Responsibilities

• Lead Activation Planning: Develop and own a forward-looking (1-3year) retail marketing activation plan and roadmap, in partnership with Global / Regional Brand teams and Retail Merchandise team.
• Retail Innovation & Strategy: Lead the retail store innovation strategy and pipeline (anchored in data/insights, in partnership with Merchandise and R&D), bringing the M&M’S global brand strategy to life through compelling, store-first immersive experiences.
• Flagship Experience Translation: Drive briefs to translate brand campaigns and product launches into integrated, store-first marketing plans that elevate the in-store experience in partnership with Visual Merchandising and the Experience Team
• Omnichannel Marketing Integration: Collaborate with MMS.com, regional brand teams, and social teams to build and execute integrated marketing plans that create seamless online-to-offline consumer journeys.
• Traffic-Driving Media Strategy: Partner with media agencies to design and deploy data-driven paid media strategies that efficiently drive foot traffic and conversion, establishing clear KPIs and attribution models.
• Performance Management & Insights: Monitor and analyze campaign and traffic performance, translating insights into actionable recommendations to continuously optimize marketing effectiveness.
• Budget Management: Own and manage the annual advertising and marketing budget, partnering with Finance to track spending and optimize allocation for maximum business impact.
• Innovation and Test-and-Learn: Champion a culture of experimentation by piloting new, brand-cohesive, traffic-driving tactics, including limited-time experiences, partnerships, and emerging media channels.
• Experiential & Content Platform Development: Position and drive stores as dynamic content engines by creating shareable, culturally relevant moments that fuel earned media and social amplification.
• Stakeholder Influence & Alignment: Clearly communicate strategies, results, and learnings to build alignment across senior leadership and cross-functional partners globally.

Requirements

• 6–10+ years of marketing experience, with a primary focus on experiential retail, flagship environments, or branded destination retail
• Proven track record of in-store activation & programming: Demonstrated experience conceptualizing and executing immersive, store-first experiences, character/IP activations, and interactive consumer touchpoints that drive foot traffic, dwell time, and basket size.
• IP & Partnership Integration: Experience translating high-profile entertainment properties, character franchises, or licensed brand partnerships (e.g., Disney, Marvel, Star Wars) into physical retail activations and merchandising storylines.
• Foot-Traction & Commercial Growth: Proven success in designing data-driven traffic-driving campaigns (local media, earned PR, influencer, geo-targeted digital) with measurable ROI and conversion impact.
• Matrixed Stakeholder Management: Strong ability to collaborate seamlessly across visual merchandising, retail operations, store design, global brand teams, licensing partners, and external agencies.
• Budget & Commercial Ownership: Hands-on experience managing annual marketing budgets, agency partners, and ROI tracking for multi-location or flagship retail footprints.

Preferred

• Global Flagship & High-Footprint Retail: Direct experience managing marketing for high-profile global flagships or tourist-destination retail locations.
• Omnichannel & Physical-to-Digital (Phygital) Journeys: Proven capability in connecting in-store experiences with digital platforms (e.g., MMS.com, app integrations, AR/interactive store elements, loyalty, social content generation).
• Earned Media & Content Engine Strategy: Experience turning retail stores into dynamic social content hubs that organically generate press coverage and viral consumer reach.
• CPG-to-Retail Synergy: Experience navigating the intersection between global CPG brand management and brick-and-mortar retail execution.

Benefits

• industry competitive salary and benefits package, including company bonus.
• The pay range shown is applicable to all US locations listed within the job posting: USD 134,400.00 - USD 184,800.00