Katrina Callaway
Summary
Detail-oriented Visual Merchandiser aiming to leverage over 10 years of developing effective visual displays to bring value to any business.
Strong passion for utilizing consumer behavior, expertise and knowledge of color theory to create captivating visual displays.
Organized and dependable, successful at managing multiple priorities with a positive attitude.
Overview
22
22
years of professional experience
Work History
VM Lead
New Balance
06.2025 - Current
- Leading VM performance in flagship store aligned with global and regional frameworks
- Evaluate weekly sales data and key performance indicators and executes commercial strategies to achieve financial targets
- Meeting with EMEA VM & Marketing to outline market opportunities and strategies to enhance revenue growth
- Close cooperation among Global VM and Marketing teams
- Secure timely delivery of all promotional and market initiatives
- Supervises preparation and installation processes of retail marketing activations and events
- As official sponsors of the London Marathon. Oversaw Marketing events leading up to Race Day and delivered recorded breaking sales and sell through during and after the event
Visual Merchandiser
Hugo Boss
09.2013 - 06.2025
- Responsible for window installs, mannequin styling across London and the South East. Reporting to UK VM manager and working in a team of 10 for UK & IRE
- Working with store management and staff to ensure instore visual merchandising and shopfloor layout is to UK and Global Model Store guideline standards
- Experience in coordinating and development of future store layouts with Shop Con & B&M teams. Dept leading for four store openings this year so far, including first of its kind travel retail pop up in Heathrow. And I worked on the calculations, liaised with external partners on shipments and bought decor for two global flagship stores and flagship SiS in Selfridges last year
- Experience with planning and budgeting for openings and window installs
- Work with external partners for window installs, POS and shipping
- Co-team leader at Global Model Store set ups in UK and Europe and assist with local roll out and training. Was previously apart a team to introduce Model Store program and do training in our Middle Eastern hub
- Experience in new store and concession openings across the UK and in Europe
- Implementing new collections, installations and mannequin styling in our showrooms
- Created calculation tool that allows B&M to analyze collections that are queuing across the business and transfer stock/collections accordingly
Visual Merchandiser
Tommy Hilfiger Global Anchor Store
02.2011 - 09.2013
- Worked between two global anchor stores (Regent Street and Knightsbridge) with a combined target of £15 million
- Implementing windows and displays to company and global anchor guidelines and standards
- Working with store GM, VM Manager and Retail Manager on layout, implementation of VM guidelines and identify visual solutions to achieve commercial goals and increase sales
- Analysing best sellers and money mapping reports to adjust layout presentation and displays to suit consumer buying needs and trends
- Assisted in seasonal changeovers across our retail, concessions, outlet stores, showroom setups and Press Days
- New store and concession openings and refits
Floor Manager
Tommy Hilfiger Global Anchor Store
02.2010 - 01.2011
- Managed menswear floor with 20 staff and supervisor with a turnover of £5 million
- Previously Floor Manager for womenswear with 15 staff, supervisor and turnover of £3.5 million
- Managing staff performance with reviews, company development programs, team and one-to-one training
- Completing money mapping reports for the UK retail director, VM manager and buyers to be used to analyse performance
- Working with B&M for stock management & with PR for marketing opportunities
- In the absence of an Area VM, liaising with the VM manager to complete floor moves, implement window display changes and mannequin styling to a high standard in-line with company guidelines
Supervisor
Tommy Hilfiger Global Anchor Store
05.2008 - 01.2010
- Supported assistant manger in the running of the womenswear department with a team of 15 staff
- Helping my floor achieve an average 55% share towards the stores £5 million target
- Assisting area VM in implementing new collections, shop floor moves and window displays
Assistant Manager
OASIS, Debenhams
07.2007 - 04.2008
Team Leader
KNICKERBOX
08.2004 - 07.2007
Education
Visual Merchandising And Space Management
London College of Fashion
London2009
Interior Design
Morley College
London2006
Art & Design
The Community College
London2004
Skills
- Great organisation skills
- Attention to detail
- Goals orientated
- Exceeds targets set
- Innovative
- Strong communication skills
- Maximise sale opportunities
- Seasonal campaigns
- Brand alignment
- New store openings
- Fashion styling
- Installing windows
- Vendor management
- Competent in MS Office and Adobe Creative Suite
Timeline
VM Lead
New Balance
06.2025 - Current
Visual Merchandiser
Hugo Boss
09.2013 - 06.2025
Visual Merchandiser
Tommy Hilfiger Global Anchor Store
02.2011 - 09.2013
Floor Manager
Tommy Hilfiger Global Anchor Store
02.2010 - 01.2011
Supervisor
Tommy Hilfiger Global Anchor Store
05.2008 - 01.2010
Assistant Manager
OASIS, Debenhams
07.2007 - 04.2008
Team Leader
KNICKERBOX
08.2004 - 07.2007
Visual Merchandising And Space Management
London College of Fashion
Interior Design
Morley College
Art & Design
The Community College