Senior Lead - DTC Retail Marketing
On, Portland, OR, United States
As the Senior Lead - Retail Marketing, North America, you will architect and lead the retail marketing strategy for our DTC store fleet, defining how the brand shows up in physical spaces at scale. This role is responsible for evolving the function and establishing the frameworks, roadmaps, and investments required to deliver a premium brand experience across a rapidly expanding fleet. Reporting to the Head of Brand Experience, North America, with a dotted line to the Head of Retail, AMER, you will operate as a key cross‑functional leader across Retail, Digital, and Visual Merchandising, driving alignment between global strategy and regional execution while leading a high‑performing team to scale the function.
Your Mission
Define and lead the annual and seasonal retail marketing strategy and roadmap for North America, ensuring alignment to global campaigns and regional commercial priorities
Translate global brand strategies into clear, actionable regional plans that reflect market needs, new store openings, and key seasonal moments
Lead the end‑to‑end marketing strategy for new store openings, from pre‑launch awareness through launch and early lifecycle, building scalable playbooks for consistent execution
Own the regional retail marketing budget and resource allocation, prioritizing high‑impact initiatives that drive traffic and brand equity
Partner with global and regional Digital teams to execute the digital‑to‑physical integration strategy, ensuring seamless consumer journeys that drive store engagement
Establish clear communication, tools, and processes that enable store teams and cross‑functional partners to execute retail marketing initiatives with excellence
Define the role of community and local events within the retail environment, setting the strategic direction and guardrails for local execution
Lead and develop a high‑performing team, fostering a culture of accountability, clarity, and continuous improvement as the function expands
Your Story
You bring 8+ years of experience leading retail marketing strategy and execution for high‑growth global brands, ideally within the premium sportswear or lifestyle sectors
You have 2+ years of direct people leadership experience, with a proven track record of coaching and developing a team in a regional or matrixed environment
Demonstrated expertise in creating and implementing strategic frameworks for complex retail functions, including the ability to simplify challenges into actionable roadmaps
Exceptional stakeholder management skills, with the ability to influence and align diverse global and regional functions toward shared strategic goals
Proven ability to navigate enterprise complexity, balancing competing priorities and making informed decisions that safeguard brand integrity
Skilled at anticipating potential issues and balancing necessary trade‑offs to ensure the successful execution of high‑impact marketing projects
Your Team The Brand Experience team brings On's mission to ignite the human spirit through movement to life across North America. We lead the physical expression of the brand across retail environments, events, and community activations — creating premium, high‑impact moments that connect people to our brand. Our team includes B2B Marketing, DTC Retail Marketing, Visual Merchandising, Events, Tech Reps, and Community Marketing, working together to build meaningful brand experiences across both On‑owned and partner touchpoints. The team fosters a culture of continuous learning and holistic well‑being, supporting each member to build their best self.
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Your Mission
Define and lead the annual and seasonal retail marketing strategy and roadmap for North America, ensuring alignment to global campaigns and regional commercial priorities
Translate global brand strategies into clear, actionable regional plans that reflect market needs, new store openings, and key seasonal moments
Lead the end‑to‑end marketing strategy for new store openings, from pre‑launch awareness through launch and early lifecycle, building scalable playbooks for consistent execution
Own the regional retail marketing budget and resource allocation, prioritizing high‑impact initiatives that drive traffic and brand equity
Partner with global and regional Digital teams to execute the digital‑to‑physical integration strategy, ensuring seamless consumer journeys that drive store engagement
Establish clear communication, tools, and processes that enable store teams and cross‑functional partners to execute retail marketing initiatives with excellence
Define the role of community and local events within the retail environment, setting the strategic direction and guardrails for local execution
Lead and develop a high‑performing team, fostering a culture of accountability, clarity, and continuous improvement as the function expands
Your Story
You bring 8+ years of experience leading retail marketing strategy and execution for high‑growth global brands, ideally within the premium sportswear or lifestyle sectors
You have 2+ years of direct people leadership experience, with a proven track record of coaching and developing a team in a regional or matrixed environment
Demonstrated expertise in creating and implementing strategic frameworks for complex retail functions, including the ability to simplify challenges into actionable roadmaps
Exceptional stakeholder management skills, with the ability to influence and align diverse global and regional functions toward shared strategic goals
Proven ability to navigate enterprise complexity, balancing competing priorities and making informed decisions that safeguard brand integrity
Skilled at anticipating potential issues and balancing necessary trade‑offs to ensure the successful execution of high‑impact marketing projects
Your Team The Brand Experience team brings On's mission to ignite the human spirit through movement to life across North America. We lead the physical expression of the brand across retail environments, events, and community activations — creating premium, high‑impact moments that connect people to our brand. Our team includes B2B Marketing, DTC Retail Marketing, Visual Merchandising, Events, Tech Reps, and Community Marketing, working together to build meaningful brand experiences across both On‑owned and partner touchpoints. The team fosters a culture of continuous learning and holistic well‑being, supporting each member to build their best self.
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