From Concept Through
Retail Execution

Retail Merchandising Programs

Supporting national retail merchandising programs through fixture development, production documentation, cross functional leadership and retail execution for leading consumer brands.

For more than twenty years I have partnered with marketing teams, engineering, manufacturers, retailers and suppliers to transform merchandising strategies into scalable retail programs across Target, Walmart, Best Buy, Costco, Amazon and specialty retail.

  • Target

  • Costco

  • Lowe’s

Selected Retail Partners

  • Walmart

  • Amazon

  • Specialty Retail

  • Best Buy

  • Home Depot

Why My Experience Aligns With Breville

The Retail Merchandising Project Specialist role brings together the work I have enjoyed most throughout my career.

I have led fixture development, managed production documentation, coordinated suppliers, partnered with retailers and guided cross functional teams from initial concept through manufacturing and retail execution.

Whether developing permanent displays, temporary merchandising systems or complete retail marketing programs, my focus has always been helping teams launch high quality retail experiences on schedule and with fewer surprises.

Chuck Godfrey

Core Strengths

Retail Fixture Programs

  • Retail Fixture Programs

  • Permanent displays

  • Temporary displays

  • Store fixtures

  • POP

  • Shop in shop

  • Retail environments

Production Documentation

  • Engineering packages

  • Specifications

  • BOMs

  • Assembly instructions

  • Installation guides

  • Production drawings

  • Planograms

Retail Execution

  • Target

  • Walmart

  • Best Buy

  • Costco

  • Amazon

  • Retail rollout support

Project Leadership

  • Project planning

  • Critical path management

  • Cross functional collaboration

  • Vendor management

  • Budget awareness

  • Launch coordination

  • AI Enabled Productivity

  • ChatGPT

  • Claude

  • Gemini

  • Meeting preparation

  • Project documentation

  • Creative reviews

  • Process improvement

Featured Programs
Links

Featured Programs
Mattel

Focus

Developed a broad range of retail fixtures and shopper marketing solutions for Mattel that strengthened product visibility, improved in-store presentation and supported multiple product categories. Programs included branded displays, merchandising systems and retail graphics designed to enhance shopper engagement and retail execution.

  • Retail fixtures

  • Production

  • Brand consistency

  • Store execution

  • National retail

Business Impact

Strengthened retail execution across multiple Mattel product categories through scalable fixture and shopper marketing programs that increased product visibility, supported national launches, improved merchandising consistency and enhanced production readiness.

Project Leadership

Led multiple Mattel retail merchandising projects from concept through production, coordinating cross functional teams, fixture development, shopper marketing programs, vendor collaboration and production documentation to deliver consistent retail execution across multiple product categories.

Production Documentation

Developed production ready documentation for multiple Mattel retail merchandising programs, including engineering drawings, specifications, graphic layouts and manufacturing files that supported efficient fabrication, vendor coordination and consistent retail execution.

Featured Programs
Burt’s Bees

Focus

Developed many scalable retail merchandising programs for Burt's Bees that unified permanent fixtures, countertop displays, endcaps and visual merchandising systems into a cohesive retail platform. Led cross functional development from concept through production, creating consistent retail experiences that supported national product launches, shopper engagement and retail execution across multiple channels.

  • Retail systems

  • Fixture family

  • Visual merchandising

  • National rollout

Business Impact

  • Strengthened retail execution across national retail channels

  • Increased product visibility and shopper engagement

  • Improved product discovery through integrated merchandising systems

  • Connected packaging, fixtures and retail displays into cohesive programs

  • Supported seasonal launches and new product introductions

  • Standardized merchandising solutions for consistent retail execution

  • Reinforced premium brand presentation across retail environments

  • Accelerated speed to market through scalable merchandising systems

  • Enhanced retailer and consumer experiences

  • Supported commercial growth through effective retail merchandising programs

Project Leadership

Led multiple retail merchandising programs from concept through retail execution by coordinating cross functional teams, fixture development, production documentation, vendor collaboration and national product launches while maintaining brand standards and merchandising consistency.

Production Documentation

Developed production ready documentation for multiple retail merchandising programs including engineering drawings, specifications, BOMs, planograms and manufacturing files to support efficient fabrication, supplier coordination and consistent retail execution.

Featured Programs
Urban Armor Gear

Focus

Developed an integrated retail merchandising system for Urban Armor Gear (UAG) featuring permanent fixtures, accessory displays, branded retail graphics and packaging. Led cross functional development from concept through production, delivering scalable merchandising solutions that supported national product launches, retail consistency and shopper engagement.

  • Retail display systems

  • Permanent fixtures

  • Retail graphics

  • Accessory merchandising

  • Production

Business Impact

  • Strengthened retail execution across national retail channels

  • Increased product visibility and shopper engagement

  • Improved accessory merchandising and product discovery

  • Developed scalable retail display systems and fixture programs

  • Standardized merchandising for consistent retail execution

  • Connected packaging, fixtures and retail graphics into cohesive programs

  • Supported national product launches and retail initiatives

  • Improved production readiness through standardized documentation

  • Enhanced retailer execution and in store navigation

  • Supported commercial growth through effective retail merchandising

Project Leadership

Led multiple UAG retail merchandising programs from concept through production by coordinating cross functional teams, permanent fixture development, accessory merchandising, retail graphics, vendor collaboration and production documentation to support consistent execution across national retail channels.

Production Documentation

Developed production ready documentation for multiple UAG retail programs including engineering drawings, specifications, BOMs, graphic layouts, assembly details and manufacturing files. These resources supported vendor coordination, accurate fabrication, prototype reviews and consistent retail execution across permanent fixtures and accessory merchandising systems.

Featured Programs
Elmhurst

Focus

Developed an integrated retail merchandising ecosystem for Elmhurst that unified packaging, shelf merchandising, retail displays, club store pallet programs and e-commerce assets into a cohesive retail platform. Created scalable merchandising solutions that strengthened retail consistency, improved product visibility and supported consumer engagement across multiple retail channels.

  • Integrated merchandising ecosystem

  • Packaging

  • Displays

  • Shelf merchandising

  • Club displays

  • Retail consistency

Business Impact

Strengthened retail consistency across multiple channels by integrating packaging, shelf merchandising, retail displays and club store programs into a scalable merchandising ecosystem that improved product visibility, supported retail execution and reinforced a cohesive brand experience..

Project Leadership

Led multiple Elmhurst retail merchandising projects from concept through production, coordinating packaging, retail displays, shelf merchandising, club store programs, vendor collaboration and cross functional teams to deliver consistent retail execution across multiple channels.

Production Documentation

Developed production ready documentation for multiple Elmhurst retail merchandising programs, including packaging specifications, display drawings, graphic layouts and manufacturing files that supported efficient production, vendor coordination and consistent retail execution.

Featured Programs
M•A•C Cosmetics

Focused on

Developed premium permanent fixture and beauty merchandising programs for M•A•C Cosmetics that combined precision manufacturing, retail display systems and visual merchandising standards into scalable retail solutions. Delivered consistent retail execution that elevated product presentation, supported seasonal launches and reinforced premium brand standards across prestige beauty environments.

  • Premium permanent fixtures

  • Beauty merchandising

  • Precision manufacturing

  • Retail standards

Business Impact

Strengthened retail execution across prestige beauty environments through scalable merchandising systems that increased product visibility, supported seasonal launches, improved retail consistency and reinforced premium brand presentation across multiple retail touchpoints.

Project Leadership

Led multiple M•A•C Cosmetics retail merchandising projects from concept through production, coordinating fixture development, visual merchandising, vendor collaboration and cross functional teams to deliver consistent execution across prestige beauty retail environments.

Production Documentation

Developed production ready documentation for multiple M•A•C Cosmetics retail merchandising programs, including fixture specifications, graphic layouts and manufacturing files that supported precision production, vendor coordination and consistent retail execution.

Featured Projects
Sony Pictures Animation

Focus

Developed large integrated retail campaigns for Sony Pictures Animation that combined licensed merchandising, retail environments and branded displays into cohesive consumer experiences. Coordinated cross functional teams to deliver scalable retail programs that supported theatrical launches, retail partnerships and consistent execution across multiple channels.

  • Large integrated retail campaign

  • Retail environments

  • Licensed merchandising

  • Cross functional coordination

Business Impact

Strengthened retail execution across licensed consumer product programs by integrating retail environments, branded displays and licensed merchandising into scalable campaigns that increased shopper engagement, supported product launches and delivered consistent retail experiences across multiple channels.

Project Leadership

Led multiple Sony Pictures Animation retail merchandising projects from concept through production, coordinating licensed merchandising, retail environments, vendor partners and cross functional teams to deliver integrated retail campaigns across multiple channels.

Production Documentation

Developed production ready documentation for multiple Sony Pictures Animation retail merchandising programs, including display specifications, graphic layouts, engineering drawings and manufacturing files that supported efficient production, vendor coordination and consistent retail execution.

Project Leadership

How I Lead Retail Programs

Successful merchandising programs require far more than creative ideas.

Throughout each project I serve as the connection point between marketing, creative, engineering, manufacturing, suppliers and retail partners to keep projects moving toward successful launch.

Typical responsibilities include

  • Managing project timelines

  • Coordinating vendors

  • Reviewing production samples

  • Resolving manufacturing issues

  • Supporting retailer requirements

  • Creating production documentation

  • Guiding cross functional communication

  • Maintaining project momentum

From Creative Concept to
Retail Execution

Project Documentation

Great merchandising ideas only succeed when manufacturers can build them consistently.

I develop production ready documentation that helps suppliers fabricate accurately, reduces revisions and supports successful retail execution.

  • CADs

  • Engineering drawings

  • Assembly sheets

  • BOMs

  • Planograms

  • Retail elevations

  • Production specifications

  • Fixture details

  • Installation instructions

  • Callout drawings

Sample Documents

Assembly Sheets

Vendor Fix Documents

BOM Shipping Manifests

Fixture Details

Seasonal Graphics Update

Callout Drawings

Experience Supporting
National Retailers

Supporting Merchandising Initiatives

Every retailer has unique merchandising standards, fixture requirements and approval processes.

My experience includes supporting merchandising initiatives across mass retail, warehouse clubs, consumer electronics, home improvement and specialty retail channels.

Artificial Intelligence (AI)

Improving Retail Programs Through AI

Artificial intelligence has become part of my daily workflow.

I use AI to accelerate project planning, summarize meetings, organize documentation, strengthen presentations, improve communication and streamline retail program development while maintaining the judgment and accuracy required for production work.

Working with Me

Why Teams Enjoy Working With Me

  • Reliable communication

  • Organized project leadership

  • Production focused thinking

  • Collaborative problem solving

  • Calm under pressure

  • Continuous improvement

  • Strong follow through

  • Respect for schedules

Next Generation

I’m Ready to Help Build the Next Generation of Breville Retail Experiences

Breville's merchandising programs require thoughtful planning, strong collaboration and disciplined execution.

My experience leading retail fixture programs from concept through production has prepared me to contribute immediately while continuing to grow alongside the merchandising team.

I would welcome the opportunity to discuss how my experience can support Breville's upcoming retail initiatives.