Job Description Regional Visual Merchandising Manager (Kerala)
Department: Visual Merchandising
Location: Kerala (Frequent statewide travel)
Reports To: VM Head
Role Overview
The Regional Visual Merchandising Manager (Kerala) will be responsible for driving VM
excellence across all existing and upcoming Retail stores, MT stores, and GT counters
within Kerala. This is a key role focused on store experience, campaign execution, audit
quality, cost efficiency, and VM infrastructure maintenance for approximately 50+ stores,
with continuous expansion through NSOs.
This role requires strong coordination with Design, Retail Operations, Marketing, Projects,
and Vendors to ensure consistent brand standards across the state.
Key Responsibilities
- Store VM Execution & Standards
Ensure all stores in Kerala adhere to brand VM guidelines and maintain high visual
standards.
Plan and execute monthly and seasonal VM changeovers across retail, MT, and GT
formats.
Drive consistent implementation of store window concepts, planograms, and fixture
merchandising.
Monitor inventory, availability, and upkeep of VM props and collaterals.
- New Store Openings (NSOs)
Take end-to-end ownership of VM execution for all Kerala NSOs.
Collaborate with Projects for timely fixture availability and with Retail Ops for store
readiness.
Ensure VM setup is completed as per timelines (D-2 completion) and brand
specifications.
Conduct regular physical and virtual VM audits for all Kerala stores.
Share actionable feedback with store teams and follow up for timely closure.
Maintain monthly audit reports, scoring, and adherence to SOPs.
Drive all promotional, tactical, and thematic campaigns across Kerala.
Ensure timely installation of creatives, branding, and in-store communication.
Coordinate with marketing for launch calendars and ensure zero misses.
- Cost Control & Vendor Management
Manage VM budgets for Kerala and ensure cost-effective execution.
Evaluate, onboard, and manage local VM vendors for fabrication, printing, and repair
works.
Ensure quality checks, timely deliveries, and negotiation for better cost control.
Ensure all VM fixtures, signages, and store elements remain operational.
Track Ramp requests, approve vendor jobs, and ensure SLA-based closures.
- Cross-Functional Collaboration
Work closely with Retail Ops for store readiness and daily VM requirements.
Align with Marketing, Projects, and Supply Chain for execution planning.
Coordinate with central VM team for guidelines, designs, and innovations.
- Reporting & Documentation
Maintain weekly MIS on audits, NSOs, campaign execution, and expenses.
Provide region-specific insights on customer behaviour and VM effectiveness.
Share competitive benchmarking from Kerala market.
Key Skills Required
Strong understanding of retail VM and store layouts.
Excellent project management skills with ability to handle large-scale rollouts.
Vendor negotiation and cost management skills.
Good communication and team coordination capabilities.
Eye for detail, aesthetics, and brand consistency.
Ability to travel extensively across Kerala.
Qualifications & Experience
Graduate in Design, Visual Merchandising, Retail Management, or related field.
47 years of VM experience in retail (beauty, fashion, FMCG preferred).
Experience managing multiple stores across a region is mandatory.
Malayalam language proficiency is a strong advantage.
Key KPIs
Store Audit Scores (Quality & Completion %)
Campaign Execution Timeliness
NSO VM Completion (D-2 Readiness)
Cost Savings & Vendor Performance
R&M Closure Timelines
Improvement in VM Compliance
About Company
Founded in 2011, Purplle has emerged as one of India's premier omnichannel beauty destinations, redefining the way millions shop for beauty. With 1,000+ brands, 60,000+ products, and over 7 million monthly active users, Purplle has built a powerhouse platform that seamlessly blends online and offline experiences.
Expanding its footprint in 2022, Purplle introduced 6,000+ offline touchpoints and launched 100+ stores, strengthening its presence beyond digital. Beyond hosting third-party brands, Purplle has successfully scaled its own D2C powerhousesFACES CANADA, Good Vibes, Carmesi, Purplle, and NY Baeoffering trend-driven, high-quality beauty essentials.
What sets Purplle apart is its technology driven hyper-personalized shopping experience. By curating detailed user personas, enabling virtual makeup trials, and delivering tailored product recommendations based on personality, search intent, and purchase behavior, Purplle ensures a unique, customer-first approach.
In 2022, Purplle achieved unicorn status, becoming India's 102nd unicorn, backed by an esteemed group of investors including ADIA, Kedaara, Premji Invest, Sequoia Capital India, JSW Ventures, Goldman Sachs, Verlinvest, Blume Ventures, and Paramark Ventures.
With a 3,000+ strong team and an unstoppable vision, Purplle is set to lead the charge in India's booming beauty landscape, revolutionizing the way the nation experiences beauty.
