Brooklyn New York - Director of Retail Thrift Marketing

Goodwill NYNJ•New York, NY

20d•Onsite

About The Position

Goodwill Greater New York and Northern New Jersey (GWNYNJ) is seeking a strategic, creative, and data-driven Director of Retail Marketing to lead brand, growth, and customer engagement across its thrift retail stores and e-commerce platforms. This role combines mission-driven storytelling with modern resale marketing strategies, leveraging the organization's 100-year history, focus on sustainable fashion, and impact on people's lives. The Director will be responsible for building a unified brand experience that drives foot traffic, online engagement, and revenue, while amplifying Goodwill's mission to empower individuals with disabilities and other barriers to employment through sustainable fashion.

Requirements

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.

Responsibilities

Own and evolve the Goodwill NYNJ retail brand to reflect values of treasure hunt, sustainability, affordability, and community impact.
Lead seasonal and thematic campaigns (e.g., DYI Halloween, Christmas in July, Earth Day, Fashion Week) to drive awareness and sales across physical and digital channels.
Develop messaging frameworks that connect the mission with modern thrift culture and highlight the dual impact of shopping at Goodwill.
Build trust in Goodwill's mission and the value of thrift goods.
Support fundraising campaigns, galas, and storytelling for the entire organization.
Build and execute full-funnel marketing strategies across paid media, email, SEO/SEM, and social media.
Manage digital advertising (Google Ads, programmatic, retargeting, SEM/SEO).
Oversee paid and organic social media campaigns, including influencer and partner collaborations.
Implement email marketing strategies including segmentation, automation, testing, and reporting.
Develop in-store marketing initiatives such as promotions, signage, and shopper engagement.
Create and manage loyalty marketing campaigns, offers, and promotions to drive retention and frequency.
Oversee the production of print materials and collateral (flyers, brochures) for events and outreach.
Manage out-of-home (OOH) advertising, including window signage, billboards, bus/subway placements, and fleet refreshes.
Manage website content updates, optimization, and digital integration.
Plan and execute events and activations, including store openings, seasonal campaigns, and community events.
Set and monitor Key Performance Indicators (KPIs) for retail revenue growth, customer acquisition and retention, and digital engagement.
Optimize campaigns based on performance data and customer insights.
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 ensure unified messaging and branding for current stores.
Collaborate with retail operations and merchandising teams to ensure alignment.
Ensure in-store signage and materials enhance the on-brand shopping experience, including language, pricing, and new item presentation.
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.
Build out the shopper loyalty program with incentives using Clutch.com.
Drive returns, engagement, and usage of the loyalty program through targeted campaigns.
Launch new donor loyalty and giving options.
Manage vendors for printing, graphic design, and other needs, mindful of budget.
Oversee the marketing budget.
Collaborate cross-functionally with retail, mission services, and development teams.
Supervise and coach the Marketing Coordinator.
Create dotted-line reporting relationships with Development, CEO, and Mission teams.