Pamela Jane Simpson has over 20 years of experience in visual marketing and merchandising leadership roles. She most recently served as the Director of Visual Merchandise Presentation for Shoe Carnival, where she increased sales and profitability through new merchandising strategies and presentations. Prior to that, she held the roles of Vice President of Visual Merchandising at Shopko Stores and Divisional Vice President, Director of Stores Visual Merchandising at Foley's Department Stores. She has a proven track record of developing visual programs and presentations that drive increased sales.

1. PAMELA JANE SIMPSON
2298 Emerald Drive empress112@sbcglobal.net
Castle Rock, CO 80104 C: (832) 651-8916
V I S U A L M A R K E T I N G D I R E C T O R
Visual Marketing Project Management ● Creative Merchandise Presentation ● Visual Operations Management
Primary strengths are strategic goal setting, clear communications and focused execution. More than 20 years of team building
and team leadership accomplishments. Routinely perform cost reductions in marketing visual expenses. Boost sales through
creating and implementing fresh marketing merchandise presentations—e.g. increased merchandising and presentation guidelines
for five corporate initiatives, amplifying sales from $56M to $66M, up 18%. Highly reliable and a self-starter. Open minded but
keenly attentive to identifying and working situational priorities. Quick but thorough in planning and executing. Experienced
trainer. Extensive national and international travel.
CORE COMPETENCIES
Corporate visual marketing management -- Cross functional team leader/collaborator – Strategic innovative and creative
leadership to define growth opportunities and to build Brand image -- Provide guidance, training, consultation to field to elevate
execution of visual standards and increased Brand awareness -- Visual standards-manual production – Flows/adjacencies –
Succession planning -- Enhanced customer in-store experience
PROFESSIONAL EXPERIENCE
SHOE CARNIVAL, INC (420 doors)
Director of Visual Merchandise Presentation April 2009- Present
Determined and established systems, procedures and standards to positively position the visual marketing merchandise
presentation department within the company. Space planning, planogram flows/adjacencies and shop location responsibilities.
Instrumental in space planning of all new concepts, shops, new fixtures to maximize sales, profitability and gross margin growth.
 In store Visual Presentation is a major factor in elevating Company to top of tier in channel of distribution.
 Recognized as a visual leader within business tier. PIA Gold Award Best in Category Taylor Swift promotion, prestigious
Gold Ink Print Award for Children’s Better Brand collateral. Dimensional end panel design/presentation submitted for 2017
OMA award by Innomark.
 Dimensional end panel presentations resulted in coop funding the hardware, ahead of 2-year schedule to pay off within year
one, additional 8/store rollout capital funded. Skechers Energy Lights BTS 73% sell thru with 42% margin, Keds
Weatherized 24% increase in sales weeks of installation, Emeril 55% inc and Timberland Pro 13% inc over LY same period.
 Successfully developed/designed and executed a mall store visual marketing strategy with implementation in six weeks.
Modifications made to successfully roll out strategy for all mall stores.
 Developed and designed Better Brands fixture and graphic program for timely successful 75 store roll out resulting in
program rolling out to all new stores. Generated +53.5% to LY, +39.15% to LY Company.
 Spearheaded, developed and designed Handbag floor fixture, shop (+43% sales) and Accessories walls (+9% sales) turning
non-selling space into sales resulting in program rollout to all new and remodel stores.
 Skechers work installations—Flagship Feb-May 11—down 10.2% units and 10.5% sales, after proto install up 11.2% units
and 14.3% sales, Balance of stores saw 4-7% inc in units sold with inc sales of 4-5% over LY, profit up 3-4%. 2018 rollout to
a total of 193 doors.
 Instrumental in space planning of all new concepts, shops, new fixtures - SC Workwear, Crocs, Smartwalls, Better Brands
 Designed and developed successful in store vendor presentation program which the vendor used internationally as a
presentation standard – Crocs, Skechers. Result of sales over $1.4M. Negotiated an unbudgeted $60K update of kids’ visual
program with same vendor. Program updated three times via coop funding.
 Coordinated re-branding collateral information and communication to get re-branding effort corrected, on track and
completed within two months. Obtained $24.0 credit from vendor.
 Effected a 31.25% sales increase through identifying, developing and producing a key classification presentation program.
Identified opportunity to feature FlipFlops, designed and rolled out graphics/hardware to all stores (2010 PL 1.1M, Actual
1.6M). Followed year two with a 19.75%sales increase.
 Generated coop participation increases yearly: 9% -55.4% each year 2009-2015, 52% in 2016, 66% in 2017.
SHOPKO STORES (135 doors)
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2. Vice President Visual Merchandise Presentation April 2007-April 2008
Established formally the company’s visual standards to be consistent with branding strategies. Organized multi-functional teams
and led coordination with Space Planning to improve effectiveness of merchandise presentation and space allocation--included
PAMELA JANE SIMPSON continued
revising block plan and POG formats to incorporate visual elements, fixture placement, classification merchandising. Results
were clearer communication to stores’ enlightened staffs and stronger, consistent store executions. Led team to modify and refine
pricing architecture formats to reflect consistency; completed in four months. A new all-store AccessVia system for corporate
Rewards program was completed in ten months. Enhanced the shopping experience and drove increased sales and profitability.
Awarded Shopko Star Teammate 2nd
Quarter 2007.
 Designed vendor visual programs, vigorously pursued and generated over $400K unplanned co-op participation in 10 months.
 Reallocated $900K expense and $1.2M capital budgets to better support current, higher priority major initiatives, and branding.
 Created and led team in design/execution and rollout of new Housewares Cookware shops resulting in one of three U.S.
companies to receive Homeworld publication’s Global Innovation Award 2007.
 Junior BTS prototype generated a 91.4% increase to PL, sales comp % to change equaled 19.47 vs. company 4.63.
 Partnered in design concept and set industry standard for multi-Futon display fixture/signage (6 Futons in 1 sq. yard) resulting
in BTS sales up 90% to LY and was Homeworld publication winner for Innovation and Product Design 2007.
FOLEY’S DEPARTMENT STORE (Division of May Department Stores, (72 doors)
Divisional Vice President, Director of Stores Visual Merchandising August 1999-May 2006
Collaborated with the Senior Vice President, the Director of Stores, Regional Vice Presidents, corporate executives, and merchants to
define promotional and presentation vision and execution strategies.
Planned, budgeted, and obtained funding to schedule and spearhead key projects, company blitzes and programs, corporate and regional
prototypes, and minor and major remodel visual elements. Designed, sourced, and rolled out cost effective visual elements and
strategies to achieve maximum ROI.
 Allocated capital and expense costs of a $6.7M annual budget to achieve the number one ranking among all May divisions in visual
expense management. Decreased mannequin purchases $31.5K and reduced foam core purchases by 56%, saving $17.8K.
 Increased merchandising and presentation guidelines for five corporate initiatives, amplifying sales from $56M to $66M, up 18%.
 Directed a team of 125 visual staff in five states for the 72-door full-line department store chain generating $1.2B annually.
 Designed, planned, purchased and coordinated the installation of visual elements for 21 new full-line stores and 31 major
remodels of 140,000 to 280,000 square-foot stores, meeting or frequently under-running $600K to $1.5M budgets.
 Managed five regional teams focused on major events’ execution and overall stores presentation, amplifying stores volume
11% above objectives; division ranked number one in sales in May Department Stores.
 Spearheaded and executed visual merchandising and merchandise flows/adjacencies for company and successful transitions
of acquired stores to Foley’s nameplate. Corporate recognition by the Vice Chairman Executive VP Director of Stores.
 Set the standard for execution of merchandise initiatives and proprietary brands at Foley’s Department Stores, developed
monthly “Best Practices” and received corporate recognition by the Vice Chairman Executive VP Director of Stores.
 Developed criteria with HR for ongoing progress reviews for 23 visual assistants, promoting an average of 5 individuals
annually. Planned bench-strength staffing needs by market, filling all openings within three weeks.
 Trained and coached regional visual and merchandising personnel, area sales managers, divisional sales managers, and store
managers on merchandise and visual presentations that established standards for other regions.
 In 2000 and 2001 received Quarterly Sales Support Achievement Awards. In 2004 was awarded President and Sr. Vice
President Stores Recognition.
Regional Visual Merchandising Director (17 doors) May 1993-August 1999
 Supported the regional vice president and coordinated visual staff (40) and store-level personnel on the consistent creative
implementation of corporate direction, developed and formalized company-wide presentation standards.
 Teamed with the Vice Chairman Director of Stores, the Vice President of Visual Merchandising, the Regional Vice
President, store managers, and corporate contacts to successfully drive the execution of merchandise adjacencies, major
merchandise intensifications, and unique visual merchandising execution.
 Regional Sales Support Awards in 1993, 1995, 1997 and 1998.
Additional experience: Progression of merchandising and visual assignments with May Department Stores.
CREDENTIALS
Bachelor of Arts, California State University at Los Angeles
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3. Women in Leadership course graduate Community Leadership (Evansville) Graduate
ProLiteracy America Volunteer Tutor Certification
Affiliations:
Dress for Success Volunteer Retail Industry Professionals Worldwide Junior Achievement Volunteer
Visual Merchandising Across the Globe International Fashion & Apparel Association CSULA Alumni Association
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