Senior Marketing Specialist – Retail Campaigns

Career Guide
Plans and runs retail marketing campaigns to drive store and eCommerce sales. Coordinates with merchandising, creative, media, and retailer partners, manages budgets and calendars, and tracks performance to optimize spend and ROI.

Key Responsibilities

  • Plan and execute omnichannel retail campaigns across RMNs, paid social, search, email, and in‑store
  • Develop briefs and coordinate with creative, merchandising, media, and retailer partners
  • Manage retailer media network buys (e.g., Amazon Ads, Walmart Connect, Roundel)
  • Own campaign calendars, budgets, and co‑op/trade funds; ensure pacing and ROI
  • Build dashboards and report performance (e.g., GA4, CRM); generate insights and recommendations
  • Test and optimize offers, targeting, and creatives via A/B tests and lift studies
  • Ensure brand and retailer compliance; manage agencies and ad tech vendors

Career Progression

Can Lead To
Marketing Manager
Channel Marketing Manager
Retail Media Manager
Growth Marketing Manager
Transition Opportunities
Ecommerce Marketing Manager
Product Marketing Manager
Brand Manager
Digital Marketing Analyst

Common Skill Gaps

Often Missing Skills
Retail media network campaign setup and optimizationAttribution and incrementality measurement for retail campaignsTrade marketing and co‑op fund planningBudget pacing, forecasting, and ROI modeling
Development SuggestionsComplete Amazon Ads and Walmart Connect training; run a small-budget test campaign and build a GA4 dashboard to analyze results.

Salary & Demand

Median Salary Range
Entry Level$55,000–$70,000
Mid Level$70,000–$90,000
Senior Level$90,000–$115,000
Growth Trend
growing | Retail media and eCommerce growth sustain demand for campaign specialists.

Companies Hiring

Major Employers
WalmartTargetProcter & Gamble
Industry Sectors
RetailConsumer Packaged Goods (CPG)Advertising & Marketing

Recommended Next Steps

1
Earn Google Ads, Meta Blueprint, and Amazon Advertising certifications; complete GA4 attribution coursework
2
Build a portfolio by running a pilot campaign (e.g., for a local retailer or DTC brand) and document results and learnings
3
Join retail marketing communities (e.g., Path to Purchase Institute) and network with RMN specialists to learn tooling and best practices