OVERVIEW
The Senior Manager, Retail Marketing & Retail Partnerships owns retail marketing end to end across Tonal's owned and operated stores and our retail partner locations — a footprint of roughly 130 doors. Reporting directly to the Senior Director of Retail, this role is the bridge between Tonal's brand vision and the retail floor experience.
This is a build role. Corporate and field communications do not exist as a program today, and this person will create them: the cadence, the channels, and the content that keep every team selling Tonal aligned. Alongside that, they will own the retail marketing calendar and channel plan, the in-store experience, and the corporate-level relationship with our retail partners.
If you want to own a function rather than run a calendar, this is that role.
WHAT YOU WILL DO
RETAIL MARKETING STRATEGY & CHANNEL PLANNING
- Own the annual and quarterly retail marketing calendar across owned and operated stores and retail partner locations
- Set the retail channel plan — what runs where, when, and why — aligned to key sales periods, product launches, and brand moments
- Provide retail channel input to the Marketing team on creative, messaging, and format requirements before assets go into production
- Partner with the Marketing and Growth teams on geo marketing plans tied to store trade areas, translating national brand moments into market-level activation
- Feed door-level performance and local market insight back into growth and lifecycle planning
- Identify growth opportunities across the retail footprint and propose programs that drive incremental revenue
BUILD & OWN RETAIL COMMUNICATIONS
- Build Tonal's retail communications function from the ground up — corporate communications and field communications for owned and operated teams and retail partners
- Establish the recurring communication rhythm: what is launching, what is promoting, what changes on the floor, and what the team needs to say
- Own the channels, templates, and calendar that make retail communications consistent and dependable rather than ad hoc
- Partner with the Learning & Development Lead so communications and training reinforce one another; L&D owns curriculum, this role owns the communication function
RETAIL PARTNERSHIPS — CORPORATE ACCOUNT MANAGEMENT
- Serve as the corporate-level relationship owner for Tonal's retail partnerships, managing the day-to-day operating rhythm
- Prepare and lead retail partner business reviews — performance, program results, and forward plan
- Own recurring retail partner marketing updates so partner-facing content never goes stale
- Build the evergreen and promotional campaign resource kits retail partners need to execute independently
- Support retail partner onboarding and launch as the retail footprint grows
- Partner closely with our Field Leaders, who own selling behaviors and in-field sales performance, so corporate programs and field execution stay connected
IN-STORE EXPERIENCE, MERCHANDISING & PRODUCTION
- Own planograms, seasonal resets, and visual merchandising standards across owned and partner locations
- Ensure planogram compliance and brand standards are consistently upheld across all retail locations
- Receive final production files from the Marketing team and own everything downstream: print vendor management, spec accuracy, timelines, distribution, and install
- Manage print and fixture vendors against clear deliverables, budgets, and deadlines
- Own the retail asset library so every location always has current, on-brand materials
ANALYTICS & REPORTING
- Track and report on retail marketing KPIs including traffic, demos, conversion, and return on ad spend
- Manage co-op and program budgets and joint planning with retail marketing counterparts
- Conduct competitive landscape analysis and provide actionable recommendations to leadership
- Manage agency relationships and hold external partners accountable to deliverables and performance benchmarks
WHO YOU ARE
- 5+ years of…