Leana Shefman has over 20 years’ experience developing retail brand marketing from concept to actualized, evolving brand experiences, elevating visual merchandising and store design with artful ideation, and bringing her exceptional balance of the creative and operational to global lifestyle brands. Bridging large scale digital and retail alignment with authenticity, her experiences span from store design and execution including development of global fixture and mannequin programs, comprehensive campaign activation, RFP process ownership, product creation and assortment planning to cross functional collaboration.
At Nike she was appointed by the VP of global retail to lead visual merchandising strategy for the London and Rio Olympics, curated the DTC experience for the brand globally, performed as PM and designer of the brand space at the United States Olympic Committee House; Royal Albert Hall, and redefined the Nike Basketball journey for All Star Events in NY, Chicago, and Houston. These experiences followed her to a retail leadership position at Yeti where she brought to life the global retail brand voice across all retail channels, trade, and events. Along the way she directed showrooms, developing engaging product storytelling, for investors leading up to the brand’s IPO. As a guest lecturer at the University of Texas; School of Fine Arts, her mentorship is drawn from her dynamic career path and enthusiasm to empower.
Her mission is to create a memorable and multi-sensory brand narrative for the consumer and to ensure innovative growth of brick-and-mortar retail. Her comprehensive experiences have inspired a wholistic viewpoint of the retail industry and its future, a passion for the development of others, and a mindful determination to make a purposefully better impact. You can see examples of her work and learn more about what she does by checking out her portfolio.