Responsibilities

• Services Growth Strategy: Own the localized marketing and promotional roadmap to drive awareness, acquisition, and repeat bookings for in-store services (e.g., custom consultations, technical services, wellness clinics, or specialized programs).
• Local Store Marketing (LSM) Frameworks: Establish the overarching strategy and self-serve toolkits for Local Store Marketing, empowering field leadership and store managers to effectively drive localized store traffic.
• Integrated Campaign Localization: Partner closely with the Integrated & Seasonal Marketing Planning team to translate national, seasonal, and thematic campaigns into impactful in-store experiences and services-led promotions.
• Experiential Retail Blueprint: Design high-impact experiential playbooks, national event strategies, and community engagement concepts that can be scaled across the store fleet.
• New Store Openings (NSO) & Remodels: Develop and continuously optimize the marketing and event playbooks for store grand openings, expansions, and remodels to ensure immediate and sustainable localized market penetration.
• Specialist Management & Support: Oversee the day-to-day work, career development, and priority-setting of the Store & Services Events Marketing Specialist, ensuring flawless operational execution of all planned events, collateral, and vendor programs.
• Store Operations Alignment: Act as a critical corporate partner to Store Operations, Regional Directors, and District Managers, maintaining a feedback loop to ensure marketing programs are operationally feasible and drive bottom-line store value.
• Omnichannel Synergy: Collaborate with Digital Marketing, Social Media, CRM/Email, PR, and Local Media teams to build highly targeted, regionalized campaigns that drive physical store foot traffic and service bookings.
• Vendor & Sponsor Partnerships: Identify and negotiate strategic, co-branded sponsorship and marketing partnerships with key product vendors to fund and enhance in-store events and service-led activations.
• ROI & Campaign Measurement: Define key performance indicators (KPIs) for store events and local activations (e.g., services sign-ups, localized sales lift, event attendance, and customer acquisition cost) and regularly present performance hindsight reports to executive leadership.

Requirements

• Experience: 5–7 years of experience in retail marketing, local store marketing, or experiential marketing, with a proven track record of supporting a multi-unit physical store footprint. Experience marketing consumer-facing retail services is highly desirable.
• People Leadership: At least 1–2 years of experience directly managing and developing marketing professionals. Proven ability to coach, delegate, and elevate direct reports.
• Services Marketing Expertise: Experience building campaigns specifically designed to drive service-based bookings, loyalty retention, or appointment-based customer journeys.
• Strategic Thinker & Doer: Exceptional ability to craft high-level strategies and translate them into practical, store-level operational playbooks.
• Stakeholder Management: Strong executive presence with the ability to build trust and influence across both corporate departments (Creative, Digital, Merchandising) and distributed field operations teams.
• Data-Driven Mindset: Comfortable using retail data, CRM insights, and local market demographics to measure event performance, prove ROI, and optimize marketing spend.
• Education: Bachelor’s degree in Marketing, Business Administration, Communications, or a related field.
• Travel Requirements: Ability to travel for store openings, local market research, and regional events (up to 20%).