Retail Brand Manager - Digital

Carhartt, Inc.; Dearborn, Northern (MI, KY); Hybrid; USD 80,000 - 110,000; Full time

Job summary

Carhartt, Inc. is seeking a Retail Brand Manager – Digital to lead strategic marketing plans for key digital Channel Partners. You will balance brand integrity with sales goals, define the digital shopping journey, and provide strategy guidance to retail marketing peers and external agencies.

You will collaborate with Sales, Product and Planning to develop multi-year plans, manage budgets, and drive ROI across campaigns. Travel up to 25% and a remote work setup are included.

Qualifications

• Bachelor's degree in Business Administration or Marketing or equivalent experience.
• Minimum 6 years in digital marketing or commerce, with 3 years in eCommerce/retail marketing.
• Experience with apparel/retail industries preferred.
• Strong communication and executive presentation skills.
• Ability to strategize and influence cross-functional teams.

Responsibilities

• Transform Brand Marketing strategy into digital account plans and go-to-market execution.
• Act as main point of contact with Channel accounts to optimize ROI.
• Drive traffic, revenue, and brand awareness across digital channels.
• Manage cross-functional programs across accounts and vendors.
• Provide direction on digital marketing spend and partner support.
• Align with Brand Marketing on brand strategies and KPI dashboards.
• Collaborate with analytics teams to report on campaign performance.

Skills

Digital marketing

eCommerce

Retail marketing

Verbal and written communication

Strategic thinking

Data interpretation / analytics

Advertising knowledge (Google / MSN/B링

Education

Bachelor's Degree in Business Administration or Marketing

Tools

PPC advertising

HTML / rich media

Job description

Position Details

Title: Retail Brand Manager - Digital

Department: Marketing

Reports to: Sr. Retail Brand Manager

Location: Dearborn, MI

Job Classification: Remote

FLSA Status: Exempt

Job Band: Professional

Job Summary

The Retail Brand Manager – Digital is responsible for developing and executing strategic marketing plans and programs for key digital Channel Partners by balancing brand objectives and brand integrity with sales goals. Plans will reflect the nature of the brand while driving demand across key markets/segments and the sell-in/sell-through of Carhartt product. This role helps to define and drive the digital Carhartt shopping journey across our key digital Channel Partners by championing the brand experience in ways that make it easier for hardworking people to find and buy our rugged products. As a result, this role will also provide digital strategy council/expertise to their peers in retail marketing as well as external agency management to support the digital marketing plans and programs Carhartt executes with the rest of the wholesale account base

Inspired by Hard Work

At Carhartt, the values of hard work—dependability, honesty, and trust—are rooted in the legacy of our founder, Hamilton Carhartt. His commitment to serving hardworking people continues to inspire everything we do. Guided by his legacy and our mission—We serve and protect all hardworking people by building durable products—we remain dedicated to upholding these principles in every decision we make and every product we create.

Associate Responsibilities

• Collaborate with Sales, Product, Planning, and internal Marketing partners to manage the transformation of the Brand Marketing strategy into key digital accounts, specific 3-year/annual plans and seasonal go-to-market execution
• Act as a single point of contact with key Channel accounts, collaborating and cultivating relationships with these partners to manage effective ROI driving integrated marketing plans
• Plan, develop, implement, and manage retail strategies designed to drive traffic and revenue, increase brand awareness, and penetrate multiple consumer segments
• Manage complex marketing programs that cross multiple account departments, business categories and marketing vehicles
• Provide direction to lead digital marketing spend and support partner Sales Representatives with product sell-thru
• Partner with Brand Marketing to align with brand strategies
• Collaborate with the rest of Carhartt’s digital advertising and data science teams to develop goals, dashboards, and reporting cadence for owned digital media channels
• Work directly with Retail Marketing Brand Managers providing subject matter expertise in digital strategies within their accounts, sharing best practices and successful campaign executions
• Implement, monitor, and help optimize account planning process to drive revenue, increase brand and product awareness with targeted consumer segments and support corporate sales and Marketing initiatives
• Plan, track and measure the annual Marketing budgets of key digital Channel Partners by reporting return on investment (ROI) for all major marketing programs on a quarterly, seasonal, and annual review basis to ensure revenue goals are being achieved
• Act as liaison between Sales, Planning and Marketing, helping to lead the development and activation of creative, media, online and social media tools and other custom programming
• Works cross functionally to strategize 3-year vision; ability to present and update executive level leadership on plans, programs and KPI’s
• Mid-to-high level complexity of accounts requiring strong communication amongst teams to create plans and strategy requiring understanding of business acumen
• Stay up to date on the fast changing and ever-evolving digital media and commerce strategies and trends, while continually leveraging new tools and industry best practices to boost efficacy of campaigns and grow the Carhartt Brand in collaboration with our wholesale retailers.

Required Education

• Bachelor's Degree Required in Business Administration or Marketing or equivalent work experience may be considered in lieu of degree

Required Skills & Experience

• 6 years of digital marketing and/or commerce experience; at least 3 years in eCommerce, Direct Response Media/Marketing or Retail Marketing/Agency Account Management experience
• Strong background with the apparel, retail, and/or consumer product industry
• Strong verbal and written communication skills. Proven track record of developing and presenting a compelling marketing strategy and content presentation at a buyer/marketing manager level meeting. Comfortable with executive/leadership presence
• Strategic and creative thinker with the vision to push beyond what has already been accomplished
• Ability to establish an independent view, effectively collaborate in decision-making, with the ability to influence and motivate others
• Ability to understand and report on advertising data and rich media, HTML and Flash advertising units. (Google, MSN/Bing search advertising)
• PPC certification preferred
• Demonstrated understanding of accounts, channels, consumers, and competitive set relevant to assigned account partners
• Demonstrated ability to manage relationships with accounts, agencies, and external resources
• Strong organizational skills with demonstrated ability to prioritize workload with attention to detail under tight deadlines

Physical Requirements and Working Conditions

• Typical office environment
• Travel up to 25%

• This position has a Remote location: Associate will have no regular requirement to be on-site. Travel on-site is limited to special events.
• Carhartt is a tobacco free workplace.

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