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Emma Dash

Brand field visual manager, Select

What does your job involve?

Essentially, my job is to ensure all [value fashion chain] Select’s stores adhere to the latest guidelines sent out by the brand team to deliver consistency across the whole portfolio for our customers. I work closely with the regional and area managers and between us we create visually inspiring, commercial stores. As well as concentrating on existing stores, it is also my job to deliver all new stores on time and to the highest standard possible. Through all of this it is also extremely important for me to engage, develop and train the store teams to understand visual merchandising and the significance of delivering the brand message.

What skills do you need?

It is fundamental that you are organised, hard-working and motivated to deliver what is expected within my role, as well as being patient and understanding when conducting training in stores. Also, having good people skills is crucial when going through the process of opening new stores, as well as being diplomatic.

What do you like and dislike about your job?

It is great to be involved in opening stores and observing the development of the store team. Knowing the store you have just opened is trading well and customers are loving their experience makes it all worthwhile. Seeing existing stores progress is also a key indicator that the brand team is delivering and another reason why

I like my job. The only downside is having to be away from home and working long days to make sure we deliver a store on time.

How did you get to where you are today?

Before Select, I was field visual manager for Mothercare, and before that I was a store manager for Mothercare and an assistant manager at River Island.

What is your proudest career achievement to date?

Being promoted from field visual co-ordinator to field visual manager for Mothercare was a huge achievement for me, but my biggest achievement to date is breaking into the fashion industry with Select.

What is your ambition?

To develop the brand team within Select and to have all stores adhering to the brand visual guidelines consistently to develop the brand image. My long-term goal is to grow into a brand manager, responsible for the whole brand team.

How do you intend to get there?

By being committed, motivated and hard-working, as well as developing within my current role.

What three words sum you up?

Hard-working, motivated and organised.

What advice would you give to someone wanting to follow in your footsteps?

Having retail knowledge at grass-roots level is essential to understand how stores operate, as well as having a first-hand experience with the customers. Being able to manage many projects at one time is beneficial as delivering a new season’s model store pack and opening new stores often collide. Always making yourself available to help and support other streams of the business will also help you to develop a greater understanding of all divisions of retail. And finally, if you are focused and driven to achieve, you will get there.

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