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Senior Visual Merchandiser

Marketing & Sales

I am a hyper visual / multi passionate creative with experience in business strategy + management for fashion and retail brands. My strengths are in big picture conceptual / brand development, strategy, and overseeing the cohesive interpretation and delivery of both products and environments. 

Working closely with Footwear & Apparel Buyers, Creative and Environmental design teams to create visually
compelling and on brand store displays, windows, product assortment and collection launches. Leading Visual
Merchandiser team in organization, efficiency, morale and inspiration. Working closely with Senior Visual
Manager and Director to delegate projects and aid in the Visual aspect of Global Marketing launches.

Main point of contact to agency founder in overseeing individual client project process including
ideation,creative strategy, development, project calenders, approval and production. In communication with in
house / external creative and production cross functional teams and clients to manage branded projects.

Marketing Project Manager 

-Partnered with owners, brand managers, e-commerce and inventory allocations teams to convey a consistently
unified brand identity post a website relaunch in 2015.
-Developed an in-store experience that unified all revenue channels, engaging customers and creating a more
cohesive brand culture and visual identity that came full circle on per-existing and new innovative platforms.
-Identified growth opportunities in company culture, product development, brand experience/marketing and
created solutions via problem identification, analytics, project planning and execution.
Major Initiatives Executed:
Visual Branding: Spearheaded strategic branded retail experience, facilitated innovative initiatives and
expansion into new markets via collaborative efforts with artisans - expanding revenue streams, building
community and making products / brand culture more accessible to the everyday crafter and curious creative.
Events: Branded retreats, books signings, workshops, seasonal tutorials and community efforts.
Trade Shows: Planning, budgeting, and executing booth design, inventory allocations, merchandising, staffing,
hosting, sales, and reports.
Collaborations: Worked as a liaison between artisans and cross functioning teams to design
the content and packaging of exclusive DIY kits, sometimes with coordinating classes or workshops. Established
relationships and exclusive product with Maryanne Moodie, Twiggs Bindery, and Rose Pearlman.

Retail Director 

Responsible for creating unique, innovative + inspirational customer experience encompassing the Free People
lifestyle and brand image. Worked closely with home office and District Managers as the lead store to create and
communicate merchandising ideation, display inspiration, planning big buy and seasonal floor sets, and overall
mannequin and merchandising guidelines company-wide.

Visual Manager 

Able to successfully interpret seasonal visual communication into a dynamic environments that inspire + delight
customers. Managed seasonal conceptual development + construction of displays, fixtures and retail
narratives, managed calender time lines, and budgets therein. Partnered with operations manager on quarterly
planning, budgets, and man-power decisions. Over sought performance evaluations, development and training of
associates under direction of District Managers.

Assisted in upholding the overall aesthetic of store, product merchandising, execution of seasonal conceptual
direction, inspiration research, store floor planning, and sourcing + creation of handmade in-store and window
displays.

Assistant Visual Manager

Working one-on-one with the designer in creating spec sheets, sketches, pattern making, communicating with
factories overseas, receiving / correcting / shipping prototypes and samples to respective showrooms, line sheet
design, sourcing trim, and hand dyeing sample materials for dye houses and factories.

Assistant Knitwear Designer 

Directed fittings and pattern making, implemented production infrastructure for small-batch designer raw
selvedge denim, assisted in initial conceptualization for branding and initial product assortment edit for
successful launch.

Production  Manager , Creative Lead 

Alinne Fernandes is a Senior Visual Merchandiser at VANS - Costa Mesa, Ca in San Clemente, CA.

Alinne Fernandes

Alinne Fernandes

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