VISUAL MERCHANDISING AND RETAIL BRAND MARKETING
Through my work in this area, I've been involved in every stage from product creation to taking a product to retail. I created seasonal strategies that set both the visual merchandising and retail brand direction across all channels. In partnership with merchandising and brand design staff members, I set plans for how seasonal collections would come to life in a space, what key stories would be told and how product benefits could be conveyed in ways that were easy for customers to understand. I worked with design agencies on the messaging and brand elements for displays. I developed "pinnacle concepts" for Nike-owned stores and then adapted those concepts for different channels of distribution, including internationally. My work helped maintain brand consistency and adapt key messages appropriately for different markets. All of this required the ability to stay on top of retail trends both nationally and globally.