Marlo Messer

Venice, California

I established new retail channel in US market through end-to-end omni-integrated and digitally innovative flagship store, delivering unique and memorable consumer experiences and strengthening brand equity. This brand-building beauty playground offers co-branded (Smashbox x Glamglow) events and services, including Women’s Leadership Network event series ‘Women in [Beauty],’ influencer masterclasses, and an innovative Makeup & Photography service menu with the option to create a bespoke private group session. With any purchase, you can create your own custom lip gloss as our gwp ‘Gloss with Purchase.’

I managed each workstream for the build out of the Noam concept store including real estate and construction, retail strategy and events, omnichannel and digital, creative, recruiting and hiring, and retail operations and led the retail roll out in international regions, providing scaled solutions to meet their strategic regional needs; partnered with brand finance to build concept door P&L and developed financial LRP for global retail channel, identifying opportunities, key initiatives and capital investment.

I led design and construction of 1300sf experience room at Smashbox Studios, incorporating a multi-function approach to meet the brands’ needs. This space is used as a collaborative studio, with a fully integrated photography cyc, makeup stations and product experience zone for content creation, product wall and lounge.

Smashbox Noam, Apac, Emea, Latam, UK

I led Global Retail Design and Visual Merchandising teams in the retail experience across all regions and formats including Experience Showroom, FSS, shop-in-shops, specialty/multi (Sephora, Sephora + Kohls, Ulta, Ulta Beauty at Target, Shopper’s Drug Mart, Mecca) and department stores (Boots, Macy’s, Dillard’s), and led global quarterly roundtables to align regionals and share guidelines and material library.

I developed the consumer journey and fixture design and oversaw construction for each quarterly campaign and key franchise re-promote, laddering up to brand and fiscal strategies and regional budgets, presenting to senior leadership and managing construction process including design turnover specs, vendor kick off meetings, CD review phase and redlines, prototype review and final punch list of in-store execution.

IFC, Hong Kong

I created an omni-integrated, high touch consumer experience; designed storytelling moments to emotionally connect with consumers and integrated digital activations to connect socially, such as UGC digital door and engaging tech-enabled consultation zones

I led design and construction management of FSS flagship and pop-up shop including store and millwork design, visual merchandising, and messaging hierarchy, managing external vendors including architects and millworkers.

Festival Walk, Hong Kong

I created an omni-integrated, high touch consumer experience; designed storytelling moments to emotionally connect with consumers and integrated digital activations to connect socially, such as UGC digital door and engaging tech-enabled consultation zones

I led design and construction management of FSS flagship and pop-up shop including store and millwork design, visual merchandising, and messaging hierarchy, managing external vendors including architects and millworkers.

Shanghai iAPM

I designed a strategic retail experience that increased retail sales by 40% compared to old format, by leveraging ‘slow shopping theory’ data; created a leisurely consumer journey including moments of discovery such as the botanical ingredients wall and slow zones such as the central mini-facial sink and long communal table to keep consumers lingering longer.

I managed architects and contractors in all aspects of design and construction for Noam, providing initial design of intent, reviewing construction drawings, overseeing install and timeline, and completing punchlist; partnered directly with contractors and suppliers to reduce fixture costs by 35%

I led regional retail teams in the global design directive and developed guidelines and material library for successful local execution.

Beijing Mitsukoshi

San Francisco Centre, California

I managed architects and contractors in all aspects of design and construction for Noam, providing initial design of intent, reviewing construction drawings, overseeing install and timeline, and completing punchlist; partnered directly with contractors and suppliers to reduce fixture costs by 35%

I led regional retail teams in the global design directive and developed guidelines and material library for successful local execution

I oversaw the design team to bring brand concept to life, in physical retail store.