Portfolio
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know me
I am a creative and strategic Visual Merchandising leader with over 20 years of experience shaping retail environments, campaign execution, and large-scale communication frameworks across North America. My work centers on translating strategy into clear, actionable visual direction — transforming complex initiatives into structured guidelines, implementation tools, and cohesive retail experiences.
I lead the development of visual merchandising standards, campaign toolkits, and execution frameworks that align cross-functional teams and ensure consistent brand expression across diverse retail environments. From concept development and art direction to communication design and rollout strategy, I create systems that enable scalable execution and measurable impact.
This portfolio highlights work in visual merchandising strategy, communication and guideline design, campaign execution, and retail experience planning.
Where imagination and strategy come to life.
Where imagination and strategy come to life.
Visual Merchandising Strategy
Communication & Guideline Design
Retail Experience Planning
Project Management & Rollouts
Creative & Art Direction
Cross-Functional Partnerships
Layouts & Floor Plans
Expert in formulating plans, standards, design and large-scale campaign execution
Projects
Explore a curated collection of my work, where imagination meets strategy. Each project reflects my drive to deliver clear, thoughtful, and effective solutions.
Pandora Jewelry
Visual Merchandising Handbook
I own all creation of Visual Merchandising standard documents. These documents are evergreen and are updated biannually.
Date
08/2025
Pandora Jewelry
The Way of VM Styling Guideline
Outside of Campaigns, the stores have evergreen zones that are not changed as frequently. I maintain and update the rest of the zoning styling direction which is fully refreshed quarterly.
Date
08/2023
Pandora Jewelry
Art Direction
Strategizing and creating a plan of assets for all retail touch points in brick and mortar stores across North America. This entails creating an Asset List and working with the Graphic Design team on providing art direction, feedback on proofs, and approving final artwork before going to print.
Date
2023 - 2026
Pandora Jewelry
Campaign Strategy Overview
With each Campaign launch, I own and lead cross-functional strategy meetings to align on the in-store product journey and global and local asset production needs.
Date
01/2026
Pandora Jewelry
Holiday Campaign Visual Merchandising Guideline
Each Campaign (~6x/yr) receives a comprehensive Visual Merchandising Guideline, which I am responsible for creating. These documents vary from 100-200 pages and I produce 5 versions for each campaign to account for different store types.
Date
09/2025
Pandora Jewelry
Collaboration Project Management
A few times a year we launch collaborations with Pandora. I work on formulating a plan to amplify and bring the limited edition products to life in store.
Date
08/2022
Pandora Jewelry
JCK Design and Presentation Project Manager
Responsible for planning and executing events such as JCK, Coachella, and corporate conferences. Styled models and displays for PR events and photoshoots for print media.
Date
2007 - 2019
Heavy Water Anglers
Website Design, Digital Marketing
Designed and maintain website for a small business owner. Create email blasts via Constant Contact and manage social media.
Date
2018 - present
Contact Me
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