Sr. Manager, Retail Marketing & Consumer Activation

Carters Inc.•Atlanta, GA

About The Position

The Senior Manager, Retail Marketing & Activation Marketing develops and leads Carter’s retail experience strategy to drive store traffic, deepen customer engagement, strengthen brand affinity, and support community engagement. The role transforms Carter’s stores into destinations by creating reasons for families to visit beyond traditional shopping. It develops scalable experience programs, activations, and locally relevant events that foster connection, drive traffic and customer acquisition, and produce measurable business impact. The position leads enterprise retail experiences strategy and creates a long-term roadmap of family-focused experiences. It identifies opportunities around seasonal moments, cultural occasions, partnerships, and community engagement, and works with Integrated Marketing, Creative, and Retail Store Experience teams to bring brand storytelling to life while balancing operational feasibility with a strong customer experience. The role develops nationally scalable activation programs with local customization, leads activation planning and execution, and partners across brand, owned channels, loyalty, social, public relations, and media to maximize awareness and attendance. It also supports new store openings, relocations, remodels, flagship initiatives, and seasonal campaigns. The Senior Manager defines and analyzes program metrics, prepares executive recaps and recommendations, and builds business cases demonstrating the effect of experiential marketing on retail performance and brand engagement.

Requirements

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, including experience measuring program effectiveness and ROI.
Exceptional communication, presentation, and stakeholder management skills.
Passion for building brands through meaningful consumer experiences and community engagement.

Responsibilities

Develop and lead Carter’s enterprise retail experiences strategy to build brand affinity, drive store traffic, and support measurable business growth.
Create a long-term roadmap of family-focused experiences that strengthen brand relevance and support business objectives.
Identify opportunities involving seasonal moments, cultural occasions, partnerships, and community engagement to create meaningful consumer experiences in stores and beyond.
Partner with Integrated Marketing and Creative teams to develop retail concepts and experiences that bring campaigns and brand storytelling to life.
Collaborate with the Retail Store Experience Team to integrate experiences into store environments while balancing operational feasibility and customer experience.
Develop experiential platforms and scalable programs for national deployment with local market customization.
Identify opportunities to strengthen Carter’s role in communities and create new reasons for families to visit stores.
Lead activation development and execution, including planning, budgets, vendors, registration platforms, customer communications, and measurement.
Ensure experiences are operationally executable, customer-centric, and aligned with Carter’s brand standards.
Evaluate industry trends and best practices to evolve the retail experience strategy.
Partner with Brand Management, Owned Channels, Loyalty, Social, PR, and Media teams to maximize awareness and attendance.
Develop customer acquisition strategies tied to experiential programs and community engagement.
Support new store openings, relocations, remodels, flagship initiatives, and seasonal campaigns.
Use customer insights and local market trends to identify opportunities for traffic growth and engagement.
Define success metrics and KPIs for retail marketing and activation initiatives.
Analyze traffic, transactions, sales, customer acquisition, loyalty engagement, attendance, and customer satisfaction metrics.
Develop executive-level recaps and recommendations to inform future investment decisions.
Build business cases demonstrating the impact of experiential marketing on retail performance and brand engagement.