Sr. Manager, Retail Marketing

ALOHA Collection is a fast growing lifestyle brand that was born out of a love of travel, adventure and the ocean. This California based brand with Hawaiian roots located in Encinitas, CA focuses on travel accessories. Travel is our inspiration, the beach is our home.

ROLE OVERVIEW

Reporting to the VP, Marketing, the Sr. Manager, Retail Marketing leads and executes integrated retail marketing and oversees wholesale marketing strategy and execution, serving as the cross‑functional hub between Sales, Retail, Planning, Merchandising, Brand, VM, Creative, Digital, Operations and external partners. This role develops 360° go‑to‑market plans and the annual wholesale and retail marketing calendar, aligning product launches, campaigns, in‑store programs, fixtures/POP, and events to drive consumer acquisition, retention and revenue growth across channels. The Sr. Manager oversees the Trade Marketing Manager (retail events, outside events and tradeshows) and the Wholesale Marketing Manager (wholesale programs, playbooks, fixtures/POP, tradeshows, events and account campaigns), providing strategic direction, hands on support, oversight and clear priorities. They are accountable for budgets, KPIs and continuous process improvement, ensuring cohesive, on‑brand execution and strong collaboration across teams to deepen engagement with core customers and expand into new accounts and markets. This is both a strategic and highly hands on executional role.

WHAT YOU’LL DO

Key Responsibilities — Strategy & Planning

• Lead, plan and execute business and marketing strategies to drive retail and wholesale consumer acquisition, retention and revenue growth.
• Develop 360° retail and wholesale (in collaboration with Wholesale Marketing Manager) marketing plans for product launches and core campaigns across wholesale and retail channels, aligned to the annual GTM/calendar, and in partnership with direct reports.
• Work closely with Sales, Retail, Brand, Planning, Merchandising, VM and Creative and Content teams to develop and maintain an annual Wholesale & Retail Marketing/channel marketing calendar, ensuring timelines, deliverables and tactics are synchronized across functions.
• Research and analyze market trends, competitor activity, shopper behaviors and customer journeys to surface opportunities and inform campaign and channel strategies.

Key Responsibilities — Wholesale

• Oversee and provide seasonal wholesale marketing direction to the Wholesale Marketing Manager who oversees wholesale programs, playbooks, fixtures/POP, tradeshows, account campaigns, localized merchandising, gifting and co‑marketing partnerships that shape how we show up in market, deeply engage core customers, acquire new customers and drive distribution and sell‑through.
• Oversee and partner with the Wholesale Marketing Manager on sales enablement assets (playbooks, catalogs, line sheets, training decks, GTM briefs, product sheets) and on the development and execution of in‑store merchandising plans, fixture/POP programming, tradeshow planograms/booth layouts, and wholesale strategies to drive consistent sell‑through.
• Support and accompany the Wholesale Marketing Manager on quarterly account tours and development of account‑level best practices—defining how we show up in‑store, creating multi‑tier merchandising programs, and identifying key regional accounts for strategic shop‑in‑shop opportunities (key accounts + boutiques).
• Help drive deep account relationships and growth across major accounts and boutique partners; partner with the Wholesale Marketing Manager and Sales to develop seasonal wholesale strategies that acquire customers and expand markets.

Key Responsibilities — Retail Marketing

• Own and drive retail marketing strategy and execution for owned retail stores—including store openings, in‑store experiences/events , localized programming and marketing, influencer activations, community engagement and pop‑ups—to deepen core-customer engagement, attract new audiences, and boost traffic, conversion and lifetime value.
• Oversee, support and provide overarching seasonal retail marketing direction to the Trade Marketing Manager—who leads in‑store activations and events,  managing strategy, vendor coordination, staffing and performance to maximize event ROI and retail impact.
• Oversee the overarching strategy and growth for revenue generating outside events, retail pop-ups and tradeshows in collaboration with Trade Marketing Manager.
• Collaborate with cross functional Marketing teams VP, Retail and Regional Retail teams to align campaigns and in‑store programming across channels.
• Own the Retail in‑store Playbook process from concept, briefing to execution in partnership wit