Responsibilities

• Wholesale Idea Pipeline and Strategic Recommendations: Maintain a continuously evolving pipeline of new ideas for the wholesale channel, including trade show activations, advertising tests, retailer programs, foottraffic drivers, digital experience improvements, and emerging channel opportunities.
• Bring new ideas forward to Sales and Marketing leadership on a regular cadence; prioritize, pilot, measure, and scale or kill.
• Serve as the wholesale marketing expert in the room. When questions arise, have ground in reasoning the team can trust, and stand behind it.
• Build measurement frameworks where they can meaningfully exist; make confident, defensible judgment calls where they can’t.
• Stay close to what other brands inside and outside eyewear are doing in wholesale, at shows, on Faire, in print, and in retailer programs, then translate that into ideas for Peepers.
• Trade Show Strategy and Advertising: Own the trade show marketing strategy across all shows Peepers participates in.
• Define the trade show advertising plan and budget allocation by show, including print, digital, and emerging formats. Make the call on what to invest in and defend the reasoning.
• Lead preshow buyer engagement to drive foot traffic, including email cadence, appointmentsetting campaigns, incentives, and targeted outreach to retailers who haven’t purchased recently.
• Develop onthefloor activation strategy that creates excitement and gives buyers a reason to talk about the Peepers booth, including experiences, programming, photo moments, and afterhours touchpoints. Push for new and unexpected ideas season over season.
• Own postshow followup strategy in partnership with Sales, ensuring leads convert into orders and that marketing investment is traceable to revenue wherever possible.
• Continuously evaluate and propose new trade show advertising channels, formats, and tactics. Pilot, measure where possible, and form a point of view where measurement is limited.
• Peepers Perks and Retailer Loyalty: Own the ongoing evolution of the Peepers Perks loyalty program, including tier structure, rewards economics, communication plan, and retailer enrollment strategy.
• Measure program effectiveness against retention, reorder frequency, average order value, and category expansion among enrolled accounts.
• Identify and develop additional retailerfacing programs that deepen partnership and defend against competitive churn.
• Develop targeted programs to reengage retailers who haven’t purchased in extended periods, and to drive existing retailers into additional product categories.
• Wholesale Digital Experience: Own the strategy for the wholesale website, including usability, navigation, ordering experience, content, and conversion. Partner with web/Shopify resources on execution.
• Own the Faire strategy, including merchandising, promotional cadence, paid placement decisions, and review/rating health.
• Identify friction points in the wholesale buying experience and prioritize fixes against impact.
• Catalog and Sales Tool Strategy: Own catalog strategy, including frequency, formats, audience segmentation, and distribution.
• Define the sales enablement system, including what tools reps need, when, and how they’re kept current.

Requirements

• 5+ years of marketing experience, with at least 2 to 3 years focused on wholesale, B2B, or channel marketing in fashion, accessories, eyewear, or consumer products.
• Demonstrated experience owning trade show marketing strategy.
• Experience developing or managing retailer loyalty, coop, or MDF programs strongly preferred.
• Strong pointofview orientation, comfortable making and defending recommendations on questions without perfect data.
• Comfort with both strategy and execution; willing to roll up sleeves while also setting direction.
• Familiarity with Faire and other wholesale marketplaces.
• Strong crossfunctional communication skills; able to partner with Sales as a peer.
• Bachelor’s degree in Marketing, Business, or related field, or equivalent experience.

Preferred

• 5+ years of marketing experience, with at least 2 to 3 years focused on wholesale, B2B, or channel marketing in fashion, accessories, eyewear, or consumer products.
• Demonstrated experience owning trade show marketing strategy.
• Experience developing or managing retailer loyalty, coop, or MDF programs strongly preferred.
• Strong pointofview orientation, comfortable making and defending recommendations on questions without perfect data.
• Comfort with both strategy and execution; willing to roll up sleeves while also setting direction.
• Familiarity with Faire and other wholesale marketplaces.
• Strong crossfunctional communication skills; able to partner with Sales as a peer.
• Naturally curious and ideadriven, bringing new thinking forward without prompting.
• Bachelor’s degree in Marketing, Business, or related field, or equivalent experience.