Director, Visual Merchandise

Seminole Hard Rock; United States; On-site; USD 120,000 - 190,000; Full time

Benefits offered by this job

Benefits package

Job summary

Seminole Hard Rock is seeking a Director of Retail Marketing & Visual Merchandising to lead omni-channel retail marketing, visual merchandising, and field communications. You will shape customer experiences through in-store signage, window displays, and campaigns, driving sales and brand engagement.

The role requires collaborating with Brand Marketing, Operations, and Franchise Partners to deliver integrated initiatives across physical and digital channels.

Qualifications

• Experience leading retail marketing and visual merchandising programs
• Proven ability to develop and execute omni-channel campaigns
• Strong collaboration with brand marketing, operations, and franchise partners

Responsibilities

• Lead the development and execution of visual merchandising programs across retail channels.
• Create compelling customer experiences through window displays, signage, seasonal campaigns, and product storytelling.
• Own the visual merchandising calendar and ensure timely delivery of initiatives.
• Develop clear visual standards and guidelines for store teams and franchisees.
• Partner with retail operations to ensure concepts are executable and well executed.
• Conduct store reviews and audits to improve execution quality.
• Continuously innovate customer-facing experiences to drive traffic and sales.
• Develop creative briefs for retail marketing and visual merchandising initiatives.
• Lead projects with external agencies and production vendors from concept to execution.
• Provide direction for product and lifestyle photo shoots in line with brand standards.
• Approve assets, production materials, and campaign execution plans.
• Maintain brand consistency across customer-facing materials.

Job description

Our team members are the key to our company's success, and their health and well-being, as well as that of their families, is very important to us. We offer a comprehensive benefits package that allows our team members stay healthy, plan for their future and maintain a healthy work-life balance. Benefits may vary with employment status. To see our fill list of Team Member Benefits please visit our career site: https://www.gotoworkhappy.com/benefits

Job Description

The Director of Retail Marketing & Visual Merchandising leads the development and execution of all retail marketing, visual merchandising, and field communications across the omni-channel retail business. This role is responsible for creating compelling customer experiences through in-store signage, window displays, promotional campaigns, product storytelling, and visual merchandising programs that drive sales, brand engagement, and operational excellence.

Key Responsibilities

Visual Merchandising & Retail Experience

• Lead the development and execution of all visual merchandising programs across retail channels.
• Create compelling customer experiences through: Window displays Feature presentations Seasonal campaigns Dynamic merchandising installations Retail product storytelling Point-of-sale materials In-store signage systems.
• Own the visual merchandising calendar, ensuring timely delivery and execution of all initiatives.
• Develop clear visual standards and execution guidelines for store teams and franchisees.
• Partner with retail operations to ensure visual concepts are operationally achievable and effectively executed.
• Conduct regular store reviews and audits to assess execution quality and identify opportunities for improvement.
• Continuously innovate customer-facing experiences that drive traffic, engagement, conversion, and sales.

Creative Direction & Production

• Develop creative briefs for all retail marketing and visual merchandising initiatives.
• Serve as the primary liaison with external agencies, creative partners, graphic designers, photographers, and production vendors.
• Provide creative direction from concept development through final execution.
• Lead and manage product and lifestyle photo shoots, ensuring assets align with brand standards and merchandising objectives.
• Approve creative assets, production materials, and campaign execution plans.
• Ensure all customer-facing materials maintain brand consistency and support business objectives.

Retail Marketing Leadership

• Lead the planning and execution of retail marketing campaigns that support product launches, seasonal programs, key initiatives, and promotional events.
• Partner closely with: Brand Marketing Social Media Cafe Marketing Ecommerce Merchandising Licensing Operations Corporate Communications.
• Ensure all retail product initiatives are fully integrated into the broader marketing ecosystem.
• Create launch plans that maximize awareness, customer engagement, and revenue opportunities across all channels.
• Align messaging and campaign execution across physical and digital touchpoints.

Retail Communications

• Own all communication to retail field teams and franchise partners.
• Develop comprehensive communication packages that enable flawless execution of retail initiatives.
• Ensure timely and accurate delivery of: Product information sheets Launch guides Visual merchandising directives Marketing toolkits Pricing and promotional information Implementation timelines Execution updates Training materials.
• Create best-in-class communication standards that drive consistency across all locations.
• Establish feedback mechanisms to ensure field teams have the information and support necessary for success.

Franchise Marketing & Support

• Serve as the primary marketing and merchandising partner for franchise operators.
• Lead franchise line reviews approximately nine months prior to launch to secure alignment, commitment, and buy-in.
• Present future product assortments, marketing plans, visual merchandising programs, and customer engagement opportunities.
• Deliver comprehensive product information and performance insights that support franchise decision-making.
• Build strong partnerships with franchisees while ensuring adherence to brand standards.
• Support franchise implementation and