Senior Lead - DTC Retail Marketing

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.

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)

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

The Brand Experience team brings On’s mission to ignite the human spirit through movement to life across North America. We lead the physical expression of the brand across retail environments, events, and community activations — creating premium, high-impact moments that connect people to our brand. Our team includes B2B Marketing, DTC Retail Marketing, Visual Merchandising, Events, Tech Reps, and Community Marketing, working together to build meaningful brand experiences across both On-owned and partner touchpoints.

The team fosters a culture of continuous learning and holistic well-being, supporting each member to build their best self.

Did you know Portland has more than 1.2 million trees? Our team is pretty happy to have a testing ground in the very green Pacific Northwest.

I think something that unites people here is the pace and the drive. The ambition is quite high in everything we do and when you bring these people together, you see the outcome can be multiplied. It's super impressive to see what happens when you put these creative teams together who really help each other grow.

On…