Senior Marketing Director – Retail & Omnichannel

Career Guide
Leads retail and e‑commerce marketing strategy across in‑store and digital channels to grow traffic, conversion, and customer value. Oversees planning, budgets, teams, and agencies while aligning campaigns with merchandising and omnichannel operations.

Key Responsibilities

  • Own omnichannel go‑to‑market strategy and calendar
  • Lead annual planning, budgeting, and forecast for marketing
  • Drive acquisition, retention, and loyalty across email/SMS, paid media, social, site, and in‑store
  • Set KPIs and measure CAC, LTV, ROAS, traffic, and conversion
  • Oversee CRM/CDP, segmentation, and lifecycle programs
  • Partner with Merchandising, E‑commerce, and Store Ops to align campaigns
  • Select and manage agencies, media partners, and retail media networks

Career Progression

Can Lead To
Vice President of Marketing
Head of Omnichannel/Customer Experience
Chief Marketing Officer (CMO)
Transition Opportunities
E‑commerce Director
Product Marketing Director
Customer Experience (CX) Director
Growth Marketing Leader

Common Skill Gaps

Often Missing Skills
End‑to‑end omnichannel strategy and attributionHands‑on CRM/CDP audience building and triggersRetail media planning and measurementMarketing mix modeling (MMM) and incrementality testingIn‑store and digital merchandising alignment
Development SuggestionsBuild a pilot lifecycle program in a CRM/CDP with measurable CAC→LTV impact; run an A/B or geo‑lift test and document results to demonstrate attribution and incrementality skills.

Salary & Demand

Median Salary Range
Entry Level$110,000 - $140,000
Mid Level$140,000 - $185,000
Senior Level$185,000 - $260,000
Growth Trend
growing — Retail invests in e‑commerce, loyalty, and data‑driven omnichannel.

Companies Hiring

Major Employers
WalmartTargetMacy’s
Industry Sectors
Retail & E‑commerceConsumer Packaged Goods (CPG)Apparel & Footwear

Recommended Next Steps

1
Earn AMA PCM or DMI CDMP and complete a Retail Media course (e.g., IAB Retail Media Certification).
2
Stand up a small omnichannel campaign (email/SMS + paid + in‑store signage) and publish a metrics case study (CAC, ROAS, LTV).
3
Join ANA/AMA and network at NRF or retail media events; request informational interviews with VPs of Retail/E‑comm Marketing.