Director Retail Experience

Purpose & Overall Relevance for the Organization

This role is responsible in shaping the physical and visual identity of our retail spaces, driving engagement, sales and brand loyalty. Our retail stores transcend being mere product showcases; they are integral to our membership consumer journey and our brand ethos. The responsibilities encompass overseeing the visual direction, retail space management and in-store communication teams. By crafting immersive, engaging, and brand-aligned spaces, we aim to captivate members, drive sales and cultivate brand loyalty.

 

Key Responsibilities

• Positively communicates and actively demonstrates the Brand Values and NAM Retail Mission.
• Live a consumer-first mindset, to drive visual excellence across the NAM market. 
• Lead, mentor and inspire a team, fostering a culture of creativity, excellence and consumer-centricity.
• Develop and implement innovative and compelling visual direction strategies that elevate the brand presence and create immersive consumer experiences.
• Oversee the strategic planning and layout of all our Direct-To-Consumer (DTC) stores to consumer journey, product visibility and consumer engagement.
• Collaborate closely with store development and design to conceptualize and implement innovative store layouts, fixtures and displays that enhance the consumer experience and drive sales.
• Develop and execute dynamic and impactful in-store communication strategies, including windows, in-signage, digital displays and interactive elements.
• Ensure that windows and in-store communication effectively convey the brand messaging, storytelling, product information, promotions and other relevant content to engage consumers and drive sales.
• Monitor and analyze key performance metrics related to visual direction, space planning and instore communication to assess effectiveness and drive continuous improvement.
• Optimize budget utilization to achieve maximum retail on investment (ROI) and drive profitably while maintaining a high level of quality and impact in our retail stores.
• Collaborate closely with Business Unites to align visual retail experience strategies with overall business objectives and sales targets.
• Foster a culture of continuous learning and professional growth withing the team, encouraging creativity, innovation and best practices for retail experience.
• Stay up to date on industry trends, emerging technologies and best practices in visual direction, retail space management and in-store communications.
• Build and maintain strong relationships with key stakeholders including Business Units, Merchandising, Store operations, Fleet leadership and cross-functional marketing teams.
• Collaborate effectively with stakeholders to gather insights, feedback and requirements for all retail experience initiatives, ensuring alignment with business objectives and strategies.

 

Key Relationships

• Regional Directors
• District Managers
• Business Units
• Communication Leads
• Global Marketing Teams
• Store Construction and Design
• Cross functional Retail Marketing teams
• VM RBO Teams
• RBO Teams

 

Requisite Knowledge, Skills and Abilities

• Proven ability to develop and implement visual brand identity strategies across diverse retail locations.
• Strong consumer-centric mindset, driving a focus on enhancing the overall consumer experience in retail settings.
• Ability to gather and analyze consumer insights to inform visual and training strategies and improve in-store experiences.
• Strategic thinker who can anticipate market trends and adapt strategies accordingly.
• Skilled in developing comprehensive visual merchandising manuals, modules and directives for implementation across multiple locations.
• Proven track record of driving brand initiatives at the point of sale, ensuring alignment with current brand campaigns and messaging.
• Collaborative mindset in working with Regional Directors and other store leadership to achieve common goals and objectives.
• 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.
• Continuously seek opportunities for improvement and stays current with emerging trends in visual merchandising, retail training and consumer behavior.
• Excellent MS Office skills
• While performing the duties of this job, the employee is regularly required to talk or hear.  The employee frequently is required to