Retail Audience Marketing Lead

UKG; Florida; On-site; USD 91,000 - 131,000; Full time

Job summary

UKG is seeking a Retail Industry Marketing Manager to lead audience and messaging strategies for retail leaders, defining target segments, crafting content, and driving go-to-market execution in collaboration with Marketing, Sales, Enablement, and Value Engineering.

You will produce customer stories, thought leadership, campaigns, webinars, and event messaging, translating retail challenges into measurable outcomes like labor optimization and scheduling agility.

Qualifications

• Bachelor’s degree in Marketing, Communications, Business, or a related field.
• 6+ years of experience in B2B marketing, industry or audience marketing, product or portfolio marketing, content strategy, demand generation, or integrated go-to-market marketing.
• Proven ability to develop audience strategies, messaging frameworks, and sales-ready content that support business goals.
• Experience partnering with Sales, Marketing, Creative, and Analytics teams in a matrixed environment.
• Strong understanding of B2B buyer journeys, buying groups, ABM, and campaign activation.
• Excellent writing, presentation, facilitation, and project management skills, with the ability to manage multiple priorities and influence without direct authority.
• Ability to translate data, market insights, and customer feedback into clear recommendations and stories.
• Experience within B2B SaaS, human capital management (HCM), payroll, workforce management, HR, or retail technology.

Responsibilities

• Define priority retail segments, buyer roles, use cases, buying triggers, and customer journeys—with emphasis on HR, payroll, workforce management, store operations, labor planning, finance, IT, and executive stakeholders.
• Develop positioning and messaging that connect retail challenges to outcomes in labor optimization, scheduling agility, employee retention, manager productivity, compliance, operational consistency, customer experience, and business growth.
• Monitor retail trends, customer needs, competitor narratives, and field feedback to identify new opportunities and ensure messaging stays relevant and actionable.
• Create audience activation briefs clarifying target segments, business problems, story angles, key evidence, and go-to-market recommendations.
• Produce customer-focused content such as thought leadership, solution stories, campaigns, presentations, talk tracks, webinars, and event messaging.
• Partner with internal teams to activate customer stories, outcome data, and proof points that demonstrate value and differentiation.
• Translate retail insights and messaging into integrated programs across campaigns, account-based marketing (ABM), business development (BDR) outreach, field marketing, digital experiences, events, and sales plays.
• Collaborate with cross-functional partners to connect strategy to execution and ensure consistent storytelling across all channels.

Skills

Audience strategies

Cross-functional collaboration

Writing skills

Presentation skills

Project management

Analytics collaboration

Education

Bachelor’s degree in Marketing/Communications/Business

Tools

CRM tools

Marketing automation

Job description

UKG is seeking a Retail Industry Marketing Manager to lead audience and messaging strategies for retail leaders, defining target segments, crafting content, and driving go-to-market execution in collaboration with Marketing, Sales, Enablement, and Value Engineering.

You will produce customer stories, thought leadership, campaigns, webinars, and event messaging, translating retail challenges into measurable outcomes like labor optimization and scheduling agility.