Senior Retail Communications Manager

At YETI, we believe that time spent outdoors matters more than ever and our gear can make that time extraordinary. When you work here, you’ll have the opportunity to create exceptional, meaningful work and problem solve with innovative team members by your side. Together, you’ll help our customers get the high-quality gear they need to make the most of their adventures. We are BUILT FOR THE WILD™.

At YETI, we believe that time spent outdoors matters more than ever and our gear can make that time extraordinary. When you work here, you’ll have the opportunity to create exceptional, meaningful work and problem solve with innovative team members by your side. Together, you’ll help our customers get the high-quality gear they need to make the most of their adventures. We are BUILT FOR THE WILD™.

The Senior Retail Communications Manager plays a critical role in driving clear, consistent, and engaging communication across our Retail Stores and Retail Operations teams. This position manages field-facing and internal communications, oversees tools and systems that support messaging, and ensures alignment between HQ priorities and frontline execution. You’ll be the strategic gatekeeper for Retail communications, helping store teams stay informed, motivated, and connected.

Responsibilities:

Field Communication & Engagement

• Drive communication messaging strategies to stores aligned to Retail organization goals.
• Write, edit, and manage recurring and ad hoc field communications (e.g., YETI Retail Weekly newsletter, Teams posts).
• Track engagement and sentiment; recommend improvements to clarity, frequency, and format.
• Establish cadence and framework for recurring field calls and meetings (weekly field meetings, quarterly All Hands, store team meetings).

Field Summits, Recognition & Awards Programs

• Lead and manage field recognition programs (store contests, annual Retail Awards Ceremony) including announcements, prize distribution, and tracking.
• Project and program management related to the execution of bi-annual Store Manager summits (dates, locations, approvals, communications).

Internal Communication Tools & Calendars

• Manage Retail communication platforms (intranet, Teams, newsletters) and maintain a master calendar of messages and initiatives.
• Develop and refine communication tools, templates, and systems to ensure consistency and scalability.

Communications Strategy & Program Management

• Collaborate with HQ partners (Demand Planning, FP&A, Marketing, Retail Operations, Talent) to align priorities and streamline messaging.
• Review and refine HQ-submitted messages for tone, clarity, and relevance before distribution.
• Support change management by contributing to rollout strategies for new initiatives, partnering with project leads to ensure messaging supports learning and behavior change.
• Own Retail Communications process and workflow including submissions, approvals, and tracking.

Retail HQ Communications & Engagement

• Develop themes and key messages for quarterly Retail HQ All Hands presentations, ensuring clarity, engagement, and alignment with department goals.
• Assist with planning and execution of quarterly Retail HQ team activities and annual Retail Operations on-site by partnering with the Sr. Director, Retail Operations (dates, locations, approvals, communications).
• Partner with Sr. Director, Retail Operations on HQ recognition and celebrations (contests, anniversaries, birthdays).

Voice of Customer Program

• Lead the Retail Voice of Customer program, ensuring store-level feedback is captured, analyzed, and translated into actionable insights across the organization.
• Partner with Advanced Analytics to build and refine processes for collecting customer sentiment through surveys, feedback tools, and in-store interactions.
• Create regular reporting and storytelling around customer feedback trends for leadership and store teams.

Technology & Innovation:

• Identify and implement new tools or platforms to enhance communication efficiency and engagement.
• Leverage AI-driven solutions (e.g., generative AI for content creation, chatbots for FAQs, analytics tools for sentiment tracking) to streamline workflows and improve personalization.
• Stay current on trends in internal communications, retail engagement, and emerging technologies.

Analytics & Reporting

• Track and report on communication effectiveness (engagem