Director of Retail Marketing to lead brand, growth, and customer engagement across our thrift retail stores and e-commerce platforms. This role blends mission-driven storytelling with modern resale marketing strategies inspired by our 100 year history, sustainable fashion and people impact to leave no talent behind.
You'll be responsible for building a unified brand experience that drives foot traffic, online engagement, and revenue-while amplifying our mission to empower individuals with disabilities and other barriers to employment through sustainable fashion.
Key Responsibilities:
Brand & Campaign Strategy- Own and evolve the Goodwill NYNJ retail brand to reflect our values of the treasure hunt, sustainability, affordability, and community impact.
- Lead seasonal and thematic campaigns that drive awareness and sales across physical and digital channels. DYI Halloween, Christmas in July, Earth Day and Fashion Week.
- Develop messaging frameworks that connect our mission with modern thrift culture and show how buying for Goodwill has a double impact. Build trust in the mission of Goodwill and the value of our thrift goods.
- Support our fundraising campaigns, gala and telling the goodwill story of people for the whole organization.
Growth & Performance - Build and execute full-funnel marketing strategies across paid media, email, SEO/SEM, and social including in the following channels:
- Digital advertising: Google Ads, programmatic, retargeting, SEM/SEO.
- Social media: Paid and organic campaigns; influencer and partner collaborations.
- Email marketing: Segmentation, automation, testing, and reporting.
- In-store marketing: In-store promotions, signage, and shopper engagement.
- Loyalty marketing: Campaigns, offers, and promotions to drive retention and frequency.
- Print & collateral: Flyers, brochures, and physical assets for events and outreach.
- Out-of-home (OOH): Window signage, billboards, bus/subway placements, fleetwide refreshes.
- Website & SEO: Content updates, optimization, and digital integration.
- Events & activations: Store openings, seasonal campaigns, and community events.
- Set and monitor KPIs for
- Retail revenue growth (monthly and YoY)
- Customer acquisition and retention
- Digital engagement (CTR, conversion rates, social reach)
- Optimize campaigns based on performance data and customer insights.
Retail Launch & Expansion Support- Lead marketing strategy for new store launches, including grand opening campaigns, local media outreach, and community engagement.
- Develop scalable launch playbooks for future store openings and current stores to have unified messaging and look & feel for customers
- Collaborate with retail operations and merchandising teams to ensure alignment.
- Ensure in-store signage and materials are adding to on brand shopping experience, language, pricing, new items
Digital & Content Strategy- Oversee content creation across social media, email, blog, and video.
- Develop influencer and ambassador programs to amplify reach.
- Ensure consistent brand voice and visual identity across all platforms.
Loyalty Programs launch and expansions- Build out our shopper loyalty program with incentives for shoppers with Clutch.com
- Drive returns, engagement and use of loyalty program and targeted campaigns
- Launch a new donor loyalty and giving options
Team Leadership & Collaboration- Manage vendors for printing, graphic design and needs being mindful of budget
- Oversee marketing budget.
- Collaborate cross-functionally with retail, mission services, and development teams.
- Supervise and coach the Marketing Coordinator, create dotted lines with Development, CEO and Mission teams.
QUALIFICATIONS- 4-6 years of marketing operations or multi-channel marketing experience; retail marketing experience preferred.
- Proven ability to balance strategy and execution, setting plans while driving projects to completion.
- Strong analytical and reporting skills; demonstrated ability to use data to shape strategy and optimize performance.
- Experience managing large-scale signage, collateral production, and vendor execution.
- Experience managing marketing budgets, tracking spend, and reporting ROI.
- Skilled in sourcing, managing, and optimizing vendor teams.
- Familiarity with digital, social, email, and loyalty platforms.
- Excellent project management and organizational skills; thrives in fast-paced environments.
- Exceptional communication skills, both written and verbal.
