The Advertising Marketing Manager is responsible for ensuring the Retail channel of the Direct to Consumer (D2C) organization is supported with effective communication, marketing, and promotional programs, to drive new and repeat consumer traffic while building NTS and delivering GP. The effectiveness of these programs will be evaluated against ROI and customer loyalty/build in traffic. Key to this role's success is building brand awareness toward our existing markets, new markets and partnerships. This position is responsible for conceptualization, strategy, alignment, and execution of Retail communication, marketing, and promotional initiatives while influencing and creating synergy across D2C channels. In addition, this individual will be responsible for managing specific Advertising Marketing campaign budgets, while maximizing return on investment.

Marketing Strategy

• Create comprehensive communication, marketing, and promotional strategies for Retail which drive sales and traffic.
• Develop consumer-relevant, marketing plans in support of strategic direction which drive new and repeat consumer traffic, build NTS, and deliver GP. Engage Product Development and Merchandising team members to ensure consumer relevance, timeliness and effective execution.
• Leverage working knowledge of retail consumer analytics and brand and continually identify and recommend marketing initiatives which delver against Retail marketing objectives
• Ensure proper, cost-effective execution and project management of all tactical communication, marketing, and promotional initiatives. Develop respective project timelines and manage deliverables against marketing and promotions calendar(s) and programs.

Analytics

• In partnership with the Consumer Market Analyst, develop and maintain benchmarks that will be used to assess and determine program success as a result of ongoing analysis; utilize benchmarks to develop tactical programs and to forecast results.
• In partnership with the Consumer Market Analyst, analyze, and report Retail channel marketing, promotional, sampling and other program effort results against benchmarks on a timely basis; identify correlations between program and campaign goals and return on investment (ROI); interpret analysis and make recommendations to management.
• Develop an inherent understanding of the buying behavior and industry trends relevant to the Retail channel. Slate this understanding to marketing programs and promotions while ensuring consistent and effective execution.
• Maintain a thorough understanding of internal Retail KPI's and metrics.

Communication & Field Support

• Maintain consistent communication with cross-departmental and field management team members to ensure meaningful integration and alignment in meeting the needs of the field, marketplace, and consumer.
• Communicate and align regularly with the Retail Field team to ensure that marketing programs are properly implemented.
• Seek regular and timely feedback from the Retail Field team to fully understand needs, performance, and opportunities for improvement.
• Track and analyze current local store initiatives and make recommendations on whether to continue/repeat/stop
• Review public facing websites and other social media content, inform stakeholders on social media goals, progress towards goals, major social media events and proposals and budgets for improvements (3rd party website, SEO, Social Channels)
• Collaborate with the Senior Marketing Manager, develop go-to-market strategy that will drive traffic to RR Stores
• Confident in writing core marketing messaging for use in campaigns and web copy with a strong sense for the demographics of the product's player base
• Planning and execution of content creation that supports RR strategies for multiple media channels

Manage Partnership & Influencer Strategy

• Maintain a rolling calendar of upcoming marketing and social media releases for review and approval
• Support the entire influencer campaign process: contract negotiations, creative briefs, content review and live integration
• Align influencer s content strategy with Company s brand calendar and pillars
• Work closely and collaboratively across marketing, creative, digital, product development and sales to champion influencer ideas and execute integrated content, activations and strategies
• Identify and negotiate with influencers to produce engaging brand worthy still images and video content that can be shared across all channels
• Manage content, and imagery and utilize across digital and social channels
• Track performance and analytics of influencer
• Scale ambassador-affiliate program by developing relationships, sending product and creating innovative campaigns to increase sales and drive ROI