Overview

The Senior Manager, Retail Marketing & Retail Partnerships owns retail marketing end to end across Tonal's owned and operated stores and our retail partner locations — a footprint of roughly 130 doors. Reporting directly to the Senior Director of Retail, this role is the bridge between Tonal's brand vision and the retail floor experience.

This is a build role. Corporate and field communications do not exist as a program today, and this person will create them: the cadence, the channels, and the content that keep every team selling Tonal aligned. Alongside that, they will own the retail marketing calendar and channel plan, the in-store experience, and the corporate-level relationship with our retail partners.

If you want to own a function rather than run a calendar, this is that role.

What You Will Do

Retail Marketing Strategy & Channel Planning

Own the annual and quarterly retail marketing calendar across owned and operated stores and retail partner locations

Set the retail channel plan — what runs where, when, and why — aligned to key sales periods, product launches, and brand moments

Provide retail channel input to the Marketing team on creative, messaging, and format requirements before assets go into production

Partner with the Marketing and Growth teams on geo marketing plans tied to store trade areas, translating national brand moments into market-level activation

Feed door-level performance and local market insight back into growth and lifecycle planning

Identify growth opportunities across the retail footprint and propose programs that drive incremental revenue

Build & Own Retail Communications

Build Tonal's retail communications function from the ground up — corporate communications and field communications for owned and operated teams and retail partners

Establish the recurring communication rhythm: what is launching, what is promoting, what changes on the floor, and what the team needs to say

Own the channels, templates, and calendar that make retail communications consistent and dependable rather than ad hoc

Partner with the Learning & Development Lead so communications and training reinforce one another; L&D owns curriculum, this role owns the communication function

Retail Partnerships — Corporate Account Management

Serve as the corporate-level relationship owner for Tonal's retail partnerships, managing the day-to-day operating rhythm

Prepare and lead retail partner business reviews — performance, program results, and forward plan

Own recurring retail partner marketing updates so partner-facing content never goes stale

Build the evergreen and promotional campaign resource kits retail partners need to execute independently

Support retail partner onboarding and launch as the retail footprint grows

Partner closely with our Field Leaders, who own selling behaviors and in-field sales performance, so corporate programs and field execution stay connected

In-Store Experience, Merchandising & Production

Own planograms, seasonal resets, and visual merchandising standards across owned and partner locations

Ensure planogram compliance and brand standards are consistently upheld across all retail locations

Receive final production files from the Marketing team and own everything downstream: print vendor management, spec accuracy, timelines, distribution, and install

Manage print and fixture vendors against clear deliverables, budgets, and deadlines

Own the retail asset library so every location always has current, on-brand materials

Analytics & Reporting

Track and report on retail marketing KPIs including traffic, demos, conversion, and return on ad spend

Manage co-op and program budgets and joint planning with retail marketing counterparts

Conduct competitive landscape analysis and provide actionable recommendations to leadership

Manage agency relationships and hold external partners accountable to deliverables and performance benchmarks

Who You Are

5+ years of marketing experience, with a minimum of 3 years in a retail, channel, or partner marketing role