Senior Lead - DTC Retail Marketing

In short

As the Senior Lead - Retail Marketing, North America, you will architect and lead the retail marketing strategy for our DTC store fleet, defining how the brand shows up in physical spaces at scale. This role is responsible for evolving the function and establishing the frameworks, roadmaps, and investments required to deliver a premium brand experience across a rapidly expanding fleet. Reporting to the Head of Brand Experience, North America, with a dotted line to the Head of Retail, AMER, you will operate as a key cross-functional leader across Retail, Digital, and Visual Merchandising, driving alignment between global strategy and regional execution while leading a high-performing team to scale the function.

Your Mission

• Define and lead the annual and seasonal retail marketing strategy and roadmap for North America, ensuring alignment to global campaigns and regional commercial priorities

• Translate global brand strategies into clear, actionable regional plans that reflect market needs, new store openings, and key seasonal moments

• Lead the end-to-end marketing strategy for new store openings, from pre-launch awareness through launch and early lifecycle, building scalable playbooks for consistent execution

• Own the regional retail marketing budget and resource allocation, prioritizing high-impact initiatives that drive traffic and brand equity

• Partner with global and regional Digital teams to execute the digital-to-physical integration strategy, ensuring seamless consumer journeys that drive store engagement

• Establish clear communication, tools, and processes that enable store teams and cross-functional partners to execute retail marketing initiatives with excellence

• Define the role of community and local events within the retail environment, setting the strategic direction and guardrails for local execution

• Lead and develop a high-performing team, fostering a culture of accountability, clarity, and continuous improvement as the function expands

Your Story

• You bring 8+ years of experience leading retail marketing strategy and execution for high-growth global brands, ideally within the premium sportswear or lifestyle sectors

• You have 2+ years of direct people leadership experience, with a proven track record of coaching and developing a team in a regional or matrixed environment

• Demonstrated expertise in creating and implementing strategic frameworks for complex retail functions, including the ability to simplify challenges into actionable roadmaps

• Exceptional stakeholder management skills, with the ability to influence and align diverse global and regional functions toward shared strategic goals

• Proven ability to navigate enterprise complexity, balancing competing priorities and making informed decisions that safeguard brand integrity

• Skilled at anticipating potential issues and balancing necessary trade-offs to ensure the successful execution of high-impact marketing projects

Your Team

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.

What we Offer

On is a place that is centered around growth and progress. We offer an environment designed to give people the tools to develop holistically – to stay active, to learn, explore and innovate. Our distinctive approach combines a supportive, team-oriented atmosphere, with access to personal self-care for both physical and mental well-being, so each person is led by purpose.

Applicable to our New York Office Location Only: Typical cash compensation range for this position inclusive of base + bonus + equity: $180,000-$215,000. Individual compensation packages are based on various factors unique to each candidate including experience, industry knowledge, qualifications, skill set, and location.

At On we understand cash compensation is just one piece of your total rewards package. In addition to cash compensation, On offers a competitive benefits package including medical, dental, and vision benefits, along with a industry leading PTO package, and competitive 401k program. Additional perks and benefits include: 11 paid US holidays, corporate office closure between Christmas and New Year, and a plethora of product perks!