Director, Retail Marketing

Yeti Coolers - Austin, TX

Full-time - Senior

Austin, TX

Merchant Wholesalers, Durable Goods

About the position

At YETI, we believe that time spent outdoors matters more than ever and our gear can make that time extraordinary. The Director of Retail Marketing will lead marketing efforts in the Retail channel, working closely with the Retail team, Brand Marketing team, and Sales Operations team. This position will be held accountable for the implementation and execution of assigned in-store marketing initiatives. The Director will utilize their marketing knowledge and analytical skills to lead in the development of marketing plans that will help increase brand awareness, strengthen customer acquisitions, increase foot traffic, and drive sales. The role involves leading the development, implementation, and budgeting of regional in-store marketing projects for planned and reactive seasonal promotions, high-profile and underperforming store activities, key retail events, and ad hoc requests. The Director will ensure adherence to the promotional calendar, budget guidelines, and established KPI metrics. Additionally, they will partner with Public Relations and Social Media teams to enhance overall marketing efforts through additional channels, including publicity, press releases, and social media exposure to attract customers and create awareness for all retail marketing events. The Director will also be responsible for forming and maintaining relationships with newly added retail property groups, mall marketing affiliates, and free-standing location contacts to encourage strong positive relations for future marketing opportunities. Staying current on all key competitor activities, including in-store activations, promotional incentives, social media/PR/Retail tie-ins, and expansion plans is crucial. The role requires collaboration with Data, Operations, Visuals, and Buying teams to strategize key product focuses, event timing, metric goals, and operational planning. Evaluating and analyzing the effectiveness of key marketing activities in terms of sales results, consumer response, foot traffic, and other KPI metrics is essential. The Director will provide feedback for improving future marketing efforts through detailed reports and event recaps, and will be responsible for planning, strategizing, and maintaining the fiscal year calendar while making recommendations for new activities as key opportunities arise. Working with the Retail Team and the Brand Marketing team to create and execute all retail marketing efforts for all Retail locations is a key responsibility, ensuring brand marketing vision, objectives, and strategies are consistent within all Retail locations. The Director will build and maintain retail marketing programs such as Brand Toolkit, Retail Loyalty/Customer Rewards Programs, Grand Openings, Anniversaries, and other events, while collaborating cross-functionally and acting as a liaison between Retail and Marketing, PR, Ecom, etc.

Responsibilities

• Lead the development, implementation, and budgeting of regional in-store marketing projects for planned and reactive seasonal promotions.
• Partner with Public Relations and Social Media teams to enhance overall marketing efforts through additional channels.
• Form and maintain relationships with retail property groups and marketing affiliates.
• Stay current on all key competitor activities, including in-store activations and promotional incentives.
• Collaborate with Data, Operations, Visuals, and Buying teams to strategize key product focuses and operational planning.
• Evaluate and analyze the effectiveness of key marketing activities in terms of sales results and consumer response.
• Provide feedback for improving future marketing efforts through detailed reports and event recaps.
• Plan, strategize, and maintain the fiscal year calendar and make recommendations for new activities.
• Work with the Retail Team and Brand Marketing team to create and execute all retail marketing efforts.
• Build and maintain retail marketing programs such as Brand Toolkit and Retail Loyalty Programs.

Requirements

• Bachelor's degree in Marketing, Communications or related field.
• 10+ years of Retail Marketing and event planning experience.
• Proven track record of implementing and sustaining market developments.
• Exceptional written and verbal communication skills.
• Strong understanding of Key Performance Indicators related to marketing activities.
• Strong Microsoft Office Suite skills for reporting and analysis.
• Ability to effectively present information in various settings.
• Attention to detail and high degree of organization.
• Exceptional problem-solving skills.
• Strong analytical and quantitative skills.

Nice-to-haves

• Advertising/agency experience is a plus.
• Demonstrated ability to operate both strategically and tactically in a fast-paced environment.
• Strong understanding of marketing ecosystems with an emphasis on digital.

Benefits

• Equal Opportunity Employer
• Commitment to creating a diverse, equitable, and inclusive culture