Senior Director of Visual Merchandising

CSC Generation•Seattle, WA

2d•Hybrid

About The Position

Sur La Table is seeking a Senior Director of Visual Merchandising to lead the creative and operational vision for product presentation across its 60+ store fleet. This role involves translating the brand's identity into a compelling, consistent, and commercially productive store experience, encompassing monthly floorset strategy, fixture development, new store openings, and the evolution of experience destinations. The position is highly visible, requiring collaboration with various departments including Merchandising, Creative, Store Operations, Marketing, Real Estate, Planning, and Distribution. Success in the first year includes establishing an updated visual merchandising playbook, improving floorset execution quality and fixture productivity, and developing a multi-year roadmap to enhance the in-store experience and drive sales growth. This is a lean team where the individual will have end-to-end responsibility.

Requirements

Bachelor's degree in Visual Merchandising, Design, Retail, Marketing, or a related field. Equivalent professional experience considered in lieu of degree.
10+ years of progressive visual merchandising experience.
Minimum of 5 years in a leadership role managing teams and multi-store field organizations.
Specialty retail experience strongly preferred.
Premium home, housewares, lifestyle, or culinary experience is a distinct advantage.
Proven track record of translating brand strategy into in-store execution at scale across 50+ stores, multiple formats, and monthly creative cycles.
Experience leading field VM teams and partnering with Store Operations leadership in a multi-district environment.
Demonstrated ability to build and manage capital and operating budgets, cut operating costs, and manage fixture and signage vendors.
Ability to blend creative storytelling with commercial rigor.
Meticulous attention to detail.
Strong willingness to roll up sleeves and execute alongside the team.
Experience supporting new store openings, remodels, and relocations from a visual merchandising lens.
Strong creative portfolio demonstrating brand-forward, commercially productive visual work.
Proficiency in Adobe Creative Suite (InDesign, Photoshop, Illustrator).
Familiarity with planogram tools and retail systems.
Ability to travel regularly (estimated 25–35%) to stores, new store openings, and vendor partners.

Nice To Haves

Premium home, housewares, lifestyle, or culinary experience is a distinct advantage.

Responsibilities

Develop and roll out updated visual merchandising guidelines reflecting Sur La Table's brand identity in partnership with Creative, Brand Marketing, and Store Operations.
Translate seasonal go-to-market strategy into fixture-level storytelling plans that highlight the chef, connect to brand purpose, and drive sales productivity.
Build a multi-year visual merchandising roadmap, including fixture refresh cycles, signage standards, and store format-specific guidance, while maintaining a cohesive visual language.
Drive the execution of test stores to innovate customer experience and improve store productivity.
Lead the monthly floorset planning process from ingredient planning and line list reviews through in-store set-up.
Direct the design of store fixtures to ensure displays and seasonal moments tell a clear, connected story aligned with the GTM plan.
Partner with Merchandising and Planning to align fixture productivity, inventory flow, and allocation, measuring floorset productivity as an indicator of VM effectiveness.
Lead the Sr. Manager of Field Visual Merchandising in setting visual standards and developing training, coaching, and execution tools for consistent quality across all stores.
Build strong partnerships with District Managers, Store Managers, and Store Operations leadership to ensure floorset adherence, brand consistency, and issue resolution.
Establish a regular cadence of store visits to audit execution, identify opportunities, and coach store leaders on visual standards.
Drive accountability for floorset execution timing, set quality, and storytelling fidelity, measuring and reporting on execution performance.
Orchestrate the VM operating rhythm, including planning calendars, workflows, and cross-functional handoffs.
Lead the VM team in managing fixture development, sourcing, production, allocation, and replenishment.
Own the fixture capital and monthly expense budgets, driving cost discipline and investing in fixtures and signage that elevate the brand and impact customer experience.
Oversee the mock store to ensure it remains current and serves as a reliable testing ground for floorset ideas.
Drive operational excellence through clear planograms, complete photo documentation, and timely communication to stores.
Partner with Store Operations, Real Estate, Store Construction, and Store Design on new store openings, remodels, and relocations.
Shape the visual experience of new and evolving store formats, partnering with Merchandising and Inventory leadership to translate assortment strategy into productive presentations.
Elevate signature category fixtures into in-store destinations and explore interactive and experiential fixtures.
Strengthen wayfinding, service, and product signage to improve shopability, ensuring a consistent cross-channel experience.
Support culinary classroom visibility and VM integration as a brand proof point.
Partner with VP of Merchandising and buying Directors to ensure VM reflects assortment strategy and brand/vendor priorities.
Partner with Planning on inventory flow, fixture productivity, allocation strategy, and floorset financial alignment.
Partner with Brand Marketing & Creative on go-to-market planning, seasonal campaign integration, and brand expression in stores.
Partner with Inventory Management and Distribution Center on the flow of fixtures and visual assets.
Partner with Store Operations on workflow, floorset timing, store communications, and balancing visual quality with labor hours.
Establish a structured feedback loop from store teams and customers to inform floorset design, fixture decisions, and signage standards.
Present visual strategy and floorset ingredients to leadership and cross-functional partners.
Manage strategic vendor relationships for fixtures, signage, props, and visual materials.
Own the VM capital plan and monthly operating budget, building multi-year fixture investment plans.
Partner with Supply Chain on logistics, timing, and delivery of fixtures and visual assets.
Champion the use of AI to expand team capacity, speed, and creative range in areas like planogram creation and field communications.
Build and adopt technology that strengthens VM operations, including digital planogram distribution and execution tracking.
Continuously evaluate emerging visual tools and technologies.
Lead, coach, and develop a team of two Sr. Managers and the broader VM organization, setting clear goals and investing in career development.
Build and maintain a strong pipeline of VM talent.
Model Sur La Table's values and foster a culture of craft, accountability, and collaboration.