Director, Retail Marketing
New York, NY
HQ – Marketing /
Full-Time /
Hybrid
Rowan’s Director, Retail Marketing will be the creative force behind our local and national marketing campaigns, driving brand partnerships, and spearheading our grassroots marketing initiatives. Reporting directly to the CMO, the Director, Retail Marketing will play a vital role in extending Rowan's market presence and ensuring each studio's marketing strategies resonate with our core values of safety, joy, and inclusivity.
What you'll do:
- Craft and execute innovative national and local marketing campaigns with a focus on non-digital channels, ensuring seamless coordination with the Digital Director for holistic brand synergy.
- Develop and manage studio opening strategies, as well as ongoing studio support initiatives.
- Lead field marketing efforts, cultivating local partnerships, and engaging with community stakeholders to establish Rowan's presence in new markets.
- Establish a robust network of local relationships with pediatrician and doctors' offices, local businesses, schools, Chamber of Commerce, etc., and plan outreach activities at least one month in advance of studio opening.
- Oversee mall marketing strategy (paid and unpaid) which includes but is not limited to leading all direct and email mall marketing campaigns, catalogs, window and screen displays, and evaluating opportunities on a quarterly basis.
- Partner with leaders and other key stakeholders to review cadence of events based on studio needs and ad hoc opportunities.
- Manage the "Red Studio" concept, devising strategies to enhance studio performance through targeted outreach and event planning.
- Develop and maintain a comprehensive brand strategy, ensuring each studio benefits from dynamic and relevant collaborations
- In partnership with the Social Media team, create and oversee a robust ambassador program, identifying and nurturing relationships with influencers and brand advocates. Identify and define the number of ambassadors and activations needed per market.
- Travel to studios frequently to reinforce the Rowan narrative, provide market-specific support, and gather insights to inform marketing strategies. Travel should be strategic and give consideration to cluster Studio locations as well as new studio openings to maximize the value of travel and engagement with field teams.
- Conduct weekly topline analyses of sales, bookings, and customer data to craft targeted marketing approaches for both street and mall-base studios. Provide a detailed report on a monthly basis.
- Engage proactively with PR and out-of-home advertising initiatives, ensuring that Rowan's marketing efforts are both forward-thinking and data-informed.
- Lead and execute marketing strategies that generate foot traffic and manage in-Studio customer flow with a particular emphasis on digital / online marketing and CRM/Studio processes.
- Provide strategic marketing guidance and support to Studio managers, training, and motivating them to implement marketing strategies effectively.
- Collaborate with Field Management teams to develop marketing communication plans that optimize marketing spend ROI and align with the annual budgets.
- Liaise with senior leadership to maintain a clear and effective marketing communication channel, reporting directly to the CMO, CEO, and CRO on the impact of marketing strategies.
- Monitor market and industry trends to maintain a competitive edge. Report findings on a monthly basis.
- Create and monitor KPIs, managing the process to report progress to leadership and executive stakeholders.
- Design and implement a sustainable customer loyalty program that enhances customer engagement and increases repeat business.
- Perform other duties as assigned.
- Travel up to 50%; this is a hybrid role requiring two days in office when not traveling.
What you bring to the table:
- B.A./B.S. degree in Marketing, Business, or a related field; an advanced degree is a plus.
- A minimum of 7 years' experience in a marketing leadership role, with a strong background in retail marketing.
- Proven ability to develop and execute successful grassroots marketing campaigns and brand partnerships.
- Exceptional communication skills and the ability to build relationships at all levels of the organization.
- Analytical acumen, with a track record of making data-driven decisions.
- Ability to craft and execute a business strategy effectively.
- Excellent written, verbal, and interpersonal communication skills.
- Self-motivated, proactive, and able to prioritize workload based on business needs.
- Excellent interpersonal, negotiation, and conflict resolution skills, with the ability to lead and motivate a team.
- Exceptional organizational skills and attention to detail.
- Proven time management skills to execute both large-scale and targeted marketing projects.
- Understanding of media strategy development and customer journey mapping.
- A high degree of proficiency in Google Analytics, Microsoft OS.
Compensation:
- The anticipated annual base salary for this position is $145,000 - 155,000.
Full-time Benefits and Perks:
- Medical/Dental/Vision Health Plans
- Long-term Disability
- Life Insurance
- 401k and Roth IRA Plans
- Paid Parental Leave
- Open PTO policy
- Employee discounts on our amazing products!
