About the position
At Burton, we are a purpose-led brand rooted in snowboarding and the outdoors. We fight for the future of our people, planet, and sport. We aim to maximize our positive social impact and minimize our negative environmental impact while delivering high-quality performance products. As a global leader in snowboarding, we're committed to diversity, equity, and inclusion for the long-term health of our company, sport, and community. Through these efforts, we aim to make snowboarding and the outdoors accessible to all. The Retail Marketing Director will be responsible for driving brand impact and commercial success across our retail landscape, including wholesale trade marketing, owned retail activation and visual merchandising. This role requires a leader who can connect annual marketing strategies to regional retail execution while deepening expertise in vertical retail and enhancing the consumer journey in-store and online. This individual will partner closely with regional teams, wholesale accounts and cross-functional marketing teams to ensure a seamless integration of retail marketing into the broader brand and business strategy. They will also be synching with Merchandising and Category teams, as they partner on visual merchandising strategies and plans. The Retail Marketing Director will also be accountable for building measurable and scalable retail marketing programs that drive consumer engagement, traffic, conversion and brand loyalty across all doors. The Retail Marketing Director will oversee a global team across owned retail activation, trade marketing and visual merchandising.
Responsibilities
- Develop and execute trade marketing strategies that elevate brand and category-thought leadership presence at key wholesale accounts globally.
- Partner with regional wholesale teams and retail partners to create high impact in-store activations and category/product storytelling campaigns.
- Align wholesale retail activations with brand and category marketing efforts, ensuring consistent consumer experiences across all touchpoints.
- Partner with Category marketing and Merchandising on the development of retail toolkits and account-specific marketing plans that drive product sell-through.
- Collaborate with key account managers to maximize retail support programs, ensuring that investment in trade marketing delivers measurable ROI.
- Lead the strategy and execution of marketing activations across owned brick-and-mortar and partner stores, ensuring alignment with brand campaigns, community goals and category/product initiatives.
- Develop seasonal store experience playbooks, ensuring that retail staff and store operations teams have the tools and training to bring marketing initiatives to life.
- Partner with e-commerce, CRM, digital and Integrated Marketing teams to drive omnichannel experiences that link in-store engagement with digital touchpoints.
- Analyze foot traffic, conversion data and regional trends to optimize retail marketing investment and enhance consumer engagement strategies.
- Build a framework for local store marketing and clienteling, allowing individual doors to execute brand-right, locally relevant activations that drive community engagement.
- Oversee the development and execution of visual merchandising strategy across all owned, partner and wholesale doors to amplify our brand and category presentation to align with key Merchandising and business objectives.
- Partner with design and creative teams to ensure in-store environments reflect brand storytelling and product priorities.
- Ensure brand VM guidelines are adapted and executed effectively in regional markets while maintaining consistency.
- Develop and manage visual merchandising toolkits, working closely with field teams to ensure timely and impactful execution.
- Establish a performance measurement framework for visual merchandising to evaluate impact on brand perception, sell-through and consumer engagement.
- Act as the primary liaison between retail marketing and the broader Integrated Marketing team, ensuring seamless integration of retail activations into broader marketing campaigns.
- Work closely with e-commerce, media, social and content teams to connect in-store activations with digital marketing initiatives.
- Develop retail marketing performance dashboards, ensuring data-driven decision-making to optimize activations and investments.
- Partner with regional marketing teams to understand market-specific opportunities and challenges, ensuring retail activations are locally relevant while laddering up to Category and Brand strategies.
- Manage and optimize the retail marketing budget, ensuring strategic investment in initiatives that drive brand and business.
Requirements
- 10+ years of experience in brand marketing, retail marketing, trade marketing and visual merchandising, preferably in the outdoor, lifestyle, or premium apparel space.
- Proven track record of leading retail marketing plans across wholesale and owned retail environments.
- Deep understanding of wholesale retail dynamics, including account management, shopper insights and sell-through strategies.
- Strong expertise in visual merchandising principles and ability to execute impactful in-store storytelling.
- Experience working with cross-functional teams in a global, matrixed organization.
- Demonstrated ability to build and scale data-driven retail marketing strategies that drive both brand and commercial outcomes.
Nice-to-haves
- Strategic thinker with the ability to balance long-term brand building with short-term, execution-oriented sales objectives.
- Strong leadership and collaboration skills, able to influence and work closely with cross-functional teams across regions.
- Highly analytical, with the ability to translate retail insights into actionable marketing strategies.
- Strong project management skills, able to execute complex initiatives across multiple stakeholders.
- Excellent communication and presentation skills, comfortable presenting to senior leadership and external partners.
