Retail Marketing Manager

Duties & Responsibilities

• Work with VP of Marketing and cross-functionally to execute Retail marketing programs to drive traffic, build brand affinity and support promotions.
• Partner and collaborate with other members of the Company Marketing team on digital engagement, loyalty, analytics, product tests, proprietary research and in-store retail planning including print/signage.
• Partner with Category Management and Retail Operations to develop annual retail advertising and promotions calendar supporting category management business objectives, U-Drive Plus loyalty strategy, seasonal campaigns, and new product launches.
• Collaborate and partner with Category Management team on product innovation including food, beverage and ice cream.
• Lead end-to-end execution of integrated marketing campaigns, working with multiple agencies and internal partners – (advertising, digital, in-store, and loyalty promotions).
• Manage campaign calendars aligned to business priorities (e.g., foodservice, Ice cream, handcrafted beverages, center-store, product innovation).
• Partner with creative and agency teams to deliver high-quality marketing assets.
• Ensure consistent brand standards and messaging across all store and marketing touchpoints.
• Develops and implements KPIs and objectives, such as sales lift, traffic lift, loyalty registrations, category lift, to assess the effectiveness of marketing campaigns and tactics.
• Leverage customer insights and data to refine marketing strategies and improve ROI.
• Support initiatives that enhance the in-store experience, including signage, layout collaboration, and promotional flow.
• Manage assigned marketing budget and optimize spend effectiveness.
• Aligns plans across channels and integrates retail and wholesale consumer strategies.
• Manage and utilize contractor specialists as needed for PR and event activations.
• Collaborate and partner with the Digital Marketing Manager in the creation of and People Management Leads by example related to DAIRY Culture and DAIRY Leadership.

Qualifications

• Education and Experience: Bachelor’s degree or equivalent required Five to seven years of experience in promotional marketing and/or advertising, preferably in convenience retail, retail or QSR businesses. Experience marketing food and beverage products strongly preferred.
• Experience bringing to life complex projects or campaigns that require a high level of collaboration from concept to successful outcomes.

Skills and Abilities

• An aptitude to effectively and swiftly translate business strategies into successful, engaging marketing campaigns.
• A strong understanding of retail marketing and the levers that activate guest behavior.
• A strong understanding of loyalty programs, customer segmentation and personalized marketing.
• Excellent verbal, written and interpersonal communication skills.
• A self-starter, strong drive, highly motivated to make change toward aggressive marketing goals.
• Experience analyzing campaign effectiveness using digital marketing tools, social media metrics and sales data.
• The ability to determine and present ROI of marketing programs, campaigns, etc.
• The ability to operate in a complex, rapidly changing environment while adhering to tight schedules and budgets.
• Demonstrated project management skills and proven ability to balance multiple projects in varying degrees of implementation.
• Strong organizational, problem-solving and attention to detail skills are required.
• A naturally curious learner who can learn our business quickly and will strive to stay current with what the market, competitive and consumer landscapes.
• Computer/Technical: Highly proficient in MS Office with a focus on MS Word, Excel, Power Point, Competency in MS Business Intelligence (BI) Knowledge of working with project management or workflow systems preferred.
• Prior experience with sales reporting software, CRM based systems, Loyalty reporting platforms and other marketing software systems.