Experience

• 

  Barbour

  • Hong Kong SAR

  • Brand Experience Manager APAC

    • May 2024 - Present
    • Hong Kong SAR

• 

  D'S!GN

  • Kowloon, Hong Kong SAR

  • Creative Director

    • Jul 2020 - May 2024
    • Kowloon, Hong Kong SAR

    I offer tailored services in collaboration with clients, providing design, consulting, and training across various fields such as Brand Identity, Retail Experiences, In-store Fixtures, Visual Merchandising, and more. I lead and manage projects within set budgets and timelines to deliver goals effectively.

• 

  VF Corporation

  • United States
  • Retail Apparel and Fashion
  • 700 & Above Employee

  • Senior Retail Brand Experience Manager TIMBERLAND, APAC

    • Oct 2019 - Apr 2020

    Led and mentored the AP Retail Marketing department, overseeing digital, store environment, and visual merchandising teams. My focus is on positioning Timberland as a purpose-driven, outdoor-inspired lifestyle brand across the AP region. I drive the implementation of exceptional retail brand experiences, collaborating with global and regional teams to ensure consistency and offline/online integration in our stores. Empowering the teams to work with external and internal stakeholders, I ensure the brand's success while adapting to regional and local contexts.

  • Senior Project Manager Jeanswear, APAC

    • Jan 2012 - Oct 2019

    Drove the JSW/Jeans-wear Brand Retail Strategy across the Asia Pacific region, including China and India. With a revenue of over US$ 280 million across 1900+ doors, my focus was on creating consistent and contemporary store designs and formats. I closely collaborated with the Digital Marketing team to address the impact of online experiences on the Brick & Mortar landscape.

  • Project Manager Jeanswear, APAC

    • Jan 2009 - Dec 2011

    Achieved market share and brand equity growth for Lee & Wrangler across Asia Pacific through a successful Retail & Visual Merchandising re-launch of VF JSW Brands. Implemented roll-out processes, procedures, and tools to enhance store profitability, quality, and consistency, utilising both internal and external partnerships effectively.

  • Retail & Visual Merchandising Manager Jeanswear, APAC

    • May 2007 - Dec 2008

    Steered regional Retail and VM alignment, adapting international directives to local markets. Developed VM Programs and implemented Store Layouts to support retail growth in AP, China, and HK, ensuring consistent brand image and in-store presentation.

  • Retail & Visual Merchandising Manager Jeanswear, EMEA

    • May 2001 - Apr 2007

    Supported JSW Brand Retail Image re-launch in EMEA through strategic in-store Visual Merchandising, competitive Retail concepts, and streamlined procedures. Delivered training and mentoring to maintain a consistent and contemporary retail culture across Europe.

• 

  D'LIGHT

  • Belgium

  • Visual Merchandising Manager Sportswear, Benelux

    • Jul 1997 - Apr 2001
    • Belgium

    Developed impactful Visual Merchandising strategies to enhance the in-store brand experience and drive sales across all business channels. Implemented VM tools, conducted training sessions, and provided sales mentoring to retail partners, resulting in a consistent and strengthened brand identity across regions.

• 

  H&M

  • Belgium

  • Visual Merchandising Manager

    • May 1993 - Jun 1997
    • Belgium

    Mentored and led consistent in-store VM culture through training, maintaining H&M image. Implemented effective VM product strategies aligned with deliveries and sales analytics. Executed VM practices within tight deadlines and financial goals in a dynamic, diverse environment.