Creative, Visual Merchandising, Store and Event Design

I’m a seasoned Visual Merchandising, Design, and Project Specialist with over 16 years of expertise in crafting immersive retail experiences that drive sales growth and brand loyalty across the UK, Europe, and the Middle East. With a proven track record in strategic leadership, I have directed high-impact projects, including store openings, brand launches, and major retail events, across diverse markets such as London, New York, and the Middle East. Most recently, I've held the positions of Creative Design Studio Manager at Coty UK&I and before that I was the Head of Visual Merchandising at Level Shoes, the world’s largest shoe-focused concept store, where I managed the visual strategy for a 9,000m² retail space. My role encompassed every facet of sensory retailing, from developing VM guidelines and seasonal concept designs to overseeing in-store and off-site events and managing all renovations. Under my leadership, the visual merchandising team directly contributed to consistent double-digit growth, achieving up to 25% year-on-year increases in traffic, sell-through, and sales during the first six years. This success helped Level Shoes become Chalhoub Group’s top-performing business unit and the highest-ranked store per square meter in Dubai Mall in 2018 and 2019. I bring a collaborative, results-driven approach to visual merchandising, fostering high-performing teams and aligning visual strategies with cross-departmental goals to enhance customer engagement and ensure a consistent brand experience across retail environments.

Creative, Visual Merchandising, Store and Event Design

I’m a seasoned Visual Merchandising, Design, and Project Specialist with over 16 years of expertise in crafting immersive retail experiences that drive sales growth and brand loyalty across the UK, Europe, and the Middle East. With a proven track record in strategic leadership, I have directed high-impact projects, including store openings, brand launches, and major retail events, across diverse markets such as London, New York, and the Middle East. Most recently, I've held the positions of Creative Design Studio Manager at Coty UK&I and before that I was the Head of Visual Merchandising at Level Shoes, the world’s largest shoe-focused concept store, where I managed the visual strategy for a 9,000m² retail space. My role encompassed every facet of sensory retailing, from developing VM guidelines and seasonal concept designs to overseeing in-store and off-site events and managing all renovations. Under my leadership, the visual merchandising team directly contributed to consistent double-digit growth, achieving up to 25% year-on-year increases in traffic, sell-through, and sales during the first six years. This success helped Level Shoes become Chalhoub Group’s top-performing business unit and the highest-ranked store per square meter in Dubai Mall in 2018 and 2019. I bring a collaborative, results-driven approach to visual merchandising, fostering high-performing teams and aligning visual strategies with cross-departmental goals to enhance customer engagement and ensure a consistent brand experience across retail environments.

2019 VM Projects
2019 Events/Launches
2019 Store Design Projects
2018 VM Projects
2018 Events/Launches
2018 Store Design Projects
2017 VM Projects
2017 Events/Launches
2016 VM Projects
2016 Events/Launches
2016 Store Design Projects
2015 VM Projects
2015 Events/Launches
2015 Store Design Projects
2014 VM Projects
2014 Events/Launches
2013 VM Projects
2013 Events/Launches
2012 VM Projects
2011 VM Projects
Coty Design Studio Projects
↑Back to Top