I have been involved in many aspects of the Customer Experience and get the most joy out of seeing the entire project come full circle, with a smile on the customers' faces as they interact with the space. The information below will explain, in a bit more detail, how I have been involved in all stages of this experience.

Once you have the customer in the store, you have to keep them engaged in the store experience. The ambiance and store design are the backdrop for the visual merchandising of the products in the store. I have vast experience in this arena:

• Visual standards manual
• Concept book
• Floorset directives
• Window displays
• Seasonal schedule
• Regional adaptation
• Training and awareness
• Overall layout
• Marketing and promotions
• In-store signage
• Partnering with merchant team for big ideas
• Digital/interactive displays
• Vendor partnerships
• Analytical reports to impact merchandising decisions
• Senior Leadership presentations and buy-in

Retail design is a simple, yet complex adventure.  There is consumer psychology involved along with executive opinion, product demand, regional adjustments, space limitations, county codes, and the list goes on and on.  It can be difficult to be inspired with so many stipulations placed upon a task.  I find that I am able to thrive in an environment where I am challenged with the seemingly impossible.  In our ever-changing landscape, we are being forced into finding new ways to compete for the customers' attention, allow them to have an enjoyable experience, and be compelled to return again and again.

I have had a passion for creating compelling environments for people since before I can remember. My mom would tell you that I would rearrange my room multiple times a year since I was 7. My extended family would tell you that I would rearrange their homes without asking, just because I didn’t think it was quite right, or they weren’t using the space properly. That passion developed into a formal education in Interior Design and became a catalyst for my career in both retail design and high-end residential design. 

I have held positions in kitchen & bath design, furniture design, and residential design. I believe my varied experience gives me multiple perspectives on how the space will be used, how the people will flow through the space, interact with the space, find comfort in the space, be compelled by the space, and ultimately want to return to the space. 

I enjoy working on most any residential space, but some of my favorites have been vacation home interior design (specifically in the Rocky Mountains), high-end residential design (who doesn’t love working with an enormous budget), and custom furniture design.

A comprehensive branding strategy is an incredible asset for any organization. At McLendon Hardware, I had the opportunity to completely rebrand all internal and external products. My team and I developed a catalog of standards to use for specific applications and continued to raise awareness in the company.

Part of a company's complete branding is packaging. I was able to dabble in this a bit at Eddie Bauer, and became more exposed at McLendon Hardware, where I was able to direct the art and production of several private label products.

Responsible for sourcing and/or creating various fixtures for numerous retail applications, including, but not limited to:

• Metal bins and buckets
• Wooden crates
• Custom brochure holders
• Sign holders in various shapes and sizes
• Trash cans and park benches
• Custom check stands
•  Custom department stations
• Large-scale permanent installations

Working on special projects is incredibly fun!  I view it as a time to be challenged in new and unique ways and usually an opportunity to explore various materials, mediums, and techniques.

I was tasked with creating an event that would increase sales, drive customer count, and most importantly, raise awareness with the female customer in the hardware industry.  I created this event from scratch and directed it for 3 years.

•  Implemented complete marketing campaign, including email blast, store signage, website presence, online registration, and custom apparel.

•  Increased attendance from 1200 attendees to over 7000 attendees.

• Increased sales over 500%

•  Increased vendor sponsorships over 200%

FROM TRADE SHOW BOOTHS TO EVENT PLANNING AND PHOTO SHOOTS, I DARE YOU TO FIND A CHALLENGE I CAN’T TACKLE!

As a creative professional, I am fueled by the fact that we are often the nucleus of the organization… Gathering information and opinions from virtually every department in the company from legal to merchandising and beyond.  With this, I have naturally developed many project management traits that have allowed me to be recognized as a high functioning leader in the industry and granted me several unique opportunities.

One of my coolest projects to date was directing the creation of a premiere hardware store in Tacoma, WA.  My team and I were involved in every step:

• Site selection
• Gather directional information from senior leadership
• Hiring of all partners (general contractor, architects, designers, engineers)
• FF&E selection
• Product layout
• Completely new signage package
• Completely new casework, fixtures, and design elements
•  Ideation and implementation of an 1100 sq ft Project House
• Manage internal team on all project elements
• Source, hire, and manage external agencies for production, drawings, and special features.

A large element of managing projects is budget and timeline.  Whether I have 12 months and $15M or 1 week and $10, I will be sure to create the best possible solution that benefits the company and entices customer engagement.