With 13 years at Selfridges, I led the visual merchandising strategy and presentation across a wide range of fashion categories, including menswear, womenswear, accessories, shoes, childrenswear, and beauty. Managing a talented team of over 15 professionals—including two VM Managers—I partnered closely with Buying & Merchandising, Store Design, Marketing, and Events teams to create innovative, cohesive brand experiences.

Together with my peers, I designed and delivered four major creative schemes annually, regularly presenting to senior leadership. I spearheaded company-wide styling workshops and championed initiatives to increase diversity and inclusion in mannequin representation. My responsibilities also included orchestrating sales rollouts across multiple stores and advising over 300 brands on pop-up design and execution, balancing creativity, commercial impact, and sustainability.

From a visual merchandising perspective, I contributed to ten masterplan projects and played a key role in launching flagship spaces—such as the Body Studio, Designer Studio, Men’s Designer, and Men’s Designer Street—ensuring seamless alignment between visual strategy, commercial goals, and the customer experience.