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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.

My Bio

I’m lucky to have had the opportunity to build a career of over 20 years by doing what I love. From a young age I’ve been focused and goal driven. When I had a vision for my professional future, I decided to make it happen. Do what you love and love what you do.


I’m thrilled to say that I’ve learned from so many trained professionals in my field, but I know that I still have so much to learn from others in the industry. I’m a creative soul, a hard worker, leader, collaborator, a fierce believer in communication, a team player and excited to see what projects could benefit from my unique skill set. I’d love to chat with you about how we might work together in the future.


Why Freelance

After working in the design industry for many years I would like to now move to the next level in my life and start operating as a freelance retail and store visual merchandiser and adviser, building my own company to offer corporate level advise and concept creation to companies of all sizes. 

This desire comes from a strong entrepreneurial spirit and a sense of creative freedom which I would like to develop further. 

I have been attending a business course over the last few months has opened my eyes to the skill set and structure I would need to fore fill my dreams. 

I can see that the route of the self-employed would give me the fulfilment and challenges I am seeking in my professional life. 

The course and coach has also given me the confidence boost to take the next step forward. 

I have always had a strong drive to achieve, I'm highly motivated, possess a structured way of working and have the ability to adapt to challenges quickly. 

I believe my vast professional background and career path has equiped me with the skill set needed to realise this. 

Professional History

“Choose a job you love, and you will never have to work a day in your life.” – Confucius


Director ISC Concept Creation, Adidas AG

Research, analyse and create current storytelling approach across the company
Define and roll-out new storytelling strategy Horizontally
Responsible for ensuring that Storytelling Policies, Processes and guidelines are designed and implemented consistently across all brands and concepts

Create future storytelling strategy

Roll-out Business Unit and Market facing storytelling guidelines
Build and lead a highly engaged team and provide the platform for long-term (cross)- functional careers


Director Consumer Experience Acceleration, Adidas AG

Research, analyse, provide assessment on communication approach, across the company, creating consumer-facing product copy

Define and roll-out strategy and calendar for messaging and copy standards, across all Brands and concepts

Define seasonal process for implementing copy standards across retail and Ecom.
 Build and lead a highly engaged team and provide the platform for long-term (cross)- functional careers


Director VM & Retail Marketing Activation, Adidas AG

Responsible for maximising the profitability of adidas neo by leading the outputs of 

Retail Marketing Activation and Visual Merchandising to ensure timely delivery of consumer centric marketing that drives conversion, ATV & UPT across the adidas neo fast fashion retail stores

Create Consumer focused window experiences that attract and convert into sales
 Responsible for ensuring that Retail Calendars, Policies, Processes and guidelines are designed and implemented consistently across all adidas neo and Y3 stores 

Creating a unified consumer journey with Brand Marketing and Merchandising that drives brand and commercial objectives seamlessly in the eyes of the consumer

Build and lead a highly engaged team and provide the platform for long-term (cross)- functional careers

dec 2012-feb 2013

Product Presentation, Space Planning & training manager, Nike EHQ

Short term project to cover a sick leave

Develop training process and define training needs across all levels of product 
 presentation in the Western Europe region

Set up Space Planning for each concept of DTC / Wholesale / Partner doors and ensure 
 best product to space profitability for each individual category

Streamline and optimise global Product Presentation guidelines
Lead the Western Europe Product Presentation Creative team


Visual Merchandising Manager Europe, Foot Locker

Develop comprehensive & user-friendly VM guidelines to support the field teams in the 
 implementation and execution of campaigns and merchandising principles 

Develop weekly EHQ and country VM Newsletter, maximising campaign visibility and 
 sell through in store through pos placement and merchandising 

Collaboration with the Real Estate team during a weekly Design Sign Off meeting, to 
 establish the optional floor and equipment layout for all re-model / new store openings 
 and equipment rollouts.

Lead the Office and Field VM teams


Visual Merchandising Coordinator, Levi Strauss & Co Europe

Developing visual merchandising tools in line with the Levi’s® brand strategy,
 Collaborate with merchandising and design to ensure the right mix of colours and fabrics in-store that create a brand right look and feel of the season

Deliver and facilitate Country / European trainings to assist and motivate the retail presentation teams (RC’s) in the delivery of a consistent ‘brand right’ image at retail


Visual Merchandiser & District Manager, Levi Strauss & Co Benelux

Maximising Levi's® sell out and enhance brand equity. Equipping retailers with the tools and knowledge to create and maintain an ”easy and enjoyable” shopping experience
 Implement VM guidelines customised by door

Enhance store staff capability on product knowledge, VM standards and selling skills by giving appropriate training to the key doors

Manage and develop the owned & operated store managers and coach franchise store managers on an ongoing basis

Manage the factory outlets in the area, maximising their profitability whilst protecting Brand equity


"To become proficient in any field you must practise". - Emmet Fox

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Project Management


Visual Merchandising


Brand building



English - Fluent
Dutch - Native

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Campaign Creation





"However beautiful the strategy, you should occasionally look at the results". - Churchill

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

-Ralph Waldo Emerson

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