PURPOSE & OVERALL RELEVANCE FOR THE ORGANIZATION
This role strategically leads initiatives to enhance store visits and activate memorable brand experiences in our DTC (Direct-to-Consumer) stores. This position plays a pivotal role to our organization as it directly impacts consumer engagement, attracts diverse consumer segments, and drives business growth. The role focuses on developing and implementing initiatives that enhance footfall, activate brand and consumer experiences, and optimize CRM and membership. Through creative activations, strategic analysis, seamless messaging, and cross-functional collaboration, this role contributes directly to our business growth and market positioning. In addition, this role provides critical support to the Director of Retail Activation. This involves assisting in the development and execution of comprehensive retail strategies that align with overarching business goals.
Key Responsibilities

• Positively communicates and actively demonstrates the Brand Values and NAM Retail Mission.
• Develop and execute creative and impactful in-store activations, ranging from brand focused events to grassroots initiatives.
• Strategically analyze consumer behaviour, market trends, and competitor activities to develop and impellent traffic-driving strategies that increase store visits and footfall.
• Collaborate cross-functionally with brand and performance media, consumer engagement and membership teams to create strategic framework for driving traffic.
• Collaborate with cross functional Retail Marketing teams to translate brand stories into compelling in-store experience that resonate with the consumer.
• Implement improvements based on data driven insights to drive continuous optimization and results.
• Lead the creation and execution of innovative in-store activations that demonstrably increased foot traffic and brand engagement.
• Develop data-driven strategies that measurably boosted store visits and sales. This includes market research, competitor analysis, and collaborating with media and advertising teams.
• Implement successful CRM strategies to segment and target customers, resulting in higher engagement and retention.
• Organize and executed grassroots events that fostered community engagement and brand advocacy.
• Establish established KPIs and metrics to measure the success of your retail activations, CRM strategies, and traffic-driving initiatives.

KEY RELATIONSHIPS

• Regional Directors
• Brand & Performance Media teams
• Brand Experience teams
• Business Units
• Global Activation teams
• Cross functional Retail Marketing teams
• RBO Teams

REQUISITE KNOWLEDGE, SKILLS & ABILITIES

• Strong understanding of retail operations, consumer behavior and market trends.
• Experience with CRM systems, membership programs and data-drive marketing strategies.
• Proven track record of developing and executing successful in-store activations and traffic-driving initiatives.
• Exceptional leadership skills with the ability to inspire and motivate cross-functional teams.
• Excellent communication and presentation skills, with the ability to effectively convey brand messaging.
• Strategic thinker with a results-driven mindset, able to analyze data and translate insights into actionable strategies.
• Experience managing budgets, forecasting and ROI analysis for retail activations.
• Familiarity with industry trends, emerging technologies and best practices in retail marketing.
• Strong consumer-centric mindset, driving a focus on enhancing the overall consumer experience in retail settings.
• Strategic thinker who can anticipate market trends and adapt strategies accordingly.
• Experience in optimizing resource allocation to achieve maximum return on investment and drive profitability.
• Ability to adapt to changing market trends, consumer preferences and industry best practices.
• Innovative thinker who can introduce new concepts, technologies, and strategies to enhance the retail experience and drive sales growth.
• Excellent MS Office skills
• While performing the duties of this job, the employee is regularly required to talk or hear. The employee frequently is required to stand; walk; use hands to finger, handle, or feel; and reach with hands and arms. The employee is occasionally required to sit; climb or balance; and stoop, kneel, crouch, or crawl. The employee must frequently lift and/or move up to 25 pounds and occasionally lift and/or move up to 50 pounds. Specific vision abilities required by this job include close vision, distance vision, color vision, peripheral vision, and ability to adjust focus.

Requisite Education & Experience/Mimimum Experience

• Bachelor’s degree in marketing, Business Administration, Retail Management, or related field.
• Minimum 5 years of experience in retail marketing, rand activation or related roles.
• Strong leadership skills with experience managing teams, providing coaching and development.
• Ability to work a flexible schedule to meet the needs of the business, including evening, overnight and weekend shifts as well as ability to travel up to 30% of the time.