Head of Visual Merchandising

The Head of Visual Merchandising leads the overall visual strategy across all stores to drive sales, strengthen brand identity, and elevate the customer experience. This role oversees the planning, design, and execution of visual concepts, ensuring consistency and high standards across all outlets. The position manages a team of visual merchandisers and works closely with retail operations and marketing.

Key responsibilities

• Develop and own the visual merchandising strategy, guidelines, and calendar in line with brand positioning, marketing campaigns, and commercial objectives.

• Design and approve store layouts, window displays, in-store storytelling, and product presentation to maximise impact and conversion.

• Ensure consistent execution of visual standards across all stores through regular store visits, audits, and visual directives.

• Partner with Marketing and Operations on launches, seasonal campaigns, promotions, and new store openings, leading the visual brief and execution.

• Analyse sales performance, customer behaviour, and VM effectiveness to refine layouts, focal points, and space allocation to improve sell-through.

• Lead, coach, and develop the visual merchandising team provide training to store teams on VM standards and basic display techniques.

• Oversee budgeting and resource planning for visual materials, fixtures, props, and window production, ensuring cost-effective solutions.

• Stay updated on market trends, competitor activity, and best practices in visual merchandising and retail design, adapting ideas to the brand.

• Ensure all installations comply with safety, operational, and landlord requirements, particularly in high-traffic or travel retail environments.

Requirements

• Diploma or Degree in Visual Merchandising, Design, Fashion, Marketing, or related field, or equivalent hands-on retail visual experience.

• 5-8 years of visual merchandising experience, including at least 2-3 years in a regional or head-of-role managing multiple stores.

• Strong portfolio demonstrating impactful window displays, in-store concepts, and commercial awareness in retail or F&B/retail hybrid environments.

• Proven people-management skills with experience leading, training, and motivating visual and store teams.

• Excellent sense of aesthetics, colour, proportion, and storytelling, combined with data-driven thinking and strong business acumen.

• Comfortable working on-site in stores (including early mornings/late nights for changeovers) and managing multiple projects and deadlines.

Skills and competencies

• Strong creative and conceptual design skills with a keen eye for detail.

• Solid understanding of retail KPIs, customer journey, and how visual presentation impacts sales.

• Proficiency in visual tools (e.g., planogram software, basic Adobe or similar) and MS Office for planning and reporting.

• Excellent communication and stakeholder management skills across Operations and Marketing.

• Organised, hands-on, and solutions-oriented, able to work in a fast-paced, multi-outlet environment.