Helly Hansen · 1 week ago
Retail Marketing Manager, North America
Denver, CO
Full-time
Hybrid
Mid, Senior Level
$95K/yr - $125K/yr
5+ years expHelly Hansen is a leader in technical sailing and performance ski apparel, seeking a Retail Marketing Manager to define and lead the regional retail marketing strategy. This role focuses on driving qualified store traffic, enhancing community engagement, and optimizing the in-store experience for outdoor enthusiasts.
ApparelE-CommerceFashionSportsTextiles
Responsibilities
Own the regional retail marketing strategy, including the annual and seasonal commercial calendar, traffic-driving initiatives, and store-level activation plans
Develop market and store specific growth strategies informed by consumer insights, performance data, weather patterns, and local market dynamics
Lead the planning, execution, and optimization of the retail commercial calendar, including product launches, seasonal transitions, promotions, and experiential activations
Establish tools and frameworks to measure traffic incrementality, conversion, event performance, and customer engagement, using insights to refine strategy
Partner with store leaders to create authentic, experience-led in-store events, including gear demos, clinics, workshops, athlete talks, and community nights
Manage retail store advertising, local email marketing, and social amplification to promote events, launches, and traffic-driving initiatives
Build and maintain local partnerships with guides, outfitters, conservation groups, clubs, athletes, and non-profits to strengthen store relevance and credibility
Represent the brand at key outdoor industry events (e.g., boat shows, ski races, outdoor movie premiers, brand partnership training events), ensuring strong retail tie-in and post-event conversion
Own regional retail marketing budgets, ensuring strategic allocation, fiscal discipline, and measurable ROI
Position stores as community gathering points by fostering relationships with local outdoor organizations, advocacy groups, and influencers
Lead community-driven initiatives tied to stewardship, sustainability, and access to the outdoors, aligning brand purpose with local action
Activate athlete, ambassador, and guide programs at the retail level to create authentic storytelling and expertise-led experiences
Ensure community initiatives drive both brand equity and commercial performance
Define and execute the regional visual merchandising strategy that brings outdoor stories, technical product benefits, and seasonal adventures to life in-store
Lead development and execution of windows, POP, campaign storytelling, and seasonal transitions
Ensure VM standards reflect the authentic, technical, and experiential nature of outdoor specialty retail through regular store visits and reviews
Champion the overall store atmosphere, ensuring stores feel welcoming, authentic, and connected to the local outdoor environment
Partner with product, VM, and retail ops teams on planograms, category initiatives, and flow, optimizing for discovery, conversion, and dwell time
Translate global retail marketing and VM initiatives into locally relevant executions
Qualification
Required
Passion for the outdoors (e.g., skiing, sailing, hiking, biking) with the credibility to engage customers, partners, and communities as a brand ambassador
Proven ability to represent and advance brand values, acting as a strategic steward of brand, culture, and community at the retail level
3-5+ years managing a team of marketing/visual merchandising personnel
5-8+ years of progressive experience in retail marketing, retail strategy, or community marketing, ideally within specialty, lifestyle, or outdoor retail
Ability to travel to stores and markets 30% of the time (or otherwise as required)
Demonstrated experience developing and executing retail or market-level strategies that drive traffic, conversion, and customer loyalty across multiple locations
Bachelor's degree required; BA/BS in Marketing, Business, or related field preferred
Strong strategic thinking and analytical skills, with the ability to translate data, customer insights, and market dynamics into actionable retail strategies
Proven leadership and influence skills, including the ability to lead cross-functional initiatives and guide store teams, agencies, and cross-functional partners
Deep understanding of retail marketing levers (commercial calendars, promotions, events, CRM, loyalty, local media, VM) and how to align resources for maximum impact
Track record of successful stakeholder management, collaborating across retail, product, brand, e-commerce, operations, and external partners while maintaining brand integrity
Strong program and project management capabilities, with experience managing complex, multi-store initiatives from concept through execution and evaluation
Highly effective communication and presentation skills, with the ability to influence decision-making and gain alignment
Strong commercial and sales-oriented mindset, with experience partnering with retail leadership to drive revenue and performance outcomes
High personal standards and a demonstrated commitment to continuous improvement and excellence
Preferred
Experience working within a global or multi-region consumer outdoor brand preferred
Experience in the outdoor industry or adjacent lifestyle category strongly preferred
Advanced computer skills, including Excel for analysis and forecasting, PowerPoint for strategic storytelling; familiarity with Adobe Creative Suite and CRM platforms preferred
Company
Helly Hansen
Helly Hansen is a company that sells clothing.
1001-5000 employees
Funding
Current Stage
Late StageTotal Funding
unknown2025-02-19Acquired
Leadership Team
NC N.
Chief Technology Officer
Renee Cernichiari
US Ski and Outdoor Partnership Marketing Manager
Recent News
2025-11-04
2025-11-03
Business Wire
2025-10-31
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