I am an experienced designer and merchandiser with more than two decades of retail experience focused on in-store presentations and customer experience through an inclusive lens.
I am passionate about design and bring that to all of my work. In working collaboratively with cross-functional teams I bring strong brand strategy skills to all of my projects.
I oversee all projects from conception and the design phase through to planning, execution and product merchandising. I ensure a complete environment that highlights product, tells strong brand, seasonal and initiative stories, and connects with customers in a meaningful way.
My values around female empowerment, diversity, and inclusion are embedded in all of my work, both personal and professional.
Customer Belonging
ATHLETA
Influence key stakeholders and drive intentional cross-functional collaboration focused on developing more inclusive products and customer experiences, driving bottom-line impact.
Build customer inclusion strategy, partnering with executive, strategy, and consumer insights teams to establish vision for product inclusivity and customer-first initiatives that inform brand strategies focused on building brand awareness and customer acquisition.
Lead cross-brand and function Color Proud Council to drive Equality + Belonging strategic priorities across brands and functions focused on embedding inclusion through tops-down prioritization and accountability.
Customer + Brand Experience
THE NORTH FACE
BRAND EXPERIENCE MANAGER Owned overall in-store strategy, developed channel and go-to-market strategies, and elevated Franchise store experience. Collaborated with dealers and architects on store design, overseeing space planning, materials sourcing, custom fixture design, and all in-store elements through strong retailer, vendor and customer partnerships. Led team and delivered customized services and experiences to different channels.
VISUAL MERCHANDISING MANAGER Elevated shop presentations and in-store executions. Strengthened key account relationships, including REI, DSG, and Macy’s. Developed new graphics strategy in alignment with in-store strategy and brand stories. Managed team to support growth of new responsibilities and business.
VISUAL MERCHANDISING + ACCOUNT MANAGER Established and developed shop-in-shop program for leading Outdoor apparel and equipment brands across multiple channels. Established and managed successful relationships with new accounts.
URBAN OUTFITTERS
VISUAL MERCHANDISING MANAGER Successfully refocused merchandising and brand experience of multi-million-dollar store. Turned double-digit sales decreases into double-digit increases.
Cultural Belonging
BOARD OF DIRECTORS Berkeley High School Development Group
PROJECT MANAGER Racial Justice Committee, Berkeley Public Schools Fund
TEAM LEADER Berkeley Public Schools Fund Art Team
CHAIR Washington Elementary Schools Arts Advocacy Committee
DESIGN CONSULTANT Washington Elementary Schoolyard Redesign Committee
“Amy is the ultimate team player. Amy’s commitment to creating space for teammates to come together was admirable. Amy worked closely with executive leadership to pilot an educational program for teammates interested in learning how to negotiate and navigate in the modern workplace. Ultimately, I was most impressed with Amy’s ability to have tough conversations with key leaders to help us progress toward our corporate goals. Amy is an inspiration!”
Kelly Cortina | VP Global Apparel at The North Face
AMY CALLAWAY 