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Visual Leader | Styling | Retail Strategy | Visual Merchandising | Brand Management Client Experiences

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Hi! My name is Guido...

Nice to meet you.

I’m thrilled to invite you to explore my work, skills and professional experience, and get to know a bit more about me. A born go-getter. I give 100% to every new project I take on. It’s my firm belief that a good challenge is a great way to develop and improve, which is why I make a point of seeking out challenges in the professional realm as well as in my personal life. Take a moment to look around, and contact me directly to learn more.

About me

With over 20 years of dedicated work in the retail field, I consider myself fortunate to have built a successful career doing what I am truly passionate about. From a young age, I have always been driven by focus and determination. When I envisioned my professional future, I took decisive steps to make it a reality. I firmly believe that pursuing one's passions leads to true fulfilment.

Throughout my journey, I have been fortunate to learn from accomplished professionals in my industry. I firmly believe that there is always room for growth, and I am committed to continuous learning. With a motto of "Everyday is a school day," I embrace new challenges and constantly seek innovative ideas. As a true people's manager, I lead by example and value collaboration, clear communication, and open dialogue. I thrive on working as part of a team, leveraging my unique skill set to contribute to exciting projects. Together, we can achieve remarkable results and drive success in the industry.

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My Profile:

With over 20 years of experience in Fashion, Retail, Visual Merchandising, Strategy, Marketing, Communication, and Brand Marketing, I am a results-driven Creative Director who consistently achieves outstanding outcomes. I excel at translating campaign, VM, styling, and communications strategies into impactful and scalable creative solutions, elevating brand recognition and driving the success of initiatives. Leading cross-functional, inclusive teams, I foster a culture of creative excellence, delivering exceptional results on various projects. In a collaborative and highly organized environment, I streamline operations through studio management, ensuring efficiency in workflow. With a deep understanding of the global corporate landscape, I implement innovative strategies that engage customers, boost sales, and foster brand loyalty. Through data-driven approaches, I continuously optimize performance, achieving remarkable success. My strong leadership abilities, combined with a keen eye for market trends, enable me to develop and execute effective strategies, ensuring exceptional outcomes. Valuing honesty, kindness, and an entrepreneurial spirit, I create a space that encourages open communication. Prioritizing people and building trusting relationships, I integrate fun and joy into our work. With a commitment to diversity and inclusivity, I foster personal growth and encourage employees to lead with courage and foster connections. This approach consistently surpasses project objectives and cultivates a collaborative work environment.

Key Achievements:

  • Spearheaded and implemented creative operational processes and procedures, resulting in an impressive 20% increase in productivity and a substantial 35% reduction in operating costs.

  • Successfully conceptualized and executed the styling direction for a high-profile advertising campaign, resulting in a significant increase in brand visibility and consumer engagement. By collaborating closely with the creative team and interpreting the brand's vision, I developed a unique and cohesive visual aesthetic that effectively communicated the campaign's message. The campaign received widespread acclaim, leading to a 20% increase in sales and a 30% rise in social media following for the brand.

  • Developed streamlined workflows, optimized resource allocation, and identified cost-saving opportunities, resulting in improved efficiency and financial performance.

  • Fostered a culture of continuous improvement and innovation, driving operational excellence and achieving significant cost savings.

  • Orchestrated the management of a high-performing team of 15+ employees, providing comprehensive training and development opportunities to maximise their potential.

  • Implemented performance management systems and individual development plans, resulting in increased employee engagement, productivity, and skill development.

  • Nurtured a collaborative and empowering work environment, fostering talent and promoting a culture of continuous learning and growth.

  • Successfully orchestrated the launch of a new store concept, effectively coordinating cross-functional teams while adhering to budgetary constraints.

  • Led the development and execution of the store concept, ensuring seamless collaboration between design, marketing, and operations teams.

  • Managed project timelines, resources, and budgets, resulting in a successful and timely store launch that exceeded customer expectations.

  • Devised and executed innovative strategies to enhance the customer experience, drive sales growth, and foster strong brand loyalty.

  • Conducted in-depth market research and customer insights analysis to identify opportunities for improvement and growth.

  • Developed and implemented customer-centric initiatives, such as personalized marketing campaigns, improved product presentation, and enhanced loyalty programs, resulting in increased customer satisfaction, repeat business, and brand loyalty.

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12/2022 – 08/2023


  • Orchestrated aesthetic retail store transformations at Peek & Cloppenburg, aligning with the brand's vision and customer-centric strategies. Implemented creative initiatives and visual merchandising for brand consistency, exceeding expectations.

  • Developed and executed creative strategies to boost sales, contributing to outstanding in-store experiences. Leveraged retail experience to analyze market trends, identifying improvement opportunities for a competitive edge.

  • Demonstrated exceptional project management overseeing brand strategies and store initiatives. Managed timelines, budgets, and resources for successful marketing campaign execution.

  • Excelled in leading high-performing teams, effectively communicating brand vision to associates. Fostered a culture of excellence and a positive work environment.

07/2021 – present


  • Implement impactful visual merchandising strategies to enhance operational goals.

  • Collaborate closely with clients to craft compelling brand narratives and optimize performance.

  • Spearhead sales growth and operational efficiency through strategic planning and project management.

  • Leverage expertise in styling and trend forecasting to create captivating customer experiences.

  • Drive brand management initiatives that elevate overall performance and profitability.

07/2021 – present


  • Effectively manage and grow a thriving online home design business, prioritising efficient sourcing and employing creative design techniques. 

  • Optimise the website to deliver an exceptional user experience and establish a distinct brand identity for increased visibility and recognition. 

  • Develop comprehensive marketing plans, conduct ROI analysis, and ensure seamless management of warehousing and shipping operations for maximum efficiency.

06/2018 – 06/2021


  • Led a dynamic team in developing and implementing cutting-edge storytelling approaches to revolutionize marketing and communication strategies. 

  • Executed captivating storytelling techniques in flagship stores, delivering an elevated retail experience for both customers and employees. 

  • Created a cohesive and impactful brand narrative across all brand concepts, resulting in consistent and engaging audience engagement.

06/2016 – 05/2018


  • Implemented a customer-centric approach that significantly accelerated consumer experiences, leading to enhanced satisfaction and loyalty. 

  • Developed and successfully implemented a cutting-edge communication model, resulting in improved collaboration and operational efficiency. 

  • Introduced the innovative communication model across Brick & Mortar, Wholesale, and Digital channels, effectively enhancing overall communication and fostering seamless integration.

06/2013 – 05/2016


  • Directed and led an international team of 15 members, overseeing the successful production of over 50 impactful in-house and agency-led campaigns. 

  • Spearheaded the introduction of three innovative store concepts, creating a sense of excitement and freshness among customers. 

  • Strategically launched 35 dynamic marketing activation campaigns, showcasing exceptional proficiency in both development and flawless execution.

10/2012 – 02/2013


  • Managed short-term project to ensure uninterrupted operations.

  • Led and supervised a team of 2 direct reports, overseeing all aspects of product presentation.

  • Implemented effective VM training process, resulting in increased efficiency and proficiency of team members, whilst enhancing brand image and customer experience

04/2010 – 09/2012


  • Managed a team of 15 direct reports across international locations and chaired 150 Vice-President meetings

  • Successfully managed over 150 store refurbishments and openings, and conceptualized and executed two store concepts

  • Oversaw 300 window campaigns in-house and with agencies, and implemented 36 VM policies for consistency and efficiency

  • Designed and introduced 12 unique mannequin designs, and managed an annual budget of €500,000 with exceptional fiscal responsibility

04/2006 – 03/2010


  • Supervised a team of 2 direct reports, ensuring high-quality work and results

  • Designed and introduced 3 innovative store concepts, driving customer engagement and sales growth

  • Implemented VM policies and guidelines for 8 seasons, ensuring consistent and effective visual merchandising

  • Conducted 8 successful VM training weeks throughout Europe and Eastern Europe, improving store teams' skills and knowledge, and enhancing the customer experience

01/2001 – 03/2006


  • Spearheaded 12 store managers, surpassing sales targets and achieving exceptional results.

  • Developed and implemented 10 seasonal VM policies and practices, elevating customer experience.

  • Successfully executed 60 creative and impactful window campaigns, increasing foot traffic and sales.

  • Conducted over 100 effective training sessions to keep staff up-to-date on industry trends and best practices.

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Project Management


Visual Merchandising


Brand building



English - Fluent
Dutch - Native

German - Good

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Campaign Creation








Effective communication has the power to bridge gaps, foster understanding, and build strong connections between us and communities. It enables us to express our thoughts, share ideas, and collaborate effectively, paving the way for positive change, growth, and harmonious relationships.

Collaboration harnesses the collective intelligence, skills, and creativity of us, leading to synergistic outcomes that surpass what can be achieved alone. It fosters innovation, promotes diversity of perspectives, and allows for shared ownership, ultimately driving success and achieving remarkable results.

Creativity is a transformative force that breaks boundaries, challenges norms, and unlocks new possibilities. It fuels innovation, inspires fresh perspectives, and empowers me and organizations to find unique solutions, making a lasting impact on the world around us.





Innovation is a catalyst for progress, driving positive change and pushing the boundaries of what is possible. It sparks breakthrough ideas, disrupts industries, and empowers individuals and organizations to adapt, evolve, and thrive in an ever-changing world.

Strategic thinking is a powerful skill that allows  and organizations to navigate complex challenges and seize opportunities with clarity and purpose. It enables proactive decision-making, informed risk assessment, and the alignment of actions with long-term goals, driving sustainable success and competitive advantage.

Being structured empowers me to effectively organize tasks, manage time, and prioritize activities, leading to increased productivity and efficiency. It provides a clear framework for achieving goals, minimizing distractions, and ensuring a systematic approach that promotes consistency and success.

Horizontal Mindset

A horizontal mindset cultivates a collaborative and inclusive approach that values diverse perspectives, fosters effective communication, and promotes collective problem-solving. It enables individuals to break down silos, bridge gaps, and create a harmonious work environment where cooperation and shared learning thrive, ultimately leading to innovative solutions and sustainable growth.

Data Driven

Being data-driven empowers us and organizations to make informed decisions based on objective evidence, enabling us to identify patterns, uncover insights, and drive strategic actions. It reduces guesswork, minimizes risks, and maximizes the potential for success by leveraging the power of data to guide strategies, optimize performance, and achieve measurable outcomes.


Positivity is a transformative force that uplifts us, teams, and entire organizations, fostering resilience, motivation, and a can-do attitude. It inspires creative thinking, enhances problem-solving abilities, and cultivates a supportive and thriving work culture, leading to increased productivity, improved well-being, and the achievement of remarkable results.

Costumer Focused

Being customer-focused is a transformative approach that places the needs, preferences, and experiences of customers at the center of business decisions. It drives customer satisfaction, loyalty, and advocacy, fostering long-term relationships, and enabling organizations to deliver products and services that truly meet and exceed customer expectations, leading to sustainable growth and success.


Flexibility empowers us to adapt, embrace change, and navigate through diverse and dynamic situations with agility and resilience. It enables us to explore new possibilities, seize emerging opportunities, and find innovative solutions, ultimately fostering growth, learning, and success in an ever-evolving world.


Channel Mindset

Having an omni-channel mindset empowers us to create seamless and integrated experiences for customers across multiple channels, bridging the gap between online and offline interactions. It enables personalized engagement, consistent messaging, and convenient access to products and services, resulting in enhanced customer satisfaction, increased brand loyalty, and a competitive edge in today's interconnected marketplace.

"Do not go where the path may lead, go instead where there is no path and leave a trail."

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