Key Responsibilities

1. VM Strategy &

- Standards

- Develop and drive the VM strategy across stores in line with brand positioning, customer profile and commercial objectives.

- Establish and continuously evolve VM guidelines, standards and execution frameworks across formats.

- Translate seasonal brand direction and commercial priorities into actionable VM plans.

- Drive consistency in brand presentation while allowing for regional and store-level nuances.

2. Store &

- Customer Experience

- Own the end-to-end VM experience across EBOs, MBOs, SIS and other retail formats, as applicable.

- Develop customer-centric zoning, product adjacencies, focal points and navigation principles.

- Partner with Retail Operations to improve store productivity through effective space utilisation and product presentation.

- Use customer and store insights to continuously improve the in-store experience.

3. Commercial VM

- Ensure VM is closely linked to business priorities, category strategy and inventory positions.

- Partner with Buying &
- Merchandising to identify key commercial stories, hero products and seasonal priorities.

- Drive VM interventions aimed at improving conversion, ASP, ABV, sell-through and inventory productivity

.

- Analyse store performance and translate commercial insights into VM actions.

4. Campaign &

- Launch Execution

- Lead VM execution for new store openings, seasonal launches, campaigns, promotions and brand initiatives.

- Develop VM toolkits and execution guidelines for the retail network.





- Ensure timely rollout and consistent execution across stores.

- Conduct post-launch reviews and incorporate learnings into future VM plans.

5.

Store

Design &

- Current Store Openings

- Partner with Store Development, Projects and Retail teams on VM aspects of new store openings and renovations.

- Ensure VM principles are embedded into store layouts, fixtures, signage and customer journeys.

- Support development of scalable VM solutions across different store formats and sizes.

6. VM Capability &

- Team Development

- Build and strengthen VM capability across the organisation.

- Develop training modules and coaching interventions for VM and store teams.

- Establish clear VM governance, review mechanisms and performance standards.

- Build a strong pipeline of VM talent and develop high-performing team members.

7. Data, Analytics &

- Governance

- Establish VM dashboards and review mechanisms to track execution and commercial impact.

- Use store audits, mystery shopping, sales data and customer insights to identify opportunities.

- Drive regular VM audits and RAG-based performance reviews.

- Ensure corrective actions are identified, tracked and closed with Retail teams.

Key Stakeholder Interfaces

- Business / Brand Heads

- Retail Operations

- Buying &
- Merchandising

- Marketing &

- Brand

- Store Development / Projects

- E-commerce / Digital

- Supply Chain

- Finance

- Regional and Store Teams

📌 Visual Merchandising Team Lead (Mumbai)
🏢 Reliance Brands
📍 Mumbai