Sr. Manager, Retail Marketing & Consumer Activation

Carter's•Atlanta, GA

About The Position

The Senior Manager, Retail Marketing & Consumer Activation develops and leads Carter’s retail experience strategy to drive store traffic, deepen customer engagement, and strengthen brand affinity through retail and consumer experiences and community engagement. The role transforms stores into destinations by creating compelling 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 generate measurable business impact. The position leads Carter’s enterprise retail experiences strategy and creates a long-term roadmap of family-focused experiences. It identifies opportunities across seasonal moments, cultural occasions, partnerships, and community engagement, and partners with Integrated Marketing, Creative, and Retail Store Experience teams to bring campaigns and brand storytelling to life in and beyond stores while balancing operational feasibility and consumer experience. The role develops scalable experiential platforms with room for local customization and leads activation planning and execution, including budgets, vendors, registration platforms, customer communications, and measurement. It works across Brand Management, Owned Channels, Loyalty, Social, PR, and Media to maximize awareness and attendance, support customer acquisition, and drive business moments such as store openings, relocations, remodels, flagship initiatives, and seasonal campaigns. The Senior Manager defines KPIs, analyzes business and customer metrics, creates executive-level recaps and recommendations, and builds business cases demonstrating the impact of experiential marketing. Carter’s describes a career development program with resources including Carter’s University, Toastmasters, and mentorship programs. The job description notes that duties may change or be reassigned at management’s discretion and that the employee may be asked to perform duties not listed. Carter’s is an equal opportunity employer.

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 in seasonal moments, cultural occasions, partnerships, and community engagement to create meaningful consumer experiences.
Partner with Integrated Marketing and Creative 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 physical stores while balancing operational feasibility and customer experience.
Develop scalable experiential platforms and 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 for experiences and events.
Develop customer acquisition strategies connected 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 experiential marketing’s impact on retail performance and brand engagement.