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VM Commercial Manager

Location: Dubai, UAE

Overview
Eyewa is the fastest-growing omni-channel eyewear retailer in the Middle East, with over 250 stores across the GCC and a mission to make eyewear affordable, accessible, and stylish for everyone.

We’re looking for a Visual Merchandising Commercial Manager to lead our visual identity, elevate in-store execution, and drive commercial impact across our growing retail network.
This role is a blend of creativity and commercial strategy - ensuring our stores look exceptional, while also improving sell-through, customer experience, and operational standards. You’ll lead the VM function end-to-end, working closely with Retail, Merchandising, Planning, and Marketing teams to deliver high-impact visual execution across all markets.

Key Responsibilities
Own the visual merchandising strategy for Eyewa retail stores, ensuring brand consistency and commercial impact across GCC markets.

Develop VM guidelines, seasonal floor layouts, product display concepts, and in-store storytelling to maximise conversion and AOV.

Partner with Merchandising and Planning teams to align visual execution with product availability, stock levels, sell-through expectations, and category priorities.

Analyse sales and performance data to identify what VM strategies are driving results, and continuously optimise based on insights.

Lead and coach a team of VM executives, coordinators, and store VM champions to ensure consistent execution.

Project manage new store openings, remodels, and special retail projects — from layout planning to display execution.

Collaborate with Marketing and Brand teams to implement promotional campaigns, product launches, and seasonal activations.

Conduct regular market visits to audit VM standards, assess competitor activity, and drive continuous improvement.

Build VM playbooks, training materials, and SOPs to support store teams and ensure best-in-class execution.

Manage budgets and vendor relationships for VM materials, fixtures, and props.

Requirements

6+ years of Visual Merchandising experience, ideally within fashion, beauty, accessories, or lifestyle retail.

Experience leading VM strategy across multiple stores or regions.

Strong commercial mindset: able to interpret sales, inventory, and category data to improve VM performance.

Highly analytical, with the ability to measure the impact of visual execution on conversion and sell-through.

Strong understanding of store layouts, planograms, fixtures, and space planning.

Experience managing a team and training store-level VM champions.

Excellent communication and stakeholder management skills across Retail, Merchandising, Planning, and Marketing.

Ability to work at pace in a growing, high-energy retail environment.

Flexibility to travel across GCC markets for store visits and new openings.