Retail Promotions Manager

Career Guide
Plans and runs in-store and digital promotions to drive retail sales. Coordinates displays and signage, manages promo calendars and budgets, partners with vendors, and analyzes results to optimize future campaigns.

Key Responsibilities

  • Plan and execute in-store and digital promotional campaigns
  • Coordinate point-of-purchase displays, signage, and merchandising
  • Build and manage promotional calendars with cross-functional teams
  • Negotiate co-op funds and vendor allowances for promotions
  • Analyze sales lift, ROI, and promotional performance metrics
  • Manage budgets, forecasts, and post-promo reporting
  • Ensure brand and compliance standards across stores and channels

Career Progression

Can Lead To
Senior Promotions Manager
Retail Marketing Director
Shopper/Trade Marketing Director
Transition Opportunities
Brand Manager
Category Manager
Merchandising Manager
Product Marketing Manager
Retail Media Manager

Common Skill Gaps

Often Missing Skills
Trade promotion planning and TPM software proficiencyRetail media planning and measurement (e.g., Walmart Connect, Amazon Ads)In-store execution and POP display developmentPromo ROI/lift analysis using POS data
Development SuggestionsTake a shopper/trade marketing course and build a sample promo calendar with budget and KPIs; earn GA4 and Walmart Connect/Amazon Ads certifications and practice calculating lift and ROI from sample POS datasets.

Salary & Demand

Median Salary Range
Entry Level$60,000-$75,000
Mid Level$85,000-$110,000
Senior Level$115,000-$145,000
Growth Trend
growing

Companies Hiring

Major Employers
WalmartTargetThe Home Depot
Industry Sectors
RetailConsumer Packaged Goods (CPG)Advertising & Marketing Services

Recommended Next Steps

1
Complete a Shopper/Trade Marketing course (e.g., Path to Purchase Institute) and create a portfolio-ready promotions calendar with forecast and post-mortem.
2
Earn Google Analytics certification and a retail media cert (Walmart Connect or Amazon Ads) and analyze a recent promotion to quantify sales lift.
3
Partner with a local retailer or brand to run a small in-store promo (POP display + offer) and document execution, budget, and results.