As the creative lead for 100+ Rock Shops around the world, I oversaw visual marketing projects for increased brand awareness and consistency. I strategically partnered with key stakeholders within the organization to ensure our Rock Shop messaging was on brand and impactful. Faced with the challenge of a global pandemic, I was able to offer quick and cost-effective solutions that would help drive business and keep operational costs to a minimum. Some of my other key contributions include:- I developed the visual merchandising standards and created a VM Best Practice Guide to help the local teams set up and maintain store displays. - I led communication with the design firm that helped create the 50th Anniversary retail campaign, which included product photoshoot and Rock Shop marketing assets. - I orchestrated a cornerstone strategy to align all in-store collateral design around annual campaigns and promotions, initiating efforts to standardize branding across all shop locations.- I conceptualized and built a graphics database that gave corporate teams visibility to all marketing vehicles in the Rock Shops.

By driving the company’s brand and product marketing strategies for 50 retail stores across the Americas, I’ve increased sales, brand awareness, and operational efficiency in addition to improving the way we communicate our merchandising standards. For example, I developed the first-ever company-wide marketing calendar outlining campaigns and promotions, which strengthened interdepartmental communication, strategic planning efforts, and the timing of our marketing initiatives.

As the Senior Marketing Specialist of both Training and Visual Merchandising for Latin America and the Caribbean, I served as a resource and guide to Visual and Training Managers throughout the region. I developed project plans for new clients, openings, regional initiatives, and merchandising standards, and I trained all new and existing staff through a variety of virtual and in-person methods. Through staff training and the development of visual marketing tools, I positioned over 55 new and refurbished stores for ongoing success.

As an instrumental member of the company’s visual team and a key player for major projects and initiatives, I managed all creative programs for the Celebrity, Norwegian, and Crystal brands. This including the design and installation of all onboard displays, coordination of all logistical aspects for visual collateral, and directives for special occasions, such as holidays, itinerary repositioning, and brand-specific displays. I also created visual merchandising training manuals and advised the shipboard team on shop setups.In addition to managing the travel and expense budgets, I helped prepare and present RFPs to secure cruise line contracts and acquire new business.

I implemented sophisticated product displays across the Florida and Texas markets to drive sales and enhance the brand’s image as Regional Visual Coordinator. My role required extensive cross-functional collaboration with merchandising, marketing, public relations, branch management, and corporate teams in order to align our efforts. I hired and directed freelancers, trained store personnel on visual merchandising standards and prepared regular informational and photographic reports for corporate to inform their decisions.