Joel Boeckman
Richmond
Summary
Visual merchandising professional with strong expertise in executing brand objectives through effective display strategies across retail and wholesale channels. Demonstrated ability to adapt and innovate while collaborating with cross-functional teams in both corporate and field environments. Skills include strategic brand planning, training and sales communications, and implementation of corporate directives.
Overview
30
30
years of professional experience
Work History
Field Merchandiser
INDEPENDENT 1099 CONTRACTOR
San Francisco
01.2015 - Current
- Responsible for implementing visual directives, conducting product seminars, sales and training for various brands across partnership, specialty, department, company operate stores and showrooms.
- Accounts Represented 2023 - Current Include: Levi's, Dockers, Quiksilver, Sharper Image, and Vivobarefoot.
- Accounts Represented 2015 - 2020 Included: The North Face (TNF), Mountain Hardware, Arc'teryx, ODLO, Hurley, Yeti, Verizon.
- Successful in executing visual standards in account retail doors including Kohl's, Macy's, Target, Sports Basement, REI, Dick's Sporting Goods, Vail Resorts, Verizon, Alterra Mountain and TNF operated stores.
- Seamlessly perform responsibilities as a brand ambassador through training and customer interactions.
- Consistent in providing valuable feedback from the field to managing partners.
Visual Merchandising Lead
REI
Berkeley
09.2021 - 10.2023
- Adapted all corporate visual direction for the Berkeley store's physical space with the product assortment on hand.
- Worked directly with departmental leads and department managers to strategize merchandise placement and seasonal floor sets.
- Instituted basic visual training for all new hires a first at REI Berkeley.
- Played a pivotal role in securing the Berkeley store's Store Of The Year award, a first for the location in it's 46 year history.
- Contributed the Berkeley store's largest annual sales revenue.
Visual Merchandise Manager
MIKE'S BIKES
Novato
01.2011 - 01.2014
- Developed the Visual Merchandising Program as the first Visual Manager from the ground up for the USA's largest independent bicycle retailer with eleven Bay Area stores.
- Initiated in-store marketing strategies that strengthened brand identity, created newness while increasing customer traffic and sales.
- Authored the Visual Merchandising Guide, a comprehensive set of merchandising standards for store employees which improved store aesthetics and shop-ability.
- Conceptualized, sourced, constructed, all window/interior set props giving Mike's a unique edge in Northern California.
- Hired, developed, and trained Regional Visual Merchandise Managers, vastly improving the visual presentation and operations.
- Slashed costs and improved efficiencies in orchestrating seven successful remodels and store openings.
Visual Merchandise Field Manager
THE NORTH FACE
San Leandro
01.1999 - 01.2009
- Collaborated with the executive and cross-functional teams to develop and maintain the visual merchandising strategy for TNF operated retail and outlet stores.
- Conceptualized monthly window sets and clear directives for the Regional Merchandisers.
- Developed seasonal floor plans, placing emphasis on brand initiatives and regional consumer shopping trends.
- Created Merchandising Standards for both retail and outlet stores providing clear direction for store staffs to implement.
- Developed store fixtures and props with outside vendors for both new store locations and remodels of existing stores creating cost effective standardization.
- Collaborated with outside firms on store design to achieve operation requirements and brand objectives.
Bay Area Visual Merchandising Manager
THE NORTH FACE
San Francisco
01.1996 - 01.1999
- Worked independently, rotating between two retail and three outlet stores in the San Francisco Bay Area while assisting with visual merchandise planning at the corporate office.
- Performed all aspects of display and merchandising raising the importance of Visual Merchandising for TNF.
- Trained merchandising basics to new hires improving store-merchandising maintenance.
- Planned and managed the installations of TNF's trade-show booth at the biannual Outdoor Retailer Convention.
Education
Bachelor of Science -
University of Wisconsin Stevens Point
Stevens Point, WISkills
- Visual merchandising
- Strategic planning
- Retail analytics
- Brand management
- Product training
- Customer experience
Additional
- Completed the Graphic Design Certification program at San Francisco City College, 2011
- Worked as the Window Manager Carson Pirie Scott, Visual Manager Art Institute of Chicago, Visual Assistant Paul Stuart.
Timeline
Visual Merchandising Lead
REI
09.2021 - 10.2023
Field Merchandiser
INDEPENDENT 1099 CONTRACTOR
01.2015 - Current
Visual Merchandise Manager
MIKE'S BIKES
01.2011 - 01.2014
Visual Merchandise Field Manager
THE NORTH FACE
01.1999 - 01.2009
Bay Area Visual Merchandising Manager
THE NORTH FACE
01.1996 - 01.1999
Bachelor of Science -
University of Wisconsin Stevens Point