At Lids Sports Group, we don’t just sell hats — we fuel fandom. As the largest licensed sports retailer in North America, we bring sports, fashion, and culture together in more than 1,300 stores nationwide. Headquartered in Indianapolis, Indiana, Lids delivers premium, fan-driven products and unforgettable retail experiences.
Our stores feature officially licensed headwear and apparel from collegiate and professional teams, alongside top brands like Champion, Nike, New Era, Lululemon Athletica, and Mitchell & Ness. We’re also the industry leader in on-demand customization, offering in-store embroidery that turns everyday gear into one-of-a-kind statements.
From specialty concept stores for the NBA and NHL, to iconic clubhouse destinations for the Yankees and Dodgers, we create immersive retail experiences that celebrate the teams fans love. Through collaborations with brands like Marvel, Peanuts, and The Walt Disney Company, Lids continues to redefine how fans represent their teams — in style.

Position Summary

The Sr. Manager of Retail Experience will partner closely with the Marketing team to develop and execute marketing strategies that drive sales, increase store traffic, and enhance brand visibility through mall marketing, regional marketing initiatives, and experiential events.

Principal Duties and Responsibilities

• Develop and execute marketing strategies in partnership with regional and local mall management teams to drive store traffic, increase sales, and enhance brand visibility across key markets.
• Manage budgeting and investment planning for mall marketing initiatives on a seasonal and annual basis, ensuring alignment with business objectives and maximizing return on investment.
• Identify, develop, and oversee mall-specific events, promotions, and activations, including Back-to-School events, fashion shows, community partnerships, and other traffic-driving opportunities.
• Lead campaign content distribution and localization efforts across the store fleet, while coordinating marketing support for new store openings, relocations, and other key retail initiatives.
• Build and maintain strong relationships with mall management teams and external partners to identify new marketing opportunities and expand brand presence within local communities.
• Monitor, analyze, and report on the performance of retail marketing programs and promotional activities, making recommendations and adjustments based on business needs, customer trends, and sales results.
• Plan, coordinate, and manage Lids-sponsored events within malls and local markets, including player appearances, grand opening events, and experiential marketing initiatives.
• Conduct market research and develop outreach strategies to support Fan Outfitters business objectives, identify growth opportunities, and strengthen community engagement.
• Manage out-of-home advertising and strategic partnerships, including relationships with media, hospitality, and promotional partners such as Blue Outdoor, hotels, iHeart, and other regional organizations.

Additional Principal Duties and Responsibilities

• Develop and maintain standardized processes, tools, and reporting to improve the efficiency and effectiveness of retail marketing programs.
• Prepare business reviews, presentations, and recommendations for leadership based on marketing performance and business trends.
• Support the evaluation and implementation of new marketing technologies, platforms, and resources.
• Ensure brand standards and marketing guidelines are consistently executed across all retail locations.
• Perform other duties and special projects as assigned.

Job Required Knowledge and Skills

• Knowledge of Microsoft Office Suite, including Excel, PowerPoint, Word, and Outlook.
• Strong organizational skills with the ability to prioritize multiple projects and deadlines.
• Ability to handle multiple tasks/projects with adherence to deadlines and timelines.
• Must be able to identify solutions and develop methods to improve efficiency and effectiveness.
• Must be flexible and able to adapt to changing business needs and priorities.
• Strong verbal and written communication skills.
• Experience managing budgets and evaluating program performance.
• 7+ years of experience in retail marketing, field marketing, experiential marketing, or a related field.
• Experience working within a multi-unit retail environment preferred.
• 3+ years of leadership experience managing direct reports, agencies, vendors, or cross-functional projects preferred.