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I'm a senior leader specializing in visual merchandising, spatial design, and experiential marketing, with more than 15 years shaping immersive brand environments for global brands. I translate consumer insights and brand strategy into high-impact in-store experiences that boost engagement, traffic, and sales, while building scalable visual systems for large retail fleets. I excel at leading cross-functional teams across merchandising, marketing, and store operations to deliver customer-centric experiences and consistent brand execution at scale. I’m passionate about turning space into storytelling, optimizing placement and fixture design, and partnering with leadership to reinvest in reinvention initiatives that move categories forward.…I'm a senior leader specializing in visual merchandising, spatial design, and experiential marketing, with more than 15 years shaping immersive brand environments for global brands. I translate consumer insights and brand strategy into high-impact in-store experiences that boost engagement, traffic, and sales, while building scalable visual systems for large retail fleets. I excel at leading cross-functional teams across merchandising, marketing, and store operations to deliver customer-centric experiences and consistent brand execution at scale. I’m passionate about turning space into storytelling, optimizing placement and fixture design, and partnering with leadership to reinvest in reinvention initiatives that move categories forward.

Luis Cruz Valdes

Merchandiser, Brand Designer, Brand Strategist, +2

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I'm a senior leader specializing in visual merchandising, spatial design, and experiential marketing, with more than 15 years shaping immersive brand environments for global brands. I translate consumer insights and brand strategy into high-impact in-store experiences that boost engagement, traffic, and sales, while building scalable visual systems for large retail fleets. I excel at leading cross-functional teams across merchandising, marketing, and store operations to deliver customer-centric experiences and consistent brand execution at scale. I’m passionate about turning space into storytelling, optimizing placement and fixture design, and partnering with leadership to reinvest in reinvention initiatives that move categories forward.…I'm a senior leader specializing in visual merchandising, spatial design, and experiential marketing, with more than 15 years shaping immersive brand environments for global brands. I translate consumer insights and brand strategy into high-impact in-store experiences that boost engagement, traffic, and sales, while building scalable visual systems for large retail fleets. I excel at leading cross-functional teams across merchandising, marketing, and store operations to deliver customer-centric experiences and consistent brand execution at scale. I’m passionate about turning space into storytelling, optimizing placement and fixture design, and partnering with leadership to reinvest in reinvention initiatives that move categories forward.

Available to hire

I’m a senior leader specializing in visual merchandising, spatial design, and experiential marketing, with more than 15 years shaping immersive brand environments for global brands. I translate consumer insights and brand strategy into high-impact in-store experiences that boost engagement, traffic, and sales, while building scalable visual systems for large retail fleets.

I excel at leading cross-functional teams across merchandising, marketing, and store operations to deliver customer-centric experiences and consistent brand execution at scale. I’m passionate about turning space into storytelling, optimizing placement and fixture design, and partnering with leadership to reinvest in reinvention initiatives that move categories forward.

Skills

Experience Level

Expert

Expert

Expert

Expert

Expert

Expert

Expert

Expert

Expert

Expert

Language

English

Fluent

Spanish; Castilian

Fluent

Work Experience

Sr. Manager, Visual Merchandising & In-store Marketing - Hardlines at Target Corporate

February 1, 2017 - January 1, 2026

Led multidisciplinary teams across merchandising, marketing, store operations, and design to reimagine the Hardlines guest experience by translating consumer insights into scalable, immersive retail environments that drive category growth and inform enterprise reinvention initiatives. Reimagined the Toys and Sporting Goods experience through spatial design, floor plans, fixture layouts, and 3D renderings to enhance product storytelling, improve navigation, and elevate engagement across the fleet. Defined the Fan Central reinvention vision, transforming it into a dynamic retail destination projected to double category sales through immersive storytelling, fixture innovation, and space optimization across store formats. Conceptualized immersive environments for executive leadership and the Board, translating strategy into physical space with floor plans and renderings; managed budgets, onsite installation, and cross-functional and external vendor teams to ensure flawless execution.

Manager, Visual Merchandising – Apparel & Accessories at Target Corporate

February 1, 2022 - November 1, 2024

Led visual merchandising innovation across Apparel categories—including Jewelry, Swim, Intimates, Seasonal, and Performance—developing new fixture concepts and merchandising strategies informed by consumer insights to drive engagement, market share growth, and brand differentiation. Directed end-to-end in-store visual merchandising strategy for Holiday Family Sleep, translating merchandising goals and multi-year performance insights into a cohesive, guest-centric experience. Partnered cross-functionally to influence packaging, inventory depth, and assortment tiering across store formats, resulting in a 30% increase in category sales. Pioneered a working model that blends Visual Merchandising and Store Experience Marketing to concept and imagine spaces by developing and leading in-store Marketing that aligns with merchant strategies and helped to create a cohesive guest experiences. Conceptualized and spearheaded apparel partnerships from strategy to in-store execution, supporting b

Associate, Visual Merchandising – Home at Target Corporate

February 1, 2017 - February 1, 2022

Executed visual merchandising strategy across Home categories, collaborating cross-functionally to translate brand and merchant objectives into cohesive in-store presentations that ensured consistency, clarity, and optimal execution across all stores. Launched Hearth & Hand with Magnolia, reinventing the planogram system at Target by introducing new and fresh ideas for storytelling techniques that align with both Magnolia and Target’s values and aesthetics. Created compelling visual presentations, balancing inspirational vignettes with key item statements, engaging with cross functional teams to ensure visual merchandising supports the inventory investment needed to meet Target’s goals and projections, ensuring the final visual presentation supports the company objectives. Partnered with Store Operations and Visual Communications to craft the visual merchandising guides to ensure clear direction for optimal execution in all Target stores. Introduced rendering through SketchUp to th

Manager, Marketing & Visual Merchandising at Hackett, Scalpers

January 1, 2016 - January 1, 2017

Led the Brand launches in Chile, overseeing store design, visual merchandising, and marketing execution in partnership with PR and experiential teams to create immersive brand experiences that drove visibility and sales. Designed windows, merchandising store layout and marketing plans for new store openings, leading and organizing launch events in Chile. Led and assembled a team to support the launch of both brands in Chile, working with PR partners & experiential marketing teams to bring the brand’s DNA to life.

Manager, Marketing & Visual Merchandising at Polo Ralph Lauren

November 1, 2013 - December 1, 2015

Led visual merchandising and retail marketing strategy for Polo Ralph Lauren in Chile, overseeing store openings, seasonal campaigns, and brand storytelling across premium retail environments. Championed Polo Ralph Lauren’s brand identity and visual storytelling across Chile’s premier retail environments, ensuring global brand consistency and elevated guest engagement. Led end-to-end visual merchandising strategy for store openings and seasonal floor sets, developing window displays, in-store presentations, and mannequin styling that brought the Ralph Lauren lifestyle narrative to life across Chile’s retail locations. Managed budgets and execution for window installations and seasonal visual rollouts, ensuring premium brand presentation while optimizing operational efficiency across retail locations. Directed showroom styling and staff training to enhance visual execution, seasonal fluency, and storytelling cohesion across retail teams. Partnered with global brand and merchandisi

Project Manager at Estudio Jorge Fuentes

March 1, 2012 - November 1, 2013

Partnered with luxury clients to design and visualize bespoke interior environments that blended brand identity, spatial storytelling, and architectural harmony into cohesive, high-impact spaces. Delivered expert consultation on spatial flow, materiality, and visual storytelling, guiding clients through aesthetic, functional, and budgetary decisions to achieve cohesive, elevated design outcomes. Designed bespoke furniture and objects that reinforced the overall narrative and luxury positioning of each space. Produced detailed 3D renderings, floor plans, elevations, and build drawings using Cinema 4D, SketchUp, and Adobe Creative Suite to communicate design intent and guide fabrication and installation.