Wholesale Channel Marketing Manager

About the role

The Wholesale Channel Marketing Manager is the strategic owner of marketing for the Peepers wholesale channel. This role supports the sales team in driving growth across every wholesale relationship Peepers has, from independent gift shops and optical accounts to large retail partners and online marketplaces.

Responsibilities

• 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.
• Own the trade show marketing strategy across all shows, including defining the trade show advertising plan and budget allocation by show, including print, digital, and emerging formats.
• Lead preshow buyer engagement to drive foot traffic, including email cadence, appointment-setting campaigns, incentives, and targeted outreach to retailers who haven’t purchased recently.
• Develop on-the-floor activation strategy that creates excitement and gives buyers a reason to talk about the Peepers booth, including experiences, programming, photo moments, and after-hours touchpoints.
• Push for new and unexpected ideas season over season. Own postshow follow-up 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.
• Own the ongoing evolution of the Peepers Perks loyalty program, including tier structure, rewards economics, communication plan, and retailer enrollment strategy.
• Identify and develop additional retailer-facing 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.
• Own 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.
• 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.
• Own the wholesale email and SMS program strategy, segmented by retailer tier, purchase behavior, and lifecycle stage (new accounts, active, at-risk, lapsed).
• Develop nurture flows for new account onboarding, reorder prompts, seasonal campaigns, category expansion, and winback.
• Ensure wholesale messaging is differentiated from DTC and speaks to retailer priorities, including sell-through, store traffic, and customer engagement.
• Serve as the senior marketing partner to the entire Sales team. Bring ideas to Sales proactively rather than waiting for requests. Establish standing communication rhythms with Sales (regular cadence, structured agendas) to align on priorities, share recommendations, and surface what’s working and what isn’t in the field.
• Translate Sales team input into strategy, and translate marketing strategy back to them in language that connects to their goals.
• Partner with the Creative Manager on wholesale creative storytelling, owning the what (audience, message, objective).
• Brief Creative on wholesale campaigns, trade show needs, catalog direction, and seasonal storytelling.
• Partner with the Marketing Project Manager on calendar alignment, ensuring wholesale timelines plug cleanly into the broader marketing calendar.
• Collaborate with Brand, Product Development, Customer Service, and external vendors to ensure the wholesale experience is consistent with the broader Peepers brand.
• Own the wholesale marketing budget. Allocate, defend, and reforecast against ROI and strategic priorities.
• Build a wholesale marketing scorecard with KPIs by program, reported on a regular cadence to the Director of Marketing and Sales leadership.
• Make data-driven recommendations where data exists, and clear judgment-based recommendations where it doesn’t. Be honest about the difference.
• Directly manage the Wholesale Marketing Coordinator, providing direction, prioritization, coaching, and feedback.
• Assess the wholesale marketing function structure on an ongoing basis and recommend adjustments to staffing, scope, or workflow as the channel evolves.

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 point-of-view 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 cross-functional communication skills; able to partner with Sales as a peer.
• Naturally curious and ideadriven, bringing new thinking forward without prompting.

Qualifications

• Bachelor’s degree in Marketing, Business, or related field, or equivalent experience.

Skills

• Strategic thinking
• Idea generation
• Measurement and reporting
• Team management
• Communication
• Adaptability

Benefits

Comprehensive benefits package including health insurance, retirement savings plans, and paid time off.

Pay

$80,000 - $90,000 annually.

Schedule

Full-time position with flexible hours to accommodate the needs of the role and the business.