Director Retail Activation

PURPOSE & OVERALL RELEVANCE FOR THE ORGANIZATION 

 

This role is to strategically drive lead initiatives that not only increase store visits abut also activate memorable brand experiences and grassroots events. This position holds significant relevance for our organization as it directly impacts our ability to amplify brand engagement, attract diverse consumer segments and ultimately drive business growth. This role is dedicated to developing and implementing initiatives that drive football, activate brand and consumer experiences, and ensure consistent messaging across all touch points within our DTC (Direct-to-Consumer) stores. This role strategically develops and executes initiatives that enhance brand engagement, drive footfall, foster customer loyalty, and optimize CRM and membership strategies, this role contributes directly to our business growth and market positioning. Through a combination of creative activations, strategic analysis, seamless messaging, and collaboration with cross-functional teams, the Director ensures that our retail spaces become vibrant hubs of brand experiences and community engagement. This comprehensive approach aims to create lasting connections with consumers, drive brand loyalty, and establish our DTC stores as thriving centers of brand engagement within the market.

 

KEY RESPONSIBILITIES

•    Positively communicates and actively demonstrates the Brand Values and NAM Retail Mission.
•    Develop and execute creative and impactful in-store activations, ranging from brand focused events to grassroots initiatives.
•    Strategically analyze consumer behaviour, market trends, and competitor activities to develop and impellent traffic-driving strategies that increase store visits and footfall.
•    Collaborate cross-functionally with brand and performance media, consumer engagement and membership teams to create strategic framework for driving traffic.
•    Collaborate with cross functional Retail Marketing teams to translate brand stories into compelling in-store experience that resonate with the consumer.
•    Implement improvements based on data driven insights to drive continuous optimization and results.
•    Develop and manage budgets for activations and traffic driving initiatives.
•    Lead the creation and execution of innovative in-store activations that demonstrably increased foot traffic and brand engagement.
•    Develop data-driven strategies that measurably boosted store visits and sales. This includes market research, competitor analysis, and collaborating with media and advertising teams.
•    Implement successful CRM strategies to segment and target customers, resulting in higher engagement and retention.
•    Ensure seamless, consistent messaging across all DTC store touchpoints, aligning with the overall brand strategy. 
•    Organize and executed grassroots events that fostered community engagement and brand advocacy. 
•    Establish established KPIs and metrics to measure the success of your retail activations, CRM strategies, and traffic-driving initiatives. 

 

KEY RELATIONSHIPS

•    Regional Directors
•    Brand & Performance Media teams
•    Brand Experience teams
•    Business Units
•    Global Activation teams
•    Cross functional Retail Marketing teams
•    RBO Teams

 

 

REQUISITE KNOWLEDGE, SKILLS AND ABILITIES

•    Strong understanding of retail operations, consumer behavior and market trends.
•    Experience with CRM systems, membership programs and data-drive marketing strategies.
•    Proven track record of developing and executing successful in-store activations and traffic-driving initiatives.
•    Exceptional leadership skills with the ability to inspire and motivate cross-functional teams.
•    Excellent communication and presentation skills, with the ability to effectively convey brand messaging.
•    Strategic thinker with a results-driven mindset, able to analyze data and translate insights into actionable strategies.
•    Experience managing budgets, forecasting and ROI analysis for retail activations.
•    Familiarity with industry trends, emerging technologies and best practices in retail marketing.
•    Strong consumer-centric mindset, driving a focus on enhancing the overall consumer experience in retail settings.
•    Strategic thinker who can anticipate market trends and adapt strategies accordingly.
•    Experience in optimizing resource allocation to achieve maximum return on investment and drive profitability.
•    Ability to adapt to changing market trends, consumer preferences and industry best practices.
•    Innovative thinker who can introduce new concepts, technologies and strategies to enhance the retail experience and drive sales growth.
•    Excellent MS Office