Our team members are the key to our company’s success, and their health and well-being, as well as that of their families, is very important to us. We offer a comprehensive benefits package that allows our team members stay healthy, plan for their future and maintain a healthy work-life balance. Benefits may vary with employment status. To see our fill list of Team Member Benefits please visit our career site: https://www.gotoworkhappy.com/benefits
Job Description:
The Director of Retail Marketing & Visual Merchandising leads the development and execution of all retail marketing, visual merchandising, and field communications across the omni-channel retail business. This role is responsible for creating compelling customer experiences through in-store signage, window displays, promotional campaigns, product storytelling, and visual merchandising programs that drive sales, brand engagement, and operational excellence.
Working cross-functionally with merchandising, brand marketing, social media, cafe marketing, e-commerce, operations, and other enterprise teams, the Director ensures retail initiatives are fully integrated and supported across all customer touchpoints. The role also serves as the primary liaison to franchisee partners, leading product and marketing line reviews, securing franchisee buy-in, and providing the tools, information, and support required for successful execution. Additionally, this position drives retail communications, enterprise sell-in efforts, and cross-divisional partnerships to ensure consistent brand presentation and maximize the impact of retail product initiatives across company-owned and franchise locations.
Key Responsibilities:
Visual Merchandising & Retail Experience
Lead the development and execution of all visual merchandising programs across retail channels.
Create compelling customer experiences through: Window displays
Feature presentations
Seasonal campaigns
Dynamic merchandising installations
Retail product storytelling
Point-of-sale materials
In-store signage systems
Own the visual merchandising calendar, ensuring timely delivery and execution of all initiatives.
Develop clear visual standards and execution guidelines for store teams and franchisees.
Partner with retail operations to ensure visual concepts are operationally achievable and effectively executed.
Conduct regular store reviews and audits to assess execution quality and identify opportunities for improvement.
Continuously innovate customer-facing experiences that drive traffic, engagement, conversion, and sales.
Creative Direction & Production
Develop creative briefs for all retail marketing and visual merchandising initiatives.
Serve as the primary liaison with external agencies, creative partners, graphic designers, photographers, and production vendors.
Provide creative direction from concept development through final execution.
Lead and manage product and lifestyle photo shoots, ensuring assets align with brand standards and merchandising objectives.
Approve creative assets, production materials, and campaign execution plans.
Ensure all customer-facing materials maintain brand consistency and support business objectives.
Retail Marketing Leadership
Lead the planning and execution of retail marketing campaigns that support product launches, seasonal programs, key initiatives, and promotional events.
Partner closely with: Brand Marketing
Social Media
Cafe Marketing
Ecommerce
Merchandising
Licensing
Operations
Corporate Communications
Ensure all retail product initiatives are fully integrated into the broader marketing ecosystem.
Create launch plans that maximize awareness, customer engagement, and revenue opportunities across all channels.
Align messaging and campaign execution across physical and digital touchpoints.
Retail Communications
Own all communication to retail field teams and franchise partners.
Develop comprehensive communication packages that enable flawless execution of retail initiatives.
Ensure timely…