Retail Marketing Manager

Position Overview

The Retail Marketing Manager will lead the development, implementation, and optimization of omnichannel retail marketing strategies for K18. This role is responsible for bringing brand strategy to life with retail partners. You will be accountable for delivering best in class plans to customers that drive conversion thru consumer messaging, promotional plans, and innovative activations. Your deep understanding of the nuances of the retail environment, experience in building trade marketing plans that have generated in market results and the ability to create an optimized investment strategy set you apart as an ideal candidate.

This leader will own retailer-specific marketing plans, in-store execution, co-op programs, and retailer media, while partnering closely with internal teams to ensure consistency and excellence across all touchpoints.

 

Key Responsibilities

• Develop the Global retail communication and marketing plans for K18 across all retailers and execute omni-channel activations based on business goals, priorities and opportunities that meet retailer needs.
• Develop programs to provide 360 support for sales initiatives including digital activations, sampling and retail events. Work with marketing and sales to ensure consistent messaging and a unified consumer-centered brand experience across all channels.
• Attend retailer meetings and key in-person events as needed, leading discussions on retail marketing timelines, program updates, and activation opportunities.
• Continuously monitor retailer and campaign activation performance. Evaluate program efficacy on an ongoing basis and provide optimization recommendations, measure ROI and optimize strategies based on data driven learnings.
• Understand and anticipate business needs, proactively troubleshooting challenges and identifying solutions to support business objectives.
• Own channel-specific marketing plans aligned to brand priorities, launch calendars, and sales objectives.
• Lead retail go-to-market plans for new product launches, seasonal moments, and hero SKUs. Work closely with retail partners on timelines, best practices, and opportunistic marketing moments.
• Partner with Brand Marketing teams to translate product strategy into compelling retail narratives.
• Partner with brand team, sales and education to plan activities and events grounded in deep understanding of the shopper and retailer needs to drive conversion to meet established performance metrics. Strategies that bridge the gap between brand promotion and consumer purchasing decisions.
• Collaborate with Brand, Creative, and Consumer Engagement teams to ensure integrated retail campaigns.
• Translate retailer insights and consumer data into actionable recommendations.

Qualifications

• Bachelor’s degree in marketing, business administration or related field from an accredited university
• 5–10+ years of marketing experience, with significant experience in trade marketing, retail marketing, or channel marketing, preferably within beauty, CPG, or lifestyle brands.
• Experience in managing and optimizing retail campaigns and media campaigns.
• Proven success working with major beauty or specialty retailers (eg: Sephora).
• Strong understanding of, in-store marketing, and omnichannel consumer journeys.
• Data-driven mindset with experience measuring and optimizing retail performance.
• Exceptional project management and cross-functional leadership skills.
• Strong communication and presentation abilities.

Preferred Experience

• Experience scaling a brand within Sephora or international beauty retailers.
• Exposure to Amazon or marketplace marketing.
• Experience managing co-op budgets and retailer negotiations.
• Background in both DTC and wholesale environments.