MARCELINA RETSINAS
Riyadh
Summary
Dynamic Business Development Media Partnership Manager with a proven track record at Riyadh Exhibitions Company, driving 15% growth in event attendance through strategic partnerships and exceptional client engagement. Adept in contract negotiation and project management, I excel in building relationships that enhance brand visibility and deliver tailored solutions in the exhibitions sector.
Overview
21
21
years of professional experience
Work History
Business Development Media Partnership Manager
Riyadh Exhibitions Company
Riyadh
07.2025 - Current
- Established twenty strategic media partnerships, enhancing brand visibility and driving 15% growth in event attendance.
- Negotiated media partnerships and managed client projects from inception to execution, aligning efforts with strategic goals.
- Identified and engaged new client opportunities in exhibitions sector, strengthening local and regional market presence.
- Built and maintained sales pipeline, delivering tailored proposals aligning with client needs for exhibition and event services.
- Represent the company at trade shows, events, and networking conferences to enhance visibility and establish strategic partnerships.
Visual Merchandising Manager
Majid Al Futtaim
Riyadh
07.2024 - 07.2025
- Supervise a successful launch of five flagship stores at Solitaire Mall, Riyadh, for iconic global brands: Abercrombie & Fitch, Lululemon, Hollister, and Eleventy Milano.
- Led team of six visual merchandisers to execute brand strategies and ensure compliance across sixteen stores in Riyadh and the Kingdom of Saudi Arabia.
- Collaborated with international brands and local retail operations to create in-store experiences that aligned with global standards.
- Maintained visual storytelling and seasonal rotations, tailoring concepts to regional market preferences and consumer behavior.
Visual Merchandising Coordinator
Gucci
Doha
01.2021 - 02.2023
- Activated high-profile campaigns and exclusive collections, creating tailored storytelling and immersive experiences that elevated brand connection for premium customers.
- Executed comprehensive product launches, emphasizing window execution, in-store zoning, and visual performance assessments to enhance customer engagement.
- Collaborated with merchandising, buying, and operations teams to align commercial strategy with visual execution, ensuring cohesive brand representation.
- Implemented visual inventory system for prop allocation, ensuring consistency and adherence to visual standards across all Qatar locations.
- Launched flagship stores for luxury brands at prominent Qatari locations, strengthening brand presence in the region.
Director of Visual Merchandising - FIFTY-ONE EAST, Ralph & Russo, Giambattista Valli, Weill Paris
Darwish Holding
04.2017 - 12.2020
- Directed launch of FIFTY-ONE EAST shoes and bags concept, including Decode, Paule Ka, Weill Paris, Ralph & Russo, Giambattista Valli, 2wins, Manoush, ensuring alignment with brand vision.
- Led visual merchandising team in adhering to brand guidelines and display standards, enhancing overall visual impact.
- Developed monthly visual merchandising reports for international brand partners, highlighting selling metrics and actionable insights to inform strategy.
- Oversaw and planned seasonal windows, events, promotional activations.
- Managed budget and approved VM tools, display props, and furniture in collaboration with head of fashion and production teams.
Senior Visual Merchandiser
Ralph Lauren
Dubai
01.2013 - 12.2016
- Enhanced commercial sales figures by {85%} by executing brand-merchandising plans for {12} stores in MENA regions targeting market demographic.
- Increased seasonal launch efficiency by {100%} through leading VM team in installations and strategic planning on time.
- Conducted store audits to verify compliance with merchandising and branding guidelines.
- Coordinated merchandising activities with team to align strategies for VP visits and special events.
- Managed budget for in-store and window props, ensuring timely financial approvals.
Regional Visual Merchandiser
Beside Group
Dubai
01.2011 - 01.2013
- Instilled brand consistency for five major retailers Fred Perry, Diesel, PINKO, Jigsaw & Bimba & Lola, driving 100% increase in customer engagement through strategic visual merchandising.
- Led visual merchandising operations for {5} brands across the Middle East, increasing monthly sales.
- Executed store openings and conducted visits for new collection launches, enhancing brand visibility and customer experience.
- Collaborated on merchandise planning with key departments to optimize sell-through and drive revenue.
- Organized visual merchandising photo archive, improving accessibility of visual assets for internal teams.
Senior Visual Merchandiser
Louis Vuitton
5th Ave NY
01.2008 - 06.2010
- Developed merchandise-focused stores with lifestyle themes, enhancing customer experience and driving sales.
- Merchandise focus stores to create lifestyle themes that will increase sales.
- Created visual merchandising communication guidelines for sales staff, ensuring consistent in-store presentation and effective product promotion.
- Styled press previews, events, and trunk shows to boost brand visibility and engage target audiences.
Visual Merchandise Manager
Burberry
57th St.
04.2007 - 09.2008
- Enhanced brand standards in flagship stores and aligned visual merchandising directives across branch stores, ensuring cohesive brand representation.
- Developed weekly push list from sales metrics with retail planning to drive targeted sales strategies.
- Collaborated with public relations to secure product placements in fashion shoots, music videos, and events, boosting brand visibility.
Visual Concept Designer & Stylist
Saks Fifth Avenue
5th Ave NY
01.2005 - 12.2007
- Developed weekly themes and concepts for spotlight vendors to increase brand visibility and attract customer interest.
- Coordinated retail and marketing activations for holiday themes, events, and promotions, enhancing customer engagement and foot traffic.
- Managed women's contemporary ready to wear department, aligning product offerings with market trends to optimize sales potential.
Education
AS - Textile & Fashion Merchandising Management
International Academy of Design And Technology-Chicago
Chicago , ILL06-2001
200 HR Yoga Teacher Training -
Association For Yoga And Meditation
Rishikesh , India11-2016
Bio-Hacking Certification Course -
Natulistico.com
04-2026
Skills
- Media strategy development
- Business development
- Visual merchandising
- Event coordination and partnership
- Brand collaboration and awareness
- Attention to detail
- Effective communication skills
- Networking and relationship building
- Partner proposal development
- Strategic partnerships and market entry strategies
- Brand development initiatives and positioning tactics
- Campaign execution planning
- Sales channel management
- Contract negotiation and risk management
- Industry trend analysis and market research
- Project management and cross-functional teamwork
- Team leadership and customer management
- Client engagement
Hobbies and Interests
- Creative direction & high-impact visual merchandising.
- Brand storytelling through immersive retail experiences.
- Strategic partnerships & media collaborations luxury retail, fashion & wellness lifestyle industries.
- Event curation & experiential marketing.
- Business growth & commercial brand positioning.
- Innovation in emerging concepts (AI, biohacking, future retail).
- Cultural trends & market development in Saudi Arabia and beyond.
- Personal branding & leadership within creative industries.
Languages
- English, Native
- Arabic, Beginner
- Spanish, Intermediate
Timeline
Business Development Media Partnership Manager
Riyadh Exhibitions Company
07.2025 - Current
Visual Merchandising Manager
Majid Al Futtaim
07.2024 - 07.2025
Visual Merchandising Coordinator
Gucci
01.2021 - 02.2023
Director of Visual Merchandising - FIFTY-ONE EAST, Ralph & Russo, Giambattista Valli, Weill Paris
Darwish Holding
04.2017 - 12.2020
Senior Visual Merchandiser
Ralph Lauren
01.2013 - 12.2016
Regional Visual Merchandiser
Beside Group
01.2011 - 01.2013
Senior Visual Merchandiser
Louis Vuitton
01.2008 - 06.2010
Visual Merchandise Manager
Burberry
04.2007 - 09.2008
Visual Concept Designer & Stylist
Saks Fifth Avenue
01.2005 - 12.2007
AS - Textile & Fashion Merchandising Management
International Academy of Design And Technology-Chicago
200 HR Yoga Teacher Training -
Association For Yoga And Meditation
Bio-Hacking Certification Course -
Natulistico.com