Danielle Ferguson Email & Phone Number

New York, Ny, Us

New York, Ny

New York, Ny

Established and led the Creative Services department in modernizing the longstanding retail brand. Led a team of designers, art directors, photographers, videographers, and project managers in creating and executing corporate branding and marketing assets. Created brand guidelines to ensure cohesion across all campaigns, sales decks, commercials, video, print, in-store graphics, and catalogs. Streamlined companywide visual and creative standards for colors, fonts, logos, marketing, and social media. Improved workflow across the Creative team by defining processes for handling departmental requests, launching the first omni-calendar, and building a centralized asset management system for brand campaigns.

New York, Ny

Developed and led an award-winning team of 60+ visual merchandisers in creating a cohesive brand experience across 50+ retail outlets, tradeshows, and showrooms in NY and LA. Designed window and in-store concepts across the Diesel brand portfolio (Diesel, Diesel Black Gold, Outlets, Kids, 55 DSL).Shaped visual merchandising strategy and window directives for US retail and wholesale doors, adopted as a global benchmark for all retail environments. Ensured global vision and creative direction were communicated across teams. Worked with licensees and department store sales teams on visual direction for retail assets, installations, displays, and product placements. Influenced showroom design with broader brand vision in mind.

New York, Ny

Piloted a company-first initiative to merge wholesale and retail divisions through a more holistic, 360 approach to visual merchandising, creative, and branding. Defined visual direction and merchandising strategy for 47 retail stores, New York and LA showrooms, multiple tradeshows, and 1000+ wholesale accounts, leading a team of 12 and a multimillion-dollar budget. Contributed to 9-figure annual revenue by optimizing store layouts to attract customers while ensuring environments reflected the brand’s premium aesthetic.

New York, Ny

Led a team of visual merchandising managers in shaping the look and feel for 47 doors in the US (Diesel, Diesel Black Gold, Outlets, Kids, 55 DSL), overseeing a million-dollar budget. Guided opening and visual appearance of 26 new locations during tenure.

New York, Ny

Led a team of visual merchandisers in streamlining the brand aesthetic across 40 Northeast retail stores. Developed corporate visual standards for all interior store elements, including product / fixture placement, styling, windows, mannequins, and props. Shaped the visual story for buyers, sales, and leadership. Worked with Marketing team to create a mock studio to experiment with placement of visual elements. Trained managers in adapting seasonal creative direction to fit individual retail environments.

New York, Ny

Established and scaled the Visual Merchandising team to create a cohesive retail experience. Defined visual standards for 60 stores in the Eastern US, Canada, and Puerto. Evangelized the role of Visual Merchandising Manager across the organization to elevate appeal within upscale, design-forward environments.

New York, Ny

New York, Ny

Education record

Education record