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On · 4 hours ago

Senior Lead - DTC Retail Marketing

New York, NY

Full-time

Onsite

Senior Level, Lead/Staff

$120K/yr - $150K/yr

7+ years exp

On is a company focused on growth and progress, seeking a Senior Lead for their Retail Marketing team. The role involves building and owning the retail marketing strategy for the North American DTC store fleet, ensuring premium brand expression and driving traffic across all physical touchpoints.

Product DesignSporting GoodsSports

Responsibilities

Define and build the North America DTC Retail Marketing function from scratch, establishing the core frameworks, processes, and strategic principles for the growing fleet

Own the annual regional retail marketing strategy and roadmap, ensuring campaign alignment, fleet tiering, and a consistently premium brand expression in-store

Translate the global retail marketing strategy into a regionally relevant and actionable calendar that integrates local needs, new store openings, and seasonal moments

Develop the comprehensive in-store messaging strategy, including storytelling hierarchy, seasonal direction, and integration of global and regional campaigns

Lead the end-to-end marketing strategy for all new store openings, including pre-launch awareness, launch moments, and early lifecycle marketing, and build reusable playbooks for scale

Partner closely with the Digital Marketing team to define and execute the digital-integration strategy that successfully drives awareness and traffic to the store fleet

Drive retail team enablement and clear communications, ensuring store teams have full clarity on upcoming marketing priorities and execution needs

Define the community marketing and high-level event strategy for DTC Retail, collaborating with the Community and Events teams (not owning direct execution)

Qualification

Retail Marketing StrategyNew Store OpeningsCross-functional LeadershipCommunity Marketing StrategyDigital Integration StrategyStakeholder AlignmentBrand Strategy TranslationEvent Strategy Collaboration

Required

7+ years of experience defining and driving retail marketing for a multi-door fleet, preferably at a global fashion apparel or sportswear brand

Expert at building net-new functions and foundational frameworks from the ground up, with a track record of setting processes and strategic principles for scale

Demonstrated ability to be a strong cross-functional leader who can influence and align diverse stakeholders (Visual Merchandising, Digital, Retail Operations) without direct authority

Exceptional ability to translate complex brand strategy into simple, clear, and high-impact in-store consumer experiences that drive traffic and conversion

Proven success in developing and executing comprehensive marketing strategies for new store openings and building scalable launch playbooks

Experience operating in a fast-paced, matrixed environment where you anticipate issues, balance necessary trade-offs, and synthesize various perspectives to achieve the best outcome for the organization