Visual Merchandising Manager
M. H. Alshaya Co
Total years of experience :17 years, 6 Months
.H. Alshaya Co. is one of the largest retail companies in the Middle East. Alshaya currently manages over 70 international brands and owns and operates over 2, 600 outlets in 19 countries across the Middle East and North Africa, Russia, Turkey and Europe.
Victoria’s Secret is the leading specialist retailer of lingerie and beauty products, dominating its field with modern, fashion-inspired collections, prestige fragrances and cosmetics.
As a Visual Merchandising Manager for Victoria’s Secret, I am responsible for managing 24 stores across the UAE, Oman, Qatar and Bahrain. My main responsibility within this role is to deliver effective visual standards that support brand marketing initiatives within these stores. Through managing the creative look and feel of these stores, we provide the customers with a shopping experience which truly reflects the Victoria’s Secret brand.
My main responsibilities are:
• Ensuring the standards of visual merchandising are being maintained in all the stores whilst maximizing sales opportunities
• Conducting regular store visits/floor walks to ensure the stores are consistent and meet brand standards
• Delivering ongoing training and coaching on the visual merchandising standards to the store staff
• Working with the Store Managers and in-store teams to lay out effective store and window displays within the company and brand guidelines
• Monitoring competitor activity and researching trends in visual displays and merchandising techniques locally and internationally
• Ensuring Point of Sale (promotional signage and branding) is implemented according to brand standards
• Monitoring and managing the maintenance & stock on hand of VM elements
• Planning store specific seasonal floor moves & stock rotation
As a Marketing Executive for Victoria’s Secret, I was given a huge amount of responsibility and managed multiple tasks in a very fast paced and highly pressurised environment. Below I have outlined my main responsibilities:
• Supporting in producing the annual marketing and promotional plan (launches, new season, brand building, sales, etc.) for ME, Russia, Turkey and Poland
• Ensuring brand proposition in Alshaya is integrated into all marketing activity as defined by host brand
• Collecting performance information against set targets/measurements for all marketing
• Monitoring the day-to-day marketing budget
• Analysing new marketing opportunities as they arise (brand extensions, partnerships, etc.)
• Development of strategic marketing plan: Devising marketing plan for opening of stores, ensuring execution is within the budget and time frames allocated
• Action database driven marketing activity (SMS, VIP invitations) as per marketing plan
• Working with the creative agency and suppliers, briefing for artwork creation and promotional material production (including managing the production of promotional point of sale, updated artwork in windows, light boxes and other fixtures)
• Working closely with the visual merchandising manager, ensuring the brand customer experience is delivered through the new floorset concepts, and that the stores follow the brand guidelines when implementing the new floorsets
• Ensuring all marketing collateral, images and copy is signed off and complies with the host brand and Alshaya content guidelines
• Working closely with other teams and functions to ensure the efficient implementation of marketing activities and customer experience are delivered
• PR & Media Relations: supporting the creation of the annual PR plan (media, social media), developing relationships with industry leading regional magazines and blogs to promote new product launches and gain editorial coverage
• Promoted from Marketing Coordinator to Marketing Executive in December 2013
Working in a customer focus team as part of the UK/Nordic arm of customer services. At Kodak I became an experienced user of Microsoft Excel and SAP, improved my time management, phone manner in English, client reporting, team building and account management. I got used to working with tight deadlines, taking on responsibility and becoming self-assertive. My key roles included:
• Managing key accounts within the UK and Finland including Sainsbury’s and WH Smith, ensuring products are sent, distributed, and received to and from warehouses on time
• Developing and maintaining B2B customer relationships
• Liaising with logistics and other relevant business units
• Investigating and processing customer enquiries and complaints
• Administrational tasks and documentation
I worked as a sales assistant in the men’s section of the Zara flagship store in Helsinki, Finland.
My responsibilities included:
• Exceptional customer service, sales skills and up selling
• Visual Merchandising: continuously updating the look of the store. This included replenishing new designs as and when they were delivered, mannequin styling and maintaining the brand standards through effective visual merchandising.
• Cash management at the counter, responsibility for cashier closure and report when closing
• Inventory control
Bachelor of Business Administration HAAGA-HELIA University of Applied Sciences 2005 - 2009, Helsinki, Finland Degree Programme in Business Management / Advertising and Corporate Communications