- Location
- SF - 2 Folsom, United States of America · NY 55 Thomas St
- Workplace
- Remote
- Type
- Full-time
- Department
- Design
- Seniority
- Director
- Source
- Workday
Description
About the Role
The Senior Director, Field Visual Merchandising leads the brand’s field visual function, setting the strategic direction for how brand vision is translated and executed across all store environments. Reporting to the Head of Stores, this role serves as the primary liaison between HQ Visual and Field Leadership, ensuringalignment between creative intent and operational execution to drive a consistent, customer-centric experience and profitable sales.
What You'll Do
Visual Strategy & Direction
• Define and lead the field visual merchandising strategy, influencing enterprise visual direction to ensure alignment with brand vision and business goals Translate HQ visual direction into scalable, actionable frameworks for field execution
• Establish consistent visual standards, priorities, and success metrics across all store formats and markets
• Leverage customer insights and business data to inform merchandising decisions and optimize impact
HQ–Field Integration
• Serve as the primary connector between HQ Visual, Stores, and Field Leadership
• Create structured feedback loops to influence HQ strategy, tools, and processes based on field insights
• Partner cross-functionally to ensure strategies are executable and optimized for stores
Field Visual Leadership
• Lead and develop a multi-level field visual organization across multiple regions, formats, and market dynamics.
• Build a strong talent pipeline through coaching, capability building, and succession planning
• Define and uphold organizational structure, ways of working, and performance expectations across regions
Execution Excellence
• Drive consistent, high-quality execution of visual standards while enabling market-level localization when appropriate
• Establish routines and tools to assess execution, monitor performance, and continuously improve outcomes
• Ensure alignment of visual execution with business priorities and store operations
Business & Cross-Functional Impact
• Drive measurable impact on sales, conversion, customer satisfaction, and productivity through visual merchandising strategy and execution. Influence enterprise initiatives, prioritization, and investment decisions as part of Stores leadership team.
• Partner with Finance and Operations to align visual strategies with financial and operational goals
Leadership Expectations
• Acts as the senior field voice in shaping visual and store experience strategy. Leads multiple teams of leaders with accountability for end-to-end results
• Influences senior leadership decisions and cross-functional priorities.
• Solves complex, ambiguous problems and drives innovative, scalable solutions.
• Lead change management for new visual strategies, tools, and ways of working across the field organization
• Acts as the senior field voice in shaping visual and store experience strategy. Leads multiple teams of leaders with accountability for end-to-end results
• Influences senior leadership decisions and cross-functional priorities.
• Solves complex, ambiguous problems and drives innovative, scalable solutions.
• Lead change management for new visual strategies, tools, and ways of working across the field organization
Who You Are
Qualifications
• 12–15+ years of progressive retail leadership experience, including multi-unit and field-based roles
• Deep expertise in visual merchandising, field operations, and strategy development
• Proven ability to translate creative vision into scalable, operational execution
• Strong leadership capability with experience leading leaders and large, distributed teams
• Exceptional communication and influencing skills with the ability to partner at senior (VP+) levels
• Strong business acumen with the ability to connect visual strategy to financial outcomes
• 12–15+ years of progressive retail leadership experience, including multi-unit and field-based roles
• Deep expertise in visual merchandising, field operations, and strategy development
• Proven ability to translate creative vision into scalable, operational execution
• Strong leadership capability with experience leading leaders and large, distributed teams
• Exceptional communication and influencing skills with the ability to partner at senior (VP+) levels
• Strong business acumen with the ability to connect visual strategy to financial outcomes
Skills
MerchandisingVisual MerchandisingChange Management
