VP of Marketing, Retail & Omnichannel

Career Guide

Leads retail and ecommerce marketing strategy to drive revenue, traffic, and customer loyalty across stores, web, and mobile. Owns brand, acquisition, retention, and media mix; builds integrated campaigns; manages budgets, teams, and analytics to optimize omnichannel performance.

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Key Responsibilities

Set omnichannel marketing strategy and KPIs tied to revenue and LTV
Own marketing budget, forecasting, and ROI optimization
Lead CRM, loyalty, and personalization programs across channels
Oversee media mix (search, social, retail media, TV/CTV) and attribution
Partner with merchandising, stores, and ecommerce to drive traffic and conversion
Build and mentor high-performing marketing and analytics teams
Evaluate and optimize martech stack (CDP, ESP, analytics, POS integration)
Establish testing roadmap (A/B and multivariate) and experimentation cadence

Career Progression

Can Lead To

SVP, Marketing

Chief Marketing Officer (CMO)

Chief Customer Officer

Transition Opportunities

General Manager / Business Unit Leader

Chief Digital Officer

Growth Advisor / Consultant

Private Equity Operating Partner (Commercial)

Common Skill Gaps

Often Missing Skills

End-to-end omnichannel strategy design and executionCRM/loyalty architecture and advanced personalizationMarketing mix modeling and multi-touch attributionMartech stack integration (CDP, ESP, POS, ecommerce)Retail media network planning and measurement

Development Suggestions1) Lead a CDP + loyalty pilot that unifies POS and ecommerce data and reports lift; 2) Own a full-funnel marketing budget and MMM/attribution workstream for a product line.

Market Intelligence Report

VP of Marketing, 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$170,000–$210,000

Mid Level$210,000–$270,000

Senior Level$270,000–$350,000

Growth Trend

growing | Retail invests in omnichannel, CRM, and ecommerce; leadership demand is growing.

Companies Hiring

Major Employers

WalmartTargetBest Buy

Industry Sectors

RetailE-commerceConsumer Goods

Recommended Next Steps

Complete GA4 certification and a Marketing Mix Modeling/attribution course (e.g., Coursera/BCG) and apply by building a media optimization case study.

Gain hands-on with a CDP and ESP (Segment, mParticle, Salesforce Marketing Cloud or Marketo); implement a triggered lifecycle journey end-to-end.

Engage in industry forums (ANA, NRF) and benchmark with retail media partners (Amazon Ads, Walmart Connect); draft a 12-month omnichannel plan with P&L impact.