Nico Callejo

Key Responsibilities 1. VM Strategy & Brand Direction Implement the company’s visual merchandising strategy aligned with brand identity and business objectives. Implement seasonal VM guidelines, display manuals, and campaign toolkits. Define store zoning, category adjacencies, and product storytelling standards. Ensure consistent execution across all store formats (flagship, mall, high street, kiosks). 2. Campaign Planning & Execution Lead visual execution of seasonal campaigns, product launches, and promotional events. Oversee window concepts, focal displays, and brand activations. Ensure timely rollout of POS materials and VM directives across the store network. 3. Commercial Performance Collaborate with Merchandising, and Retail Operations teams to align visual strategy with sales targets. Analyze sales data to optimize space allocation and category focus. Identify opportunities to improve sell-through through display adjustments and cross-merchandising. 4. Team Leadership & Development Lead and manage Area VMs. Conduct training sessions on VM standards, styling techniques, and brand guidelines. Provide coaching and performance evaluations. Build a culture of accountability and visual excellence. 5. Store Planning & Openings Oversee VM planning for new store openings and refurbishments. Partner with design and project teams on fixture planning and layout optimization. Ensure high-quality execution during store launch phases. 6. Compliance & Quality Control Establish audit frameworks to measure VM compliance. Conduct store visits and provide corrective action plans. Maintain premium presentation standards including lighting, cleanliness, and fixture upkeep. 7. Budget & Resource Management Manage VM budget, props procurement, and display materials. Optimize cost efficiency while maintaining brand standards. Control inventory of VM tools, fixtures, and promotional assets.

Key Responsibilities 1. Regional VM Strategy & Planning Implement the regional visual merchandising roadmap aligned with brand and commercial objectives. Plan seasonal campaigns, product launches, and promotional activations across the region. Define space allocation strategy by category (optical, sunglasses, premium brands). 2. Leadership & Team Development Lead and manage Senior Area VMs and Area VMs. Establish clear performance standards and accountability structures. Conduct regular field visits, coaching sessions, and performance reviews. Design and implement structured VM training programs. 3. Commercial Performance & Sales Impact Partner with Retail Operations and Commercial teams to align VM execution with revenue and margin targets. Analyze sales trends, sell-through rates, and stock rotation to optimize product placement. Drive performance in high-margin categories such as polarized sunglasses, and lens add-ons. Create strategic action plans to improve underperforming stores or regions. 4. Brand Governance & Compliance Ensure consistent implementation of visual guidelines across all stores. Monitor compliance through structured audits and reporting systems. Maintain premium presentation standards, including lighting, and fixture maintenance. 5. Store Openings & Refurbishments Lead visual merchandising planning for new store openings and renovations. Collaborate with design and project teams on layout planning and fixture selection. Ensure timely and high-quality execution during store launches. 6. Cross-Functional Collaboration Work with Marketing for campaign rollout and POS execution. Coordinate with Merchandising teams on assortment and stock allocation. 7. Reporting & Strategic Insights Prepare and present regional VM performance reports to VM head director. Track KPIs such as compliance scores, campaign effectiveness, and category growth. Recommend strategic improvements based on data insights and competitive analysis.

Key Responsibilities 1. Brand & Product Presentation Implement visual merchandising guidelines across all assigned optical stores. Ensure attractive and organized presentation of optical frames, sunglasses, lens displays, and accessories. Maintain premium display standards zoning (luxury, fashion, sports, and prescription categories). Execute window displays that highlight seasonal trends, UV protection awareness, blue-light campaigns, and new collections. Ensure proper lighting to enhance frame detailing, color, and material finishes. 2. Store Audits & Compliance Conduct regular store visits to evaluate VM compliance and visual impact. Ensure planogram adherence for frame displays and brand allocations. Standardize pricing displays, lens information cards, and promotional communication. Provide corrective action plans and follow up on implementation. 3. Commercial & Sales Focus Collaborate with Store Managers and Optometrists to align visual focus with sales targets. Analyze sales data to adjust display space allocation by brand, price point, and category. Drive sell-through of slow-moving frames through repositioning and promotional highlighting. Support key commercial periods such as festive campaigns, back-to-school, and sunglass season. 4. Campaign Execution & Launches Coordinate new brand launches and seasonal eyewear collections. Ensure marketing POS materials are placed effectively and consistently across stores. Manage props and material. 5. Training & Team Development Train store staff on eyewear display standards, frame styling, and product storytelling. Guide teams on maintaining cleanliness, alignment, and replenishment of frame displays. Educate teams on cross-merchandising (frames + lenses + add-ons). 6. Reporting & Coordination Prepare VM compliance reports with before/after visuals. Share regional best practices and competitive insights. Coordinate with Marketing, Retail Operations, and Brand Teams for campaign execution.

Key Responsibilities 1. Brand & Product Presentation Implement visual merchandising guidelines across all assigned optical stores. Ensure attractive and organized presentation of optical frames, sunglasses, lens displays, and accessories. Maintain premium display standards for branded zones (luxury, fashion, sports, and prescription categories). Execute window displays that highlight seasonal trends, UV protection awareness, blue-light campaigns, and new collections. Ensure proper lighting to enhance frame detailing, color, and material finishes. 2. Store Audits & Compliance Conduct regular store visits to evaluate VM compliance and visual impact. Ensure planogram adherence for frame displays and brand allocations. Standardize pricing displays, lens information cards, and promotional communication. Provide corrective action plans and follow up on implementation. 3. Commercial & Sales Focus Collaborate with Store Managers and Optometrists to align visual focus with sales targets. Analyze sales data to adjust display space allocation by brand, price point, and category. Drive sell-through of slow-moving frames through repositioning and promotional highlighting. Support key commercial periods such as festive campaigns, back-to-school, and sunglass season. 4. Campaign Execution & Launches Coordinate new brand launches and seasonal eyewear collections. Ensure marketing POS materials are placed effectively and consistently across stores. 5. Training & Team Development Train store staff on eyewear display standards, frame styling, and product storytelling. Guide teams on maintaining cleanliness, alignment, and replenishment of frame displays. Educate teams on cross-merchandising (frames + lenses + add-ons). 6. Reporting & Coordination Prepare VM compliance reports with before/after visuals. Share regional best practices and competitive insights. Coordinate with Marketing, Retail Operations, and Brand Teams for campaign execution.