1. CRAIG
SMITH
CV
A SENIOR RETAIL PROFESSIONAL SPANNING 21 YEARS
EXPERIENCE WITH UK AND INTERNATIONAL, IN
MARKETING, VISUAL MERCHANDISING, PR, PRODUCT
PHOTOGRAPHY, PACKAGING DESIGN & SCOURCING,
STORE DESIGN & DEVELOPMENT, PROMOTIONS &
EVENTS AND COMMERCIALLY CREATIVE RETAIL
PROPOSITIONS.
My career has spanned over 21 years within the retail sector. Starting at grass roots level my
experience, understanding and passion for the business has served as a valuable insight and
asset. It has encompassed a diverse range of retailers, product and brands.
• Consider myself to be creative yet commercial, with the ability to motivate and inspire large
teams
• Very good at trend prediction and awareness
• A strategic thinker working with senior retail colleagues to deliver the business strategy
• A driver of business change and implementation
• Fully trained equipment designer
• Have a hands on approach from initial concept, design and store implementation
• Strong at building inter working relationships and business partnerships
ICON LIVE LTD
Head of Visual Marketing Oct 2010 – Present day
Icon Live is a multi-million pound fashion costume jewellery, kid’s accessory and licensing
specialist. The company trades in thirteen high street retail brands in the UK and Central
Europe across 4000 stores as a retail concession and wholesale proposition.
As a senior member of the commercial team I head up the Visual Marketing and
Communication department; I am responsible for delivering the external and internal customer
centric business strategy on behalf of the operating board.
Deliverables:
• Leading a team of over 20 people responsible for marketing, press, visual merchandising
and store design, along with creating all specifications for packaging and P.O.S.
• Work with over 18 high street brands (including Oasis, Next, French Connection, Lipsy and
all major supermarkets) supplying jewellery and accessories ,ensuring every aspect of the
visual concept reflects each retailer in the U.K and globally.
• Liaising very closely with each brand to establish their equipment needs along with
creating a promotional calendar throughout the year.
• Designing and managing trade shows and fairs.
• Attending host press events and set ups.
• Creating own brand guidelines in Licence division such as Kardashians, Lipsy and Disney.
• Visit stores regularly with senior team members.
• Hosting retail days with various business partners.
• Store equipment design, photography and sourcing.
PROFILE
EXPERIENCE
CALL ME: +44 07921020889

2. INTERNACIONALE
Visual Manager Mar 2009 – Nov 2010
At Internacionale which is a retail. I created a commercial visual merchandising strategy which
was aligned to the commercial customer centric strategy. In leading and delivering this strategy
this delivered key product category growth in stores.
Deliverables:
• Responsible for 155 Internacionale stores.
• Challenged with re-branding and the buyout of the Mark One fascia.
• Creating a VM department from scratch and creating new handwriting for a fast pace
fashion store ensuring windows and in-store layouts reflect the core customer values.
• Developed new brand handwriting
• Creating a new store environment and shop fit
• Organising all photo shoots for window campaigns monthly.
BODY SHOP
Visual Consultant Dec 2008 - Mar 2009
Working alongside the international VM Director for Body Shop responsible for creating new
store layouts and window schemes - that reflected the core values of the body shop
brand for the international markets.
EXPERIENCE
DISPLAY ONE
Visual Consultant June 2006 - Dec 2008
The Display One company design and install window schemes, design and manufacture shop
fit and display props.
Deliverables:
• My client list included Marks & Spencer - designing window schemes, Oasis, The White
Company, Laura Ashley and Evans.
• Delivered a visual training programme for a Turkish store group based in Istanbul.
• Key account management and bring in new businesses
DESIGN MINISTRY
Retail Visual Project Manager Apr 2006 – June 2006
Design Ministry are a design and concept agency.
Deliverables:
• I was contracted to project manage a new beauty environment for Marks & Spencer, taking the client’s
requirements and making these commercially viable.
• Designed a new concept flagship for Ann Summer store in Bluewater.
THE GOLD GROUP – ANN SUMMERS
Creative Executive May 2004 – June 2006
Responsible for a combination of 147 Ann Summers and Knickerbox stores
I was challenged with re-branding Ann Summers, removing the ‘taboo’ and transforming their
image to a feminine, fun and acceptable shopping experience on the High Street.
Deliverables:
• I designed and implemented the new ‘Celebration of Femininity’ concept stores.
• My role included setting creative direction for window schemes and promotions and
creating a training standards programme.
• Managing a team of 15 with a budget in excess of £2m.The stores experienced a large

3. Sept 93 – Sept 02
Sept 93 – Sept 02
REFERENCES AVAILABLE ON REQUEST
• Rossington Comprehensive, Doncaster:
5 GCSE’s: English Art, Music, Social Studies, Human Resources
• Further Education
EXPERIENCE
MARKS & SPENCER FRANCHISE
International VM Manager Apr 2003 – Apr 2004
Covering 12 countries with varying languages and cultures, I was responsible for:
• Training and development of all levels of personnel from VM Assistants to General
Managers. To uphold brand values and adapting policies to local markets.
• Working alongside local architects and designers to create and design new stores and
schemes. Managing budgets and negotiating with suppliers and franchisees.
• Liaising with UK Buying and Marketing teams to pass on all relevant policies to the
franchisees. To develop window and event schemes in accordance with each regionMARKS & SPENCER
Womenswear VM Designer Oct 2000 – Apr 2003
Deliverables:
• Project managing the launch of new brand stores and roll out of new store concept.
• Designing new visual equipment from brief to installation.
• Identifying new equipment requirements within the business for store
developments/renewals; setting the matrix for rollouts and managing budgets.
• Measuring costs and success of schemes to ensure commercial viability.
• Managing and running the womenswear mock shop in conjunction with product sales
developers, buying teams and marketing department to challenge and improve our
visual proposition based on customer feedback and sales figures.
• Working with marketing teams to identify, design and develop corporate
marketing schemes and POS messages.
• Managed a mock shop over 25,000 square feet.BROOKS BROTHERS NEW YORK
Womenswear VM Manager July 2000 – Sept 2000
Secondment to Brooks Brothers White Plaines & New York stores to launch womenswear.
I was responsible for training all staff on handling and dressing mannequins and visual
merchandising.
EDUCATION
REFERENCES
MARKS & SPENCERS
Various Roles May 1996 – June 2000
April 1998: VM Manager Nottingham and region. Responsible for a team of 15.
March 1997: Deputy VM Manager – Leicester. Responsible for a team of 6.
BRITISH SHOE CORPORATION
Area Display Policy Manager Jan 1991 - May 1996
Initially employed as a Display Manager working in the field, I was then promoted to a head
office role, overseeing Dolcis, Cable & Co, Hush Puppies.
• Designing new display equipment and seasonal window schemes.
• Creating a training programme for store staff.