Trish McFarlane

Associate Vice President Visual Customer Experience | Calgary, Alberta, Canada

Professional Overview

Trish McFarlane is a seasoned retail executive with over 20 years of experience in the sports and outdoor industry. As the Associate Vice President of Visual Customer Experience at FGL Sports Ltd., she is responsible for leading the company's visual merchandising and in-store experience strategy, driving brand engagement and sales growth across the organization's extensive network of retail locations.

Experience Summary

Current Role

As the Associate Vice President of Visual Customer Experience at FGL Sports Ltd., Trish oversees the development and implementation of innovative in-store visual displays, product presentation, and customer-centric experiences. She collaborates closely with cross-functional teams to ensure brand alignment, optimize product showcasing, and deliver exceptional shopping journeys for customers. Under her leadership, FGL Sports has seen a significant increase in customer satisfaction and a measurable uplift in sales conversions.

Career Progression

Trish's career at FGL Sports Ltd. has been marked by a steady climb through the organization. She began as an Executive Assistant in 1998, quickly demonstrating her analytical prowess and business acumen. Trish then transitioned into a Purchasing Analyst role, leveraging her strong negotiation skills and data-driven approach to optimize the company's procurement processes. Her exceptional performance led to a promotion to Buyer in 2006, where she played a crucial role in curating the product assortment and driving merchandising strategies to meet evolving customer demands.

In 2016, Trish was elevated to her current position as the Associate Vice President of Visual Customer Experience, where she has spearheaded the transformation of FGL Sports' in-store environment, enhancing brand visibility and driving measurable improvements in customer engagement and sales.

Academic Background

Trish holds a Bachelor of Commerce degree from the University of Calgary, with a specialization in Retail Management. Her academic achievements include Dean's List recognition and a strong focus on consumer behavior, visual merchandising, and omnichannel retail strategies.

Areas of Expertise

• Visual Merchandising and In-Store Experience Design

• Retail Brand Management and Customer Engagement

• Omnichannel Retail Strategy and Implementation

• Product Curation and Assortment Planning

• Cross-Functional Collaboration and Team Leadership

Professional Impact

Under Trish's leadership, FGL Sports has consistently delivered best-in-class in-store experiences, resulting in increased customer loyalty, higher average order values, and improved sales conversion rates across the company's retail network. Her ability to blend data-driven insights with creative flair has positioned FGL Sports as an industry leader in innovative and engaging visual merchandising.

Conclusion

Trish McFarlane's extensive experience, strategic vision, and proven track record of driving results make her a valuable asset to FGL Sports Ltd. As the Associate Vice President of Visual Customer Experience, she continues to elevate the brand's in-store presence and foster deeper connections with customers, contributing to the company's overall growth and success.