Senior Director of Visual Merchandising

CSC Generation • Seattle, WA

1d • Hybrid

About The Position

Sur La Table is looking for a Senior Director of Visual Merchandising to lead the creative and operational vision for how their products and stories are presented across a 60+ store fleet. This role owns the translation of the brand into a compelling, consistent, and commercially productive store experience, encompassing monthly floorset strategy, fixture development, new store openings, and the evolution of experience destinations. It is a highly visible position requiring collaboration with various departments including President, Merchandising, Creative, Store & Culinary Ops, Marketing, Real Estate/Construction, Planning, and the Distribution Center. Success in the first year involves establishing an updated visual merchandising playbook, improving floorset execution quality and fixture productivity, and building 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 and make decisions quickly.

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, with a 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 — telling brand stories while driving sales growth.
• Meticulous attention to detail — every product placement and store element matters.
• 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

• Lead the field VM function, setting standards for training, coaching, and in-store execution quality across all districts.
• Develop strong partnerships with District Managers, Store Managers, and Store Operations leadership to drive brand consistency and swift resolution of execution gaps.
• Establish a structured cadence of store visits to audit execution quality, identify opportunities, and provide on-site coaching to field leaders.
• Implement reporting mechanisms to track and communicate execution performance against established standards.
• Manage the full VM operations function, including fixture development, sourcing, production, inventory allocation, and replenishment.
• Own the VM capital budget and monthly operating expenses, balancing cost discipline with investment in high-impact fixtures and signage.
• Oversee the organization's mock store environment, maintaining current assortment representation and using it as a controlled proving ground for floorset concepts.
• Drive operational excellence through rigorous planogram documentation, photo standards, and timely, clear store communications.
• Partner with Real Estate, Store Construction, and Design teams on new store openings, remodels, and relocations — from initial planning through grand opening.
• Shape the visual expression of new store format concepts, working with Merchandising leadership to develop productive, brand-forward environments.
• Strengthen in-store service destinations and experience zones through deliberate fixture placement, signage design, and wayfinding improvements.
• Lead initiatives to improve navigation, product comparison signage, and conversion-driving presentation standards.
• Serve as the primary VM partner to Merchandising and Buying leadership, ensuring visual strategy reflects assortment priorities and commercial objectives.
• Collaborate with Brand Marketing on seasonal campaign integration, go-to-market planning, and in-store brand expression.
• Partner with Product Development on packaging and product presentation consistency as expressed in the retail environment.
• Work closely with Creative Services, Distribution Centers, and Supply Chain to ensure seamless delivery and implementation of all visual assets and fixtures.
• Partner with Store Operations to balance visual quality standards against labor efficiency in store workflows.
• Present visual merchandising strategy and performance updates to senior leadership at key business forums.
• Manage relationships with strategic vendors across fixtures, signage, props, and visual materials — negotiating favorable terms while maintaining quality and delivery standards.
• Own and manage the multi-year VM capital plan, aligning fixture investment with real estate activity and brand evolution priorities.
• Partner with Supply Chain on logistics planning for fixture and visual asset distribution to stores.
• Champion the adoption of technology solutions that improve VM operations — including digital planogram distribution, floorset execution tracking, photo reporting, and signage workflow tools.
• Leverage AI-enabled tools to drive efficiency in planogram creation, field communications, and floorset documentation.
• Continuously evaluate emerging visual and retail technologies that can meaningfully enhance the in-store experience.
• Recruit, develop, and retain a high-performing Visual Merchandising organization across both field and corporate functions.
• Set clear performance expectations, provide regular and direct feedback, and invest substantively in the career development of team members.
• Build a strong bench of VM talent and foster a team culture defined by craft, accountability, and operational excellence.
• Own the development and rollout of updated visual merchandising guidelines that reflect 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 make the chef the hero, connect to brand purpose, and drive strong 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 that allows for regional and format-specific nuance.
• Drive execution of the test store to keep innovating the customer experience and improving store productivity.
• Lead the monthly floorset planning process end-to-end, from ingredients planning and line list reviews through in-store set-up.
• Direct the design of each fixture in the store, ensuring every display and seasonal moment tells 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 a lagging indicator of VM effectiveness.
• Lead the Sr. Manager of Field Visual Merchandising in setting visual standards and developing the training, coaching, and execution tools that drive consistent quality across all stores.
• Build strong partnerships with District Managers, Store Managers, and Store Operations leadership to ensure floorset adherence, brand consistency, and timely issue resolution.
• Establish a regular cadence of store visits — personally and via the Sr. Manager of Field VM — to audit execution, surface opportunities, and coach store leaders on visual standards.
• Drive accountability for floorset execution timing, set quality, and storytelling fidelity; measure and report on execution performance.
• Orchestrate the VM operating rhythm — planning calendars, workflows, and cross-functional handoffs that translate strategic priorities and seasonal deliverables into on-time, on-brand execution.
• Lead the VM team in managing fixture development, sourcing, production, allocation, and replenishment.
• Own the fixture capital and monthly expense budgets, driving cost discipline while investing in fixtures and signage that most elevate the brand and impact customer experience — including delivering year-over-year savings in signage costs.
• Oversee the mock store, ensuring it stays current with the live assortment and serves as a reliable proving 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 with the President, Store Ops, and Creative, while partnering with Merchandising and Inventory leadership to translate assortment strategy into a productive, brand-forward presentation.
• Elevate signature category fixtures into true in-store destinations; explore interactive and experiential fixtures that anchor key categories and bring the brand to life.
• Strengthen wayfinding, service, and product signage to make the store easier to shop — partnering with Store Operations, Culinary, and Digital to deliver a consistent cross-channel experience.
• Support culinary classroom visibility and VM integration as a meaningful brand proof point across the store fleet.
• Partner with the 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 the Distribution Center on the flow of fixtures and visual assets to new and existing stores.
• Partner with Store Operations on workflow, floorset timing, store communications, and the balance of visual quality vs. labor hours.
• Establish a structured feedback loop from store teams and customers — channeling field insights, customer reactions, and frontline ideas back into floorset design, fixture decisions, and signage standards.
• Present visual strategy and floorset ingredients to the leadership team and cross-functional partners at key forums.
• Manage strategic vendor relationships across fixtures, signage, props, and visual materials — negotiating terms, driving quality, and ensuring timely delivery.
• Own the VM capital plan and monthly operating budget; build multi-year fixture investment plans aligned with real estate activity and brand evolution.
• Partner with Supply Chain on logistics, timing, and delivery of fixtures and visual assets to new and existing stores.
• Champion the use of AI to expand the team's capacity, speed, and creative range — starting with planogram creation, field communications, and floorset documentation, and continuously identifying new applications as the technology evolves.
• Build and adopt technology that strengthens VM operations — including digital planogram distribution, floorset execution tracking, photo reporting, and signage workflow automation.
• Continuously evaluate emerging visual tools and technologies (e.g., digital signage, interactive fixtures) that can enhance the store experience in a brand-right way.
• Lead, coach, and develop a team of two Sr. Managers and the broader VM organization — setting clear goals, providing regular feedback, and investing in career development.
• Build and maintain a strong pipeline of VM talent.
• Model Sur La Table's values and manager competencies; foster a culture of craft, accountability, and collaboration.

Benefits

• Paid time off policies
• 401(k) match
• medical/dental/vision and a variety of supplemental policies
• employee discounts across our portfolio of brands.

What This Job Offers

• Job Type: Full-time
• Career Level: Director