Rotterdam, South Holland, Netherlands
Visual Merchandising and Brand Experience leader with a strong commercial mindset and hands-on leadership experience across retail environments. I focus on creating in-store experiences that reflect brand values while delivering measurable commercial results. With a background in both creative VM execution and store-level leadership, I bridge the gap between concept and reality—ensuring that visual strategies are not only inspiring, but also scalable and effective on the shop floor.
Leading visual execution and brand experience at store level, ensuring alignment between global VM guidelines and local commercial performance. • Oversee daily VM execution and floor presentation, translating brand concepts into clear, executable in-store standards • Work closely with VM and commercial teams to align visual priorities with customer flow, key product stories, and commercial calendar • Lead and develop teams responsible for VM execution, ensuring consistency, quality, and brand accuracy on the shop floor • Balance creative intent with operational reality, enabling scalable VM solutions in a high-volume retail environment • Ensure brand consistency and high visual standards across seasonal campaigns and key commercial moments
Responsible for the commercial and visual performance of the store in a top-performing location in The Hague, working at the intersection of brand strategy, VM execution, and customer behavior. • Planned and coordinated daily, weekly, and seasonal commercial & visual activities based on brand priorities and performance analysis • Translated commercial reports into actionable visual decisions, optimizing product placement and key category visibility • Collaborated with regional teams on visual and commercial initiatives, ensuring alignment with wider brand direction • Prepared competition and market analysis to support visual and commercial decision-making • Led the execution and live refinement of a dedicated Ramadan collection across two store locations, providing direct feedback to regional and HQ teams to strengthen brand relevance and commercial performance
Executed company visual strategy on a weekly basis, translating brand guidelines into detailed display and workload plans. • Designed merchandise displays and mannequin styling based on brand direction, fashion awareness, and commercial data • Analyzed store layout and customer flow to plan priority collections and visual storytelling • Adjusted visual setups based on performance reports to improve engagement and sell-through • Provided peer-to-peer VM feedback and collaborated closely with store management to ensure consistency and quality
Built strong foundations in customer experience, commercial analysis, and data-driven decision-making. • Used business and performance analysis (Power BI) to optimize pricing and profitability • Developed long-term client relationships and adapted offers to changing market conditions • Gained experience in translating data insights into commercial actions
• Created window displays and supported campaign VM guidelines for seasonal collections