VISUAL MERCHANDISING

This body of work reflects my experience leading visual merchandising programs across national retail environments.
Projects range from seasonal graphic refreshes to longer-term VM overhauls, developed in close partnership with cross-functional teams
and external vendors, and rolled out across hundreds of doors.

First Aid Beauty: VM Overhaul, 2024

Role & Scope
Senior Designer, VM & Print · First Aid Beauty (P&G)
National retail VM refresh across Sephora, Ulta, and global partners

What I Led

  • Led concept-to-launch visual system design for a full VM overhaul

  • Expanded in-store graphics and shelf communication across product lines

  • Cross-functional collaboration with Sales, Marketing, and Creative

Impact
Improved shelf clarity and consistency through a systemized VM framework at retail scale

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First Aid Beauty: VM Overhaul, 2022

Role & Scope
Senior Designer, VM & Print · First Aid Beauty (P&G)
National retail VM update across all retail partners

What I Led

  • Led visual system design for a national VM refresh

  • In-store graphics and shelf communication designed for clarity and ease of shop

  • Cross-functional collaboration with Sales, Marketing, and Creative

Impact
Recognized by Sephora as best-in-class visual merchandising

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First Aid Beauty: Sephora VM Holiday Overhaul, 2021

Role & Scope
Graphic Designer (early career) · First Aid Beauty (P&G)
Limited-run holiday VM program across Sephora US and Canada

What I Led

  • Holiday-specific adaptation of core brand and packaging for retail

  • Design of foil-accented in-store graphics across shelves and focal moments

  • Built a cohesive seasonal shelf narrative from packaging through shelf execution

Impact
Delivered a festive, elevated holiday presence while maintaining brand clarity and consistency across shelves

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