Career Development

What Does a Retail Marketing Manager Do?

Find out what a retail marketing manager does, how to get this job, and what it takes to succeed as a retail marketing manager.

Retail marketing managers are responsible for overseeing the marketing efforts of their company. They work with a variety of different teams (such as sales, customer service, and product development) to develop strategies that will help their business succeed.

Retail marketing managers may oversee all aspects of their company’s marketing strategy—from developing plans and creating materials to implementing those plans and tracking results. They commonly focus on one or more specific areas of retail marketing, such as digital marketing, social media marketing, or e-commerce marketing.

Retail Marketing Manager Job Duties

A retail marketing manager typically has a wide range of responsibilities, which can include:

  • Developing marketing plans that set goals for increasing revenue, market share, and brand awareness
  • Developing pricing strategies for products based on competitors’ prices, customers’ willingness to pay, and company cost structures
  • Identifying new business opportunities by researching new technologies, markets, and competitors
  • Conducting market research to identify potential opportunities for growth in existing markets or new markets
  • Designing advertising campaigns that create brand awareness, generate leads, and promote sales
  • Creating an effective store environment that will attract customers with visual appeal, comfort, and convenience
  • Meeting with store managers to discuss performance metrics and identify problem areas
  • Analyzing data to identify opportunities for increasing store traffic and sales
  • Developing and implementing marketing strategies to promote products or services in retail stores

Retail Marketing Manager Salary & Outlook

Retail marketing managers’ salaries vary depending on their level of education, years of experience, and the size and industry of the company. They may also earn additional compensation in the form of bonuses or commissions.

  • Median Annual Salary: $85,000 ($40.87/hour)
  • Top 10% Annual Salary: $122,000 ($58.65/hour)

The employment of retail marketing managers is expected to grow faster than average over the next decade.

As e-commerce continues to grow, retail marketers will be needed to help their companies adapt to the changing environment and maintain or increase sales. In addition, as more consumers shop online, retail marketers will be needed to create strategies for online advertising and social media.

Retail Marketing Manager Job Requirements

A retail marketing manager typically needs the following qualifications:

Education: A bachelor’s degree is often a minimum requirement to become a retail marketing manager. Some companies may prefer a master’s degree in marketing or a related field. Relevant coursework includes marketing strategy, advertising, economics, business and finance.

Training & Experience: Retail marketing managers typically receive on-the-job training in the form of an entry-level position in marketing or retail management. Many retail marketing managers begin as marketing associates or retail clerks. Some also begin as marketing managers or marketing directors before advancing to a retail marketing manager position.

Certifications & Licenses: Certifications are not usually a requirement to become a retail marketing manager, but they can help you become a more competitive candidate when applying for jobs.

Retail Marketing Manager Skills

Retail marketing managers need the following skills in order to be successful:

Communication skills: Communication skills are essential for retail marketing managers. You use these skills to communicate with other marketing professionals, sales representatives and other members of your team. You also use these skills to communicate with clients and customers. Effective communication skills can help you convey your ideas and messages clearly and concisely.

Marketing knowledge: A marketing manager oversees the development of a company’s marketing strategy. This role requires a thorough understanding of the various marketing channels and tactics available to businesses. Retail marketing managers should have a basic understanding of marketing strategies and tactics, including how to develop a marketing plan, how to measure the success of a marketing campaign and how to create a marketing budget.

Strategic thinking: Strategic thinking is the ability to analyze a situation and determine the best course of action. As a retail marketing manager, strategic thinking is an important skill to have because it allows you to make informed decisions about your marketing campaigns. For example, you may use strategic thinking when creating a marketing plan for a new product. You may use strategic thinking to determine what type of marketing campaign would be most effective for the product and what type of marketing would be most cost-effective.

Problem-solving skills: Retail marketing managers often work with a team of other marketing professionals, sales associates and other company employees. It’s important for them to be able to work with others to solve problems and find solutions to challenges. This can include finding ways to improve sales, increase customer satisfaction or find ways to improve the company’s bottom line.

Teamwork skills: Retail marketing managers often work with a team of other marketing professionals, sales representatives and other employees to develop and execute marketing strategies. It’s important for retail marketing managers to be able to work with others to ensure they’re getting the most out of their marketing budgets and meeting their company’s goals.

Retail Marketing Manager Work Environment

Retail marketing managers work in a variety of settings, including retail stores, corporate offices, and warehouses. They typically work full time during regular business hours, although they may occasionally work evenings and weekends to meet deadlines or attend special events. Retail marketing managers may travel to attend conferences, meet with clients, or visit stores. Some retail marketing managers work from home, although most work in an office setting.

Retail Marketing Manager Trends

Here are three trends influencing how retail marketing managers work. Retail marketing managers will need to stay up-to-date on these developments to keep their skills relevant and maintain a competitive advantage in the workplace.

The Rise of the Digital Shopper

The rise of the digital shopper is a trend that is having a major impact on the retail industry. As more and more people shop online, retailers are having to find new ways to attract customers and keep them coming back for more.

This trend is creating opportunities for marketing professionals who can help businesses develop strategies to reach shoppers where they are most likely to be found: online. By understanding how to market products in the digital space, marketers can help their companies stay ahead of the competition and win over new customers.

Customer Experience Is King

As customers become more demanding, the importance of customer experience has risen to the top of the list of priorities for many businesses. This means that retail marketing managers need to focus on providing an excellent experience for customers at every touch point.

To do this, retail marketing managers need to understand what makes customers happy and then work to create experiences that meet those needs. This may include things like developing a strong social media presence, creating a positive brand image, or improving the shopping experience.

More Focus on Data-Driven Marketing

As data becomes more important in business, so too does data-driven marketing. This trend is leading to an increased focus on analytics and metrics as a way to measure the success of marketing campaigns.

Retail marketing managers can capitalize on this trend by becoming familiar with data-driven marketing techniques. This includes learning how to use data to make decisions about which marketing channels to invest in, as well as how to track the effectiveness of campaigns.

How to Become a Retail Marketing Manager

A successful retail marketing manager career requires a combination of skills, experience, and personal attributes. You need to be able to think creatively about how to market products effectively; have strong communication skills; be able to work well with people from all levels of the organization; and be able to manage multiple projects simultaneously.

To get started on your path to becoming a retail marketing manager, start by gaining experience in marketing and advertising. Volunteer or intern for local businesses that sell products you are interested in, or find ways to volunteer or intern for national brands. Take courses in marketing and advertising at your local community college or online. Read industry publications and attend trade shows and conferences.

Related: How to Write a Retail Marketing Manager Resume

Advancement Prospects

Retail marketing managers may advance to director of marketing or another executive position within their company. Some may also start their own retail businesses. To advance, retail marketing managers need to demonstrate their ability to increase sales and profits. They should also have good people skills, as they will be working with a team of marketing professionals.

Retail Marketing Manager Job Description Example

The retail marketing manager is responsible for the planning and execution of all marketing initiatives for [CompanyX]’s retail locations. The retail marketing manager will work closely with the corporate marketing team to develop and implement marketing plans that drive traffic and sales for the retail locations. The retail marketing manager will be responsible for managing the retail marketing budget and will be responsible for developing and managing relationships with retail partners. The retail marketing manager will also be responsible for developing and managing in-store marketing programs and events.

Duties & Responsibilities

  • Develop and execute marketing plans that support the business objectives for multiple retail locations
  • Drive traffic and sales through effective local store marketing initiatives, including but not limited to print, digital, social media, in-store events, and grassroots marketing
  • Work with store management and staff to ensure all marketing activities are carried out flawlessly and in a timely manner
  • Manage budgets for each retail location, ensuring cost-effective use of marketing resources
  • Monitor competitor activity and adjust marketing plans accordingly to maintain a competitive edge
  • Keep abreast of industry trends and best practices to ensure the highest standards of quality in all marketing initiatives
  • Develop strong relationships with key stakeholders, including store managers, regional managers, corporate marketing, and advertising agencies
  • Generate reports on marketing campaign results and ROI, making recommendations for future campaigns based on findings
  • Coordinate the production of all marketing materials, from conception to delivery
  • Oversee the development and implementation of customer loyalty programs
  • Train and manage a team of marketing coordinators responsible for executing marketing plans at the store level
  • Perform other duties as assigned

Required Skills and Qualifications

  • Bachelor’s degree in marketing, business, or related field
  • 5+ years experience in retail marketing or a similar role
  • Proven track record of successful marketing campaigns and strategies
  • Excellent communication, writing, and presentation skills
  • Strong organizational and project management skills
  • Creativity and innovation

Preferred Skills and Qualifications

  • Master’s degree in marketing, business, or related field
  • 7+ years experience in retail marketing or a similar role
  • Experience managing a team of marketing professionals
  • In-depth knowledge of retail industry trends and best practices
  • Advanced skills in Microsoft Office, especially PowerPoint and Excel

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