Vice President of Marketing, Retail Division

Career Guide
Leads retail division marketing strategy and execution to drive revenue, traffic, and loyalty across stores and e-commerce. Oversees brand, performance marketing, CRM, and retail media; manages budgets, teams, agencies, and analytics to deliver growth targets.

Key Responsibilities

  • Set omnichannel marketing strategy aligned to retail P&L goals
  • Own budget planning, forecasting, and ROI across brand and performance
  • Lead CRM, loyalty, and personalization initiatives to grow LTV
  • Build and optimize retail media and marketplace advertising plans
  • Oversee brand, creative, and content for consistent customer experience
  • Develop measurement framework (MMM/MTA, dashboards) and act on insights
  • Manage agencies, vendors, and cross-functional partners (merchandising, eComm, stores)

Career Progression

Can Lead To
Senior Vice President of Marketing
Chief Marketing Officer (CMO)
General Manager / Business Unit Leader
Transition Opportunities
VP of E-commerce / Digital
Chief Customer Officer
Brand Strategy or Growth Consulting Partner
Product/Growth Marketing Executive

Common Skill Gaps

Often Missing Skills
Advanced marketing measurement (MMM/MTA) and experimentationRetail media network planning and optimizationEnterprise CRM/loyalty architecture and personalizationDeep P&L stewardship with merchandising and pricing integrationAt-scale performance marketing for marketplaces and paid search
Development SuggestionsComplete retail media and advanced analytics courses (e.g., Amazon Ads, MMA/MMM); lead a pilot loyalty or personalization initiative using a major CRM/CDP and report ROI.

Salary & Demand

Median Salary Range
Entry Level$170,000–$210,000
Mid Level$210,000–$260,000
Senior Level$260,000–$330,000
Growth Trend
stable - Executive roles are few; omnichannel retail sustains demand

Companies Hiring

Major Employers
WalmartTargetThe Home Depot
Industry Sectors
RetailE-commerceConsumer Goods

Recommended Next Steps

1
Enroll in an advanced measurement program (e.g., MMA or Coursera MMM) and build a portfolio case using anonymized data and a test-and-learn plan.
2
Earn AMA PCM or DMI leadership certification and pair it with platform badges (Amazon Ads, Walmart Connect).
3
Join NRF and ANA councils, schedule informational interviews with retail CMOs, and lead a cross-functional omnichannel pilot to demonstrate P&L impact.