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soula vetter


Born in USA

BFA/New York Institute of Technology

"I am an experienced and versatile creative designer with over 20 years of industry experience. I pride myself on my ability to think creatively and deliver innovative design solutions. With a strong focus on bottom-line results, I am committed to leveraging my knowledge and skills to contribute to your company's growth. I bring fresh ideas and a forward-thinking approach to ensure your design needs are met effectively and efficiently."



CREATIVE DIRECTOR | The Reiss Group | Remote | 09/14-Present


  • Oversee the entire creative process, taking projects from initial concept to final completion for multiple accounts.

  • Direct and supervise the assessment of all graphic materials, ensuring design quality and accuracy.

  • Lead brand development efforts, managing all aspects of brand identity and strategy.

  • Assume responsibility for the design layout and visual impact of products and production.

  • Plan and oversee the development of company advertisements.

  • Collaborate with executives and creative leaders to establish project deadlines and content objectives.



CLVR ADVERTISING - Creative Design - Carrolton, Texas

BROWN ADVERTISING – Creative Billboard Design – McKinney. Texas

LOCASTE – Brand/ Store Development - Visual display – New York, New York

KENNETH COLE – POP Display – Fixture Development – New York, New York

D-BATS – Creative Brand – Visual display – Allen, Texas

STARTUP JUNKIE CONSULTING – Branding/POP Display – Package Design – Fayetteville, Arizona

NYC HOLDING – Brand Development – Visual display – New York, New York

PAINTED WOMAN BY KAMECO – Brand Development /Store Visual Design – Beverly Hills, California


  • Led the execution of the company's Visual Merchandising strategy, and visual standards and pogged in-store marketing (ISM) implementation across all pertinent areas of the store.

  • Inspire guests to discover solutions through compelling visual merchandising.

  • Understand sales goals, plan and execute daily/weekly workload to deliver on visual merchandising, department and store sales goals, and guest engagement; including merchandising, transitions, events, and promotions.

  • Partnered with store leaders to plan, support, and validate the execution of all Visual Merchandising Guides (VMG) sets in the store.

  • Responsible for new visual merchandise techniques and displays for various products for retail display.

  • Supported team onboarding, and continuous learning and helped close knowledge and skill gaps through training, influencing, and hands-on experiences.

  • Inspire guests to discover solutions through compelling visual merchandising in all categories.

  • Solved merchandising issues and adjusted sets to create and maintain inspiring presentations.

  • Assessed store visual standards to help elevate visual presentations in A&A, Home, Company Space, Grocery, LTOs, and Brand Launches.


  • Effectively communicate and ensure the implementation of various visual merchandising techniques.

  • Take on a leadership role in problem-solving visual challenges related to the new shop communication direction.

  • Successfully managed all creative and special projects to execute the vision for new shops.

  • Train current visual managers and staff  to enhance their skills in executing new visual and merchandise techniques, such as table plan-o-grams and store layouts for monthly communication Vision Guides and Visual Retailing.

  • Design and develop innovative wardrobing, rigging, wall, and table merchandising techniques.

  • Communicate the monthly Set Smart Tool Box and provide store training for new rollouts and new shops.

  • Ensure the division's needs are effectively communicated to the marketing department to facilitate the development of branding and lifestyle graphics for store signage.

  • Collaborate with the marketing department to establish visual standards, provide visual guidance, and obtain images for merchandise presentation objectives.

  • Enhance the store's appearance and maximize departmental space by developing visual cueing elements that align with merchandise assortments.

  • Create visually appealing designs for store use, collaborating with each division and marketing to achieve a creative color palette.




  • Established and oversaw intellectual property standards and guidelines.

  • Demonstrated hands-on design and layout development, taking projects from concept to completion independently and while leading a team of four designers.

  • Collaborated with a copywriter to develop concepts that aligned with the strategic direction for various marketing materials, including print collateral, websites, brochures, and PowerPoint presentations.

  • Took charge of designing and directing all creative elements of marketing tools, optimizing graphical assets, typography, and layout while adhering to corporate branding guidelines.

  • Held responsibility for creating graphics, trade show materials, and PowerPoint presentations.

  • Served as the art director for all creative photo shoots related to collateral materials.


  • Demonstrated expertise in hands-on design and layout development, overseeing projects from concept to completion both independently and while leading a design team of five.

  • Created and optimized graphical assets, typography, and layout within the parameters of corporate branding standards for retail development.

  • Effectively managed a team of five individuals, ensuring successful completion of multiple projects meeting deadlines, and obtaining necessary approvals with exceptional focus and attention to detail.

  • Took ownership of developing new visual merchandise techniques and displays for various products intended for retail showcasing.

  • Managed print sourcing and photography procurement.

  • Executed design layout development for juvenile accent rugs featuring licensed products from The Walt Disney Company, Hit Entertainment (Barney), Quality Family Entertainment (Thomas the Tank), and Marvel Comics – from concept to completion.

  • Created freestanding displays and signage for juvenile accent rugs, catering to both mass merchants and department store levels.

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