Brooklyn New York - Director of Retail Thrift Marketing

Goodwill Greater New York and Northern New Jersey (GWNYNJ) believes that the power of work and sustainable fashion is how we unlock the good in our communities. For over 100 years, we have helped people get jobs, stay employed, and progress in careers across New York and Northern New Jersey. We believe that diversity drives innovation and strengthens our workplace. We are committed to fostering our inclusive environment where all employees feel valued, respected, and empowered to contribute fully. We welcome applicants of all backgrounds, identities, experiences, and abilities.


Goodwill NYNJ is seeking a strategic, creative, and data-driven Director of Retail Marketing to lead brand, growth, and customer engagement across our thrift retail stores and e-commerce platforms. This role blends mission-driven storytelling with modern resale marketing strategies inspired by our 100 year history, sustainable fashion and people impact to leave no talent behind.

You'll be responsible for building a unified brand experience that drives foot traffic, online engagement, and revenue-while amplifying our mission to empower individuals with disabilities and other barriers to employment through sustainable fashion.

Key Responsibilities:

Brand & Campaign Strategy

• Own and evolve the Goodwill NYNJ retail brand to reflect our values of the treasure hunt, sustainability, affordability, and community impact.
• Lead seasonal and thematic campaigns that drive awareness and sales across physical and digital channels. DYI Halloween, Christmas in July, Earth Day and Fashion Week.
• Develop messaging frameworks that connect our mission with modern thrift culture and show how buying for Goodwill has a double impact. Build trust in the mission of Goodwill and the value of our thrift goods.
• Support our fundraising campaigns, gala and telling the goodwill story of people for the whole organization.

Growth & Performance

• Build and execute full-funnel marketing strategies across paid media, email, SEO/SEM, and social including in the following channels:
  • Digital advertising: Google Ads, programmatic, retargeting, SEM/SEO.
  • Social media: Paid and organic campaigns; influencer and partner collaborations.
  • Email marketing: Segmentation, automation, testing, and reporting.
  • In-store marketing: In-store promotions, signage, and shopper engagement.
  • Loyalty marketing: Campaigns, offers, and promotions to drive retention and frequency.
  • Print & collateral: Flyers, brochures, and physical assets for events and outreach.
  • Out-of-home (OOH): Window signage, billboards, bus/subway placements, fleetwide refreshes.
  • Website & SEO: Content updates, optimization, and digital integration.
  • Events & activations: Store openings, seasonal campaigns, and community events.

• Set and monitor KPIs for
  • Retail revenue growth (monthly and YoY)
  • Customer acquisition and retention
  • Digital engagement (CTR, conversion rates, social reach)
  • Optimize campaigns based on performance data and customer insights.

Retail Launch & Expansion Support

• Lead marketing strategy for new store launches, including grand opening campaigns, local media outreach, and community engagement.
• Develop scalable launch playbooks for future store openings and current stores to have unified messaging and look & feel for customers
• Collaborate with retail operations and merchandising teams to ensure alignment.
• Ensure in-store signage and materials are adding to on brand shopping experience, language, pricing, new items

Digital & Content Strategy

• Oversee content creation across social media, email, blog, and video.
• Develop influencer and ambassador programs to amplify reach.
• Ensure consistent brand voice and visual identity across all platforms.

Loyalty Programs launch and expansions

• Build out our shopper loyalty program with incentives for shoppers with Clutch.com
• Drive returns, engagement and use of loyalty program and targeted campaigns
• Launch a new donor loyalty and giving options

Team Leadership & Collaboration

• Manage vendors for printing, graphic design and needs being mindful of budget
• Oversee marketing budget.
• Collaborate cross-functionally with retail, mission services, and development teams.
• Supervise and coach the Marketing Coordinator, create dotted lines with Development, CEO and Mission teams.

QUALIFICATIONS

• 4-6 years of marketing operations or multi-channel marketing experience; retail marketing experience preferred.
• Proven ability to balance strategy and execution, setting plans while driving projects to completion.
• Strong analytical and reporting skills; demonstrated ability to use data to shape strategy and optimize performance.
• Experience managing large-scale signage, collateral production, and vendor execution.
• Experience managing marketing budgets, tracking spend, and reporting ROI.
• Skilled in sourcing, managing, and optimizing vendor teams.
• Familiarity with digital, social, email, and loyalty platforms.
• Excellent project management and organizational skills; thrives in fast-paced environments.
• Exceptional communication skills, both written and verbal.

We believe in creating space for everyone to do their best work and have individual and collective impact. We believe in challenging the status quo and setting ambitious goals in the name of doing more good. We believe that being your best self and helping others do the same is how we bring our mission alive. Even if you don't think you meet all the qualifications listed for the job, we would love to hear from you!


If you require a reasonable accommodation at any point in the application or interview process, or if you are unable to apply through our recruitment portal, please contact us at View email address on click.appcast.io. We are happy to assist and ensure you have an equal opportunity to apply.