Tamara Szames

I founded Arc + Axis, a strategic insight and advisory consultancy, to partner with leaders at moments of inflection, and when growth decisions are complex, signals are conflicting, and clarity matters most. Arc + Axis combines curiosity and judgment to help organizations interpret what’s changing, understand why it matters, and decide where to place bets. Our work connects data, culture, and human behaviour to deliver clarity that drives smarter decisions, accelerates momentum, and sustains growth. I advise retailers and brands navigating category disruption, growth stagnation, and brand reinvention — helping leadership teams align, decide, and move forward with confidence.

As Executive Director, I led the national strategy for Circana’s fashion, beauty, and retail verticals, overseeing partnerships with top-tier retailers and shaping insight-driven growth strategies. My work transformed trend forecasting, market entry planning, and merchandising decisions into powerful levers for business expansion. I spearheaded the development of Canada’s macro trend deck, now a cornerstone resource for executive decision-making, and elevated Circana’s industry presence through keynote speaking and national media features. In parallel, I led a high-performing team of Directors, Managers, and Analysts, cultivating an inclusive and results-oriented culture. I drove the expansion of Circana’s POS panel by leading strategic retail recruitment efforts, significantly increasing market coverage and data depth. These initiatives collectively enhanced data adoption, deepened client engagement, and unlocked new revenue streams.

As Executive Director, I led the national strategy for NPD’s fashion, beauty, and retail verticals, overseeing partnerships with top-tier retailers and shaping insight-driven growth strategies. My work transformed trend forecasting, market entry planning, and merchandising decisions into powerful levers for business expansion. I spearheaded the development of Canada’s macro trend deck, now a cornerstone resource for executive decision-making, and elevated NPD’s industry presence through keynote speaking and national media features. In parallel, I led a high-performing team of Directors, Managers, and Analysts, cultivating an inclusive and results-oriented culture. I drove the expansion of NPD’s POS panel by leading strategic retail recruitment efforts, significantly increasing market coverage and data depth. These initiatives collectively enhanced data adoption, deepened client engagement, and unlocked new revenue streams.

Spearheaded data-driven client development for Canada’s leading retailers across apparel, footwear, and beauty sectors, delivering strategic insights that transformed pricing, product positioning, and innovation frameworks. Drove deep, high-impact partnerships with retail leaders while championing thought leadership that shaped industry direction in Canada. Led retail recruitment initiatives that enhanced POS coverage and drove significant revenue growth across the competitive retail landscape. Managed and developed a team of managers and analysts, fostering a culture of excellence and collaboration to exceed business objectives consistently.

Led data-driven client development for Canada’s leading apparel and footwear brands, translating complex market intelligence into strategic guidance on pricing, product positioning, and innovation. Played a pivotal role in deepening executive-level partnerships, strengthening client loyalty, and driving sustained business growth. Simultaneously mentored a team of analysts, fostering analytical excellence and a culture of curiosity, collaboration, and continuous improvement.

Served as a strategic insights partner to major Canadian fashion brands, delivering category-level market analysis that shaped product development, assortment planning, and growth strategies. Built trusted relationships by turning data into direction, helping establish Circana (formerly NPD) as a go-to authority in the Canadian fashion landscape. Laid the foundation for long-term partnerships by consistently delivering value through tailored, consultative support.

Defined and executed the end-to-end creative and merchandising vision across 25 product categories for leading North American retailers. Unified trend intelligence with consumer insight to guide design, product development, and seasonal assortments, driving a multi-year growth trajectory and significantly increasing revenue. Directed cross-functional teams across sourcing, planning, and design, and crafted compelling brand narratives that influenced buying decisions and campaign direction.

Led the seasonal creative direction for a youth-driven fashion brand, translating trend intelligence into cohesive, commercially successful collections that stayed true to the brand’s identity. Owned the whole design and product development process from concept to execution, ensuring alignment across style, storytelling, and market relevance. Developed the seasonal vision while safeguarding brand consistency, and managed fabric and textile development in close collaboration with overseas vendors. Directed the creation of complete sample collections, overseeing every stage from design tech packs and costing sheets to production-ready assets. Maintained rigorous control of the design calendar and sample deadlines to ensure timely market delivery, and additionally, merchandised store cluster deliveries to optimize in-store assortment and drive sell-through.

Created integrated visual assets ranging from packaging and lookbooks to in-store signage, that reinforced brand identity and supported key retail launches. Generated new colorways, prints, and trend developments to keep collections fresh and on-point. Developed detailed technical sketches and comprehensive tech packs to streamline production. Took ownership of executing artworks and presentation boards with precision and creativity. Designed store packaging layouts and planograms that enhanced the shopper experience. Ensured consistency across all touchpoints, bringing seasonal narratives to life through clear, design-driven communication.

Collaborated with brands, photographers, and creative teams on editorial, e-commerce, and advertising campaigns. Composed both relevant and abstract ideas rooted in design concepts to elevate visual storytelling. Hired and sourced essential props, specialists, artists, and managed complete shoot scheduling to ensure seamless production. Discovered and introduced emerging talent and designers to inject fresh perspectives. Assisted fashion stylists from The Artist Group and Judy Inc., supporting the creative process with keen attention to detail. Brought brand stories to life through visual styling that balanced trend relevance with creative direction, enhancing the impact of both commercial and creative projects.

Designed and executed immersive in-store visual experiences aligned with seasonal themes and brand positioning. Accountable for communicating current fashion trends and translating them into compelling visual and marketing strategies. Created visually enticing storefront windows, innovative mannequins, and dynamic floor displays that boosted brand presence and drove revenue growth. Led weekly store flips across all locations, integrating trend-forward innovations to keep the environment fresh and engaging. Fostered enthusiasm and collaboration with sales teams to amplify customer engagement and increase profits, enhancing the overall shopping experience.