Director, Retail Marketing

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 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 of Retail Marketing will utilize his/her 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. 

Responsibilities: 
 

• Lead 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 by ensuring adherence to the promotional calendar, budget guidelines, and established KPI metrics  

• 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 

• Form and maintain relationships with newly added retail property groups, mall marketing affiliates, and free-standing location contacts to encourage strong positive relations for future marketing opportunities 

• Responsible for staying current on all key competitor activities, including in-store activations, promotional incentives, social media/PR/Retail tie-ins, and expansion plans 

• Collaborate with Data, Operations, Visuals, and Buying teams to strategize key product focuses, event timing, metric goals, and operational planning 

• Evaluate and analyze the effectiveness of key marketing activities in terms of sales results, consumer response, foot traffic, and other KPI metrics 

• Provide feedback for improving future marketing efforts through detailed reports and event recaps 

• Responsible for planning, strategizing, and maintaining the fiscal year calendar and making recommendations for new activities as key opportunities arise 

• Work with the Retail Team and the Brand Marketing team to create and execute all retail marketing efforts for all Retail locations.    

• Ensure brand marketing vision, objectives and strategies are consistent within all Retail locations. 

• Build and maintain retail marketing programs such as Brand Toolkit, Retail Loyalty/Customer Rewards Programs, Grand Openings, Anniversaries and other events 

• Collaborate cross-functionally and act as liaison between Retail and Marketing, PR, Ecom, etc. 

Qualifications and Attributes: 
 

• Bachelor’s degree in Marketing, Communications or related field 

• Must have at least 10+ years of Retail Marketing and event planning experience, with a proven track record of implementing and sustaining market developments; Advertising/agency experience is a plus. Exceptional written and verbal communication skills required 

• Must have a strong understanding of Key Performance Indicators and how it pertains to the success of marketing activities