Position SummaryResponsible for developing and managing an in-store communication strategy that aligns with and delivers on our Brand, strategy and culture. Leads the vision and strategy of in-store décor, seasonal/thematic signage, price perception and other specific in-store communication to effectively deliver an easy and impactful shopping experience for the customer. Responsible for the development of an in-store communication hierarchy that allows for effective communication of business building initiatives. Leads the holistic in-store marketing strategy related to key brand campaign launches and commercial product initiatives. Build strong partnerships with Category, Merchandising, Retail and others to achieve an aligned, collaborative approach to in-store communications. Responsible for leading a team to create innovative in-store sign solutions and the printing/distribution of such solutions, both on-site and through third party vendors, to optimize effectiveness and efficiencies.
Principle duties & responsibilities- Leads the strategy and execution of our in-store communications platform and marketing strategy in support of Food Lion's business objectives, inclusive of key brand campaign launches, tentpole programs and relevant monetization initiatives.
- Collaborates with merchandising to gain a holistic understanding of the commercial plan and is a leadership partner in bringing that plan to life in-store to be sure of a correct balance that allows for an easy-to-shop in-store experience with clear customer communication.
- Oversee the development of marketing signage, inclusive of seasonal / thematic signage, price perception, etc. that inspires the customer to build her basket and increase engagement with the Brand.
- Oversee the management of all print services, including the on-site Food Lion print and sign shop as well as external print vendors.
- Oversee the omni-channel remodel décor strategy for future market launches.
- Directs and manages the external décor agency, working in collaboration with key functional partners, inclusive of corporate brand strategy.
- Articulates strategies and delivers décor and signage presentations to the senior leadership team, cross-functional partner groups and more.
- Oversee the creative services print budget, estimates at $3-4MM annually.
Preferred Qualification- Experience in marketing-related strategies and programs within the omni-channel retail environment - with a pointed focus on in-store
- Experience with and the use of Brand Style Guidelines - understanding governance and application to in-store retail native environments
- Outstanding presentation and collaboration skills are needed to drive ideas, gain credibility and build rapport with all types of stakeholders in a team environment
- Commitment to impact; ability to incorporate new learning into existing plans and act decisively
- Ability to quickly adapt to a new organization and make an immediate impact through a positive and proactive nature, high energy level and credible experience
- Omni-channel ecommerce marketing experience and fluency a plus
EducationExperience- To excel in this role, you'll need experience in developing and managing omni-channel marketing strategies that drive brand engagement and growth.
- Experience working collaboratively with marketing, creative, and analytics teams is important to ensure cohesive messaging and effective decision-making.
- Staying current with in-store marketing trends and connectivity to omni-channel shopping best practices is crucial to keep in-store efforts fresh and relevant.
Skills and abilities- Expertise in understanding the omni-channel marketing landscape, with a pointed focus on in-store communications, programmatic strategies and more
- Proven ability to create and execute digital display ad campaigns that effectively increase traffic and sales.
- Proven ability to develop, lead and empower a team of direct reports
- Strong analytical skills to monitor, interpret, and act on relevant in-store performance metrics, optimizing strategies for maximum ROI.
- Collaborative mindset with experience working closely with in marketing, retail operations, category, merchandising (& more) to ensure alignment and cohesive messaging
- Local and regional travel
