Senior Director of Visual Merchandising

CSC Generation · Seattle, WA

Welcome to the Table. At Sur La Table, community, culinary joy, and celebration are at the heart of who we are. From monthly spotlights to the Golden Whisk awards and cooking class perks, our culture blends recognition with hands-on experiences. New team members are welcomed with care and inspired by wellness events, inclusive stories, and a personal touch that makes you feel right at home.

 

Reports to: SVP of Merchandising

Location: Seattle, WA (Hybrid 3-4 Days/Week Onsite) + 25-30% Travel

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.

 

Field Visual Merchandising

  • Lead the field VM function, setting standards for training, coaching, and in-store execution quality across all districts.
  • Develop strong partnerships with District Managers, Store Managers, and Store Operations leadership to drive brand consistency and swift resolution of execution gaps.
  • Establish a structured cadence of store visits to audit execution quality, identify opportunities, and provide on-site coaching to field leaders.
  • Implement reporting mechanisms to track and communicate execution performance against established standards.

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    VM Operations

    • Manage the full VM operations function, including fixture development, sourcing, production, inventory allocation, and replenishment.
    • Own the VM capital budget and monthly operating expenses, balancing cost discipline with investment in high-impact fixtures and signage.
    • Oversee the organization's mock store environment, maintaining current assortment representation and using it as a controlled proving ground for floorset concepts.
    • Drive operational excellence through rigorous planogram documentation, photo standards, and timely, clear store communications.

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      New Store Development & Store Experience

      • Partner with Real Estate, Store Construction, and Design teams on new store openings, remodels, and relocations — from initial planning through grand opening.
      • Shape the visual expression of new store format concepts, working with Merchandising leadership to develop productive, brand-forward environments.
      • Strengthen in-store service destinations and experience zones through deliberate fixture placement, signage design, and wayfinding improvements.
      • Lead initiatives to improve navigation, product comparison signage, and conversion-driving presentation standards.

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        Cross-Functional Partnership

        • Serve as the primary VM partner to Merchandising and Buying leadership, ensuring visual strategy reflects assortment priorities and commercial objectives.
        • Collaborate with Brand Marketing on seasonal campaign integration, go-to-market planning, and in-store brand expression.
        • Partner with Product Development on packaging and product presentation consistency as expressed in the retail environment.
        • Work closely with Creative Services, Distribution Centers, and Supply Chain to ensure seamless delivery and implementation of all visual assets and fixtures.
        • Partner with Store Operations to balance visual quality standards against labor efficiency in store workflows.
        • Present visual merchandising strategy and performance updates to senior leadership at key business forums.

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          Vendor & Budget Management

          • Manage relationships with strategic vendors across fixtures, signage, props, and visual materials — negotiating favorable terms while maintaining quality and delivery standards.
          • Own and manage the multi-year VM capital plan, aligning fixture investment with real estate activity and brand evolution priorities.
          • Partner with Supply Chain on logistics planning for fixture and visual asset distribution to stores.

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            Technology & Innovation

            • Champion the adoption of technology solutions that improve VM operations — including digital planogram distribution, floorset execution tracking, photo reporting, and signage workflow tools.
            • Leverage AI-enabled tools to drive efficiency in planogram creation, field communications, and floorset documentation.
            • Continuously evaluate emerging visual and retail technologies that can meaningfully enhance the in-store experience.

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              Team Leadership

              • Recruit, develop, and retain a high-performing Visual Merchandising organization across both field and corporate functions.
              • Set clear performance expectations, provide regular and direct feedback, and invest substantively in the career development of team members.
              • Build a strong bench of VM talent and foster a team culture defined by craft, accountability, and operational excellence.

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.

    • Why Join

    The people who do best here are builders. They take ownership, move fast, and want to see the direct impact of their work.

  • Executive Access: Work directly with the President and C-suite leadership to shape how Sur La Table shows up across a growing 60+ store fleet — your work will be visible at the highest levels of the organization.
  • Leadership Across the Portfolio: Build, coach, and develop a VM organization while partnering with every major function — Merchandising, Creative, Store Ops, Real Estate, Marketing, and more.
  • Shape Strategy at Scale: Own the multi-year visual merchandising roadmap, the capital plan, and the end-to-end store experience — from floorset design to new store openings and format evolution.
  • Competitive Benefits: Paid time off policies, 401(k) match, medical/dental/vision and a variety of supplemental policies, and employee discounts across our portfolio of brands.

    • Interview Process

    1. Recruiter Screen - A 30-minute conversation with our recruiting team to align on the role, your background, and what you are looking for.
    2. Hiring Manager Interview - Conversation with the SVP of Merchandising focused on your visual merchandising philosophy, leadership approach, and experience translating brand strategy into store execution at scale.
    3. Panel Interview - Meet with cross-functional partners across Merchandising, Store Operations, and Creative to explore how you collaborate, prioritize, and drive alignment.
    4. Executive Interview - A conversation with senior executive leadership to discuss strategic vision, culture alignment, and long-term impact.
    5. Reference Checks - Conducted in parallel with the final stages where possible.
    6. Offer - We move quickly for the right candidate.

    Interview process is subject to change. Any updates will be communicated promptly and clearly.

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