal/promotion layout to the brand concept. Training to all team members & new joiners on visual standard & seasonal guidelines. Manage the planning and monitor the critical path for all new store openings ensuring the delivery of visual set-ups according to set timelines in coordination with the marketing department. Coordinate with the project managers to do the new store opening snags list as per the timescale, I had been opened all Saudi Arabia & Bahrain stores.
Work with teams to deliver and maintain exemplary standards of visual merchandising in stores including promotion recommendations, and implementation
Decide, implement and deliver brand identity to all local markets
Establish processes and procedures to deliver best practice across all stores
Plan events and initiatives with support team and weekly activity schedules, visit stores to ensure standards are being met
Train and develop Visual Merchandising team and deliver seasonal workshops, and ensure personal development plans are complete for all team
Recommend visual style of promotion & source materials according to pre-decided budget
Good general education, further qualifications in Visual merchandising, Art & Design desirable
Ensure all stores implemented the visual merchandising standard across the brand guidelines
Experience in handling multi sites required
Current Retail and Commercial Trends
Budget planning & control
Good knowledge in planning & organizing
Ability to understand and deliver the visual strategies for different brands.
Excellent presentation skills
Ability to apply sound brand principles to projects and campaigns
Good communications skilled with facilities & project managers to maintained the stores & fixed the seasonal painting
Create monthly layout & floorplan to drive the sales according to the new launching & promotions
Main job responsibilities includes, visual merchandising, marketing and supporting team for project teams in terms of updating the importance of store space. Being part of marketing team responsible for complete POPS printing and implementing in KSA. Responsible for implementing and maintaining the brand and shop’s image through effective resource management. Deliver visual excellence and create a shop environment reflecting brand essence as per the set objectives, guidelines and visual proposition communicated by the merchandising department and business partners. Study available commercial tools, latest/future fashion trends, store events and promotions in line with the marketing activity and events calendar that have a sales impact on the stores. Manage the planning and monitor the critical path for all new store openings ensuring the delivery of visual set-ups according to set timelines in coordination with the marketing department. Create training visual packs to train the new VM’s and store managers on the Visual standard and current VM guidelines. Handling one of High end luxury brands across all KSA stores, Juicy Couture stores are in Luxury Malls and inside two of the biggest Department stores in Saudi Arabia (Saks Avenue & Harvey Nicholas). Ensure all sales opportunities are maximized through effective Use of Visual Merchandising methods. Exhibit and promote high standards of Visual Merchandising. Develop creative and innovative Visual Merchandising solutions. Manage Visual Merchandising expenses within budgetary guidelines. Ensure effective merchandising layout is implemented in relation to sales target and store objectives. Analyzing visual merchandising standards vis-à-vis sales. Conducts surveys / monitor competitors and understand the latest trends in fashion retail and interior design. Assess and recommend action to Visual merchandising team regarding brand presentation issues, promotions and events and training issues related to visual merchandise standards. Develop and execute seasonal merchandising standards and signage placement. Create and communicate seasonal guidelines and merchandising response from field to appropriate business partners. Re- merchandise displays, point of sales and select areas of the store regularly so as to maximize sales. Provide timely and complete follow through on all areas of merchandising. Manage and provide guidance to In-store merchandisers, to meet all visual / retailing merchandising goals. Ensure open communication channels are developed with each store manager and Area retail manager. Ensure stores are frequently visited and monitored to maintain visual merchandising standards Maintain high standards of visual Merchandising appearance throughout all the stores Develop periodic concepts for window displays in line with the Company’s visual merchandising standards Oversee all store planning and development in relation to visual merchandising guidelines Ensure that plans for promotions are in place, using all relevant information and resources Complete a monthly report on activities of the previous month, action taken, visits taken and includes set objectives for the month ahead Ensure that visual merchandising concept is implemented and executed according to Brand Standards and across all Stores Train In-store VM and Store managers monthly (with new launch) to ensure the quality Standards Re-merchandise stores to refresh their image. Window changes as per the seasonal visual guidelines Weekly Sales report analysis (to support weak stores) Weekly window sales monitor Ensure communication flow with Retail Operations on in store execution of promotional events or activities Guide the store staff about the importance of visual merchandising. Communication flow between VM and store managers to support store sales. Sourcing the visual props locally to manage the VM department budget.
MEXX, juicy couture, LIZ CLAIBOURNE, LUCKY BRAND JEANS, MONET.
MAFFASHION (Majid AL-Futtaim Group) - KSA/ LOWER GULF(LLC).
Assisted Retail Director in the management of day-to-day operations and sales for the flagship directly supervised 12 stores and 5 brands in KSA, cross-functional team and entrusted with personal responsibility for all visual merchandising, mannequin styling, brand principles and associate training issues.
Main job responsibilities includes, visual merchandising, marketing and supporting team for project teams in terms of updating the importance of store space. Being part of marketing team responsible for complete POPS printing and implementing in KSA.
1. Ensure that visual merchandising concept is implemented and executed according to Brand Standards and across all Stores.
2. Train In-store VM and Store managers monthly (with new launch) to ensure the quality Standards
3. Re-merchandise stores to refresh their image.
4. Window changes
5. Weekly Sales report analysis (to support weak stores)
6. Weekly window sales monitor
7. Ensure communication flow with Retail Operations on in store execution of promotional events or activities
8. Guide the store staff about the importance of visual merchandising.
9. Communication flow between VM and store managers to support store sales.
My primary responsibility for the achieving budgeted sales and direct contribution for the store, demonstrating high personal selling skills. Drive the company key performance indicators by delivering an exceptional customer store experience through the store management. Drive the business by maximizing daily sales plan, Customer service, controlling expenses and improving metrics through floor leadership. Must maintain a high degree of personal integrity, and hire a team with similar values. Maintain a visually impressive store, augmenting the brand visual standards with embellishments that complement the uniqueness of the product mix.
Strong working knowledge of staff/labor scheduling
Evening, weekend and holiday work required
Working on the sales floor for extended periods of time during peak and non Peak work days
Good understanding of retail sales and experience in retail management
Strong leader and directly motivating and instructing store team to achieve the operational goal
Team- Building skills & ability to coach a big team for flagship store
Ability to plan and prioritize workload
Strong operational skills in a customer-service environment
Utilizes management information tools and analyzes financial reports to identify and address trends and issues in store performance
Plan, identifies, communicates, and delegates appropriate responsibilities and practices to store partners to ensure smooth flow of operations
Assisted Retail Director in the management of day-to-day operations and sales for the flagship directly supervised 6 stores and 4 brands in Egypt-Alexandria, cross-functional team and entrusted with personal responsibility for all visual merchandising, mannequin styling, brand principles and associate training issues. Sourcing Key Responsibilities’ Leading Merchandising team to achieve excellent In Store Execution as per priorities Provide excellent support to our Brands in MEP outlets & trade. Achieve excellent primary & secondary displays Ensure in store consumer communication in place. Ensure proper planograms are continuously achieved Ensure proper reporting. Conducting research on current and future trends in design and lifestyle, and associated target market features. Identifying and sourcing props, fabrics, hardware and lighting. Maintaining a budget and negotiating with suppliers of visual materials. Visiting stores to coach in-store merchandising or sales teams to interpret the guidelines and training them in the execution of the visual concept. Leading and motivating teams to complete displays to tight deadlines. Seeking feedback from colleagues and customers on the visual impact of displays and implementing changes.
Licentiate degree , Agreeable