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Visual Merchandising Manager

Name: Ray Ehscheid, 35

Company: The Rockport Co.

What are your duties? I am responsible for creating, implementing, and enforcing the Rockport brand look. I create the tools the company uses to maintain the brand identity and create brand presence worldwide. I work in only 3D: window fronts, trade shows, and store displays. I also create the design guides and information packages to help locations set up their displays.

Do you travel for your job? Rockport has 50 stores nationally; 1,000 ``shop in shops,'' meaning Rockport departments in larger stores; and 35 to 40 international locations. I have influence over all of these locations, and I spend half my time traveling to make sure the Rockport brand is being presented consistently.

What jobs and experiences led you to this position? I graduated from the University of Maryland with a degree in history in 1987. After graduation I took a position in retail as a shoe salesman and realized I really enjoyed figuring out what the customer wanted - and ultimately making a sale. I worked in a series of retail, management, and visual merchandising positions before coming to Rockport in 2000.

What part of the job do you find most satisfying? When I see something that I completed. I usually start with a blank computer screen and end up with a display that combines light, sound, and touch. It's most satisfying when something I envisioned comes out perfect.

And most challenging? Bringing a consensus to people. I try to marry different ideas of marketing and selling. It can be hard to convince someone that there is a better way to implement his idea.

What is a typical career path in this field? Start out in visual merchandising. Assist a visual manager or someone in a related creative field. Starting at a large store such as Macy's or Gap gives you the opportunity to branch out to freelance work, smaller stores, and trade shows.

What is the average salary? It depends on the size of your company, and where you are located. A midsize Boston company would be about $60,000 to $80,000. Working in New York or for a larger company would bring you into a higher range.

-HILARY WATEROUS