Retail Marketing Director

At Burton, we are a purpose-led brand rooted in snowboarding and the outdoors. We fight for the future of our people, planet, and sport. We aim to maximize our positive social impact and minimize our negative environmental impact while delivering high-quality performance products.

As a global leader in snowboarding, we're committed to diversity, equity, and inclusion for the long-term health of our company, sport, and community. Through these efforts, we aim to make snowboarding and the outdoors accessible to all.

The Breakdown:

The Retail Marketing Director will be responsible for driving brand impact and commercial success across our retail landscape, including wholesale trade marketing, owned retail activation and visual merchandising. This role requires a leader who can connect annual marketing strategies to regional retail execution while deepening expertise in vertical retail and enhancing the consumer journey in-store and online.

This individual will partner closely with regional teams, wholesale accounts and cross-functional marketing teams to ensure a seamless integration of retail marketing into the broader brand and business strategy. They will also be synching with Merchandising and Category teams, as they partner on visual merchandising strategies and plans. The Retail Marketing Director will also be accountable for building measurable and scalable retail marketing programs that drive consumer engagement, traffic, conversion and brand loyalty across all doors.

The Retail Marketing Director will oversee a global team across owned retail activation, trade marketing and visual merchandising.

What You'll Get To Do:

1. Trade Marketing (Wholesale Channels)

• Develop and execute trade marketing strategies that elevate brand and category-thought leadership presence at key wholesale accounts globally
• Partner with regional wholesale teams and retail partners to create high impactin-store activationsand category/product storytellingcampaigns
• Align wholesale retail activations with brand and categorymarketing efforts, ensuring consistent consumer experiences across all touchpoints
• Partner with Category marketing and Merchandising onthe development of retail toolkitsand account-specific marketing plans that drive product sell-through
• Collaborate with key account managers to maximize retail support programs, ensuring that investment in trade marketing delivers measurable ROI

2. OwnedStoresRetail Activation

• Lead the strategy and execution of marketing activations across owned brick-and-mortar and partnerstores, ensuring alignment with brand campaigns, community goalsand category/product initiatives
• Develop seasonal store experience playbooks, ensuring that retail staff and store operations teams have the tools and training to bring marketing initiatives to life
• Partner with e-commerce, CRM, digital and Integrated Marketingteams to drive omnichannel experiences that link in-store engagement with digital touchpoints
• Analyze foot traffic, conversion data and regional trends to optimizeretail marketing investment and enhance consumer engagement strategies
• Build a framework for local store marketingand clienteling, allowing individual doors to execute brand-right, locally relevant activations that drive community engagement

3. Visual Merchandising (VM) Strategy & Execution

• Oversee the development and execution of visual merchandising strategy across all owned, partner and wholesale doors to amplify our brand and category presentationto align with key Merchandising and business objectives
• Partner with design and creative teams to ensure in-store environments reflect brand storytelling and product priorities
• Ensure brand VM guidelines are adapted and executed effectively in regional markets while maintainingconsistency
• Develop and manage visual merchandising toolkits, working closely with field teams to ensure timelyand impactful execution
• Establish a performance measurement framework for visual merchandising to evaluate impact on brand perception, sell-throughand consumer engagement

4. Cross-Functional Collaboration & Integration

• Act as the primary liaison between retail marketingand the broader Integrated Marketingteam, ensuring seamless integration of retail activations into broader marketingcampaigns
• Work closely with e-commerce, media, social and content teams to connect in-store activations with digital marketing initiatives
• Develop retail marketing performance dashboards, ensuring data-driven decision-making to optimizeactivations and investments
• Partner with regional marketing teams to understand market-specific opportunities and challenges, ensuring retail activations are locally relevant while laddering up to Category and Brandstrategies
• Manage and optimizethe retail marketing budget, ensuring strategic investment in initiatives that drive brand and business

What You'll Bring To The Team:

Experience & Expertise

• 10+ years of experience in brand marketing, retail marketing, trade marketing andvisual merchandising, preferably in the outdoor, lifestyle, or premium apparel space
• Proven track recordof leading retail marketing plansacross wholesale and owned retail environments
• Deep understanding of wholesale retail dynamics, including account management, shopper insights and sell-through strategies
• Strong expertisein visual merchandising principles and ability to execute impactful in-store storytelling
• Experience working with cross-functional teams in a global, matrixed organization
• Demonstrated ability to build and scale data-driven retail marketing strategies that drive both brand and commercial outcomes

Skills & Competencies

• Strategic thinkerwith the ability to balance long-term brand building with short-term, execution-orientedsales objectives
• Strong leadership and collaboration skills, able to influence and work closely with cross-functional teams across regions
• Highly analytical, with the ability to translate retail insights into actionable marketing strategies
• Strong project management skills, able to execute complex initiatives across multiple stakeholders
• Excellent communication and presentation skills, comfortable presenting to senior leadership and external partners

Success Measures

• Increased sell-through performance and buyer confidence at key wholesale accounts
• Stronger visual perspective,brand presence and engagement across wholesale and owned retail locations
• Increased foot traffic and conversion in owned retail stores
• Effective integration of retail marketing activations into broader brand and product marketing plans
• Improved alignment between global marketing and regional retail execution
• Data-driven decision-making and continuous optimization of retail marketing investments

This role is ideal for a strategic retail marketing leader who thrives in a fast-paced, global environment and is passionate about creating and executingpremium consumer experiences in-store. The right candidate will bring a blend of creativity, analytical thinkingand operational execution, ensuring that our retail channels drive both brand equity and commercial success.

Though we wish we could reach out to all applicants personally, you will only be contacted directly should you be chosen to move forward in the process. Candidates not chosen for this particular opportunity are encouraged to check back often for other roles as they are posted. Keep trying!

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