Audience Marketing Manager (Retail)

Responsibilities

• Define priority retail segments, buyer roles, use cases, buying triggers, and customer journeys—with emphasis on HR, payroll, workforce management, store operations, labor planning, finance, IT, and executive stakeholders.
• Develop positioning and messaging that connect retail challenges to outcomes in labor optimization, scheduling agility, employee retention, manager productivity, compliance, operational consistency, customer experience, and business growth.
• Monitor retail trends, customer needs, competitor narratives, and field feedback to identify new opportunities and ensure messaging stays relevant and actionable.
• Create audience activation briefs clarifying target segments, business problems, story angles, key evidence, and go‑to‑market recommendations.
• Produce customer‑focused content such as thought leadership, solution stories, campaigns, presentations, talk tracks, webinars, and event messaging.
• Partner with internal teams to activate customer stories, outcome data, and proof points that demonstrate value and differentiation.
• Translate retail insights and messaging into integrated programs across campaigns, account‑based marketing (ABM), business development (BDR) outreach, field marketing, digital experiences, events, and sales plays.
• Collaborate with cross‑functional partners to connect strategy to execution and ensure consistent storytelling across all channels.

Requirements

• Bachelor’s degree in Marketing, Communications, Business, or a related field.
• 6+ years of experience in B2B marketing, industry or audience marketing, product or portfolio marketing, content strategy, demand generation, or integrated go‑to‑market marketing.
• Proven ability to develop audience strategies, messaging frameworks, and sales‑ready content that support business goals.
• Experience partnering with Sales, Marketing, Creative, and Analytics teams in a matrixed environment.
• Strong understanding of B2B buyer journeys, buying groups, ABM, and campaign activation.
• Excellent writing, presentation, facilitation, and project management skills, with the ability to manage multiple priorities and influence without direct authority.
• Ability to translate data, market insights, and customer feedback into clear recommendations and stories.
• Experience within B2B SaaS, human capital management (HCM), payroll, workforce management, HR, or retail technology.

Preferred

• Experience marketing to retail organizations such as specialty, grocery, convenience, big‑box, department, ecommerce, or franchise businesses.
• Familiarity with retail workforce priorities like labor forecasting, scheduling, frontline experience, manager effectiveness, compliance, and store execution.
• Experience creating vertical campaigns, thought leadership, ABM programs, customer stories, or sales enablement materials.
• Comfort using AI‑assisted workflows, digital performance data, CRM and marketing automation insights, and content governance tools.