Raymond R. Roybal
Los Angeles,CA
Summary
Global Visual and Store Experience leader with 15+ years of experience shaping brand vision, developing scalable store concepts, and delivering elevated omni‑channel customer experiences. Expertise in cross‑functional collaboration, talent development, and driving strategic initiatives from concept to global rollout.
Overview
16
16
years of professional experience
Work History
Brand City Visual Merchandising Manager
H&M Hennes & Mauritz
Los Angeles
04.2025 - Current
- Secured implementation of the Brand & Key city visual and commercial goals for Sales Market South US & PR.
- Set clear plan to deliver on inspiring and commercial experience through product prioritization, commerciality, presentation, styling, and window including store communication through global commercial guidelines.
- Delivered end-to-end visual project rollouts by setting clear timelines, driving consistent follow-ups, and ensuring on-time completion across multiple initiatives while strengthening cross functional alignment.
- Led new store development and Brand City store openings, securing layouts and visual display tools while delivering elevated visual presentations for flagship locations through strong cross‑functional alignment across global, regional, and area teams.
Global Visual Business Developer, Store Experience – H&M Retail; Experience & Design – Visual Merchandising
H&M
Stockholm Sweden
02.2022 - 04.2025
- Lead visual merchandising development initiatives for various store formats, guided by Customer Experience and Brand Experience direction.
- Collaborated on the development of new store formats, including layouts, assortment strategy, and ISC alignment, translating a 360° omni‑store strategy into elevated customer experience developments in partnership with Store Design, Experience, Customer Groups, and Regions, and scaling concepts into low, medium, and high scopes for global rollout.
- Led the development and rollout of Brand & Key City strategies for high-profile stores, ensuring alignment with brand positioning and commercial objectives.
- Developed holistic store presentation principles aligned across all customer groups, translating them into scalable store formats, and supporting global rollout by writing training scripts and featuring in visual training videos
- Contribute to setting and developing the brand's visual identity.
North America Regional Visual Manager
COS
New York, NY
07.2021 - 02.2022
- Lead and motivate district teams to reach function KPIs, sales targets, maximize profitability and implement an effective people strategy to meet the Brand business goals.
- Oversaw COS visual merchandising standards, ensuring an inspiring and commercial customer experience through product prioritization, presentation, styling, and window displays, following global commercial guidelines.
- Coordinated regional seasonal kick-off meetings and workshops to enhance area teams' knowledge and drive seasonal strategy and elevated store experiences.
- Managed local visual budgets for window displays, visual materials, and tools in collaboration with the brand controller and global VM team.
- Collaborated with Marketing to drive local shoots, collaborations, and PR press events.
- Conduct inspiring and effect store visits across the Region by coaching and providing feedback to Area Team Leaders to secure visual excellence and increase selling and productivity.
- Developed hot & cold weather strategies and tiered store profiling with merchandising to maximize sales and tailor customer offerings to local market needs.
- Worked with the HR team to identify, develop, and recruit talent, building the future organization for Visual & Commercial Leaders and contributing to forecast needs.
Area Visual Manager, East Coast & Canada
COS
New York, NY
08.2016 - 12.2017
- Oversaw all visual merchandising, styling, and window displays, ensuring implementation per COS visual guidelines.
- Allocated window displays for all global campaigns, adhering to budgets and working closely with the global visual coordinator and controller.
- Collaborated with the expansion team to coordinate and facilitate new store openings for the US & Canada markets.
Senior Visual Merchandising Coordinator
Forever 21
11.2010 - 08.2016
- Led visual merchandising and styling teams to create impactful visual directives for campaigns, collaborations, in-store experiences, window displays, and indoor styling.
- Collaborated with trend directors, buyers, marketing, and visual communications teams to align the company’s brand and merchandising strategy, ensuring cohesive brand messaging.
- Developed and implemented the Global Training Curriculum, conducted international workshops, and enhanced team performance and visual merchandising standards.
- Communicated and resolved concerns regarding construction, maintenance, fixtures, merchandise, mannequins, and visual elements in stores, ensuring optimal store presentation and customer experience.
Education
Health & Physical Education
Mt. San Antonio College
Los Altos, CA06-2010
Skills
- Global Visual Strategy & Direction
- Brand Expression & Story Telling
- Visual Merchandising Leadership
- New Store & Layout Development
- Seasonal & Long-term Commercial Planning
- Visual Training Development & Script Writing
- End-to-End Project Ownership
- Team Growth & Succession Planning
Accomplishments
- Served as Interim Regional Sales Manager, supporting regional performance, leadership execution, and people strategy.
- Contributed cross‑functionally to H&M’s new store concept and layout development, supporting scalable global rollout.
- Developed and delivered global Visual Training Curriculum and workshops across Asia, South America, and North America, strengthening visual capability at scale.
- Led flagship and omni initiatives including the COS Soho Project and a six‑month Online Visual team integration, securing a strong red thread across physical and digital channels.
Timeline
Brand City Visual Merchandising Manager
H&M Hennes & Mauritz
04.2025 - Current
Global Visual Business Developer, Store Experience – H&M Retail; Experience & Design – Visual Merchandising
H&M
02.2022 - 04.2025
North America Regional Visual Manager
COS
07.2021 - 02.2022
Area Visual Manager, East Coast & Canada
COS
08.2016 - 12.2017
Senior Visual Merchandising Coordinator
Forever 21
11.2010 - 08.2016
Health & Physical Education
Mt. San Antonio College