Sr. Manager, Retail Marketing

ALOHA Collection is a fast growing lifestyle brand that was born out of a love of travel, adventure and the ocean. This California based brand with Hawaiian roots located in Encinitas, CA focuses on travel accessories. Travel is our inspiration, the beach is our home.

 

ROLE OVERVIEW

Reporting to the VP, Marketing, the Sr. Manager, Retail Marketing leads and executes integrated retail marketing and oversees wholesale marketing strategy and execution, serving as the cross‑functional hub between Sales, Retail, Planning, Merchandising, Brand, VM, Creative, Digital, Operations and external partners. This role develops 360° go‑to‑market plans and the annual wholesale and retail marketing calendar, aligning product launches, campaigns, in‑store programs, fixtures/POP, and events to drive consumer acquisition, retention and revenue growth across channels. The Sr. Manager oversees the Trade Marketing Manager (retail events, outside events and tradeshows) and the Wholesale Marketing Manager (wholesale programs, playbooks, fixtures/POP, tradeshows, events and account campaigns), providing strategic direction, hands on support, oversight and clear priorities. They are accountable for budgets, KPIs and continuous process improvement, ensuring cohesive, on‑brand execution and strong collaboration across teams to deepen engagement with core customers and expand into new accounts and markets. This is both a strategic and highly hands on executional role.

WHAT YOU’LL DO

Key Responsibilities — Strategy & Planning

• Lead, plan and execute business and marketing strategies to drive retail and wholesale consumer acquisition, retention and revenue growth.
• Develop 360° retail and wholesale (in collaboration with Wholesale Marketing Manager) marketing plans for product launches and core campaigns across wholesale and retail channels, aligned to the annual GTM/calendar, and in partnership with direct reports.
• Work closely with Sales, Retail, Brand, Planning, Merchandising, VM and Creative and Content teams to develop and maintain an annual Wholesale & Retail Marketing/channel marketing calendar, ensuring timelines, deliverables and tactics are synchronized across functions.
• Research and analyze market trends, competitor activity, shopper behaviors and customer journeys to surface opportunities and inform campaign and channel strategies.

Key Responsibilities — Wholesale

• Oversee and provide seasonal wholesale marketing direction to the Wholesale Marketing Manager who oversees wholesale programs, playbooks, fixtures/POP, tradeshows, account campaigns, localized merchandising, gifting and co‑marketing partnerships that shape how we show up in market, deeply engage core customers, acquire new customers and drive distribution and sell‑through.
• Oversee and partner with the Wholesale Marketing Manager on sales enablement assets (playbooks, catalogs, line sheets, training decks, GTM briefs, product sheets) and on the development and execution of in‑store merchandising plans, fixture/POP programming, tradeshow planograms/booth layouts, and wholesale strategies to drive consistent sell‑through.
• Support and accompany the Wholesale Marketing Manager on quarterly account tours and development of account‑level best practices—defining how we show up in‑store, creating multi‑tier merchandising programs, and identifying key regional accounts for strategic shop‑in‑shop opportunities (key accounts + boutiques).
• Help drive deep account relationships and growth across major accounts and boutique partners; partner with the Wholesale Marketing Manager and Sales to develop seasonal wholesale strategies that acquire customers and expand markets.

Key Responsibilities — Retail Marketing

• Own and drive retail marketing strategy and execution for owned retail stores—including store openings, in‑store experiences/events , localized programming and marketing, influencer activations, community engagement and pop‑ups—to deepen core-customer engagement, attract new audiences, and boost traffic, conversion and lifetime value.
• Oversee, support and provide overarching seasonal retail marketing direction to the Trade Marketing Manager—who leads in‑store activations and events,  managing strategy, vendor coordination, staffing and performance to maximize event ROI and retail impact.
• Oversee the overarching strategy and growth for revenue generating outside events, retail pop-ups and tradeshows in collaboration with Trade Marketing Manager.
• Collaborate with cross functional Marketing teams VP, Retail and Regional Retail teams to align campaigns and in‑store programming across channels.
• Own the Retail in‑store Playbook process from concept, briefing to execution in partnership with Retail Ops, Marketing stakeholders, VM and Creative.
• Collaborate with VM and Creative on seasonal campaign signage, popup packages and in‑store production needs; partner with Retail Ops on distribution and execution.
• Own retail signage and requests in collaboration with the Marketing Project Manager.
• Work with Grassroots/Community Marketing to execute high‑impact retail initiatives that drive engagement and measurable ROI.
• Provide in field and executional support as needed for retail events / activations.
• Partner with the VP, Retail to define retail growth strategies and align marketing plans to channel goals.

Operations, Measurement & Optimization

• Manage overall Wholesale and Retail Marketing budget with direct report budget owners: forecasting, allocation and vendor/agency spend.  Ensuring optimal ROI and cost‑effective operations to meet KPIs.
• Define and track department metrics and retail and wholesale marketing KPIs in partnership with Retail, Sales and Regional Management to measure effectiveness and ROI.
• Continuously assess and improve Wholesale and Retail Marketing processes to create efficiencies and better cross‑functional alignment.
• Collaborate with Marketing teams on large‑scale events and launches to ensure retail/wholesale needs are met and resources are aligned.

Leadership & Collaboration

• Lead cross‑functional execution, coordinating with Brand, Creative, Digital, Planning, Merchandising, Retail Operations, Sales and Production teams.
• Support relationships with key wholesale retail partners, vendors and external agencies to enhance brand presence and co‑marketing efforts.
• Mentor and guide internal team members and external partners to ensure consistent, elevated execution across channels.

EXPERIENCE WE’RE LOOKING FOR

• Bachelor’s degree in Marketing, Business or related field.
• 8+ years’ experience in retail marketing, trade marketing, visual merchandising or related commercial roles—experience in apparel/accessories, DTC retail or consumer brands preferred.
• Proven track record developing and executing integrated retail and wholesale marketing plans, product launches, tradeshows and revenue‑generating events.

WHAT YOU'LL BRING TO THE TABLE

• Strong commercial acumen, negotiation and stakeholder management skills.
• Advanced analytics skills; comfortable with retail datasets, BI tools and CRM/lead management systems.
• Excellent project management capabilities and cross‑functional leadership; strong communication and presentation skills.
• Shopper‑first mindset with demonstrated visual merchandising and experiential retail expertise.

WHAT WE OFFER 

From the start, our founders, Heather and Rachael, envisioned a company culture that was dynamic, intentional and sustainable. We provide education about Hawaiian culture and opportunities for personal and professional growth for every member of Team ALOHA. We believe in work-life balance and trust, which is why we offer flexible remote working options and show up with compassion when life’s unexpected moments arise. And if you haven’t heard, we LOVE working together!

Benefits

• 401(k)
• 401(k) matching
• Dental insurance
• Employee assistance program
• Employee discount
• Flexible schedule
• Flexible spending account
• Health insurance
• Health savings account
• Life insurance
• Paid time off
• Professional development assistance
• Vision insurance

Schedule

• Weekdays
• Hybrid, 2 days in office

Pay

• $130,000 - $135,000

 

 

We’re excited to review your resume.

MAHALO!