Director of Retail Marketing - Merrell

Wolverine Worldwide•Rockford, MI

8d•Hybrid

About The Position

Merrell exists to share the simple power of being outside with everyone. We believe the "outdoors" is a much broader space than just the mountain summit; it’s any space beyond your front door. Our mission is to help our community rethink the outdoors by building gear that works everywhere, from technical alpine ridges to urban city streets. We don't just follow the trail; we help define where it goes next. We are a team that lives at the intersection of elite performance and modern style. Our history on the trail and commitment to innovation has made us the most awarded brand in the outdoor space. Recently, our MTL SpeedARC Peak won the prestigious ISPO Award for its breakthrough trail-racing tech, while the SpeedARC Surge BOA was named one of TIME’s Best Inventions for its modern, futuristic design and energy return. Whether it’s the Moab 3 being named “Best Hiking Shoe” by CNN Underscored and Popular Mechanics, or the Jungle Moc being recognized by HuffPicks as the gold standard for comfort, we are consistently recognized for building the most reliable, and most innovative, gear in the world. The Retail Marketing Director will identify, drive, and direct the brand’s retail, shopper, and local marketing strategies and program development globally, while executing and driving the business at key retail accounts and Merrell owned stores in top markets across the US.

Requirements

Bachelor’s Degree required/MBA preferred or equivalent work experience.
8+ years of CPG, agency or retail marketing experience with at least 3 years leading a team at the director level.
Strong and inspired collaborator, capable of leading a diverse group of agency partners and internal marketing partners.
Proven capability as a change agent, with the ability to inspire and drive innovation.
Proven track record in analyzing market trends, consumer behavior, and campaign performance data, translating insights into actionable strategies that develop integrated programs to engage and convert shoppers.
Creative and highly innovative thinker, willing to push boundaries with a deep understanding of customer and shopper experiences.
Solid written communication and presentation skills with commanding public speaking presence.
Thrives in a fast-paced, dynamic environment with tight deadlines, demonstrating the ability to multi-task and prioritize projects effectively.

Responsibilities

Oversee global retail marketing strategies by leading integrated 360-degree campaigns designed to capture market share and create impactful shopper moments.
Drive growth with key US retail accounts, while also setting strategic direction for Merrell-owned retail stores, ensuring both partner and owned channels reflect brand priorities.
Develop global playbooks and creative execution that unify the Merrell worldwide, while empowering regional teams with scalable toolkits for local adaptation.
Leverage shopper insights and retail analytics to understand consumer behavior, define KPIs (traffic, conversion, dwell time, sell-through, NPS), and continuously optimize strategies and campaigns.
Foster strong relationships with agencies, vendors, internal sales, merchandising, and brand teams to develop best-in-class marketing programs that align with brand and customer objectives.
Partner with sales and merchandising on trade marketing and channel strategy, ensuring alignment of marketing calendars, assortments, and sell-in materials with retail partners.
Manage execution of national and global activation plans (in-store and online) in collaboration with marketing, sales and key customers to drive sell-through of new product launches, seasonal stories, and brand campaigns.
Define and direct the vision for branded store environments - design, imagery, iconography, and brand voice - to reinforce the brand narrative and deliver exceptional customer experiences.
Drive retail innovation by testing and implementing new store formats, digital technologies, and experiential activations that enhance consumer engagement and differentiate the brand.
Partner with sales and merchandising to lead sell-in of key programs with key retailer customers to find win-win solutions for growth.
Be the primary contact with key retail marketing leadership to drive join business planning of key marketing plans and initiatives.
Collaborate with digital marketing and eCommerce teams to deliver a seamless omnichannel journey that connects online and offline shopper experiences.
Develop and lead the professional career development of your direct reports to ensure that they are growing as marketing leaders.
Provide strategic oversight of budget, projects timelines, and objectives, balancing long-term brand building with short-term business priorities.
Develop, mentor, and grow direct reports into future marketing leaders through coaching, feedback, and professional development planning.
Proactively identify and mitigate risks in retail execution, addressing challenges, potential partner conflicts or compliance issues.
Performs duties consistent with the Company’s AAP/EEO goals and policies.
Performs other duties as required/assigned by manager.