VISUAL STRATEGY
This section highlights my approach to developing visual merchandising strategies and playbooks that translate global brand direction into regionally relevant, scalable execution.
I develop visual merchandising strategies that connect brand, product, and guest experience across multi-store and multi-market retail environments.
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My work focuses on translating global concepts into clear, actionable frameworks that enable consistent execution while allowing for regional relevance.
From Global Direction to Regional Execution
I approach visual strategy by starting with global brand intent and product priorities, then adapting them to regional business needs, store formats, and guest behavior.
This ensures strategies are both scalable and relevant, supporting consistency without compromising local performance.
Global brand intent
Product priorities
Scalability
Seasonal & 365 Visual Frameworks
I create seasonal and ongoing visual frameworks that support key franchises, activities, and product stories throughout the year.
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These frameworks provide clear guidance for flow, focal points, and storytelling, enabling teams to execute with confidence across different moments and markets.
Seasonal frameworks
Execution
Playbooks, Principles & Decision Logic
Rather than focusing on one-off executions, I prioritize building playbooks and guiding principles that clarify decision-making.
These resources outline the “why” behind visual choices, helping teams understand priorities, adapt to change, and maintain alignment across regions.
Visual choices
Priorities
Alignment
Regional Visual Strategy Development
Context
Regional visual merchandising strategy developed to support global brand direction while addressing local market needs, store formats, and product priorities.
Challenge
The global concept required regional adaptation to ensure clarity, consistency, and relevance across different store tiers and guest profiles, without losing brand intent.
Strategy
I translated global direction into a regional visual framework by defining clear priorities for product flow, focal moments, and storytelling, aligned with business and guest insights.
Frameworks
The strategy was documented through visual principles and playbook guidance, enabling teams to execute consistently while flexing based on store size, category mix, and market behavior.
Visual Strategy in Practice
System View — Destination-Led Footwear Layout
This layout demonstrates a destination-led visual strategy, using symmetry, long sightlines, and central seating to guide guest flow and encourage dwell time. The clear spatial logic allows the concept to scale across multiple store formats while maintaining consistency and brand clarity.
Strategy Translation Across Categories
The same visual logic is translated into apparel through defined zoning, clear pathways, and visual hierarchy. While fixtures and product change, the underlying strategy remains consistent, supporting ease of navigation, storytelling, and scalable execution.