Retail Marketing Lead
About the Role:
Beam is seeking a highly strategic and execution-driven Retail Marketing Lead to build and scale our omnichannel marketing function.
This role goes beyond traditional shopper marketing-you will own how Beam shows up in retail and drives performance across all partners. From new product launches to new retailer expansions, you will be responsible for programs that drive awareness, trial, and conversion at shelf.
You will work cross-functionally with Sales, Marketing, Creative, and Operations to ensure our retail presence is both on-brand and optimized for each retailer and shopper mission.
What You'll Do:
Retail Marketing Strategy & Ownership
- Own and develop retail marketing strategy across all channels (Natural, Grocery, Mass, Specialty, Club)
- Create best-in-class retail marketing playbook by channel for product launches & retailer launches
- Translate brand positioning into retail-first messaging (we don't have a ton of organized/cohesive brand positioning at the moment so want to be careful with this one, but there will be an element of being able to brief and submit appropriate content per trends/competitors/retailers)
- Partner with Sales to align on account priorities
- Collaborate cross-functionally with Creative, Social, Paid, and Sales teams to develop integrated retail launch plans and clear channel-specific briefs that drive cohesive execution across all consumer touchpoints.
New Product & Retail Launches
- Own execution of new retailer launches (e.g., Sprouts, Target, Walmart)
- Develop retail launch toolkits and activation plans (this is semi mentioned in the retail marketing & strategy/ownership section)
- Support sell-in with compelling marketing materials (should also add in something about line reviews, resets & pitch decks for retail)
Retail Activation & In-Store Execution
- Execute in-store programs that drive trial and conversion
- Develop retail assets (shelf talkers, displays, signage) aligned with product priority, store demographic and seasonal events when necessary
- Partner with Sales on off-shelf placements and execution (ie. end caps, sidecaps, etc.)
- Optimize shelf presence and visual blocking (should be a call out of helping Ammar with trends in retail by category - flavors, form, packaging, colors, benefits, innovation, etc.)
Retail Media & Omnichannel Integration
- Manage retail media and monthly spend to align with KPI's (Instacart, retailer platforms)
- Actively pull and analyze SPINS data for category, competitive and retailer trends, that can be used and referenced for innovation, sales and marketing purposes
- Ensure cohesive experience (this includes marketing, messaging, pricing & promotion) across in-store, ecommerce, and digital
- Align retail campaigns with broader marketing initiatives
Performance Tracking & Insights
- Analyze sales lift, velocity, and ROI
- RoAS for media buying (instacart, RMS, Criteo, WMC, etc.)
- Translate insights into actionable improvements
- Build scalable playbooks for success
Who You Are:
- 3-5 years in retail/shopper/trade marketing (CPG preferred - beauty, lifestyle, wellness, baby categories are a bonus)
- Experience launching products in retail
- Experience with launching new retailers
- Strong understanding of retail channels
- Experience with retail media platforms (Criteo, Instacart, RMS, WMC, etc.)
- Experience with shopper marketing platforms like Ibotta, Aisle, etc.
- Creative eye for what's trending in both retail/CPG
- Strong analytical and project management skills
Location & Benefits:
Boston, MA, New York, NY, San Diego, CA (Hybrid, 3 days/week in-office)We offer:
• Fully covered medical benefits + dependent contributions
• Unlimited PTO
• 401k with up to 4% match
• "Work from Anywhere" bank
• Wellness stipend for health & fitness
• Commuter benefits
