Reports to: SVP of Merchandising
Location: Seattle, WA (Hybrid 3-4 Days/Week Onsite) + 25-30% Travel
About the RoleSur 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 DoBrand 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 JoinThe 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- Recruiter Screen - A 30-minute conversation with our recruiting team to align on the role, your background, and what you are looking for.
- 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.
- Panel Interview - Meet with cross-functional partners across Merchandising, Store Operations, and Creative to explore how you collaborate, prioritize, and drive alignment.
- Executive Interview - A conversation with senior executive leadership to discuss strategic vision, culture alignment, and long-term impact.
- Reference Checks - Conducted in parallel with the final stages where possible.
- Offer - We move quickly for the right candidate.
Interview process is subject to change. Any updates will be communicated promptly and clearly.
$160,000 - $180,000 a year
