Sr. Manager, Retail Marketing & Consumer Activation

Senior marketing leader responsible for developing and executing enterprise retail experiences, activation programming, and brand relevance to drive store traffic, customer engagement, and brand affinity.

Responsibilities

• Shape and lead the organization’s enterprise retail experiences strategy, transforming stores into destination environments that boost brand loyalty, increase foot traffic, and drive measurable growth.
• Develop a multi year roadmap of family centered experiences to reinforce brand relevance and support business objectives.
• Identify opportunities around seasonal moments, cultural occasions, partnerships, and community engagement to craft meaningful experiences in stores and beyond.
• Collaborate with the Integrated Marketing and Creative teams to craft breakthrough retail concepts and experiences that translate seasonal campaigns and storytelling into in store and off store contexts.
• Partner with the Retail Store Experience Team to weave experiences into the physical environment, balancing operational feasibility with an exceptional consumer experience.
• Design new experiential platforms and scalable programs suitable for national deployment while allowing local market customization.
• Spot whitespace opportunities that strengthen Carter's role in communities and create fresh reasons for families to visit stores.
• Lead end to end retail store activation development and execution, including planning, budgets, vendor management, registration platforms, customer communications, and measurement.
• Ensure experiences are operationally feasible, customer centric, and aligned with brand standards.
• Continuously monitor industry trends and best practices to evolve the retail experience strategy.
• Collaborate with Brand Management, Owned Channels, Loyalty, Social, PR, and Media teams to maximize awareness and attendance for retail experiences and events.
• Develop customer acquisition strategies tied to experiential programs and community engagement efforts.
• Support key business moments such as new store openings, relocations, remodels, flagship initiatives, and seasonal campaigns.
• Leverage customer insights and local market trends to identify opportunities for traffic growth and engagement.
• Define success metrics and KPIs for all retail marketing and activation initiatives.
• Analyze metrics including traffic, transactions, sales, customer acquisition, loyalty engagement, attendance, and satisfaction.
• Prepare executive level recaps and recommendations that inform future investment decisions.
• Build business cases illustrating the impact of experiential marketing on retail performance and brand engagement.

Requirements

• 7-10+ years of experience in experiential marketing, retail marketing, brand experiences, community marketing, event marketing, or related disciplines.
• A proven track record of creating consumer experiences that drive traffic, engagement, and measurable business results.
• Robust strategic planning and project management capabilities.
• Experience overseeing budgets, agencies, vendors, and cross functional teams.
• Strong analytical skills and business acumen with experience measuring program effectiveness and ROI.
• Excellent communication, presentation, and stakeholder management abilities.
• Commitment to building brands through meaningful consumer experiences and community involvement.

Make a Career at Carter's

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