silas chong

I am a visual merchandiser with a passion for finding visual solutions for space and creating a disp​lay that draws the clients' attention. I am driven by the challenge to sell a product that need to be promoted tastefully. With over 20 years of accumulated experience as an Illustrator, Graphic Designer & Marketing, Projects, and a Visual Merchandising, involved on design layout, guidelines, floorset, Window displays and Roadshow Setup. I’m confident, adaptable, hands-on, team management, able to leverage my skills and knowledge to fill the role.

SM MALLS, PHILIPPINES
AVP VISUAL MERCHANDISING & DISPLAYS/ JUN 2022 - JAN 2023
• Partner with VP, Visual Merchandising and merchant leadership team to develop and 
lead the execution of concepts and strategic positioning for product launches/tests that 
drive (Green Finds, VM-Innovations Special Stores)
•  Oversee and guide creative development supporting brand priorities through multi in-store vehicles (POP, Displays, Visual Merchandising, etc)
•  Maintain consistently high visual standards throughout all environments through setups, 
training and regular visits to all regions.
•  Budget allocation to resources, overall VM expenses for whole year launches, projects, 
popups, special projects. 

Singapore Institute of Retail Studies (SIRS), SG
VISUAL MERCHANDISNG CONSULTANT/ since Oct 2021
• To conduct training delivery of the Heartland Visual Merchandising Programe 
(HVMP) based on the curriculum and lesson plan developed by SIRS.
• To ensure proper administration of training delivery, giving consultation and 
advising on best VM and interior practises to trainee (business owner) in the 
course of the programme.
• To observe and comply with the parameters and guidelines defined in the 
delivery of the (HVMP)

H.A.M. CREATIONS PTE LTD, SINGAPORE
PROJECT MANAGER, NOV 2020 -CURRENT
• Managed clients’ project requirements and needs, budget and deadline; from project proposal, productions till final implementation of events and corporate initiative projects
• Create and lead design team for visual merchandising campaigns and pitches which includes Graphic & fabrications
• Coordinates internal communications, creative designs and production activities with printers, suppliers and production team (internal and external)
• Accurately estimating of time taken to complete work and meeting deadlines derived from estimations
• Manage costing to ensure profitability targets are met.
• Creating internal marketing materials etc.

SK JEWELLERY, SINGAPORE
VISUAL MERCHANDISING, HEAD/ May 2019 - MAR 2020 
• Maintained work schedules for 3 VM team members and conducted their annual performance appraisals.
• Implemented space planning reports, set guides, merchandise planners, core standards and event executions.
• Resolved disputes with special Window rollot & displays.
• Monitored and replenished display inventory and restructured according to available stock when necessary.
• Completed seasonal windows and arranged in-store displays and showcase new product launch.
• Full contractor/supplier management to control budget and relationship, ensuring successful project executions. 

ROBINSONS & CO, SINGAPORE
VISUAL MERCHANDISING MANAGER/ May 2015 - May 2019
• Worked along a team of 4 to run and maintain Robs Raffles City
• Worked closely with major Beauty brands SK-II, MAC, Lancome, Dior & Estee Lauder to name a few for Pop-up & Activities
• Liaising with Marketing for Creative alignment and executed effective Collaterals/POS of the entire Marketing calendar.
• Key person in Develop, Execute and Maintain the VM Guidelines & Visibilities for all stores (Heeren, Raffles City & JEM).
• Involved in Digital Content development and implementation.
• Work closely with store on merchandise presentation during promotional/seasonal change.
• Coordinated and supervised window installations and shipments; maintained supply budget & creative roll-out
• Coordinated and performed assigned tasks, including: Placing orders with the vendors; Inventory Control; accepting incoming orders; and maintain inventory
• Maintain close relationship with contractor/supplier so that budget and execution is within negotiable control.
• Co-Lead a team of six VM in new store opening/ Renovation. 

VALIRAM GROUP, Kuala Lumpur, Malaysia 
VM MANAGER, KATE SPADE NY/ APR 2014 - MAY 2015
• Maintain & implement VM standards across 5 retail stores & 1 outlet.
• Supervise budgets, schedules, layout, plans, planograms
• Planned and maintained store's merchandising aesthetic including mannequin, interior, and Seasonal window displays
• Work with Buying, Marketing and Operation team for all new window and floorset for all stores & outlet.
• Co-ordinated & run Store opening and Collection launches in Showrooms, Stores and Restaurants
• Liaise closely with Hong Kong and New York VM Directors to maintain company image 

CHEETAH CORPORATION, Kuala Lumpur, Malaysia 
VISUAL MERCHANDISING TEAM LEAD/ JUL 2012 - MAR 2014
• Managed a Seasonal Fashion shoot for In-House brands (Male, Female, Kids categories)
• Prepare seasonal/promotional visual merchandising windows & in-store change, in compliance with respective brand image
• Develop new VM guidelines, implement & maintenance
• Conceptualize and proposed new promotional event & launches, counters displays (incorporating promotional collaterals, fixture arrangement, colour and finishing.
• Co-Plan New Store or Free-Standing Concessionaires with Project team
• Refurbish dated fixtures for added-value addition to existing stores usage (cost savings) 

PONEY GARMENTS, kuala lumpur, malaysia
SENIOR VISUAL MERCHANDISER/ 
JUN 2010 - JUN 2012
• Develop & execute Seasonal Window & floor change.
• Oversee Flagship-Stores & central region stores with VM maintenance including giving training to staffs.
• Administer posters roll-out and supervise installation with vendor/supplier.
• Props sourcing for Seasonal launches
• Design & Build fixtures and display tools
• Involved in Seasonal Photo-shoots for new collections
• Involved in weekly Sales meeting to understand and to help boost sales via VM maintenance.
• Involved in Tradeshow, Fashion Show, Expo setup/dismantling
• Advised on Mannequins and Fixtures re-purposes 

METRO EYEWEAR GROUP, Kuala Lumpur, Malaysia 
MARKETING & GRAPHIC EXECUTIVE/ MAY 2008 - JUN 2010 
• Design floor plan for Fair & Roadshows.
• Designs all related POP materials and Organize executions.
• Conduct product shoot for Marketing Collaterals
• Assisted General Manager on all related Promotional, Franchise & Budgeting tasks assigned.
• Coordinated Company’s 20th Annual Dinner 

PUBLIC MUTUAL BHD, Kuala Lumpur, Malaysia
WEB GRAPHIC DESIGNER/ JAN 2001 - APR 2008 
• Develop, design & maintain company's website
• Design In-House Financial Software GUI and Advertising related material
• Facilitate in software QC procedures before roll-out 

PRINTELLIGENCE , Kuala Lumpur, Malaysia
GRAPHIC DESIGNER/ 1998 - 2001 
• In-House Illustrator.
• 3D Illustrator for Web.

SAITO ACADEMY OF ART & DESIGN, Kuala Lumpur 
DIPLOMA IN GRAPHIC DESIGN/ 1995 - 1998
• Major in Graphic Design • Major in Fine Art
• Digital Illustrations • Typography
• Digital Photography • Packaging
• 3D Modeling • Technical Drawing 

ASIA PACIFIC INSTITUTE OF INFORMATION TECHNOLOGY (APPIT), Kuala Lumpur 
DIPLOMA IN BUSINESS IT/ 2000 - 2001
• Business Economics & Functions • Business Communications
• Information Systems & Practical • Organization Behavior
• System Design & Analysis • Legal Aspect of Business
• Computerized Accounting • Marketing