Oscar Morales Lorenzo

About Oscar Morales Lorenzo

I build the visual systems that make global retail brands sell.For 14+ years, I\'ve led visual merchandising strategy across retail, outlet, and wholesale channels — from concept to execution across 40+ markets. My work spans store design, window installations, in-store environments, product launches, and the VM guidelines and training programs that make it all scale.Where I\'ve done it:→ Crocs — Leading global VM and store design strategy. Co-developed the brand\'s new global retail concept (SoHo ICON flagship, redesigned 34th Street). Created Crocs\' first-ever Global VM Guide and go-to-market toolkit.→ Michael Kors — Managed global VM strategy across North America, EMEA, and Asia. Oversaw fixture rollout, vendor management, and campaign execution for a $4.7B luxury brand.→ Coach (Tapestry) — Eight years, five roles, one trajectory. Built and scaled VM strategy for all men\'s categories globally across retail, outlet, and wholesale. Oversaw creative direction, seasonal guidelines, training, and in-store execution across doors. Drove 15+ flagship openings including Regent Street, Milan, and Paris.→ Before corporate — Fashion styling in Madrid (Madrid Fashion Week), store management in Spain, field VM across the UK, Ireland, Spain, and Portugal. Pop-ups and installations at Selfridges London and KaDeWe Berlin.What I bring to the table:→ End-to-end global VM strategy — creative direction, store design, go-to-market planning, and measurement→ Cross-functional fluency — I speak Product, Merch, Marketing, and Store Ops→ International range — I\'ve lived and worked across Spain, the UK, and the US→ A design-led eye backed by commercial rigor — every display has an ROII trained in fashion history and styling at the Centro de estudios del Video in Madrid. I started my career working with fashion stylists before moving into retail management and visual merchandising — a path that took me from Madrid to London to New York City to Denver.I\'m originally from Spain, and I care about craft, detail, and making physical retail spaces feel intentional.

Experience

1. Sr Manager, Global Visual Merchandising

   Crocs, Inc.

   Jul 2024 — Present · Broomfield, CO, US

   Own the global visual merchandising and store design function across 40+ markets, setting creative direction, brand standards, and seasonal visual strategy executed worldwide.• Co-developed Crocs\' new global store-design concept — launched with the SoHo ICON flagship and the redesigned 34th Street location — introducing the brand\'s first hybrid retail model blending self-service with full associate support.• Created the company\'s first-ever Global VM Guide (VMG) and go-to-market toolkit, unifying regional teams across the Americas, EMEA, and Asia-Pacific around shared visual priorities and reducing seasonal rollout timelines.• Architected end-to-end fixture and floor-set strategy to expand personalization revenue, maximizing existing store footprints without incremental capital investment.• Serve as the strategic bridge between Product Operations, Merchandising, and Marketing — translating seasonal product direction into in-store experiences that drive sell-through.• Align regional VM leads on localized visual programs informed by space productivity and sales data, accelerating market-level execution through improved project management and vendor coordination.

Education

• Centro de estudios del Video

  Certificate, Personal Shopper & Fashion Styling

  2007 — 2008