SENIOR DIRECTOR, RETAIL MARKETING STRATEGY & PLANNING

Job Description Carter's, Inc. is the largest branded marketer in North America of apparel exclusively for babies and young children. The Senior Director, Retail Marketing Strategy & Planning is responsible for setting the vision and driving the overall strategy for traffic-driving marketing programs across all channels and brands. This role will oversee a team responsible for the collection of annual and seasonal product calendars from buying teams to build a GTM calendar which serves as the backbone for our marketing strategy. The role is responsible for leading the GTM team to drive the ideation and creation of traffic-driving ideas across our stores and eCommerce site, our gift card program, managing our store opening/closing programs, retail activations (gift with purchase, QR code activations, kid cycle, etc.) Breakdown of responsibilities: Strategy Program Development (35%) Lead and develop meaningful marketing strategies and programs to drive awareness, consideration, traffic and sales to our stores and eCommerce site Build strategic marketing plans that proactively anticipate what we are up against, the evolving market and competitive landscape, current trends and any risks and opportunities Partner with buying and planning teams to develop promotional cadence that will deliver retail sales and traffic Benchmark tradeoffs across traffic-driving decision points such when to use certain levers: PLCC, GWP, product discounts and free shipping Lead and develop strategic programs (short and long term) and other campaign events to drive customers to our stores, inclusive of events, promotions, and unique customer offerings Develop strategic plans to grow our Gift Card business through our stores, site, and 3rd party partnerships Understanding of how offer discounts impact gross margin and overall retail profitability, optimize to drive profitable, incremental growth Deep understanding of retail metrics, and impacts of what drives P&L performance to ensure programs are delivering on profitable sales and consumer growth Marketing Activation (20%) Lead the weekly cadence and messaging process to ensure the message we deliver is brand right, aligned with priorities and strong enough to drive the needed traffic Serve as steward of the business and create rule sets for promotional planning including making decisions for start/end days for campaigns, timing of direct mail, message interruptions and timing, and regular price vs clearance messaging Partner with operations teams to develop easy to execute campaigns, provide understanding of messages and promotions for both stores and eCommerce site Proactively share results across all cross-function teams to better inform as to what is working, what isnt and ways to evolve programs to deliver performance Reporting and Analysis (20%) Lead our traffic forecasting process and regular readouts on actuals compared to plan, previous periods as well as against industry standards Lead our primary metrics and standardize stakeholder scorecards to report on weekly business Consistently monitor and track industry trends, competition, and new technology to identify new ways to engage our consumer Financial Accountability (20%) Understand current financial goals including AUC, inventory issues, etc.