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.

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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.

Market Intelligence Report

Senior Marketing Director – Retail & Omnichannel is part of the Marketing Strategy category.Explore our market intelligence report to see how AI and hiring demand are shifting for these roles.

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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

Earn AMA PCM or DMI CDMP and complete a Retail Media course (e.g., IAB Retail Media Certification).

Stand up a small omnichannel campaign (email/SMS + paid + in‑store signage) and publish a metrics case study (CAC, ROAS, LTV).

Join ANA/AMA and network at NRF or retail media events; request informational interviews with VPs of Retail/E‑comm Marketing.