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.

Browse All Roles

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.

Market Intelligence Report

Vice President of Marketing, Retail Division is part of the Marketing Strategy category.Explore our market intelligence report to see how AI and hiring demand are shifting for these roles.

See the market intelligence report

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

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.

Earn AMA PCM or DMI leadership certification and pair it with platform badges (Amazon Ads, Walmart Connect).

Join NRF and ANA councils, schedule informational interviews with retail CMOs, and lead a cross-functional omnichannel pilot to demonstrate P&L impact.