Sr. Manager, Retail Marketing & Consumer Activation

Job Description

Job Description

Sr. Manager, Retail Marketing & Consumer Activation

Serving the needs of all families with young children, Carter's Inc. is the largest North American apparel retailer exclusively for babies and young children, encompassing Carter's, OshKosh B'gosh, Skip*Hop and Little Planet brands. Meaningful work, constant learning, genuine people, and a community guided by core values that promote inclusion and innovation is in everything we do. There are many reasons to build your career at Carter's.

HOW YOU'LL MAKE AN IMPACT:

The Senior Manager, Retail Marketing & Activation Marketing is responsible for developing and leading the CRI strategy to drive store traffic, deepen customer engagement, and strengthen brand affinity through meaningful retail and consumer experiences, and community engagement initiatives. This leader will transform Carter's stores into destinations by creating compelling reasons for families to visit beyond traditional shopping. Through the development of scalable experience programs, activations, and locally relevant events, this role will bring the brand to life in ways that foster connection, drives store traffic, customer acquisition, and generate measurable business impact.

The ideal candidate is a strategic marketer, experience builder, and consumer-focused leader who understands how to create memorable brand experiences while delivering against traffic, sales, and engagement objectives.

Retail Marketing & Activation Strategy - 30%

• Develop and lead Carter's enterprise retail experiences strategy, transforming stores into destinations that build brand affinity, drives traffic and measurable business growth.
• Create a long-term roadmap of family-focused experiences that strengthen brand relevance and support business objectives.
• Identify opportunities to leverage seasonal moments, cultural occasions, partnerships, and community engagement to create meaningful consumer experiences in stores and beyond.
• Partner closely with the Integrated Marketing and Creative Team to develop breakthrough retail concepts and consumer experiences that bring seasonal campaigns and brand storytelling to life within the store environment and beyond.
• Collaborate with the Retail Store Experience Team to ensure retail experiences are seamlessly integrated into the physical environment, balancing operational feasibility with an exceptional consumer experience.

Store and Consumer Activation Programming - 30%

• Develop new experiential platforms and scalable programs that can be deployed nationally while allowing for local market customization.
• Identify whitespace opportunities that strengthen Carter's role within communities and create new reasons for families to visit stores.
• Lead all aspects of retail store activation development and execution, including planning, budgets, vendors, registration platforms, customer communications, and measurement.
• Ensure all experiences are operationally executable, customer-centric, and aligned with Carter's brand standards.
• Continuously evaluate industry trends and best practices to evolve the retail experience strategy.

Brand Relevance & Traffic Generation - 30%

• Partner with Brand Management teams, Owned Channels, Loyalty, Social, PR, and Media teams to maximize awareness and attendance for retail experiences and events.
• Develop customer acquisition strategies tied to experiential programs and community engagement efforts.
• Support key business-driving moments including new store openings, relocations, remodels, flagship initiatives, and seasonal campaigns.
• Leverage customer insights and local market trends to identify opportunities for traffic growth and engagement.

Measurement & Business Impact - 10%

• Define success metrics and KPIs for all retail marketing and retail activation initiatives.
• Analyze traffic, transactions, sales, customer acquisition, loyalty engagement, attendance, and customer satisfaction metrics.
• Develop executive-level recaps and recommendations that inform future investment decisions.
• Build business cases that demonstrate the impact of experiential marketing on retail performance and brand engagement.

WE'D LOVE TO HEAR FROM YOU IF:

• 7-10+ years of experience in experiential marketing, retail marketing, brand experiences, community marketing, event marketing, or related disciplines.
• Proven track record of developing consumer experiences that drive traffic, engagement, and measurable business results.
• Strong strategic planning and project management capabilities.
• Experience managing budgets, agencies, vendors, and cross-functional teams.
• Strong analytical and business acumen with experience measuring program effectiveness and ROI.
• Exceptional communication, presentation, and stakeholder management skills.
• Passion for building brands through meaningful consumer experiences and community engagement.

MAKE A CAREER AT CARTER'S:

Career Development: Success starts from within, and we have several paths from which you can choose to enhance your career evolution. From Carter's University to Toastmasters to mentorship programs and more, we encourage you to utilize these tools to elevate your professional prowess.

NOTE: This job description is not intended to be all-inclusive. The duties described may be changed or reassigned at the discretion of management, and the employee may be required to perform duties that are not listed in the job description

Carters is committed to creating a diverse environment and is proud to be an equal opportunity employer. All qualified applicants will receive consideration for employment without regard to race, color, religion, gender, gender identity, sexual orientation, national origin, genetics, disability, age, veteran status, or any other status protected by federal, state, or local law.