QUESTIONNAIRE-6-38
03Serving the needs of all families with young children, Carter's Inc. is the largest North American apparel retailer exclusively for babies and young children, encompassing Carter's, OshKosh B'gosh, Skip*Hop and Little Planet brands. Meaningful work, constant learning, genuine people, and a community guided by core values that promote inclusion and innovation is in everything we do. There are many reasons to build your career at Carter's.
HOW YOU'LL MAKE AN IMPACT:
The Senior Director, Retail Marketing and Go-to-Market (GTM) is responsible for setting the vision and driving the overall strategy for retail traffic-driving marketing programs in the US and Canada. This role will oversee the positioning and pacing of annual and seasonal product and promotional programs to build a Go-To-Market calendar which serves as the backbone for our marketing strategy.
Primarily, you will be responsible for ideation, creation and analysis of traffic-driving initiatives across our stores and ecommerce site, ensuring all marketing channels work together to deliver optimal value. Additionally, this role oversees our gift card programs, manages all store opening programs, and retail activations.
This role reports into Vice President, Brand Marketing, has 3-4 direct reports (total team of 6) and is based in our corporate Buckhead office in-office work environment.
40%: Traffic-Driving StrategyLead and develop meaningful marketing strategies and programs to drive awareness, consideration, traffic and sales to our retail stores and ecommerce site (US and Canada)
Work with marketing channel leads to develop strategic quarterly marketing plans; leverage consumer insights and data to proactively anticipate the evolving market
Partner with marketing functional teams (Brand, Demand Generation, Creative, Email, Loyalty, Personalization) to orchestrate cohesive weekly campaigns engineered to deliver on retail and brand goals
Partner with pricing, buying and planning teams to develop promotional cadence that will deliver retail sales and traffic, including in-market adjustments and optimizations
Lead and develop strategic programs (short and long term) and other campaign events to drive customers to our stores and site/app, inclusive of events, experiences, and unique customer offerings
Develop strategic plans to grow our Gift Card business through our stores, site, and 3rd party partnerships
Develop marketing support plans to launch and build awareness for all retail and product initiatives
Consistently monitor and track industry trends, competition, and new technology to identify new ways to engage our consumer
Work alongside retail and merchandising leads to monitor and optimize day-to-day business based on consumer behavior, inventory, and pricing strategies
Lead the weekly promotional cadence and messaging process to ensure assets are brand-right, aligned with priorities and strong enough to deliver on traffic and brand goals
Provide expertise and understanding of requirements of daily plan and historical performance (day-to-day business stewardship), inclusive of forecasting
Partner with marketing operations teams to develop easy to execute campaigns, provide understanding of messages and promotions for both stores and ecommerce site
Proactively share results across all cross-functional teams; deliver critical day-to-day business insights and ways to evolve programs to deliver on performance objectives
Lead all store marketing activity, inclusive of promotional cadence, openings/closings, marketing toolkits, events and unique offerings to drive foot traffic
Support new stores with traffic driving initiatives to accelerate discovery of new locations, deliver strong opening performance and orchestrate ongoing support to drive growth
Partner with analytics and consumer insights team to develop deep insights to understand local market impacts and identify opportunities and mitigation plans
Serve as liaison between Retail/Field leadership, visual merchandising and marketing to ensure flawless execution of all in-store marketing programs
Partner with Omni-Channel team to develop strategic consumer facing programs to accelerate customer growth and adoption of our Omni-channel initiatives
WE'D LOVE TO HEAR FROM YOU IF:
Must have:
10+ years marketing experience, with 3+ years at the Director+ level and 3-5 years managing teams
Deep understanding of retail metrics and how each lever drives profitable sales and customer growth
Experience in multiple marketing disciplines (media, brand, CRM, go-to-market, field marketing)
Exceptional collaboration skills; can easily navigate and drive consensus through influence in a highly matrixed environment while building cross functional relationships
Preferred skills and experience:
Experience managing a marketing or promotional calendar in retail or related industry (QSR, etc.)
Results-driven, organized self-starter with a proven experience driving traffic for a multi-unit consumer brand
Must have proven creative problem-solving abilities; demonstrated ability to find solutions and remove barriers
Must have proven ability to drive innovation and test / try new things
Must be able to balance 'sales overnight' with 'brand over time' initiatives, with an understanding of marketing tools and levers that deliver on brand and business objectives
Exhibit expertise and deep understanding of the market, competition, and consumer to develop strong strategic programs
Direct experience with managing multiple projects, timelines, stakeholders and deliverables
OUR TEAM MEMBERS:
Lead Courageously: Have a strong sense of personal values that align with our Company values
Collaborates Broadly: Build cooperation, trust, and thrive in a consensus driven environment
Customer Focus: Proactively seek opportunities to leverage data and fact-based insights to serve customers and/or internal clients
Drive Growth: Set aggressive goals and implement plans precisely
Cultivates Innovation: Respectfully challenge the "we've always done it this way" mentality and explore new ways to achieve desired outcomes
MAKE A CAREER AT CARTER'S:
Career Development: Success starts from within, and we have several paths from which you can choose to enhance your career evolution. From Carter's University to Toastmasters to mentorship programs and more, we encourage you to utilize these tools to elevate your professional prowess.
NOTE: This job description is not intended to be all-inclusive. The duties described may be changed or reassigned at the discretion of management, and the employee may be required to perform duties that are not listed in the job description.
Carters is committed to creating a diverse environment and is proud to be an equal opportunity employer. All qualified applicants will receive consideration for employment without regard to race, color, religion, gender, gender identity, sexual orientation, national origin, genetics, disability, age, veteran status, or any other status protected by federal, state, or local law.