GLOBAL RETAIL EXPERIENCE & VM MANAGER

LOCATION: Mexico City

MISSION

Create a distinctive, recognizable and consistent SARELLY retail experience across every retailer and market, with the ambition of building SARELLY into one of the most distinctive beauty brands in physical retail.

Translate brand identity, product storytelling and commercial priorities into compelling and scalable physical retail experiences, adapted to different retailers, formats and markets while remaining unmistakably SARELLY.

This role acts as the functional expert in Retail Experience & Visual Merchandising, developing and codifying the standards, tools and solutions needed to bring the Global GTM retail direction to life.

ABOUT SARELLY

SARELLY is a fast-growing, entertainment-native beauty brand born in Mexico, building the next generation of beauty for a global audience.

Founded by creator and entrepreneur Anna Sarelly, SARELLY sits at the intersection of beauty, entertainment, community and commerce. We don't just launch products — we create cultural moments around them, combining product innovation, creator-led storytelling and a highly engaged community.

Since launching beauty in 2023, SARELLY has rapidly expanded from DTC into social commerce, marketplaces and physical retail. Today, the brand is present at leading beauty retailers including Sephora and Ulta in Mexico and is entering its next phase of international growth, including a major U.S. retail expansion.

As our physical retail presence grows, we want every SARELLY touchpoint to feel as distinctive, engaging and recognizable as the brand itself — while adapting intelligently to different retailers, formats and markets.

We are looking for someone who can translate SARELLY's brand universe and commercial priorities into compelling physical retail experiences, combining strong retail design expertise, visual merchandising sensitivity and flawless execution.

TEAM & COLLABORATIONS

- Reports to: VP Integral GTM & Merchandising
- Works closely with: Creative team, NPD, Market Pods (including local Wholesale teams), with an initial focus on Mexico and the US.
- Highly cross-functional role, collaborating with retail partners and external suppliers to ensure consistent and high-quality retail execution across markets.

The VP Global GTM owns the strategic direction for Retail Experience, while the Global Retail Experience & VM Manager acts as the functional expert, defining standards and driving execution across markets.

KEY RESPONSIBILITIES

1.

Retail

Experience & Visual Merchandising

- Define and continuously evolve SARELLY's Visual Merchandising standards across retailers and markets
- Define the principles for how SARELLY franchises, hero products and innovation are expressed and navigated within the physical retail environment




- Translate brand identity, product storytelling, and commercial priorities into compelling physical retail experiences
- Partner with NPD early in the product development process to anticipate retail implications — including fixtures, planograms, testers, assortment and retailer requirements — and ensure retail feasibility from the start
- Develop clear VM guidelines and scalable, modular solutions that ensure consistency while adapting to different retailers, formats, footprints and markets
- Identify and propose new retail experience concepts, formats and innovations that strengthen product discovery, storytelling and brand distinctiveness

2. Fixtures, Displays & Retail Design

- Own the design, development and adaptation of retail fixtures, displays and merchandising solutions
- Partner with Creative to ensure all retail designs are consistent with SARELLY's brand identity and visual standards, with Creative acting as a key approval checkpoint
- Define layouts, product placement, capacities, shelf organization, planograms and tester strategy based on assortment, shopper behavior and commercial priorities
- Lead fixture development from concept through production, working directly with external suppliers and partners, while balancing creative ambition, cost, production feasibility, durability and scalability
- Ensure hero products, launches and key categories receive the appropriate visibility in-store to support product discovery and sell-through

3. Launches & Retail Activations

- Translate GTM and launch priorities into the physical retail environment
- Define and coordinate VM needs for launches, seasonal moments, store openings, and key commercial activations
- Manage product rotations and assortment updates, including POS materials, testers, and display updates

4.

Retail Project

Management & Execution Excellence

- Lead the project management of retail initiatives across markets, coordinating timelines, budgets, priorities and deliverables across internal teams, retailers and external suppliers
- Coordinate multiple retail projects and concurrent launches, ensuring correct and timely implementation
- Establish the standards, tools and audit frameworks needed to monitor retail execution consistently across markets
- Conduct priority store visits and retail audits to evaluate execution and identify improvement opportunities, while enabling local teams to monitor execution on an ongoing basis




- Follow up on execution gaps and ensure SARELLY's retail standards are consistently maintained across doors and markets

5.

Retail

Insights & Optimization

- Monitor beauty, fashion and lifestyle retail environments to identify trends and best practices
- Analyze retail execution and product performance to identify opportunities to improve product placement, visibility and customer experience
- Translate retail insights into actionable recommendations for GTM, Wholesale and other relevant teams
- Feed retail learnings and retailer-specific opportunities into the Global GTM market feedback loop to inform future launches, Product Development and retail experience evolution

WHAT SUCCESS LOOKS LIKE

Within 12-24 months:

SARELLY has built one of the most distinctive and recognizable retail experiences in beauty, consistently expressed across retailers and markets.

Fixtures, displays, testers, product placement and in-store storytelling work together to make the brand easy to understand, exciting to discover and commercially effective.

SARELLY has established clear global retail standards and scalable design principles, while adapting intelligently to the specific needs of each retailer and market.

Retail insights and performance continuously inform how the brand improves product visibility, shopper experience and sell-through, as well as future retail concepts.

Most importantly, SARELLY's physical presence becomes a powerful expression of the brand universe — instantly recognizable, culturally distinctive and designed to make people stop, explore and engage.

IDEAL PROFILE

- 4–6 years of experience in Visual Merchandising, Retail Experience, Retail Design, Trade Marketing or related roles
- Experience and strong interest in the beauty industry strongly preferred
- Strong understanding of physical retail environments, fixtures, displays, planograms, POS materials and tester management
- Graphic, spatial and/or industrial design experience strongly preferred, with the ability to develop and communicate fixture and retail concepts; portfolio is a plus
- Strong project management experience, including managing timelines, budgets, multiple stakeholders and concurrent launches across complex projects
- Experience coordinating suppliers, production, installations and retail rollouts
- Strong creative and brand sensitivity, combined with a commercial mindset and understanding of shopper behavior
- Proactive and self-starting, able to identify opportunities, originate concepts and bring solutions forward rather than only execute briefs
- Highly organized and comfortable managing multiple retailers, markets, projects and deadlines simultaneously
- Strong cross-functional communication skills and fully bilingual (Spanish/English)

📌 GLOBAL RETAIL EXPERIENCE & VM MANAGER (Ciudad de México)
🏢 SARELLY
📍 Ciudad de México