Luis Llerenas

Visual Merchandising Manager @ SEPHORA

About

I build retail experiences where brand, product, and performance converge. With 11+ years of experience across luxury beauty and fashion, my career has been driven by one objective: translating global brand vision into locally relevant, high-impact executions that elevate customer experience and deliver measurable commercial growth. From leading product strategy roles at Tempe grupo Inditex to defining nationwide visual merchandising strategies for Sephora in Mexico, I have operated at the intersection of creative vision and commercial discipline—where storytelling meets ROI. I specialize in bridging product management and visual merchandising, ensuring that the right product is not only present, but presented with clarity, emotion, and purpose across every touchpoint. Throughout my career, I have led multicultural teams, managed large-scale budgets, and partnered closely with marketing, retail, and digital stakeholders to build consistent, omnichannel brand experiences that strengthen equity and accelerate performance.

Country

Mexico

City

Mexico City

Industry

Apparel & Fashion

Skill

Estrategia, Ventas minoristas, Microsoft Office, SAP ERP, Gestión de cuentas, Pronóstico, Desarrollo empresarial, Productos de alta rotación, Aumento de las ventas, Marketing de marcas de lujo, Moda, Teoría del color, Costes, Formación, Negociación, Empresas, Pensamiento crítico, Sistemas de punto de venta, Fomento de resultados, Gestión de inventarios

Experience

Visual Merchandising Manager

SEPHORA

2024-11 - 2025-9 · 11 mos

Mexico City, Mexico

-Lead the development and execution of visual merchandising strategies across stores, ensuring alignment with Sephora’s global guidelines and the local market. -Ensure omnichannel consistency of brand expression and campaigns across physical stores, e- commerce, and the Sephora App. -Oversee budget planning and alignment, optimizing resources for seasonal campaigns, window displays, and product launches. -Partner cross-functionally with Marketing, Retail, and Digital teams to deliver cohesive and impactful campaigns. -Adapt planograms, displays, and animations to maximize client experience and commercial performance. -Manage and guide a VM field team, ensuring consistent execution and brand standards across the country. -Monitor competitors, market trends, and consumer behaviors to drive innovation in visual presentation.

Country Product Manager

Tempe Inditex

2014-9 - 2024-9 · 10 yrs 1 mo

Mexico City, Mexico

-Drive the execution of all processes in the product lifecycle, including product and market research, competitor analysis, planning, positioning, requirements and roadmap development, and product launch. -Product pricing and team working with the commercial teams in the design of the customer offer, partnerships and merchandising. -Adapt the sales budget for the season, based on the sales forecast. -Analyze kpi’s, segment and the temporality of the market, competition, global and country trends as the profile and customer behavior. -Planning and management of the openings of new stores. -Purchase management and special product design specific to the needs of country.

Country Product Manager Bershka and Zara Home

Tempe Inditex

2022-2 - 2024-2 · 2 yrs 1 mo

México

Country Product Manager Zara Man and Zara Home

Tempe Inditex

2018-11 - 2022-2 · 3 yrs 4 mos

México

Country Product Manager Pull and Bear and Oysho

Tempe Inditex

2016-9 - 2018-11 · 2 yrs 3 mos

México

Jr. Country Product Manager Pull and Bear and Uterqüe

Tempe Inditex

2014-10 - 2016-9 · 2 yrs

México

Art Director

Enmarca

2013-6 - 2014-9 · 1 yr 4 mos

Mexico City Area, Mexico

-Direction of the design department. -Responsible for processes and production of branding and conceptualization from start to finish

Design Teacher

CETYS Universidad Tijuana

2010-8 - 2013-11 · 3 yrs 4 mos

Tijuana Area, Mexico

Contemporary styles in design classes and 2d illustration and animation.

Art Director

RAC DESIGN

2011-3 - 2013-9 · 2 yrs 7 mos

Tijuana, BCN

Graphic Designer

Café for Contemporary Art

2009-10 - 2010-3 · 6 mos

Vancouver, British Columbia, Canada

Branding and conceptualization of design for exhibitions and museography. Web design and maintenance of social networks.

Junior Graphic Designer

Cuatro Estudio

2007-9 - 2009-6 · 1 yr 10 mos

Ensenada, Baja California, Mexico

Branding, concept development, nomenclature, logo development, exhibit design, packaging, illustration, advertising, photographic direction, web design, keynote presentations, label design and web design.