Director, Retail Marketing

Retail Marketing Director

The Retail Marketing Director has a deep expertise in retail and will be responsible for leading the development and execution of go-to-market (GTM) initiatives that drive customer engagement, brand awareness, and revenue growth across our fleet. This role will shape GTM strategies that reflect our niche product offering, overseeing all aspects of store retail marketing including point-of-sale (POS) production, store customer experience, visual merchandising guidelines, promotional activities, and loyalty program store initiatives. The ideal candidate is both a creative storyteller and a data-driven strategist with a strong background in retail marketing. This position works closely with Buying, Planning, Marketing, and loyalty team and Brand Partners in the alignment of the GTM strategy across all in-store touch points. The role will collaborate with CX and VM OPS and Store Environment teams to influence and conceptualize the GTM strategy and facilitate cross-functional alignment in execution of imperatives.

Responsibilities:

• Execute the store GTM strategy to align with business objectives and sales targets.
• Identify market trends and consumer insights to drive growth opportunities.
• Collaborate on the planning of multichannel campaigns (in store, online, social, email, events).
• Drive traffic and conversion through promotional activities and seasonal campaigns.
• Oversee store marketing, visual merchandising strategies, and collaboration on the implementation of local marketing initiatives.
• Influence the customer loyalty program team to drive traffic and repeat purchase in the stores.
• Enhance in-store customer journey across physical and digital touch points.
• Collaborate with e-commerce teams to optimize online sales and omnichannel experiences.
• Ensure consistent integration of offline and online marketing strategies.
• Lead and mentor the retail marketing team, responsible for POS production and digital screens management, fostering a culture of creativity and accountability.
• Collaborate with Merchandising, sales operations, and finance teams to align retail marketing with business goals.
• Manage external agencies, vendors, and strategic partnerships to ensure in-store GTM strategies are executed.
• Set KPIs and measure the effectiveness of promos and campaigns through data and analytics.
• Manage store retail marketing budget ensuring cost effectiveness and ROI.
• Report campaign and promotional period performance metrics to executive leadership.
• Act as commercial and strategic support to the senior director store experience working to identify new ideas and opportunities to elevate the store environment, whilst improving commerciality and engagement.
• Partner with Marketing the brand's vision and strategy for retail experience across short and long-term horizons.
• Seeking out best practices and industry trends to drive continuous improvement and market-leading positioning.
• Collaborate with key stakeholders a comprehensive merchandising plan that drives revenue and profitability by attracting, engaging, and connecting with our customers at retail.
• Actively participates in product line reviews to develop recommendations which influence the buying plan, informs the store environment and customer journey.

Qualifications:

• Bachelor's degree in Marketing, Business, Communications or related field.
• 6+ years of progressive marketing/retail marketing experience with at least 3 years in a leadership role within the retail industry.
• Proven track record in brand management, campaign execution and driving measurable sales growth.
• Strong understanding of retail operations, consumer behaviors and omnichannel marketing.
• Exceptional leadership, communication and project management skills.
• Great team capability attitude.
• Deep understanding of visual merchandising and customer experience.
• Demonstrated experience with design tools including Adobe Suite (Illustrator, Photoshop, InDesign, Adobe Acrobat etc.) and Keynote are preferred.
• Proficiency in using Microsoft Office 365 suite (Outlook, Word, PowerPoint, Excel, and Teams).
• Able to speak in large groups / present on stage.
• Design experience and/or knowledge of print production is preferred.
• Experienced professional with proven track records leading and developing teams and verbal and written communication skills.
• Availability to travel at a minimum of 25% per month is required.

Benefits:

• Recognition, inclusion and belonging in a diverse environment.
• 25 holidays and flexible working (hybrid position, in office ~2 days p/w).
• Employee discount on in-store and online products.
• Casual sneaker culture.
• Learning & health/wellbeing programs.
• Career development and growth in an ambitious international team.
• Travel reimbursement.
• Access to premium wellness apps.
• Bike plan and contribution to gym subscription.
• Pension plan.
• Discounted collective health plans.
• Activities organized by our social committee.