Drive to Retail Manager-D2C

Position Details
Title: Drive to Retail Manager – D2C
Department: D2C
Reports to: Vice President D2C Operations
Location: Dearborn, MI
Job Classification: Remote

Job Summary
The Drive-to-Retail Manager serves as the strategic quarterback for retail traffic generation, aligning cross-functional teams, planning seasonal activations, measuring performance, and ensuring enterprise and local initiatives translate into meaningful store traffic and business results.

Associate Responsibilities

• Develop and execute integrated retail traffic-driving strategies that support business objectives by aligning campaigns, local market initiatives, community activations, and store-level efforts.

• Serve as the cross-functional leader and coordinator across Merchandising, CRM, Marketing, Media, Community, Retail Operations, Store Strategy & Experience, Planning, Analytics, and external partners to ensure seamless execution of traffic-driving initiatives.

• Lead seasonal and annual retail traffic planning processes, including traffic planning, promotional readiness, activation calendars, and communication of priorities to field and corporate stakeholders.

• Own the retail traffic and activation calendar, ensuring visibility, alignment, and effective communication of key initiatives, dependencies, milestones, and execution requirements.

• Partner with Analytics and Business Planning teams to define success metrics, measure performance, identify insights, and recommend optimizations that drive customer acquisition, store traffic, conversion, and sales.

• Manage community and localized activation programs, including vendor partnerships, event planning, and market-specific initiatives that strengthen customer engagement and brand awareness.

• Provide regular business reviews and executive updates, communicating initiative performance, key learnings, opportunities, and recommendations to senior leadership and cross-functional partners.

Required Education

• Bachelor's degree in Business, Marketing, Retail Management, Communications, Merchandising, Supply Chain, or a related field; or equivalent combination of education and relevant work experience.

Required Skills & Experience

• 5+ years of experience in retail, Direct to Consumer, marketing, operations, business planning, or omnichannel strategy.

• 2+ years proven success leading complex cross-functional initiatives without direct authority.

• Experience developing seasonal or annual business plans and managing multiple projects simultaneously.

• Strong analytical skills with the ability to translate performance metrics into actionable business recommendations.

• Knowledge of retail traffic, conversion, sales, and consumer engagement metrics.

• Experience presenting business updates, recommendations, and performance results to leadership teams.

• Exceptional communication, organization, and stakeholder management skills.

• Proficient in Microsoft Office Suite (Excel, PowerPoint, Outlook)

• Local marketing, media, CRM, customer acquisition, or community engagement experience is preferred.

• Experience working with multi-unit retail organizations is preferred.

• Experience managing agency, vendor, or external partner relationships is preferred.

Physical Requirements and Working Conditions

• Ability to work in a hybrid office and retail store environment.

• Ability to sit, stand, and use a computer for extended periods.

• Ability to participate in meetings, presentations, and collaborative workshops.

• Ability to occasionally lift and transport materials related to events, meetings, or store activations (up to 20 lbs. if applicable).

• Ability to travel domestically up to 10-20% of the time.

• Travel to retail stores, district meetings, community activations, leadership meetings, and corporate offices as needed.

• Ability to work occasional evenings and weekends to support store events, community partnerships, and business initiatives.

• Willingness to visit stores regularly to evaluate traffic-driving initiatives, gather field feedback, and identify opportunities for continuous improvement.

• This position has a Remote location: Associate will have no regular requirement to be on-site. Travel on-site is limited to special events.

• Carhartt is a tobacco free workplace.

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