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 & New 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 solid 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