SENIOR LEADER, STORE DESIGN, VISUAL MERCHANDISING & EXPERIENTIAL RETAIL
Experiential retail and visual merchandising leader with 15+ years of experience creating immersive brand environments retail design systems and scalable visual design concepts for global organizations.
Proven ability to translate brand storytelling and consumer insights into retail design strategies that elevate store environments and drive consumer engagement, retail traffic, and sales performance. Skilled in developing visual merchandising strategies, floor set storytelling, and premium brand presentation across large retail fleets.
Known for leading cross-functional teams across merchandising, marketing, and store operations to deliver compelling consumer journeys and consistent brand execution.
EXPERIENCE
Target Corporate, Minneapolis, MN
February 2017 - January 2026
Sr. Manager, Visual Merchandising & In-Store Marketing - Hardlines
(November 2024 - January 2026)
Led multidisciplinary teams spanning merchandising, marketing, store operations, and design to reimagine the Hardlines guest experience, transforming consumer insights into immersive retail environments that elevated brand storytelling, drove category growth, and shaped enterprise-level reinvention initiatives.
Reimagined the Toys and Sporting Goods retail experience by developing new fixture strategies and visual merchandising concepts that elevated product storytelling, improved category navigation, and increased consumer engagement across the store.
Developed a breakthrough holiday strategy to amplify toy gifting during the Christmas season, pioneering creative in-store space utilization to maximize sales.
Developed the strategic vision for the reinvention of Fan Central, transforming it into a dynamic retail destination projected to double category sales through immersive storytelling, fixture innovation, and space optimization across the store footprint.
Conceptualized and designed immersive experiences for the Board of Directors, building confidence in the reinvention strategy for the Hardlines department.
Led cross-functional collaboration between merchandising, marketing, and store operations to deliver cohesive visual merchandising strategies across Target’s national retail fleet.
Manager, Visual Merchandising - Apparel & Accessories (February 2022 – November 2024)
Led the creative vision and strategic execution of in-store experiences across multiple Apparel categories, translating consumer insights into visually compelling environments that drive engagement, sales, and brand growth.
Led visual merchandising innovation across multiple Apparel categories—including Jewelry, Swim, Intimates, Seasonal, and Performance—developing new fixture concepts and merchandising strategies informed by consumer insights to drive engagement, market share growth, and brand differentiation.
Collaborated with cross-functional teams to turn business strategies into innovative presentations that enhance the space and shopping experience. Developed concepts and sketches based on guest insights and strategy, designed to inspire and drive sales.
Pioneered a working model that blends Visual Merchandising and Store Experience Marketing to concept and imagine spaces by developing and leading in-store Marketing that aligns with merchant strategies and helped to create a cohesive guest experiences.
Conceptualized and spearheaded apparel partnerships from high level strategy to in-store execution, ideating spaces true to both Target and the partner brands.
Associate, Visual Merchandising - Home (February 2017 – February 2022)
Executed visual merchandising strategy across Home categories, collaborating cross-functionally to translate brand and merchant objectives into cohesive in-store presentations that ensured consistency, clarity, and optimal execution across all stores.
Launched Hearth & Hand with Magnolia brand, reinventing the planogram system at Target by introducing new and fresh ideas for story-telling techniques that aligns with both Magnolia and Target’s values and aesthetics.
Created compelling visual presentations, balancing inspirational vignettes with key item statements, engaging with cross functional teams to ensure visual merchandising supports the inventory investment needed to meet Target’s goals and projections, ensuring the final visual presentation supports the company objectives.
Partnered with Store Operations and Visual Communications to craft the visual merchandising guides to ensure clear direction for optimal execution in all Target stores.
Introduced rendering through SketchUp to the department and trained the team on how to use the tool.
Hackett, Scalpers | Santiago, Chile
January 2016 - January 2017
Manager, Marketing & Visual Merchandising
Led the Brand launches in Chile, overseeing store design, visual merchandising, and marketing execution in partnership with PR and experiential teams to create immersive brand experiences that drove visibility and sales.
Designed windows, merchandising store layout and marketing plans for new store openings, leading and organizing launch events in Chile.
Led and assembled a team to support the launch of both brands in Chile, working with PR partners & experiential marketing teams to bring the brand’s DNA’s to life.
Engaged magazines and PR agencies to position the brand and drive sales.
Polo Ralph Lauren | Santiago, Chile
November 2013 - December 2015
Manager, Marketing & Visual Merchandising
Led visual merchandising and retail marketing strategy for Polo Ralph Lauren in Chile, overseeing store openings, seasonal campaigns, and brand storytelling across premium retail environments.
Championed Polo Ralph Lauren’s brand identity and visual storytelling across Chile’s premier retail environments, ensuring global brand consistency and elevated guest engagement.
Led end-to-end visual merchandising strategy for store openings and seasonal floor sets, developing window displays, in-store presentations, and mannequin styling that brought the Ralph Lauren lifestyle narrative to life across Chile’s retail locations.
Managed budgets and execution for window installations and seasonal visual rollouts, ensuring premium brand presentation while optimizing operational efficiency across retail locations.
Directed showroom styling and staff training to enhance visual execution, seasonal fluency, and storytelling cohesion across retail teams.
Partnered with global brand and merchandising teams to localize visual merchandising strategies for the Chilean market while maintaining alignment with global brand standards.
Estudio Jorge Fuentes | Santiago, Chile
March 2012 - November 2013
Project Manager
Partnered with luxury clients to design and visualize bespoke interior environments that blended brand identity, spatial storytelling, and architectural harmony into cohesive, high-impact spaces.
Partnered with high-end clients to conceptualize and design immersive interior environments that harmonized their identity, architectural form, and emotional experience.
Delivered expert consultation on spatial flow, materiality, and visual storytelling, guiding clients through aesthetic, functional, and budgetary decisions to achieve cohesive, elevated design outcomes.
Designed bespoke furniture and objects that reinforced the overall narrative and luxury positioning of each space.
Produced detailed 3D renderings and technical plans using Cinema 4D, SketchUp, Adobe Creative Suite, and Vectorworks to visualize and communicate creative direction.
Polo Ralph Lauren | Santiago, Chile
November 2007 - December 2011
Visual Coordinator
Full time sales and visual coordinator at the Ralph Lauren Flagship store in Santiago, Chile.
Created and maintained visual displays on the sales floor.
Directed visual merchandising placement process.
Contributed to the profitability of the store through visual merchandising movement analysis.
Provided a customized shopping experience and developed enduring relationships with clients.
CORE EXPERTISE
Visual Merchandising Strategy | Store Design & Retail Environments | Experiential Retail & Brand Storytelling | Lifestyle Merchandising & Product Storytelling | In-Store Marketing & Visual Communication | New Store Openings & Retail Activations | Consumer Insights & Retail Strategy | Cross-Functional Leadership | Retail Concept Development | Team Leadership & Creative Direction | Retail Design & Visual Design Systems | Adobe Creative Suite (Photoshop, Illustrator, InDesign) | SketchUp | Microsoft PowerPoint | Bilingual (English & Spanish)
EDUCATION | TRAINING
BA Design, Interior Design
Universidad de Artes, Ciencias y Comunicación, Santiago, Chile