Your brand promises one thing.Your stores deliver another.I close that gap.

Twenty years turning brand promises into shop-floor execution — brand and store launches, retail transformation, VM systems and customer journey mapping. Delivered from strategy through to rollout, driving proven commercial results.

Trusted by
rebelLéaysSpecialty Fashion GroupSportscraftMoschinoTrussardiEsprit
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01 — What You Solve

Closing the gap betweenbrand intent and in-store execution.

The gap between a brand on a deck and a brand in-store is where revenue is won or lost. I close that gap with frameworks, not improvisation.

Common Challenges
  • ×Inconsistent execution across store formats
  • ×Campaigns with weak in-store translation
  • ×Store teams without clear standards or training
  • ×Stores lacking consistency and brand TOV
Lisa Doban Consulting Delivers
  • →Higher customer spend through optimised customer journey mapping
  • →Improved NPS, loyalty and engagement through excellence in execution
  • →Stronger performance through data-driven VM strategy
  • →Consistency across platforms through go-to-market planning and training frameworks
02 — Services

Strategy-led retail experiences.Built to scale.

Eight capabilities working as one offer — built for retail leaders who need strategy and execution from the same hand.

01

Visual Merchandising Direction

Overall VM leadership for a brand, season or rollout — bringing together storytelling, execution and the in-store customer journey.

My approach
02

Store Launches & Rollouts

New stores, concept refreshes and national rollouts — landed cleanly in-store from day one.

My approach
03

Go-to-Market Planning

Seasonal and campaign calendars aligned across marketing, retail print and digital execution — so the brand lands in-store the way it landed in the brief.

My approach
04

Signage Strategy

Signage hierarchy and wayfinding systems built to elevate the customer journey — clear navigation, consistent naming and brand-led signage at every touchpoint.

My approach
05

VM Toolkit

A scalable fixture kit — re-usable tools and elements that any store can execute consistently.

My approach
06

VM Training

Building VM capability in-house — store teams, leaders and visual merchandisers trained to execute and uphold the brand.

My approach
07

VM Audit & Budget Optimisation

Simplifying VM kits, reducing print assets and aligning the go-to-market calendar — improving execution while protecting budget.

My approach
08

Concept to Production

End-to-end delivery from concept through direct-to-factory sourcing — fixtures and signage built to scale, on spec and on budget.

My approach
— Have a retail challenge in mind?

Start the conversation. Click here.

— In Their Words

Said by the people who hired me.

Strategy and execution, validated by the leaders who lived through the work.

I had the joy of working with Lisa for almost 5 years at rebel.

Lisa was instrumental in the creation and delivery of our first rebel Customer Experience store (rCX) in 2020. From concept to delivery and then further led the rollout of our first 15 new doors. No doubt this re-positioned our rebel brand and financial performance.

Lisa then also headed our transformation of the VM strategy to execution as we transformed our experience in-store and capability.

Lisa is very diligent, curious and always looking for new ways of pushing the limits.

Gary Williams
Managing Director · rebel
01 / 02
03 — Selected Projects

Case studies, not a portfolio.

A focused selection of work — chosen for the depth of thinking behind them, not the length of the list.

Léays Body Fusion lingerie storefront — brand build, signage and visual merchandising by Lisa Doban Consulting
Brand Build & Launch · Lifestyle Retail

Léays

A brand, built from scratch.

Building Léays from the ground up — identity, visual merchandising and store experience — then launching the brand across nine stores within six months. Custom signage and display solutions from concept to execution, VM standards, planogramming and capacity planning — all delivered from concept to execution.

Brand BuildCustom Signage & DisplayVM StandardsPlanogramming & Capacity
— Commercial Outcomes

The proof, in numbers.

Built and launched Léays end-to-end — nine stores opened on time and on budget, delivered with a bespoke VM toolkit of twenty-two custom-designed fixtures managed from design through to delivery, and a capacity plan aligned to planograms from day one to protect commercial performance in every space.

9stores
Opened On Time & On Budget
22custom fixtures
VM Toolkit — Design to Delivery
— In detail
rebel storefront — flagship shopfront and lightbox signage from the RCX (rebel Customer Experience) format led by Lisa Doban as Head of Visual Merchandising
Head of VM · Enterprise Transformation

rebel

Twelve years. Four pivotal chapters.

Twelve years at rebel — across four pivotal chapters — leading the in-store transformation of a national portfolio. From defining a tiered store-grade strategy and consolidating two brands at extraordinary pace, to shaping an award-winning new flagship format and embedding tiered VM capability into every store. The work delivered higher customer spend, NPS, category performance and overall sales growth.

Store StrategyBrand ConsolidationTiered VM StrategyAward-Winning Format
— Pivotal Projects
2015

rebel 2.0

Redefined the customer segments, introduced a three-tier store-grading strategy and a new store-design playbook — Home of Football, Home of Basketball, World of Kids, Tech Bar — with a five-year CAPEX plan.

3 store formats
2017

Project Uno

Merged Amart Sports into rebel without losing the value customer. Estimated cost across the portfolio, designed cost-efficient creative re-uses, and ran the rebrand at extraordinary pace.

68 stores · 68 days
2020

RCX — rebel Customer Experience

A new flagship format featuring a basketball court, gaming zone, Health & Wellbeing Hub, Energy and Footwear Zones — built on a scalable fixture, signage and planogram system.

15+ stores · 1 CX Award · 3 Store Design Awards
2023

VM Strategy Transformation

Drove in-store executional excellence by re-shaping the VM structure — embedding VM leads in every store — and launching a national training and communication strategy that lifted engagement and opened up clearer career paths.

VM leads in every store
— Commercial Outcomes

The proof, in numbers.

Contributed to the development and rollout of the rCX store format, helping deliver measurable improvements in customer advocacy, basket value and sales performance. The format achieved a 21-point increase in NPS, a 20% uplift in average transaction value and sales growth exceeding 40% following implementation, supporting the continued expansion of the concept across the store network.

+21pts
NPS Uplift
+20%
Average Transaction Value
40%+
Sales Growth
— In detail
04 — How I Work

A method that scales, not improvises.

Four phases. Strategy and execution treated as one continuous craft.

01

Discover

Audit your stores, customer journey, competitor landscape and execution gaps. Identify the commercial opportunities hiding in plain sight.

02

Strategise

Build scalable VM and store experience frameworks — anchored to brand, customer and category.

03

Design & Align

Ensure fixtures, signage, and execution align with brand intent — and translate cleanly to ops.

04

Rollout

Support implementation and consistency across stores. Hands-on through launch.

Curious enough to question. Practical enough to deliver.

05 — About Lisa

Strategy and execution, from the same hand.

20+
Years in Retail
10+
Brands

"Combining strategic thinking with hands-on retail execution to create commercially impactful customer experiences."

I'm a visual merchandising consultant with over two decades of experience leading retail transformation across major brands. My work spans strategy, store design, VM systems, rollout execution and omni-channel thinking — the full arc from boardroom to shop floor.

I've led significant retail change at rebel and built scalable launch systems for Léays — with prior leading roles across Specialty Fashion Group, Sportscraft, Moschino, Trussardi and Esprit.

I partner with retail leaders who want the rigour of strategy paired with the craft of execution — not one without the other. My work has driven measurable commercial impact: sales growth from optimised customer journeys, lifts in NPS and loyalty, and improved category performance and store productivity across national portfolios.

06 — Contact

Let's create retail experiences customers remember.

Based
Sydney · Australia

No sales pitch. I read every enquiry personally and reply within 24 hours.