David Seltzer

Creative, passionate retail leader with proficiency in driving global visual merchandising and retail marketing strategy. | Alumni of Patagonia, Vans, VF Corp

New York | US

Skills

Retail Design
Project Planning
Merchandising Strategies
Integrated Marketing
Budget Management

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Interests

Music

Woodworking

Bowling

Skateboarding

Exercising

Reading business publications

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Industries

Fashion

Lifestyle

Skate

Snow

Streetwear

Surf

Home Summary Activity Projects Work experience Education history Connections Companies

In my own words

— David

Throughout my career, it’s been my passion and goal to help brands create compelling and engaging retail experiences and build strong and talented visual merchandising frameworks.

That includes everything from strategy work, talent development, and execution. Cross functional work with 3D and 2D designers, architects and fabrication vendors on design and development of retail experiences.

Strategic, reliable, creative collaborator with deep experience working in the action sports, lifestyle and outdoor industries. My expertise is in retail marketing and visual merchandising with a global, commercial, and environmentally conscious approach. If a problem arises, lets solve it, if frictions occur lets reduce and eliminate! I have proven success in developing a brands in store expression and driving sell in and sell through strategies on a global level. I have deep experience working with vertical retail stores, specialty wholesale and national accounts such as Dick’s Sporting Goods, REI, Backcountry, Nordstrom, Journey’s, Scheels and more. My expertise is in understanding the nuances and consumer shopping behaviors in these different channels and how to engage the shopper from front, center and back of store and create a balanced brand and product storytelling environment that builds brand affinity and compels purchasing.

Trajectory

Mar 2025 — Now

Senior Manager Creative Operations, North America · HOKA

Nov 2023 — Now

Visual Merchandising Manager, North America Retail, UGG and HOKA · Deckers Brands

Build and direct all visual merchandising strategies for the North America region for UGG and Hoka brands. Build seasonal visual strategy that will be executed throughout the region with consistency. Work cross functionally with global and regional design, merchandising and allocations teams to ensure balanced product flow and depth is sent to stores. Interpret global retail directives, develop GTM key marketing story rollout specific to each store and work with fabrication vendors to produce and distribute visual props and print assets. Lead all communication with store visual leads and store managers to present retail directive and expectations and ensure executions are installed with strict attention to detail. Spearhead new store openings and remodels for brand stores, temp stores, pop up stores for full price and outlet channels. Visual team leadership includes introducing new procedures, standards and ways of communicating from HQ to stores. Uplift, motivate and educate.

Apr 2023 — Nov 2023

Director of Business Development and Account Management · Winston Retail

Present agency capabilities to key leadership individuals at brands and retailers. Garner new Retail Pop Up and in store merchandising business in the US market. Manage accounts and executions from concept to completion.

Sep 2022 — Mar 2023

Global Visual Merchandising | Global Brand Environments · Columbia Sportswear Company

Build seasonal global visual merchandising directives using Adobe platforms. Collaborate with 3rd party vendors in the development of in store assets. Support global sales meetings working closely with sales and events teams.

Sep 2016 — Sep 2022

Manager Visual Merchandising | In Store Marketing | Retail Project Manager · Patagonia

Drove visual merchandising strategy and in store visual executions across all channels. Created holistic in store asset calendar and creative framework working closely with category and channel marketers and creative teams to ensure visual alignment across distribution points. Directed strategy for strategic account in store experiences working cross functionally with key stakeholders (DSG, REI, Public Lands, Backcountry, Scheels, Nordstrom). Introduced and developed 3rd party visual merchandising team strategy. Developed and managed in store global fixture program from design to distribution. Retail project responsibilities for store openings from design ideation to store handoff. Managed teams and budgets working cross functionally on multiple projects and workstreams.

Mar 2013 — Oct 2015

Visual Merchandising Manager- North America · Vans - 2007-2015

Hired, trained and developed a team of 10 field visual merchandisers across N. America. Worked closely with sales and marketing teams to build N/A field visual merchandising and event strategy. Introduced and developed 3rd party visual merchandising team. Developed regional re-branding and fixture rollout strategy to 500+ accounts. Built seasonal VM directives and global visual merchandising standards guidebooks. Attended and participated in VF leadership workshops.

Jan 2012 — Mar 2013

Regional Visual Merchandising Manager · Vans - 2007-2015

Led a team of 4 regional visual merchandisers for the Northeast region. Ensure effective and consistent visual communication of Vans visual standards and best practices across territories. Built strong relationships with key accounts to garner trust in allowing Vans to capture real estate and have advantageous positioning in stores. Trained, developed, educated and motivated team members.

Mar 2010 — Jan 2012

Independent Sales Representative · Vans - 2007-2015

Managed the footwear sell in and sell through of 100 skate, surf, snow accounts. Developed grassroots initiatives and coordinated surf, skate and art events. Influential in helping to open House of Vans event space in Brooklyn, NY. Presented line showings at corporate sales meetings and trade shows. Successful 20% YOY increase in sales adhering to strict sales strategies.

Nov 2007 — Mar 2010

Northeast Field Visual Merchandiser · Vans - 2007-2015

Responsible for creating and maintaining a detailed visual calendar servicing 75 accounts. Installed visual assets which included fixtures, custom visual displays, window and interior visual installations. Worked closely with territory sales reps to align on territory goals and future demands.

Mar 2007 — Nov 2007

Manager | Buyer | Store Operations · West NYC

Creation of store identity by working with designers and architects on build of store. Buyer for footwear and apparel that offered a unique and original shopping experience. Hired, trained and managed a staff of 10 employees. Serviced celebrity clientele ranging from actors, athletes and musicians. Created custom visual displays for store.

Jan 2003 — Mar 2007

Manager | Buyer | Store Operations · Special Sauce

Ran daily store operations including staffing, opening, sales, customer service and closing. Analyzed sales data to inform pre book inventory needs, liquidation and AO business. Attended trade shows for sell in pre book assortment and look for new brands. Coordinated skate video premieres which pulled in 500-1000 attendees. Visual merchandising responsibilities included store merchandising and window displays. Worked on private label apparel line building brand recognition and affinity around the community.

Mar 2001 — Mar 2003

Marketing Manager | Athlete and Music Manager · Freshjive Apparel Co.

Created holistic 360 marketing campaign strategies executed globally. Developed fashion, art and action sports events strategy. Led actions sports, music and influencer teams, managed contracts and built ambassador team. Developed sell in and sell through strategies and implementation directives.