Retail/Ecomm Channel Marketing Manager

Position Overview

The Retail/Ecomm Channel Marketing Manager develops and executes marketing strategies that drive brand visibility, shopper engagement, and sales performance across major home improvement retailers. This role ensures alignment between in-store merchandising, retail media, and eCommerce content — delivering a consistent brand experience from the aisle to the digital shelf.

Acting as the bridge between marketing, sales, and retail partners, this position manages retailer-specific marketing programs, omnichannel promotions, and digital content strategies for brands sold through The Home Depot, Lowe’s, Menards, and other key accounts.

Key Responsibilities

Channel Strategy & Planning

• Develop and manage retail-specific marketing strategies that align with overall brand objectives and account plans.
• Lead annual/periodic product-line reviews with key retail buyers to evaluate current assortment, performance and future opportunities.
• Collaborate with sales, finance, product development and supply chain teams to build SKU rationalization proposals (additions, deletions, inventory adjustments)
• Partner with sales, marketing, and retail teams to define channel priorities, promotional calendars, and launch strategies.
• Translate brand initiatives into retailer-specific programs that drive conversion both in-store and online.
• Identify and activate opportunities to strengthen brand presence through retailer marketing programs (sponsored media and content)

In-Store Marketing & Merchandising

• Plan and execute retail merchandising programs, signage, and displays that enhance shopper engagement and drive sell-through.
• Manage the creation and production of POP materials, endcaps, and reset displays in partnership with design and operations teams.
• Collaborate with planogram and category management teams to ensure optimized placement and compliance at retail.
• Track in-store execution performance and identify improvement opportunities through field feedback or sales data.

eCommerce & Omnichannel Marketing

• Lead development and syndication of eCommerce content, including copy, imagery, A+ content, video, and 360° assets.
• Partner with digital marketing and eCommerce teams to optimize digital shelf performance and conversion across retail.com sites (Lowe’s.com, HomeDepot.com, Menards.com)
• Ensure consistency between in-store messaging and digital campaigns to create a cohesive omnichannel shopper experience.
• Collaborate with retailer media teams to plan and measure digital ad campaigns.
• Analyze digital performance metrics such as CTR, conversion rate, content health, and share of digital shelf to inform strategy.

Promotions & Events

• Manage trade marketing activations, promotions, and seasonal campaigns across key retail partners.
• Work with retailers on circulars, email features, and paid placements that align with category and brand objectives.
• Ensure promotions are supported with coordinated digital and in-store assets.

Analytics & Reporting

• Track ROI and performance of retail marketing campaigns and activations.
• Analyze shopper behavior, sales performance, and campaign effectiveness across channels.
• Present insights and recommendations to leadership for continuous improvement.

Qualifications

• Bachelor’s degree in Marketing, Business, or related field; MBA preferred.
• 6+ years of experience in retail marketing, trade marketing, or channel marketing within a manufacturing or CPG environment.
• Experience managing programs for major omnichannel retailers (e.g., Lowe’s, Home Depot, Menards).
• Strong understanding of both in-store merchandising and digital shelf optimization.
• Proficient in marketing project management tools, analytics platforms, and retail content systems (e.g., Salsify, PowerBI).
• Excellent organizational, communication, and cross-functional leadership skills.
• Analytical thinker with ability to interpret data and translate insights into actionable plans.

Key Competencies

• Deep understanding of the home improvement retail landscape.
• Strategic and creative marketer with a strong eye for brand consistency.
• Skilled in balancing multiple retailer priorities while maintaining brand integrity.
• Data-driven, results-oriented, and highly collaborative.
• Adept at working across cross-functional teams and influencing without authority.

Job Type: Full-time

Benefits:

• 401(k)
• 401(k) matching
• Dental insurance
• Employee discount
• Health insurance
• Life insurance
• Paid time off
• Referral program
• Vision insurance

Application Question(s):

• Do you currently reside in the Atlanta area?

Experience:

• Email marketing: 6 years (Required)

Work Location: Remote