Purpose & Overall Relevance for the Organization:
This role leads the development and execution of retail-specific marketing strategies focused on Visual Merchandising, in-store communication, and activations across company-owned retail locations. The position also oversees visual merchandising guidelines for select wholesale accounts, ensuring alignment with brand identity and commercial priorities. A key objective is to elevate the in-store experience and drive engagement for both commercial and membership moments.
Key Responsibilities:
Oversee the annual retail marketing calendar across all store formats.
Deliver tailored retail marketing plans for commercial and membership initiatives, ensuring alignment with global strategy and brand standards.
Provide market and channel insights to the Global Brand Activation team to inform localized strategies.
Manage and optimize the retail marketing budget to ensure effective investment in initiatives.
Collaborate with the retail and membership teams to align on activations and investments before execution.
Lead the planning and execution of in-store activations, membership campaigns, and new store launches.
Manage the Visual Merchandising team in developing seasonal guidelines for all owned stores based on the marketing calendar.
Guide the creation of visual merchandising toolkits for wholesale partners to support consistent brand execution.
Drive specific strategic visual merchandising projects for key wholesale accounts.
Identify and capitalize on in-season opportunities with the retail team, ensuring quick and agile execution.
Partner with external agencies to deliver visual merchandising solutions at key wholesale locations.
Support brand activation initiatives with expert guidance on visual merchandising and consumer journey planning.
Act as the primary liaison for the Global Retail Activation team.
Foster a high-performance, engaged team culture by leading through example.
KPI’s:
Growth in retail net sales
Sell-through performance at selected wholesale accounts
Return on marketing investment
Retail-specific metrics such as traffic, conversion rates, and average transaction value
Membership growth and engagement driven by in-store initiatives
Required Skills & Knowledge
Solid background in Visual Merchandising or Retail Marketing
Strong leadership and team management skills across diverse teams
Proven ability to develop and grow talent
Hands-on experience managing complex marketing projects
Proficient in Microsoft Office, particularly in data and planning tools
Education & Experience Requirements
Bachelor’s degree in Business, Marketing, or a related field
6–8 years’ experience in relevant marketing roles
Fluent in both Japanese and English
Deep interest or background in sports, fashion, or the arts
Demonstrated leadership track record
Key Relationships:
Country-level Brand Activation, Business Unit, and Concept-to-Consumer teams
Retail Operations, Buying, and Store Development
Wholesale teams and external marketing/visual agencies
Global functions: Retail Activation, Consumer Experience
Finance and Legal departments