Senior Lead - DTC Retail Marketing

In short

As the Senior Lead - Retail Marketing, you will architect, build, and own the full retail marketing strategy for our North American direct-to-consumer (DTC) store fleet, establishing the foundational frameworks and annual roadmap for a new function. This mission is critical to scaling our brand experience, driving traffic and awareness, and ensuring premium brand expression across all physical touchpoints in a period of rapid retail expansion. Reporting to the Head of Brand Experience, North America, with a dotted line into the Head of Retail, AMER, you will operate as a key orchestrator, leading extensive cross-functional alignment, and positioning the function for future people leadership.

Your Mission

• Define and build the North America DTC Retail Marketing function from scratch, establishing the core frameworks, processes, and strategic principles for the growing fleet

• Own the annual regional retail marketing strategy and roadmap, ensuring campaign alignment, fleet tiering, and a consistently premium brand expression in-store

• Translate the global retail marketing strategy into a regionally relevant and actionable calendar that integrates local needs, new store openings, and seasonal moments

• Develop the comprehensive in-store messaging strategy, including storytelling hierarchy, seasonal direction, and integration of global and regional campaigns

• Lead the end-to-end marketing strategy for all new store openings, including pre-launch awareness, launch moments, and early lifecycle marketing, and build reusable playbooks for scale

• Partner closely with the Digital Marketing team to define and execute the digital-integration strategy that successfully drives awareness and traffic to the store fleet

• Drive retail team enablement and clear communications, ensuring store teams have full clarity on upcoming marketing priorities and execution needs

• Define the community marketing and high-level event strategy for DTC Retail, collaborating with the Community and Events teams (not owning direct execution)

Your story

• You bring 7+ years of experience defining and driving retail marketing for a multi-door fleet, preferably at a global fashion apparel or sportswear brand

• You are an expert at building net-new functions and foundational frameworks from the ground up, with a track record of setting processes and strategic principles for scale

• Demonstrated ability to be a strong cross-functional leader who can influence and align diverse stakeholders (Visual Merchandising, Digital, Retail Operations) without direct authority

• Exceptional ability to translate complex brand strategy into simple, clear, and high-impact in-store consumer experiences that drive traffic and conversion

• Proven success in developing and executing comprehensive marketing strategies for new store openings and building scalable launch playbooks

• Experience operating in a fast-paced, matrixed environment where you anticipate issues, balance necessary trade-offs, and synthesize various perspectives to achieve the best outcome for the organization

What to expect

We want to set everyone up for success, so here’s the lowdown on how we hire. Our process is a two-way street – bringing you into our culture, while helping us learn how you think.

Our full process can last about eight weeks from application to offer, because we care about getting it right. These steps explain how we usually do things.

Before you get started, feel free to consider if you want to work with us. Strange question? Well, we give people a lot of space to navigate their day-to-day and that style isn't for everyone. We want you to be passionate about what you do and be sure this is the right fit. Because when skills and passion combine – it creates that 'Wow' moment.

• Step One

  It starts with you...

  You'll start by submitting your application to a specific role. We try to keep this step as simple as possible. We do get a lot of applications, but we review them all. If you're a good fit to the role, a recruiter will follow up with you directly. If you didn't receive a reply, or were unsuccessful this time around, we encourage you to look for other possible matches at On.

• Step Two

  Interview with a recruiter

  What ignites your spirit? This is where we’ll start getting to know all about you and what makes you tick – and it’s your first chance to get a feel for our culture. Chatting with a member of our talent team, you’ll learn more about On and how we work. We’ll learn about what motivates you and what you could bring to the team.

• Step Three

  Interview with a hiring manager

  Ready to dig into the details? This second interview will be held with your future manager and will focus on the specifics of the job. Together you’ll delve into your unique skills and experiences and how they could be relevant at On. It's also a time to assess how you might feel working side-by-side. Bring any questions you have about the job, the team or anything else you might like to know – this is an open forum.

• Step Four

  The Case Study

  What's your style? This task will help us understand how you think, face a challenge and give insight into your novel ideas. Designed to give everyone their best shot, your case study is based on something you might typically experience on the job. This is your chance to show us what you’ve got. So express yourself. Be you.

• Step Five

  The Experience Day

  Your first taste of the Oniverse. This is a time to meet some of the people you'll be working closest with. In person or virtually, you'll get a feel for the day-to-day at On and the people who make it happen. You'll chat with a few potential teammates - the conversations will be as equally driven by the role and your experience as by our values. We believe how you do things is just as important as what you do.

• Step Six

  The Result

  Are we a good fit? We’ll get together internally to share our feedback and decide if we’re a match. We know that job searching is a big time investment, so it’s not a decision we take lightly. It’s also time for you to reflect on the experience – are we the right place for you? No matter the outcome, we’ll give you meaningful feedback.

Step One:

It starts with you...

You'll start by submitting your application to a specific role.

We try to keep this step as simple as possible. We do get a lot of applications, but we review them all. If you're a good fit to the role, a recruiter will follow up with you directly. If you didn't receive a reply, or were unsuccessful this time around, we encourage you to look for other possible matches at On.