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Key Responsibilities and Required Skills for Retail Marketing Manager

💰 $85,000 - $125,000

MarketingRetailManagementBrand Management

🎯 Role Definition

As a Retail Marketing Manager, you will be the strategic mind behind our in-store and local marketing initiatives. Your primary objective is to create a compelling, cohesive, and engaging brand experience for customers from the moment they hear about us to the moment they walk out of our stores. You will be responsible for translating high-level business goals into actionable marketing campaigns that resonate with local audiences, drive foot traffic, and ultimately fuel sales growth. This role requires a blend of creative vision, analytical rigor, and hands-on execution to connect with consumers and build lasting brand loyalty in a competitive retail landscape.

📈 Career Progression

Typical Career Path

Entry Point From:

  • Marketing Manager (General)
  • Assistant Brand Manager
  • Senior Marketing Coordinator/Specialist
  • Store Manager with strong marketing/merchandising experience

Advancement To:

  • Senior Retail Marketing Manager
  • Director of Retail Marketing
  • Head of Marketing
  • Vice President of Marketing

Lateral Moves:

  • E-commerce Marketing Manager
  • Brand Director
  • Regional Marketing Manager

Core Responsibilities

Primary Functions

  • Develop, implement, and manage the annual retail marketing calendar, aligning campaigns with seasonal trends, product launches, and key promotional periods.
  • Conceptualize and execute innovative in-store marketing programs, including point-of-sale (POS) displays, signage, and promotional events to drive conversion and increase basket size.
  • Lead the go-to-market strategy for new store openings, creating localized buzz and ensuring a successful launch that meets traffic and sales targets.
  • Manage the retail marketing budget, ensuring all campaigns and initiatives are delivered within financial parameters and demonstrate a strong return on investment (ROI).
  • Collaborate with the visual merchandising team to ensure brand consistency and that marketing messages are effectively integrated into the overall store presentation.
  • Analyze campaign performance, foot traffic data, and sales metrics to derive actionable insights, reporting on results to senior leadership and refining future strategies.
  • Partner with cross-functional teams including Operations, Merchandising, and E-commerce to create seamless, omnichannel customer experiences.
  • Oversee the creation and production of all retail marketing collateral, from window clings and brochures to direct mail and local advertisements, managing external agencies and vendors as needed.
  • Develop and manage a comprehensive local store marketing toolkit, empowering store managers to execute grassroots marketing efforts in their communities.
  • Conduct regular market research and competitive analysis to identify emerging trends, customer needs, and opportunities for innovation in the retail space.
  • Plan and coordinate in-store events, workshops, and product demonstrations to enhance customer engagement and build a local community around our brand.
  • Manage and nurture relationships with third-party partners, such as shopping malls, local businesses, and influencers, to amplify marketing reach.
  • Drive the strategy for customer acquisition and retention within the retail channel, working closely with the CRM team to leverage loyalty programs and customer data.
  • Ensure all retail marketing communications are aligned with the overall brand voice, identity, and strategic messaging.
  • Lead, mentor, and develop a team of marketing coordinators or specialists, fostering a collaborative and high-performance culture.
  • Work with the digital marketing team to integrate local SEO, social media, and geo-targeted advertising to drive traffic to physical stores.
  • Evaluate and manage vendor relationships for printing, production, and other marketing services, negotiating contracts to ensure cost-effectiveness and quality.
  • Act as the key marketing point-of-contact for the retail operations team, providing support and guidance on all marketing-related activities.
  • Pilot new marketing technologies and tactics in select stores to test their effectiveness before a broader rollout.
  • Prepare and present comprehensive reports and presentations on marketing initiatives and their impact on business objectives to key stakeholders.
  • Create detailed project plans and creative briefs for all campaigns, ensuring clear communication and alignment across all involved teams.

Secondary Functions

  • Support ad-hoc data requests and exploratory data analysis to uncover new marketing opportunities.
  • Contribute to the organization's broader brand strategy and annual planning roadmap.
  • Collaborate with the training department to develop materials that educate store staff on current marketing campaigns and promotions.
  • Participate in sprint planning and agile ceremonies for cross-functional marketing projects.

Required Skills & Competencies

Hard Skills (Technical)

  • Retail Marketing Strategy: Proven ability to develop and execute multi-channel marketing plans specifically for brick-and-mortar retail environments.
  • Budget Management & ROI Analysis: Experience managing significant marketing budgets and using data to measure and report on campaign effectiveness.
  • Campaign Management: Expertise in end-to-end management of marketing campaigns, from ideation and briefing to execution and post-mortem analysis.
  • Vendor & Agency Management: Skilled in sourcing, negotiating with, and managing relationships with creative agencies, printers, and other marketing vendors.
  • Project Management: Proficiency with project management software (e.g., Asana, Trello, Monday.com) to manage complex timelines and deliverables.
  • Data Analysis: Ability to interpret sales data, foot traffic analytics, and customer data to make informed strategic decisions.
  • CRM & Loyalty Programs: Familiarity with CRM platforms (e.g., Salesforce Marketing Cloud) and the principles of customer loyalty marketing.
  • POS Marketing: Deep understanding of in-store marketing tactics and the effective use of point-of-sale materials.

Soft Skills

  • Leadership & Team Development: Strong ability to lead, inspire, and mentor a team towards achieving common goals.
  • Cross-Functional Collaboration: Exceptional talent for working effectively with diverse teams, including operations, sales, creative, and digital.
  • Strategic Thinking: Ability to see the big picture, anticipate future trends, and develop long-term plans that drive business growth.
  • Communication & Presentation: Excellent written and verbal communication skills, with the confidence to present ideas and results to senior leadership.
  • Creativity & Innovation: A creative mindset with a passion for generating fresh, engaging ideas that resonate with consumers.
  • Adaptability: Thrives in a fast-paced, dynamic retail environment and can pivot strategies in response to changing market conditions.
  • Problem-Solving: Proactive and resourceful in identifying challenges and finding effective solutions.
  • Influence & Negotiation: Strong interpersonal skills to influence stakeholders and negotiate effectively with partners and vendors.

Education & Experience

Educational Background

Minimum Education:

  • Bachelor's Degree

Preferred Education:

  • Bachelor's or Master's Degree in a relevant field.

Relevant Fields of Study:

  • Marketing
  • Business Administration
  • Communications

Experience Requirements

Typical Experience Range: 5-8 years of progressive experience in a marketing role, with at least 3 years focused on retail, multi-location, or consumer brand marketing.

Preferred: Direct experience managing marketing for a multi-unit retail or restaurant brand is highly desirable. Experience leading a small team is a significant plus.

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