Lead - Dtc & Dms Retail Marketing, EMEA

ON; Greater London; On-site; GBP 120,000 - 150,000; Full time

Job summary

On is seeking a Lead of DTC & DMS Retail Marketing for the EMEA region. You will shape a unified regional strategy and elevate the On brand across DMS, DTC, B2B, and concession channels. The role drives innovative retail marketing programs, regional activations, and a seamless consumer experience across markets.

You will lead a digitally enabled, high-performing team, collaborating with global and sub-regional partners to deliver consistent brand expression and accelerated growth in the region.

Qualifications

• Senior managerial experience in multi-site or multi-channel retail marketing.
• Proven track record translating global brand visions into local activations.
• Experience across DTC, DMS, wholesale or franchise models.
• Experience navigating international markets (EMEA preferred).

Responsibilities

• Lead regional retail marketing for EMEA with a unified strategy.
• Direct NSOs and end-to-end delivery for store openings.
• Coordinate regional activations and adapt global campaigns locally.
• Oversee internal comms and cross-functional collaboration.
• Manage regional budgets and tool production with partners.
• Mentor and develop a high-performing RM team.

Skills

Senior management

Multi-channel marketing

Strategic campaigns

International markets

Stakeholder leadership

Budget management

Digital retail tech

Job description

At a Glance

Welcome to On! As one of the world's fastest-growing premium sportswear brands, we're redefining performance through pioneering technology, bold innovation, and a commitment to sustainability.

As our Lead of DTC & DMS Retail Marketing for EMEA, you will shape an interconnected, future-ready retail community-one that champions a unified regional strategy, elevates and protects our brand across every touchpoint (DMS, DTC, B2B, and concession), and sets new standards for consistency and excellence. This role leads the shift from reactive execution to proactive, strategic impact-embedding innovation, organisation, and shared expertise at the heart of how we operate, while redefining collaboration with global and sub-regional partners. You will build a digitally enabled, high-performing team of retail experts and brand ambassadors, delivering a seamless, elevated consumer experience and driving accelerated growth across the region.

Your Mission

As the Lead of DTC & DMS Retail Marketing across EMEA, you will be the program manager of On's physical brand presence across the region. You will bridge the gap between global vision and regional execution, ensuring that every consumer interaction within our bricks and mortar fleet, represents ONs brand vision.

Leading a reset on how we plan, communicate and execute our retail marketing strategy across current and future locations and key direct to consumer projects. You will lead with a premium consumer mindset, considering regional nuances to incorporate our global brand vision across EMEA across both owned and distributor business models, driving consistency, buzz and an elevated experience.

• Pioneer New Store Openings (NSOs): Direct the retail marketing strategy and end-to-end delivery for our DTC & DMS expansion program, creating high-impact opening programs and seamless operational roadmaps from store handover to launch.
• Orchestrate Regional Activations: Own the rolling EMEA retail marketing calendar, adapting global campaign toolkits to land locally resonant activations across priority cities and emerging markets.
• Establish & development of RM Internal Communications: Streamline team workflows and channel comms, delivering best-in-class launch toolkits and seasonal alignment across a complex matrix of store formats and distributor partners.
• Drive Cross-Functional Excellence: Serve as the strategic bridge between Global, Sub-Regional, and DMS teams, leveraging strong influence and collaboration to scale global brand ambitions across EMEA.
• Manage Regional Tooling & Budgets: Oversee regional retail marketing allocations, optimizing tool production and campaign execution in close partnership with Production, VM, and Global counterparts.
• Empower Team: As a Lead in the RM team you're expected to support, mentor, and foster a high-performing, inclusive team, establishing clear roadmaps and scalable ways of working.

Your Story

• Typically we look for around 8-10 years of progressive retail marketing experience, including senior managerial roles leading multi-channel or multi-site environments within premium commercial, lifestyle, or sportswear sectors.
• Strategic Campaign Leadership: Proven track record of translating global brand visions into locally compelling retail activations that elevate consumer engagement and drive business growth.
• Multi-Channel Expertise: In-depth understanding of owned DTC, partner stores (DMS), wholesale, or franchise models, with the agility to adapt brand expression while maintaining premium standards.
• International Perspective: Demonstrated experience navigating diverse international markets (prior exposure to Europe, GCC, or broader EMEA sub-regions is highly valued).
• Stakeholder & Team Leadership: Exceptional communication and influencing skills with a demonstrated passion for developing talent, setting clear roadmaps, and leading high-trust teams.
• Commercial Acumen: Ability to leverage data, consumer insights, and market trends to manage budgets effectively and maximize campaign ROI.
• Prior experience in high-growth, matrixed organizational structures.
• Familiarity with digital integration and modern retail technology platforms in physical stores
• Spirit: You embody On's 5 Spirits (explore our careers page to learn more!)

Your Team

We are On's Brand Experience, EMEA team, united by a clear mission to create the most memorable brand experiences and spark our communities. Shaping our brand interaction across the region - defining how we show up and engage with our communities across all touchpoints. You will join the EMEA Retail Marketing team who translate and execute On's global retail brand strategy across all EMEA retail channels (B2B, DTC, DMS, and Distributor), ensuring alignment with local market dynamics and regional marketing initiatives.

Together, we operate as a high-trust, collaborative network. We champion inclusivity and creativity, united by a shared belief that movement has the power to inspire people to dream big and go further. You aren't just joining a department; you are joining a community dedicated to making On the most culturally resonant brand in the market where it all began.