Title: Manager, DTC Retail Marketing (LA Key City)

Position

Line of Business: Brand Activation

Department: DTC Retail Marketing

Location (City): Los Angeles

Job Grade: M4

Working Relationship

Direct Reporting Line (ad): Senior Manager, DTC Retail Experience (Concept Stores)

Indirect / 2nd Direct Reporting Line: Director, DTC Retail Marketing

Personnel Managed (Y/N): N

Key Interfaces (Relationships with other dept/groups): all Retail departments including fleet and store management, Brand Activation and Brand Comms, Membership, Digital, Brand Design. Close partnership with LA Store Management and Brand Experience counterparts.

Purpose (Brief summary of why role exists):

Responsible for elevation of DTC Retail in the key city of Los Angeles, including ownership of the city DTC activation calendar and planning, implementation and reporting/optimization of all local marketing initiatives (traffic driving, ISC, grassroots, experiential). Includes a specific emphasis on building and engaging, effective and sustainable cadence of programming for new Halo Stores in close partnership with store leadership and Brand Experience team members.

Key Accountabilities :

• Managing planning and implementation of an annual calendar of locally relevant activations including all marketing activities (advertising, ISC, in-store events, promotions and ongoing campaign execution) for the ecosystem of stores (Concept and Factory Outlet) within the key city of Los Angeles.
• Partnering with Merchant, Planning, Visual Merchandising and Store Leadership teams to understand and deliver against key business objectives and seasonal product priorities.
• Collaborating with LA-based Brand Experience counterpart to understand local Brand priorities, represent channel priorities and define opportunities for overlap between Brand and DTC calendars.
• Serving as the subject matter expert in retail within the LA market, representing a strong understanding of the stores, their nuances and consumer base as well as challenges and opportunities unique to each. Applying this expertise to recommendations on how, when and where to activate within the market to achieve the best results.
• Planning and facilitation of “always on” programming within Halo Stores based on brand and channel priorities.
• Maintaining clear process and communication with key partners to align marketing and business objectives and ensure all campaigns are fully integrated
• Developing detailed campaign briefs, timelines, budgets and production plans for execution and delivery
• Supporting new store openings (as relevant) with launch activities and traffic-driving initiatives
• Establishing appropriate KPIs for each project and managing retail MWB spend. Providing post campaign analysis and assessment with a ROI focus .
• Working with regional and global counterparts to gather information, adhere to approval processes and report back on completion of campaigns
• Packaging and launch all concept campaigns to the field organization, ensuring the brand stories, campaign goals and elements are crystal clear and executed flawlessly

Knowledge Skills and Abilities :

• Deep local understanding of LA and the neighborhoods and cultures within the city, and relationships within the creative community.
• Personal accountability and ownership.
• Experience in or understanding of Retail Marketing space, including understanding of retail key performance metrics and financial analysis, and the concept of calculating risks and setting objectives for new initiatives
• Excellent written and verbal communication skills - able to articulate a point of view and influence and outcomes
• Strong organizational skills with attention to detail and accuracy of data
• Strong relationship building and management skills
• Ability to identify and proactively manage risks and opportunities to managers as appropriate
• High level of project management, budget management/planning skills
• Ability to manage , develop and motivate internal and external project teams.
• Broad understanding of how all facets of the marketing mix can affect consumer motivation, product needs and the retail experience.

• Ability to succeed in ever-changing and complex organization with minimal daily direction.

• Skill in MS Office applications (Outlook, Excel, PowerPoint, Word)
• Skills in Photo Shop, Illustrator and/or InDesign are desired
• Ability to brief creative and media agencies and working with production agencies
• A strong understanding of cohesive brand planning including overall customer journey and Visual

• Ability to travel domestically estimated at 20%

Qualifications (Minimum required education and experience):

• Marketing degree or equivalent qualifications/experience in a Retail Marketing role

• A minimum of at least 4 years marketing experience with a consumer, fashion or retail brand

• Previous experience within a Retail environment preferred
• Previous event experience in a manager level preferred