Retail Built to Scale

Visual merchandising systems that connect customer experience, brand strategy and national retail execution.

I lead complex retail merchandising and customer experience programs from strategy through execution, translating business priorities into scalable retail environments, visual standards and merchandising systems that teams can execute consistently across channels.

20+
Years Retail Leadership

100+
Global Brands

50+
Enterprise Programs

6
Retail Channels

Chuck Godfrey

Retail Experience & Visual Merchandising Strategy Leader

From Strategy to Store

Visual merchandising at enterprise scale is bigger than the individual fixture, graphic or campaign. It is the system connecting customer needs, brand strategy, product priorities, promotional initiatives, store environments, operational requirements and field execution.

My work sits at the intersection of those disciplines.

I partner across marketing, retail operations, creative, engineering, sourcing, manufacturing, agencies and retail partners to turn business objectives into customer-facing experiences that are compelling, scalable and executable.

The goal is not simply to create a great retail concept. The goal is to build a strong retail system that can perform consistently across locations, channels and changing business priorities.

LEADERSHIP IMPACT

100+
Global consumer brands supported across retail merchandising, visual merchandising and customer experience.

50+
Complex enterprise retail programs directed from strategy through execution.

100+
Cross-functional stakeholders, suppliers, manufacturers, printers, fabricators and retail partners aligned across programs.

500%
Increase in creative and operational capacity through standardized workflows, scalable processes and organizational leadership.

37%
Reduction in design-to-production timelines through improved planning, collaboration and workflow optimization.

6
Retail channels supported across mass, club, specialty, premium, DTC and e-commerce.

BUILDING SCALABLE RETAIL EXPERIENCES

Insight > Strategy > System > Alignment > Execution > Measurement

INSIGHT
Understand the customer, retail environment, business objective and operational constraints.

STRATEGY
Define the experience objective, merchandising priorities, customer journey and measures of success.

SYSTEM
Translate the strategy into repeatable visual standards, fixtures, displays, graphics, communications and implementation tools.

ALIGNMENT
Connect marketing, creative, operations, engineering, sourcing, manufacturing, agencies, vendors and retail partners around one execution plan.

EXECUTION
Move the program through development, prototyping, approvals, production, rollout and field implementation.

MEASUREMENT
Evaluate execution, customer response, operational performance and business results to improve the next iteration.

1 of 6

Case Study

URBAN ARMOR GEAR

BUSINESS CHALLENGE

UAG products combine device compatibility, protection levels, product features and distinctive industrial styling. In a busy consumer electronics environment, customers needed to understand those differences quickly while navigating multiple products and device platforms.

The business challenge was therefore larger than designing an attention-getting fixture. The merchandising needed to organize a complex accessory assortment while maintaining a strong UAG brand presence and supporting practical retail requirements such as product access, replenishment, graphics updates and ongoing assortment changes.

Building a Scalable Consumer Electronics Merchandising System

STRATEGIC OBJECTIVE

Create a flexible retail merchandising architecture that could translate UAG's product and brand strategy into a clear physical shopping experience.

The system needed to establish hierarchy, simplify product selection and create enough visual consistency that individual displays, hanging accessories, graphics and packaging would feel like parts of one retail program rather than unrelated executions.

MERCHANDISING SYSTEM

The program connected several customer-facing components:

Permanent two-sided floor fixtures provided the primary branded destination. Slatwall and hook merchandising extended the product system into existing retail architecture. Packaging carried product identification and benefit communication directly to the SKU level. Branded graphics reinforced UAG's visual language while product education helped explain differences within the assortment.

Together, these elements created a merchandising system rather than a single fixture.

CROSS-FUNCTIONAL LEADERSHIP

I connected creative development with the engineering and production requirements necessary to move the program into retail.

That meant balancing brand expression, product organization, ergonomics, structural design, graphics, manufacturing requirements and customer approvals while collaborating with the client, engineering resources and production partners.

The objective throughout development was to solve creative and production questions together rather than handing an unresolved concept downstream.

EXECUTION & SCALE

The program moved from concept and visualization through structural development, engineering, graphics, production documentation and manufacturing.

Detailed design and assembly drawings defined construction, component relationships and assembly requirements. Production documentation helped translate the approved design into repeatable fabrication while the broader system supported related executions including packaging, display graphics and branded hooks.

The permanent display was ultimately developed for electronics retail environments in the US and Thailand.

CUSTOMER EXPERIENCE

The experience was designed around a simple sequence:

See > Orient > Understand > Compare > Select

The customer first recognizes UAG from a distance. At the fixture, products are organized so the shopper can quickly determine what is relevant to their device. Graphics and packaging then communicate protection, features and product differentiation before the customer makes a selection.

The objective was not to overwhelm the shopper with information. It was to structure the information so the right details appeared at the right point in the decision.

PROGRAM IMPACT

Created an integrated merchandising architecture that connected permanent fixtures, accessory merchandising, graphics, packaging and product education within one recognizable retail system.

The program demonstrated how a complex technology accessory portfolio could be translated into a repeatable customer-facing experience while maintaining brand consistency and production discipline across multiple retail executions.

INTRODUCTION

Urban Armor Gear required more than an individual display. The opportunity was to create an integrated merchandising system that organized a growing accessory portfolio, communicated product benefits and created a consistent brand experience across retail environments.

2 of 6

Case Study

EXECUTION & SCALE

Programs moved through concept development, visualization, engineering review, prototype evaluation, production documentation, manufacturing and implementation.

The execution challenge was to preserve the customer-facing idea while resolving materials, hardware, product security, graphics, tolerances, manufacturing methods, shipping and installation requirements.

This experience included technology and consumer electronics programs supporting national retailers including Best Buy, Costco, Walmart, Target and Amazon.

PROGRAM IMPACT

Established a repeatable approach for translating complex technology products into customer-centered retail experiences across multiple brands and retail environments.

The body of work demonstrates the ability to move between brand strategy, customer education, physical merchandising and production execution while adapting the solution to different product categories and retailer requirements.

LOGITECH | SONOS | ROKU | BELKIN | JBL

TECHNOLOGY RETAIL EXPERIENCE

Simplifying Complex Technology at the Point of Decision

INTRODUCTION

Consumer electronics merchandising has to accomplish several things at once. It must attract attention, simplify technical information, support product comparison, communicate brand value and help customers confidently make a purchase decision.

Across programs for Logitech, Sonos, Roku, Belkin and JBL, I developed customer-facing retail displays, branded environments and merchandising systems designed to bring technology products to life while supporting the requirements of national retail execution.

BUSINESS CHALLENGE

Consumer electronics shoppers often face a combination of unfamiliar technology, overlapping product features, multiple price points and competing brands within the same environment.

The retail challenge is to make technology understandable without reducing the experience to a wall of specifications. Each brand must communicate why its products matter while operating within retailer requirements, limited space and a highly competitive visual environment.

STRATEGIC OBJECTIVE

Create customer-facing retail experiences that translate technical products into clear, approachable purchase decisions.

Across programs for Logitech, Sonos, Roku, Belkin and Harman/JBL, the strategy was to connect brand visibility, physical product presentation, education and comparison so customers could move from initial interest to informed selection.

CUSTOMER EXPERIENCE

The common customer journey across these programs can be expressed as:

ATTRACT > DISCOVER > UNDERSTAND > COMPARE > CHOOSE

Attract
Establish immediate brand and category recognition.

Discover
Make the product approachable and encourage exploration.

Understand
Translate technical specifications into meaningful customer benefits.

Compare
Create visual hierarchy between models, features and price points.

Choose
Provide enough clarity and confidence to support the purchase decision.

MERCHANDISING SYSTEM

The work crossed permanent and promotional displays, branded fixtures, product presentation, environmental graphics and customer-facing communications.

The common strategic principle was consistent even when the physical solution changed:

PRODUCT + INFORMATION + INTERACTION + BRAND + RETAIL REQUIREMENTS

The display itself was never the sole objective. It was one component of the larger customer decision system.

CROSS-FUNCTIONAL LEADERSHIP

Technology retail programs require close coordination between marketing objectives and the realities of engineering, fabrication, manufacturing, installation and retailer requirements.

Across this body of work, I operated between those groups, helping translate brand and customer experience objectives into solutions that could be engineered, produced and implemented.

My broader technology retail leadership has included collaboration across creative, engineering, fabrication, manufacturing and installation disciplines.

3 of 6

Case Study

ELMHURST

ONE BRAND. MULTIPLE RETAIL TOUCHPOINTS. ONE CUSTOMER EXPERIENCE.

Packaging > Shelf > Display > Club > E-Commerce > Retail Environment

INTRODUCTION

Elmhurst required a merchandising approach that could work across very different customer touchpoints rather than a single retail execution. The opportunity was to create consistency across packaging, shelf merchandising, club retail, pallet programs, e-commerce and broader retail environments.

I developed the program as an interconnected merchandising ecosystem, creating a consistent brand and customer experience while adapting the execution to the requirements of each channel.

STRATEGIC PRINCIPLE

Maintain a consistent customer and brand experience while adapting execution to the physical, operational and commercial requirements of each retail channel.

4 of 6

Case Study

BURT’S BEES

TURNING BRAND STRATEGY INTO A REPEATABLE RETAIL SYSTEM

Visual Standards & Scalable Merchandising

INTRODUCTION

The Burt's Bees program was developed as a coordinated family of merchandising solutions rather than a collection of unrelated displays. The objective was to create a recognizable brand experience that could flex across retail environments while maintaining consistency in product presentation, communication and execution.

I developed the merchandising system alongside standards that helped define how the brand translated into the retail environment, creating a repeatable foundation for future execution.

MERCHANDISING ARCHITECTURE & GOVERNANCE

5 of 6

Case Study

DERMALOGICA

DESIGNING RETAIL AROUND EDUCATION AND PRODUCT DISCOVERY

Customer Need > Associate Behavior > Product Interaction > Experience > Fixture Solution

INTRODUCTION

Dermalogica presented an opportunity to make product education part of the physical retail experience. The merchandising environment needed to support product discovery while also enabling Skin Specialists to demonstrate products, interact with customers and reinforce the expertise behind the brand.

I developed retail merchandising systems and experiential fixtures that combined product presentation, education and interaction within a cohesive branded experience.

CUSTOMER EXPERIENCE

6 of 6

Case Study

M•A•C Cosmetics

PREMIUM PERMANENT RETAIL EXPERIENCE

Long-Term Brand Standards in Permanent Retail

INTRODUCTION

Permanent retail environments have a different responsibility than short-term promotional displays. They have to maintain brand relevance, withstand continuous customer interaction and create a consistent premium experience over time.

For M•A•C Cosmetics, I developed permanent merchandising solutions that balanced strong brand expression with product presentation, customer interaction, durability and production requirements.

BRANDING THAT ENDURES

Secondary Projects

ADDITIONAL RETAIL
EXPERIENCE

Microsoft XBOX - E3

Major Product Launch / Experiential Marketing

Integrated licensed retail merchandising, branded environments and consumer engagement.

Immersive brand environment, product marketing and executive hospitality.

PepsiCo - MTN DEW KICKSTART

Promotional Activation

High-impact promotional merchandising and shopper engagement.

Sony Pictures Animation - The Emoji Movie

Integrated Campaign

Permanent product merchandising and brand presentation.

Columbia Sportswear

Product Presentation & Retail Brand Expression

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
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.