Welcome to the Table. At Sur La Table, community, culinary joy, and celebration are at the heart of who we are. From monthly spotlights to the Golden Whisk awards and cooking class perks, our culture blends recognition with hands-on experiences. New team members are welcomed with care and inspired by wellness events, inclusive stories, and a personal touch that makes you feel right at home.
Reports to: SVP of Merchandising
Location: Seattle, WA (Hybrid 3-4 Days/Week Onsite) + 25-30% Travel
About the Role
Sur 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 Do
Brand 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 Join
The 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
CSC Generation is an equal opportunity employer. We do not discriminate on the basis of race, color, religion, sex, sexual orientation, gender identity, national origin, age, disability, veteran status, or any other characteristic protected by law.
