Retail Marketing Lead

Retail Marketing Lead
About the Role:
Beam is seeking a highly strategic and execution-driven Retail Marketing Lead to build and scale our omnichannel marketing function.
This role goes beyond traditional shopper marketing—you will own how Beam shows up in retail and drives performance across all partners. From new product launches to new retailer expansions, you will be responsible for programs that drive awareness, trial, and conversion at shelf.
You will work cross-functionally with Sales, Marketing, Creative, and Operations to ensure our retail presence is both on-brand and optimized for each retailer and shopper mission.
What You’ll Do:
Retail Marketing Strategy & Ownership
Own and develop retail marketing strategy across all channels (Natural, Grocery, Mass, Specialty, Club)
Create best-in-class retail marketing playbook by channel for product launches & retailer launches
Translate brand positioning into retail-first messaging (we don’t have a ton of organized/cohesive brand positioning at the moment so want to be careful with this one, but there will be an element of being able to brief and submit appropriate content per trends/competitors/retailers)
Partner with Sales to align on account priorities
Collaborate cross-functionally with Creative, Social, Paid, and Sales teams to develop integrated retail launch plans and clear channel-specific briefs that drive cohesive execution across all consumer touchpoints.
New Product & Retail Launches
Own execution of new retailer launches (e.g., Sprouts, Target, Walmart)
Develop retail launch toolkits and activation plans (this is semi mentioned in the retail marketing & strategy/ownership section)
Support sell-in with compelling marketing materials (should also add in something about line reviews, resets & pitch decks for retail)
Retail Activation & In-Store Execution
Execute in-store programs that drive trial and conversion
Develop retail assets (shelf talkers, displays, signage) aligned with product priority, store demographic and seasonal events when necessary
Partner with Sales on off-shelf placements and execution (ie. end caps, sidecaps, etc.)
Optimize shelf presence and visual blocking (should be a call out of helping Ammar with trends in retail by category - flavors, form, packaging, colors, benefits, innovation, etc.)
Retail Media & Omnichannel Integration
Manage retail media and monthly spend to align with KPI’s (Instacart, retailer platforms)
Actively pull and analyze SPINS data for category, competitive and retailer trends, that can be used and referenced for innovation, sales and marketing purposes
Ensure cohesive experience (this includes marketing, messaging, pricing & promotion) across in-store, ecommerce, and digital
Align retail campaigns with broader marketing initiatives
Performance Tracking & Insights
Analyze sales lift, velocity, and ROI
RoAS for media buying (instacart, RMS, Criteo, WMC, etc.)
Translate insights into actionable improvements
Build scalable playbooks for success
Who You Are:
3–5 years in retail/shopper/trade marketing (CPG preferred - beauty, lifestyle, wellness, baby categories are a bonus)
Experience launching products in retail
Experience with launching new retailers
Strong understanding of retail channels
Experience with retail media platforms (Criteo, Instacart, RMS, WMC, etc.)
Experience with shopper marketing platforms like Ibotta, Aisle, etc.
Creative eye for what’s trending in both retail/CPG
Strong analytical and project management skills
Location & Benefits:
Boston, MA, New York, NY, San Diego, CA (Hybrid, 3 days/week in-office)

We offer:
✔ Fully covered medical benefits + dependent contributions
✔ Unlimited PTO
✔ 401k with up to 4% match
✔ “Work from Anywhere” bank
✔ Wellness stipend for health & fitness
✔ Commuter benefits
These are the Values that Guide our Decisions in the Business:
People First
We take care of ourselves, our teammates and our customers equally
Constant Improvement
Small daily improvements and a commitment to innovation and growth in our personal lives, as well as throughout the business
Transparent and Open Communication
Say it straight or it comes out crooked- respectful and direct communication always
Ego is the Enemy
Always stay humble, hungry, and curious
Think Like an Owner
How are my actions or this moment going to affect the big picture?
Risk Taking
Make informed bets and emotionally move on from the ones that don’t work
Creativity and Rapid Iteration
Think big, fail fast and inexpensively