Senior Director of Visual Merchandising

Welcome to the Table. At Sur La Table, community, culinary joy, and celebration are at the heart of who we are. From monthly spotlights to the Golden Whisk awards and cooking class perks, our culture blends recognition with hands‑on experiences. New team members are welcomed with care and inspired by wellness events, inclusive stories, and a personal touch that makes you feel right at home.

Reports to: SVP of Merchandising

Location: Seattle, WA (Hybrid 3-4 Days/Week Onsite) + 25-30% Travel

Sur La Table is looking for a Senior Director of Visual Merchandising to lead the creative and operational vision for how our products and stories show up across a 60+ store fleet. As Senior Director of Visual Merchandising
, you will own the translation of our brand into a compelling, consistent, and commercially productive store experience — from monthly floorset strategy and fixture development to new store openings and the evolution of experience destinations like our Coffee Bar.

This is a highly visible role that works collaboratively with the President, Merchandising, Creative, Store & Culinary Ops, Marketing, Real Estate/Construction, Planning, and the Distribution Center. Success in the first year means establishing an updated visual merchandising playbook, delivering measurable improvements in floorset execution quality and fixture productivity, and building a multi-year roadmap that elevates the in-store experience while driving sales growth.

This is a lean team. You will own a lot, move fast, and make decisions with full end‑to‑end responsibility.

• Own the development and rollout of updated visual merchandising guidelines that reflect Sur La Table's brand identity, in partnership with Creative, Brand Marketing, and Store Operations.
• Translate seasonal go-to-market strategy into fixture-level storytelling plans that make the chef the hero, connect to brand purpose, and drive strong sales productivity.
• Build a multi-year visual merchandising roadmap — including fixture refresh cycles, signage standards, and store format-specific guidance — while maintaining a cohesive visual language that allows for regional and format-specific nuance.
• Drive execution of the test store to keep innovating the customer experience and improving store productivity.

• Lead the monthly floorset planning process end-to-end, from ingredients planning and line list reviews through in-store set-up.
• Direct the design of each fixture in the store, ensuring every display and seasonal moment tells a clear, connected story aligned with the GTM plan.
• Partner with Merchandising and Planning to align fixture productivity, inventory flow, and allocation — measuring floorset productivity as a lagging indicator of VM effectiveness.

• Lead the Sr. Manager of Field Visual Merchandising in setting visual standards and developing the training, coaching, and execution tools that drive consistent quality across all stores.
• Build strong partnerships with District Managers, Store Managers, and Store Operations leadership to ensure floorset adherence, brand consistency, and timely issue resolution.
• Establish a regular cadence of store visits — personally and via the Sr. Manager of Field VM — to audit execution, surface opportunities, and coach store leaders on visual standards.
• Drive accountability for floorset execution timing, set quality, and storytelling fidelity; measure and report on execution performance.

• Orchestrate the VM operating rhythm — planning calendars, workflows, and cross-functional handoffs that translate strategic priorities and seasonal deliverables into on-time, on-brand execution.
• Lead the VM team in managing fixture development, sourcing, production, allocation, and replenishment.
• Own the fixture capital and monthly expense budgets, driving cost discipline while investing in fixtures and signage that most elevate the brand and impact customer experience — including delivering year-over-year savings in signage costs.
• Oversee the mock store, ensuring it stays current with the…