SunAh Lee

Visual Merchandising professional with 4+ years of experience shaping retail experiences across global brands including LANEIGE (Amorepacific), CHANEL, and FRED (LVMH Group). I work at the intersection of brand storytelling, retail strategy, and execution, translating global vision into locally resonant consumer journeys.Currently at LANEIGE, Amorepacific, I contribute to global VM strategy by developing and executing retail frameworks across department stores and multi-brand environments. My work includes campaign activations, POG development, and cross-market alignment, ensuring scalable and consistent brand expression across regions.My expertise lies in orchestrating end-to-end retail experiences — from seasonal VM campaigns and in-store animations to boutique openings and diverse events — always with a strong focus on brand consistency, commercial impact, and consumer immersion. I am particularly experienced in working closely with global HQ teams, adapting guidelines to market realities while safeguarding the brand’s core DNA.Across my roles, I have contributed to double-digit sales growth, strengthened VM alignment across multiple boutiques, and developed ROI-driven VM strategies through cross-functional collaboration with marketing, retail, and HQ stakeholders.I am particularly interested in how brand, experience, and commercial strategy operate across diverse industries — from luxury and retail to entrepreneurial ventures, sports, and emerging business models. Rather than viewing these as separate fields, I see them as interconnected systems where consumer insight, storytelling, and execution discipline shape value creation. This perspective allows me to approach retail challenges with a more holistic and adaptable mindset.Beyond corporate environments, I led an independent design and branding project supported by the Korean Ministry of Culture, Sports, and Tourism, where I built brand identity, curated exhibitions and pop-up events, and engaged over 1,300 visitors within months. This experience reinforced my ability to balance creativity, strategy, and execution in real-world contexts.Driven by a strong interest in global retail strategy and HQ-level collaboration, I aim to contribute at a regional or headquarters level, helping brands build scalable, culturally attuned retail experiences across international markets.🌐 Open to conversations around global visual merchandising, retail strategy, and HQ or regional opportunities.