Open to opportunities

Serina Moorefield

@serinamoorefield

Message

Experienced visual merchandiser and small business owner driving retail storytelling and brand growth.

United States

Message

What I'm looking for

I seek a retail-creative role where I can lead visual strategy, mentor teams, create compelling displays, and grow brand presence.

I am an experienced visual merchandiser and small business owner with over eight years designing store environments, executing large-scale floor plans, and managing visual projects across multiple retail brands. I founded and operate a direct-to-consumer and wholesale custom apparel business, built organically through social engagement and community partnerships in Kansas City.

My background spans regional visual coordination for multi-brand launches, showroom and press-event installations, and hands-on retail leadership, where I trained teams and collaborated with creative directors to deliver cohesive visual standards. I combine creative software proficiency with practical retail operations to deliver compelling displays, engaging content, and measurable campaign performance.

Experience

Work history, roles, and key accomplishments

Current

Owner / Operator

Current

Tie Dye Pop

Jun 2020 - Present (5 years 7 months)

Built and operate a custom tie-dye apparel business, managing client orders, wholesale relationships, and pop-up events while growing a micro-influencer audience via Instagram since launch.

Small Business Management Social Media Marketing Client Relations Wholesale Content Creation

Visual Merchandiser

Winston Retail

Mar 2019 - Aug 2020 (1 year 5 months)

Executed floor plans and large-scale visual layouts for Under Armour across multiple big-box retail locations, submitted daily campaign reports and collaborated with store teams to maximize shopability.

Visual Merchandising Cross Functional Collaboration Retail Operations

Visual Merchandiser

Baldwin

Mar 2018 - Mar 2019 (1 year)

Implemented store floor plans and coordinated with the visual director across three locations to ensure consistent standards and effective floor sets in collaboration with general managers.

Store Visuals Floor Sets Team Coordination Merchandising

East Coast Regional Visual Coordinator

Halston Heritage

Aug 2017 - Dec 2017 (4 months)

Managed visual directives for 21 stores across monthly launches and updates, collaborated on window and showroom design, FF&E fabrication, and supported press event and photo review processes.

Regional Visual Merchandising Window Design FF&E

U.S. Retail & Wholesale Visual Merchandiser

Paul Smith

Mar 2016 - Aug 2017 (1 year 5 months)

Directed US store and wholesale visual initiatives including sourcing, installations, FF&E design, showroom setup, press events, and artist installations across locations.

Installation Press Events Sourcing

Assistant Manager & Visual Merchandiser

Zara

Oct 2014 - Oct 2015 (1 year)

Implemented visual directives at two store locations, trained merchandisers in company standards, and led the women's department including scheduling and customer service.

Team Leadership Visual Merchandising Training Scheduling Customer Service Store Operations