Vice President, Retail Experience
WS Development
New!Challenge
Transform vacant inline retail space across more than 20 premier lifestyle centers into vibrant destinations while creating a pathway for emerging brands to successfully enter brick-and-mortar retail.
Role
Vice President of Retail Experience & Incubation, leading a team of senior leaders responsible for experiential retail, pop-up strategy, tenant onboarding, merchandising, operations, store openings, and strategic brand partnerships across the portfolio.
Strategic Approach
Built the Retail Experience & Incubation division from the ground up, developing the playbooks, processes, and support systems that helped founders launch and operate their first physical stores. Our team partnered with brands through every stage from leasing and design to merchandising, staffing, operations, marketing, and grand openings, while creating The Current at Seaport, a retail incubator designed to identify future permanent tenants.
Outcome
Opened more than 250 businesses, launched 15 seasons of The Current at Seaport, elevated merchandising and co-tenancy across the portfolio, and established one of the industry's most successful retail incubation platforms, converting emerging brands into long-term leasing opportunities.