Retail Marketing Manager

The Retail Marketing Manager's mission is to cultivate strong, collaborative relationships with key retailers and drive long-term growth. By developing comprehensive marketing strategies, engaging in regular meetings with our partners, and optimizing our budgets and online presence, we will drive traffic to our partners and increase sales. 

Outcomes (in order of importance): 

● Retail Marketing - 

○ Schedule top-to-tops with key marketing executives at our retailers 1x per year to collaborate and communicate long-term strategic growth plans

■ Annual marketing calendars with key retailers Ulta, Walmart, Target, Walgreens, CVS, SDM, LookFantastic, and Whole Foods

○ Wholesale Email Activations   

■ Own, create & maintain a wholesale email marketing calendar (in partnership with the DTC email marketing team as needed)

● The calendar will include:

○ 2-3 wholesale campaign blasts/week

○ 1 monthly text-based newsletter to key retail accounts

● Own the strategy behind email marketing campaigns for wholesale based on key wholesale product launches, holiday periods, etc.

● Own the creation of all wholesale email briefs, from ideation to execution including:

○ Brief emails to the creative team for copy & design, provide feedback as needed, and schedule for deployment

● Monitor, maintain, and optimize triggered email flows for wholesale audiences. These flows include but are not limited to:

○ Transactional messages (order confirmation, order delivered)

○ Post-Purchase Messages 

○ Winback Series

○ Wholesale    Direct Mail Catalog

■ Own planning and execution of Monthly Direct Mail Catalogs for wholesale/retail lists in cross-functional partnership with the wholesale, creative and marketing teams.

○ Develop internal retail marketing proposal in collaboration with Mktg team, Sales, and PD including visual merchandising, in-store & digital activation strategies for retail channels

■ Semi-annual marketing meetings with key retailers Ulta, Walmart, Target, Walgreens, CVS, SDM, LookFantastic, and Whole Foods

■ Budget planning

■ Digital marketing strategies 

● Collaborate with social media team, retailer and design team to drive retail specific content and strategy 

■ Email marketing, including asset coordination, frequency and accounts-specific submissions

○ Create retail activations by retailer to support new launches, licenses, and incremental display placement 

■ Ulta 6x per year

■ Walmart 2x per year

■ Target 2x per year

■ Walgreens 2x per year

■ CVS 2x per year

■ Whole Foods 1x per year

■ Faire / rep group/specialty wholesale - 3x per week for Faire

■ 1x per month for Wholesale

○ Identify key seasonal marketing opportunities at the channel/customer level

■ Year ahead planning/proposal 

■ Ensure pre-selling by the customer for the entire Wholesale team, including Faire and rep groups targeting $600k per licensing opportunity and $2m for Holiday

● Annual planning

○ Work collaboratively with stakeholders (PD, Finance, Sales) to create growth targets based on the identification of white space opportunities and newness

 

● .com Optimization

○ Audit retailer's online assortment 

○ Sponsored placement/ads 

○ Alignment w/ Finance on Retail Mktg Budget

■ In the first 3 mos create a proposed activation plan with a budget proposal not to exceed 3% of Net Sales

Critical Competencies for A-Players: 

Our Core Values 

- Willingness to sweep the floors

- Intuitive Problem Solving

- Pride in your work

 

Specific core competencies for this role (list 3-4) - examples below but make sure it directly relates to the role:

 

 

Organization and planning. Plans, organizes, schedules, and budgets in an efficient, productive manner. Has a deadline-oriented personality while focusing on key priorities. 

 

Flexibility/ adaptability. Adjusts quickly to changing priorities and conditions. Copes effectively with complexity and change. 

 

Strategic thinking/ visioning. Able to see and communicate the big picture in an inspiring way. Determines opportunities and threats through a comprehensive analysis of current and future trends. 

 

Teamwork and Relationship building. Work with a team of other marketing professionals, sales representatives, and key customers to develop and execute marketing strategies. Retail marketing managers need to be able to work with others to ensure they’re getting the most out of their marketing budgets and meeting the company’s goals