Senior Director of Visual Merchandising

About the Role

Sur La Table is looking for a Senior Director of Visual Merchandising to lead the creative and operational vision for how our products and stories show up across a 60+ store fleet. As Senior Director of Visual Merchandising, you will own the translation of our brand into a compelling, consistent, and commercially productive store experience — from monthly floorset strategy and fixture development to new store openings and the evolution of experience destinations like our Coffee Bar.

This is a highly visible role that works collaboratively with the President, Merchandising, Creative, Store & Culinary Ops, Marketing, Real Estate/Construction, Planning, and the Distribution Center. Success in the first year means establishing an updated visual merchandising playbook, delivering measurable improvements in floorset execution quality and fixture productivity, and building a multi-year roadmap that elevates the in-store experience while driving sales growth.

This is a lean team. You will own a lot, move fast, and make decisions with full end-to-end responsibility.

What You'll Do

Brand Expression & Visual Strategy

• Own the development and rollout of updated visual merchandising guidelines that reflect Sur La Table's brand identity, in partnership with Creative, Brand Marketing, and Store Operations.
• Translate seasonal go-to-market strategy into fixture-level storytelling plans that make the chef the hero, connect to brand purpose, and drive strong sales productivity.
• Build a multi-year visual merchandising roadmap — including fixture refresh cycles, signage standards, and store format-specific guidance — while maintaining a cohesive visual language that allows for regional and format-specific nuance.
• Drive execution of the test store to keep innovating the customer experience and improving store productivity.

Floorset Strategy & Monthly Execution

• Lead the monthly floorset planning process end-to-end, from ingredients planning and line list reviews through in-store set-up.
• Direct the design of each fixture in the store, ensuring every display and seasonal moment tells a clear, connected story aligned with the GTM plan.
• Partner with Merchandising and Planning to align fixture productivity, inventory flow, and allocation — measuring floorset productivity as a lagging indicator of VM effectiveness.

Field Visual Merchandising Leadership

• Lead the Sr. Manager of Field Visual Merchandising in setting visual standards and developing the training, coaching, and execution tools that drive consistent quality across all stores.
• Build strong partnerships with District Managers, Store Managers, and Store Operations leadership to ensure floorset adherence, brand consistency, and timely issue resolution.
• Establish a regular cadence of store visits — personally and via the Sr. Manager of Field VM — to audit execution, surface opportunities, and coach store leaders on visual standards.
• Drive accountability for floorset execution timing, set quality, and storytelling fidelity; measure and report on execution performance.

Visual Merchandising Operations

• Orchestrate the VM operating rhythm — planning calendars, workflows, and cross-functional handoffs that translate strategic priorities and seasonal deliverables into on-time, on-brand execution.
• Lead the VM team in managing fixture development, sourcing, production, allocation, and replenishment.
• Own the fixture capital and monthly expense budgets, driving cost discipline while investing in fixtures and signage that most elevate the brand and impact customer experience — including delivering year-over-year savings in signage costs.
• Oversee the mock store, ensuring it stays current with the live assortment and serves as a reliable proving ground for floorset ideas.
• Drive operational excellence through clear planograms, complete photo documentation, and timely communication to stores.

Store Experience & New Store Development

• Partner with Store Operations, Real Estate, Store Construction, and Store Design on new store openings, remodels, and relocations.
• Shape the visual experience of new and evolving store formats with the President, Store Ops, and Creative, while partnering with Merchandising and Inventory leadership to translate assortment strategy into a productive, brand-forward presentation.
• Elevate signature category fixtures into true in-store destinations; explore interactive and experiential fixtures that anchor key categories and bring the brand to life.
• Strengthen wayfinding, service, and product signage to make the store easier to shop — partnering with Store Operations, Culinary, and Digital to deliver a consistent cross-channel experience.
• Support culinary classroom visibility and VM integration as a meaningful brand proof point across the store fleet.

Cross-Functional Partnership

• Partner with the VP of Merchandising and buying Directors to ensure VM reflects assortment strategy and brand/vendor priorities.
• Partner with Planning on inventory flow, fixture productivity, allocation strategy, and floorset financial alignment.
• Partner with Brand Marketing & Creative on go-to-market planning, seasonal campaign integration, and brand expression in stores.
• Partner with Inventory Management and the Distribution Center on the flow of fixtures and visual assets to new and existing stores.
• Partner with Store Operations on workflow, floorset timing, store communications, and the balance of visual quality vs. labor hours.
• Establish a structured feedback loop from store teams and customers — channeling field insights, customer reactions, and frontline ideas back into floorset design, fixture decisions, and signage standards.
• Present visual strategy and floorset ingredients to the leadership team and cross-functional partners at key forums.

Vendor & Capital Management

• Manage strategic vendor relationships across fixtures, signage, props, and visual materials — negotiating terms, driving quality, and ensuring timely delivery.
• Own the VM capital plan and monthly operating budget; build multi-year fixture investment plans aligned with real estate activity and brand evolution.
• Partner with Supply Chain on logistics, timing, and delivery of fixtures and visual assets to new and existing stores.

AI, Technology & Ways of Working

• Champion the use of AI to expand the team's capacity, speed, and creative range — starting with planogram creation, field communications, and floorset documentation, and continuously identifying new applications as the technology evolves.
• Build and adopt technology that strengthens VM operations — including digital planogram distribution, floorset execution tracking, photo reporting, and signage workflow automation.
• Continuously evaluate emerging visual tools and technologies (e.g., digital signage, interactive fixtures) that can enhance the store experience in a brand-right way.

Team Leadership & Development

• Lead, coach, and develop a team of two Sr. Managers and the broader VM organization — setting clear goals, providing regular feedback, and investing in career development.
• Build and maintain a strong pipeline of VM talent.
• Model Sur La Table's values and manager competencies; foster a culture of craft, accountability, and collaboration.

Required Qualifications

• Bachelor's degree in Visual Merchandising, Design, Retail, Marketing, or a related field. Equivalent professional experience considered in lieu of degree.
• 10+ years of progressive visual merchandising experience, with a minimum of 5 years in a leadership role managing teams and multi-store field organizations.
• Specialty retail experience strongly preferred; premium home, housewares, lifestyle, or culinary experience is a distinct advantage.
• Proven track record of translating brand strategy into in-store execution at scale — across 50+ stores, multiple formats, and monthly creative cycles.
• Experience leading field VM teams and partnering with Store Operations leadership in a multi-district environment.
• Demonstrated ability to build and manage capital and operating budgets, cut operating costs, and manage fixture and signage vendors.
• Ability to blend creative storytelling with commercial rigor — telling brand stories while driving sales growth.
• Meticulous attention to detail — every product placement and store element matters.
• Strong willingness to roll up sleeves and execute alongside the team.
• Experience supporting new store openings, remodels, and relocations from a visual merchandising lens.
• Strong creative portfolio demonstrating brand-forward, commercially productive visual work.
• Proficiency in Adobe Creative Suite (InDesign, Photoshop, Illustrator); familiarity with planogram tools and retail systems.
• Ability to travel regularly (estimated 25–35%) to stores, new store openings, and vendor partners.