Responsibilities

• Lead, plan and execute business and marketing strategies to drive retail and wholesale consumer acquisition, retention and revenue growth.
• Develop 360° retail and wholesale (in collaboration with Wholesale Marketing Manager) marketing plans for product launches and core campaigns across wholesale and retail channels, aligned to the annual GTM/calendar, and in partnership with direct reports.
• Work closely with Sales, Retail, Brand, Planning, Merchandising, VM and Creative and Content teams to develop and maintain an annual Wholesale & Retail Marketing/channel marketing calendar, ensuring timelines, deliverables and tactics are synchronized across functions.
• Research and analyze market trends, competitor activity, shopper behaviors and customer journeys to surface opportunities and inform campaign and channel strategies.
• Oversee and provide seasonal wholesale marketing direction to the Wholesale Marketing Manager who oversees wholesale programs, playbooks, fixtures/POP, tradeshows, account campaigns, localized merchandising, gifting and co‑marketing partnerships that shape how we show up in market, deeply engage core customers, acquire new customers and drive distribution and sell‑through.
• Oversee and partner with the Wholesale Marketing Manager on sales enablement assets (playbooks, catalogs, line sheets, training decks, GTM briefs, product sheets) and on the development and execution of in‑store merchandising plans, fixture/POP programming, tradeshow planograms/booth layouts, and wholesale strategies to drive consistent sell‑through.
• Support and accompany the Wholesale Marketing Manager on quarterly account tours and development of account‑level best practices—defining how we show up in‑store, creating multi‑tier merchandising programs, and identifying key regional accounts for strategic shop‑in‑shop opportunities (key accounts + boutiques).
• Help drive deep account relationships and growth across major accounts and boutique partners; partner with the Wholesale Marketing Manager and Sales to develop seasonal wholesale strategies that acquire customers and expand markets.
• Own and drive retail marketing strategy and execution for owned retail stores—including store openings, in‑store experiences/events , localized programming and marketing, influencer activations, community engagement and pop‑ups—to deepen core-customer engagement, attract new audiences, and boost traffic, conversion and lifetime value.
• Oversee, support and provide overarching seasonal retail marketing direction to the Trade Marketing Manager—who leads in‑store activations and events, managing strategy, vendor coordination, staffing and performance to maximize event ROI and retail impact.
• Oversee the overarching strategy and growth for revenue generating outside events, retail pop-ups and tradeshows in collaboration with Trade Marketing Manager.
• Collaborate with cross functional Marketing teams VP, Retail and Regional Retail teams to align campaigns and in‑store programming across channels.
• Own the Retail in‑store Playbook process from concept, briefing to execution in partnership with Retail Ops, Marketing stakeholders, VM and Creative.
• Collaborate with VM and Creative on seasonal campaign signage, popup packages and in‑store production needs; partner with Retail Ops on distribution and execution.
• Own retail signage and requests in collaboration with the Marketing Project Manager.
• Work with Grassroots/Community Marketing to execute high‑impact retail initiatives that drive engagement and measurable ROI.
• Provide in field and executional support as needed for retail events / activations.
• Partner with the VP, Retail to define retail growth strategies and align marketing plans to channel goals.
• Manage overall Wholesale and Retail Marketing budget with direct report budget owners: forecasting, allocation and vendor/agency spend. Ensuring optimal ROI and cost‑effective operations to meet KPIs.
• Define and track department metrics and retail and wholesale marketing KPIs in partnership with Retail, Sales and Regional Management to measure effectiveness and ROI.