David Seltzer
Senior Manager Creative Operations, North America · HOKA
New York, NY
In My Own Words
Throughout my career, it’s been my passion and goal to help brands create compelling and engaging retail experiences and build strong and talented visual merchandising frameworks. That includes everything from strategy work, talent development, and execution. Cross functional work with 3D and 2D designers, architects and fabrication vendors on design and development of retail experiences.
Strategic, reliable, creative collaborator with deep experience working in the action sports, lifestyle and outdoor industries. My expertise is in retail marketing and visual merchandising with a global, commercial, and environmentally conscious approach. If a problem arises, lets solve it, if frictions occur lets reduce and eliminate! I have proven success in developing a brands in store expression and driving sell in and sell through strategies on a global level. I have deep experience working with vertical retail stores, specialty wholesale and national accounts such as Dick’s Sporting Goods, REI, Backcountry, Nordstrom, Journey’s, Scheels and more. My expertise is in understanding the nuances and consumer shopping behaviors in these different channels and how to engage the shopper from front, center and back of store and create a balanced brand and product storytelling environment that builds brand affinity and compels purchasing.
Work Experience
Visual Merchandising Manager, North America Retail, UGG and HOKA
Deckers Brands2023 – Present
Build and direct all visual merchandising strategies for the North America region for UGG and Hoka brands. Build seasonal visual strategy that will be executed throughout the region with consistency. Work cross functionally with global and regional design, merchandising and allocations teams to ensure balanced product flow and depth is sent to stores. Interpret global retail directives, develop GTM key marketing story rollout specific to each store and work with fabrication vendors to produce and distribute visual props and print assets. Lead all communication with store visual leads and store managers to present retail directive and expectations and ensure executions are installed with strict attention to detail. Spearhead new store openings and remodels for brand stores, temp stores, pop up stores for full price and outlet channels. Visual team leadership includes introducing new procedures, standards and ways of communicating from HQ to stores. Uplift, motivate and educate.
Director of Business Development and Account Management
Winston Retail2023 – 2023
Present agency capabilities to key leadership individuals at brands and retailers. Garner new Retail Pop Up and in store merchandising business in the US market. Manage accounts and executions from concept to completion.
Global Visual Merchandising | Global Brand Environments
Columbia Sportswear Company2022 – 2023
Build seasonal global visual merchandising directives using Adobe platforms. Collaborate with 3rd party vendors in the development of in store assets. Support global sales meetings working closely with sales and events teams.
Manager Visual Merchandising | In Store Marketing | Retail Project Manager
Patagonia2016 – 2022
Drove visual merchandising strategy and in store visual executions across all channels. Created holistic in store asset calendar and creative framework working closely with category and channel marketers and creative teams to ensure visual alignment across distribution points. Directed strategy for strategic account in store experiences working cross functionally with key stakeholders (DSG, REI, Public Lands, Backcountry, Scheels, Nordstrom). Introduced and developed 3rd party visual merchandising team strategy. Developed and managed in store global fixture program from design to distribution. Retail project responsibilities for store openings from design ideation to store handoff. Managed teams and budgets working cross functionally on multiple projects and workstreams.
Visual Merchandising Manager- North America
Vans - 2007-20152013 – 2015
Hired, trained and developed a team of 10 field visual merchandisers across N. America. Worked closely with sales and marketing teams to build N/A field visual merchandising and event strategy. Introduced and developed 3rd party visual merchandising team. Developed regional re-branding and fixture rollout strategy to 500+ accounts. Built seasonal VM directives and global visual merchandising standards guidebooks. Attended and participated in VF leadership workshops.
Regional Visual Merchandising Manager
Vans - 2007-20152012 – 2013
Led a team of 4 regional visual merchandisers for the Northeast region. Ensure effective and consistent visual communication of Vans visual standards and best practices across territories. Built strong relationships with key accounts to garner trust in allowing Vans to capture real estate and have advantageous positioning in stores. Trained, developed, educated and motivated team members.
Independent Sales Representative
Vans - 2007-20152010 – 2012
Managed the footwear sell in and sell through of 100 skate, surf, snow accounts. Developed grassroots initiatives and coordinated surf, skate and art events. Influential in helping to open House of Vans event space in Brooklyn, NY. Presented line showings at corporate sales meetings and trade shows. Successful 20% YOY increase in sales adhering to strict sales strategies.
Northeast Field Visual Merchandiser
Vans - 2007-20152007 – 2010
Responsible for creating and maintaining a detailed visual calendar servicing 75 accounts. Installed visual assets which included fixtures, custom visual displays, window and interior visual installations. Worked closely with territory sales reps to align on territory goals and future demands.
Manager | Buyer | Store Operations
West NYC2007 – 2007
Creation of store identity by working with designers and architects on build of store. Buyer for footwear and apparel that offered a unique and original shopping experience. Hired, trained and managed a staff of 10 employees. Serviced celebrity clientele ranging from actors, athletes and musicians. Created custom visual displays for store.
Manager | Buyer | Store Operations
Special Sauce2003 – 2007
Ran daily store operations including staffing, opening, sales, customer service and closing. Analyzed sales data to inform pre book inventory needs, liquidation and AO business. Attended trade shows for sell in pre book assortment and look for new brands. Coordinated skate video premieres which pulled in 500-1000 attendees. Visual merchandising responsibilities included store merchandising and window displays. Worked on private label apparel line building brand recognition and affinity around the community.
Marketing Manager | Athlete and Music Manager
Freshjive Apparel Co.2001 – 2003
Created holistic 360 marketing campaign strategies executed globally. Developed fashion, art and action sports events strategy. Led actions sports, music and influencer teams, managed contracts and built ambassador team. Developed sell in and sell through strategies and implementation directives.
