Director, Visual Merchandise

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 and accurate delivery of: Product information sheets
- Launch guides
- Visual merchandising directives
- Marketing toolkits
- Pricing and promotional information
- Implementation timelines
- Execution updates
- Training materials

- Create best-in-class communication standards that drive consistency across all locations.
- Establish feedback mechanisms to ensure field teams have the information and support necessary for success.

Franchise Marketing & Support

- Serve as the primary marketing and merchandising partner for franchise operators.
- Lead franchise line reviews approximately nine months prior to launch to secure alignment, commitment, and buy-in.
- Present future product assortments, marketing plans, visual merchandising programs, and customer engagement opportunities.
- Deliver comprehensive product information and performance insights that support franchise decision-making.
- Build strong partnerships with franchisees while ensuring adherence to brand standards.
- Support franchise implementation and execution throughout the product lifecycle.

Enterprise Sell-In & Cross-Divisional Partnerships

- Support enterprise-wide product placement opportunities across other business divisions and channels.
- Develop compelling presentations and marketing materials that secure organizational support and placement opportunities.
- Partner with enterprise stakeholders to identify incremental sales and visibility opportunities.
- Influence internal decision-makers through effective storytelling, data-driven recommendations, and strategic partnership development.
- Drive alignment between retail initiatives and broader company objectives.

Strategic Planning & Performance Management

- Develop annual retail marketing and visual merchandising strategies that support revenue and brand objectives.
- Manage budgets for visual merchandising, creative production, marketing assets, and agency partnerships.
- Establish KPIs and success metrics for retail marketing and visual merchandising initiatives.
- Analyze program performance and customer engagement to optimize future efforts.
- Leverage consumer, sales, and market insights to inform strategy and decision-making.
- Continuously seek opportunities to improve execution, efficiency, and customer experience.

Leadership Expectations:

- Serve as a strategic thought partner to merchandising, marketing, operations, and executive leadership teams.
- Lead with a customer-first mindset while balancing brand, commercial, and operational objectives.
- Build strong cross-functional relationships and drive alignment across multiple stakeholder groups.
- Inspire creativity, innovation, accountability, and execution excellence.
- Foster a culture of collaboration, urgency, and continuous improvement.

Qualifications:

- Bachelor's degree in Marketing, Retail Merchandising, Business, Communications, Design, or related field.
- 8+ years of experience in retail marketing, visual merchandising, brand marketing, or related disciplines.
- 5+ years of leadership experience managing cross-functional programs and teams.
- Proven experience developing and executing large-scale retail marketing and visual merchandising initiatives.
- Strong understanding of store operations and omni-channel retail environments.
- Experience managing creative agencies, photo shoots, and production processes.
- Exceptional project management and organizational skills.
- Strong presentation, communication, and stakeholder management capabilities.

Preferred

- Experience supporting franchise business models.
- Experience within lifestyle, entertainment, hospitality, apparel, consumer products, or specialty retail industries.
- Strong analytical capabilities with the ability to connect creative initiatives to business performance.
- Experience working within complex, multi-channel organizations.

Critical Success Measures:

The Director of Retail Marketing & Visual Merchandising will be evaluated on:

- Excellence of in-store execution and visual presentation.
- Timely and effective delivery of field communications.
- Successful launch of retail marketing initiatives.
- Franchise engagement, alignment, and adoption rates.
- Cross-functional partnership effectiveness.
- Growth in sales-driving marketing programs and product launches.
- Consistency of brand execution across company-owned and franchise locations.
- Ability to influence and secure enterprise-wide support for retail initiatives.
- Improvement in customer experience, engagement, and retail performance metrics.

Core Philosophy:

This role exists to ensure that every product story, marketing campaign, visual presentation, and field communication comes together seamlessly to create a best-in-class retail experience that drives sales, strengthens brand equity, and delivers consistent execution across company-owned, franchise, and enterprise retail channels.