Visual Merchandising Manager

Role Overview

The Visual Merchandising Manager is responsible for creating compelling in-store experiences that combine fashion appeal and fan emotion, driving sales of official club merchandise across all retail stores. This role ensures that every store reflects team identity, seasonal campaigns, and matchday energy, while maximizing commercial performance.

Key Responsibilities

1. Fan-Centric Visual Strategy

• Develop VM concepts that reflect:
  • Club identity (colors, history, culture)
  • Key moments (matchdays, tournaments, player highlights, championship)
• Translate emotional storytelling into product displays that sell

2. Merchandise Zoning & Storytelling

• Create clear zoning such as: 
  • Matchday Essentials (jersey, scarf, caps)
  • Lifestyle/Fashion Collection
  • Limited Edition / Player Edition
  • Collaboration Edition
• Build storytelling displays around:
  • Star players
  • Big matches
  • New season launches
  • The Fans

3. Store Execution & Consistency

• Develop and enforce: 
  • VM guidelines 
  • Planograms for apparel, accessories, and collectibles 
• Ensure consistency across:
  • Standalone stores
  • Pop-up stores (especially during events)
  • Mitra/Partner
  • Mall outlets

4. Campaign & Matchday Activation

• Lead VM execution for:
  • New jersey launches
  • Tournament periods
  • Big match weekends / Special Match
  • Special Collaboration
  • Campaign Innovation
• Ensure stores are visually updated in real-time with campaign momentum

5. Driving Commercial Performance

• Prioritize display of:
  • High-margin items 
  • Fast-moving SKUs 
  • New arrivals and exclusive drops 
• Collaborate with merchandising team to:
  • Push slow-moving inventory through re-merchandising 
  • Bundle products (example Jersey + Caps)

  
  

6. Customer Experience (Retail as Stadium Extension)

• Design stores to feel like the sports mood / fan hub
• Improve:
  • Traffic flow
  • Product visibility 
  • Emotional engagement
  • Customer journey
• Encourage impulse buying and upselling

  
  

7. Team Training & Store Enablement

• Train store teams on:
  • Basic VM execution 
  • Folding, mannequin styling, outfit pairing
• Ensure stores can maintain VM standards daily

8. Budget & Vendor Management

• Manage props such as:
  • Mannequins (sport styling) 
  • Fixtures
  • Campaign materials (POP, Shelftalker, posters, etc)
• Source cost-efficient materials while maintaining brand impact

9. Performance Tracking & Optimization

• Monitor: 
  • Sales uplift during campaigns 
  • Best-performing display zones 
  • Product sell-through post-VM changes 
• Continuously refine VM strategy based on data & store feedback
  
  Key Requirements
• Experience
  • 5–10 years in Visual Merchandising within fashion or sports retail 
  • Experience in multi-store campaign rollout and execution
  • Experience in event-driven or high-traffic retail environments
  • Strong vendor and production management experience
  • Exposure to fast product cycles / seasonal drops
• Skills
  • Strong understanding of: 
  • Fashion styling (outfit coordination, layering)
  • Retail storytelling
  • Commercial mindset (sales-driven, not just visual) 
  • Ability to work in fast-paced, event-driven environments 
  • Strong collaboration with marketing, merchandising, & store operational team.
• Additional
  • Passion for sports / understanding of sports fan behavior
  • Experience handling club merchandise or licensed products