BARRY FRAME

Lead the wholesale VM and ISC team for the adidas Lifestyle channel, which includes Foot Locker, Inc.

Sell In:

• Work hand in hand with the Merchandising and Sales teams to optimize the capacities of key franchises and collections, with a focus on commerciality and premium consumer experience.
• Partner with third-party vendors to create best-in-class professional renders to support space planning of adidas-branded and non-branded spaces.
• Collaborate with cross-functional teams to deliver elevated and memorable Brand Studio and Showroom experiences, with an emphasis on compelling storytelling.
• Align with Trade Marketing teams on brand and customer marketing calendars to seek product and graphic placement opportunities.
• With a focus on a GTM end-to-end process, following post-sell-in sessions, adapt renders, and share as a reference guide for all cross-functional teams.
• Demonstrate VM's functional value to be seen as a strategic business partner, both internally and externally.

Sell Out:

• Collaborate with the Merchandising and Sales teams to create monthly and seasonal Visual Directives, inclusive of product placement, styling, and in-store graphics.
• Create campaign store plans in partnership with the WHS Marketing team and third-party production teams.
• Present visual directives and plans to account buyers and visual teams to gain account approval.
• Attend training events to drive store excitement and elevate in-store execution.
• Partner with the account (customer) on compliance measures and reporting.
• Where relevant, work with third-party visual merchandising vendors on training and deliverables.
• Lead from the front to create and execute key city resets of Adidas spaces every quarter.
• Create and share a monthly visual roll-up with the senior leadership team.
• Managerial Responsibilities:
• Foster an equitable and fully inclusive work culture.
• Follow HR and recruitment processes.
• Deliver biannual performance reviews for reports.
• Follow finance processes and protocols, such as budgeting projections and PO submissions.

Key Business Partners:

• Trade Marketing Category Business Units
• Marketplace Merchandising Content Planning
• Sales DTC
• Concepts and Production HR
• Third Party Vendors Finance

• Provided VM support to stores across our retail and wholesale doors (including House of Adidas within Harrods and Adidas Stella McCartney on Fulham Road).
• Managed a team of 12 Visual Merchandisers to execute the VM standards and guidelines in all doors' concepts and formats across London, according to the marketing calendar.
• Delivered input for the development of best practice processes, standards, and operational plans for all doors to support the implementation of Visual Merchandising standards and guidelines.
• Influenced and negotiated with all key business partners (Wholesale and Own Retail) to ensure the highest standards and consistency of campaign launches.
• Identified and communicated key city needs, strategies, and best practices to the Head of VM and OmniChannel Director.
• Monitored business operating results and provided additional resources to focus on specific underperforming doors.
• Led store staff training on VM standards and guidelines.
• Competitor analysis to identify opportunities.
• Optimization of sell-in/sell-out through visual excellence.
• Supported a high-performance culture by setting clear expectations and individual goals for the direct reporting team.
• Evaluated the competencies of VM team members on a regular basis, and provided prompt and constructive feedback, and coaching in order to motivate and inspire.
• Ensured a consistent talent management process across regions, divisions, and departments to grow talent for leadership positions.

• Provided creative visual merchandising support to stores across key European cities, including Paris, London, Barcelona, Berlin, Antwerp, and Brussels.
• Managed and supported over 20 store openings, including 9 as the lead District Visual Merchandise Manager.
• Recruited, trained, and managed in-store Visual Merchandisers throughout European stores, including annual reviews, motivational meetings, and, as necessary, implementing disciplinary policies and procedures.
• I attended seasonal prototypes in London flagships and assisted in Press Day setups.
• Responsible for product presentation, styling, floor layouts, and fixture placement throughout the district.
• Liaised with the District Manager and District Display Artist to identify and achieve visual financial results, KPIs, and growth opportunities across stores.
• Utilized daily and weekly sales reports for the district.
• Communicated store strategies with the Head of Visual Merchandising and the Retail Director.
• Implemented Head Office direction and communicated with buyers and planners to ensure the highest standards within stores.
• Created frequent head office memos for the store rollout.
• Implemented seasonal campaigns throughout the district.