Manager - Retail Marketing

JOB PURPOSE

The Manager - Retail Marketing is responsible for developing and executing the retail marketing strategy across the store network to enhance brand visibility, strengthen the in-store customer experience, and drive commercial performance.

The role oversees visual merchandising, trade marketing, and in-store and proximity marketing initiatives, ensuring that products, brand stories, and promotional campaigns are presented in a compelling and commercially effective manner across all stores.

Acting as a service and enabling function to the portfolio of brands, the role ensures that brand strategies, product launches, and marketing campaigns are effectively translated into impactful retail execution, maintaining brand integrity while optimizing in-store performance across the Middle East retail network

Qualifications and Education:

• Bachelor's degree in marketing, Business Administration, Retail Management, or a related field

• Additional certifications in Retail Marketing, Visual Merchandising, or Brand Management are an advantage.

Experience:

• Minimum 8-10 years of experience in retail marketing, trade marketing, or visual merchandising, preferably in fashion, luxury, eyewear, or specialty retail

• At least 2-5 years in a managerial role overseeing multi-store retail marketing operations

• Proven experience in in-store marketing campaigns, visual merchandising strategy, and retail activation

• Experience working across multi-country retail environments in the Middle East / Arabian Gulf preferred

• Strong understanding of customer journey, retail analytics, and store-level marketing effectiveness

• Optical Retail experience is considered an advantage

JOB RESPONSIBILITIES

• Develop and implement the retail marketing strategy for the store network, ensuring alignment with overall brand and commercial objectives while maximizing customer engagement and sales performance.

• Plan and execute trade marketing initiatives including product launches, promotional campaigns, and seasonal activations to drive footfall, product awareness, and sell-through within stores.

• Lead the development and implementation of visual merchandising standards across all retail locations to ensure consistent brand presentation and optimal product visibility for optical frames, sunglasses, and accessories.

• Translate brand marketing campaigns into effective in-store excellent execution through window displays, point-of-sale materials, and store communication tools that enhance the customer experience and reinforce brand messaging.

• Support new store openings, refurbishments, and retail concept implementations by ensuring the correct execution of visual merchandising, marketing materials, and promotional activation plans.

• Monitor and analyze the effectiveness of retail marketing initiatives using sales performance, campaign results, and store feedback to continuously optimize marketing investments and in-store engagement strategies.

• Lead and develop the retail marketing and visual merchandising team, while providing guidance and training to store teams to ensure consistent execution of retail marketing standards.

• Collaborate closely with marketing, buying & merchandising, retail operations, brand partners and third-party vendors to ensure alignment between product launches, promotional calendars, and retail marketing activities.