The Retail Marketing Manager owns how HYER shows up inside a retail store. This role turns seasonal brand and product direction into what a dealer actually sees, receives, and executes — the fixtures on the floor, the signage on the wall, the events that bring traffic through the door, and the training that gives a store associate a reason to reach for HYER. You will work at the intersection of sales, brand, creative, and the retail floor, translating big ideas into things that happen in stores. You are someone who thinks in seasons and systems, and you are always working two at once — building toward next season's sell-in while executing this season's sell-through. You bring structure to complexity and you don't drop things. You treat dealers like clients: you learn their business, respect their time, and deliver things that work.
Key Responsibilities:- In-Store Presence and Dealer Support
- Own HYER's in-store presence across the dealer network — fixtures, signage, and point-of-purchase materials
- Run the fixture program end to end: spec, vendor relationships, order flow, and allocation by account tier
- Build the seasonal signage and POP kit for the dealer network
- Own branded merchandise and swag for the dealer network — what we produce, who gets it, and how it ships
- Build and run the dealer request process: a single, documented path for stores and reps to request signage, fixtures, swag, and marketing support, with clear turnaround expectations
- Manage inventory, reorder triggers, and fulfillment for all store-facing materials so requests are filled rather than queued
- Set approval rules and tiering so requests are answered consistently instead of case by case
- Manage the fixture, POP, signage, and branded merchandise budget for the wholesale channel
- Set in-store merchandising standards and silent-selling tools that support our core boot builds and franchises
- Translate seasonal creative into merchandising guides a store manager can actually follow
- Sell-Through Execution
- Build and execute the retail plan for every product launch — what ships, when, to which doors, and what execution should look like on the floor
- Track post-launch execution door by door and report results back to the sales team
- Execute MDF and co-op activation to align with key retailer marketing plans
- Oversee retailer deadlines across key accounts to ensure HYER is represented
- Integrate the wholesale channel into HYER's seasonal go-to-market calendar
- Partner with the Events team so in-store events are supported with the right materials, messaging, and product story
- Sell-In Support
- Build sell-in materials and line presentation tools from seasonal brand and creative direction
- Partner with Sales to position priority styles so accounts understand where HYER is placing its bets and why
- Equip our independent sales reps with the materials, messaging, and tools that make HYER the easiest brand to sell
- Serve as a marketing resource to key wholesale accounts, understanding account-specific needs and delivering against them
- Retail Associate Development
- Oversee the Retailer Development Program strategy — how it grows, who qualifies, and what participation earns — with recruitment, onboarding, and administration run by the Program Coordinator
- Build the systems, playbooks, and measurement that let store-facing programs scale as the dealer network grows
- Hold programs accountable to results, not activity, and report performance to sales leadership
- Report on launch execution, dealer support performance, and program engagement, and use it to direct where investment goes next season
Qualifications:- 5+ years in retail marketing, trade marketing, field marketing, or wholesale brand support
- Hands-on experience managing in-store fixture or visual merchandising programs, including vendor management and budget ownership
- Experience building or running a materials, merchandising, or marketing request program serving a distributed retail base
- Experience supporting an independent, multi-door dealer base, not exclusively big box
- Experience managing or developing a direct report, or clear readiness to take on people leadership
- Strong project management across concurrent launches, events, and partner deadlines
- Excellent written communication Comfortable influencing without direct authority, particularly alongside independent field sales representatives
- Willingness to travel up to 30% for store visits, events, key account meetings, and trade shows
- Experience in footwear, apparel, Western, or work wear preferred
