About this role
OverviewThe Senior Manager, Retail Marketing & Retail Partnerships owns retail marketing end to end across Tonal's owned and operated stores and our retail partner locations — a footprint of roughly 130 doors. Reporting directly to the Senior Director of Retail, this role is the bridge between Tonal's brand vision and the retail floor experience.
This is a build role. Corporate and field communications do not exist as a program today, and this person will create them: the cadence, the channels, and the content that keep every team selling Tonal aligned. Alongside that, they will own the retail marketing calendar and channel plan, the in-store experience, and the corporate-level relationship with our retail partners.
If you want to own a function rather than run a calendar, this is that role.
What You Will DoRetail Marketing Strategy & Channel PlanningOwn the annual and quarterly retail marketing calendar across owned and operated stores and retail partner locations
Set the retail channel plan — what runs where, when, and why — aligned to key sales periods, product launches, and brand moments
Provide retail channel input to the Marketing team on creative, messaging, and format requirements before assets go into production
Partner with the Marketing and Growth teams on geo marketing plans tied to store trade areas, translating national brand moments into market-level activation
Feed door-level performance and local market insight back into growth and lifecycle planning
Identify growth opportunities across the retail footprint and propose programs that drive incremental revenue
Build & Own Retail CommunicationsBuild Tonal's retail communications function from the ground up — corporate communications and field communications for owned and operated teams and retail partners
Establish the recurring communication rhythm: what is launching, what is promoting, what changes on the floor, and what the team needs to say
Own the channels, templates, and calendar that make retail communications consistent and dependable rather than ad hoc
Partner with the Learning & Development Lead so communications and training reinforce one another; L&D owns curriculum, this role owns the communication function
Retail Partnerships — Corporate Account ManagementServe as the corporate-level relationship owner for Tonal's retail partnerships, managing the day-to-day operating rhythm
Prepare and lead retail partner business reviews — performance, program results, and forward plan
Own recurring retail partner marketing updates so partner-facing content never goes stale
Build the evergreen and promotional campaign resource kits retail partners need to execute independently
Support retail partner onboarding and launch as the retail footprint grows
Partner closely with our Field Leaders, who own selling behaviors and in-field sales performance, so corporate programs and field execution stay connected
In-Store Experience, Merchandising & ProductionOwn planograms, seasonal resets, and visual merchandising standards across owned and partner locations
Ensure planogram compliance and brand standards are consistently upheld across all retail locations
Receive final production files from the Marketing team and own everything downstream: print vendor management, spec accuracy, timelines, distribution, and install
Manage print and fixture vendors against clear deliverables, budgets, and deadlines
Own the retail asset library so every location always has current, on-brand materials
Analytics & ReportingTrack and report on retail marketing KPIs including traffic, demos, conversion, and return on ad spend
Manage co-op and program budgets and joint planning with retail marketing counterparts
Conduct competitive landscape analysis and provide actionable recommendations to leadership
Manage agency relationships and hold external partners accountable to deliverables and performance benchmarks
Who You Are5+ years of marketing experience, with a minimum of 3 years in a retail, channel, or partner marketing role
Demonstrated success developing and executing retail marketing programs at scale
Experience across both owned retail and partner retail channels
A builder: you have created a program, a process, or a communications function that did not exist before you got there
Exceptional written communication
Hands-on print production and vendor management: you have checked the spec, chased the vendor, and seen the install through
Planogram and visual merchandising fluency across multiple store formats
Experience managing partner relationships and co-op or program budgets
Strong project management skills with the ability to manage multiple priorities in a fast-paced environment
Comfortable presenting to senior internal and partner stakeholders
Proficiency in marketing analytics tools (e.g. Google Analytics, Salesforce)
Bachelor's degree in Marketing, Business, Communications, or a related field preferred
Extra CreditExperience in consumer electronics, fitness, or premium lifestyle categories
Experience with high-consideration, demo-dependent products above a $1,500 price point
Has built a retail or field communications program from scratch
Experience in a revenue-share, dealer, or franchise retail model
Familiarity with retail media networks (e.g., Best Buy Ads, Target Roundel)
Background working with creative agencies and managing end-to-end production workflows
Exposure to inside sales, direct sales, or a commercial target
At Tonal, we believe that the unique and varied lived experiences of our teammates contribute to our overall strength. We don’t just appreciate differences, we celebrate them, and we always seek people that represent a wide variety of backgrounds. We’re dedicated to adding new perspectives to the team and designing employee experiences that contribute to your growth as much as you do to ours. If your experience aligns with what we’re looking for (even if you don’t check every single box), send us your application. We would love to hear from you!
Tonal is committed to meeting the diverse needs of people with disabilities in a timely manner that is consistent with the principles of independence, dignity, integration, and equality of opportunity. Should you have any accommodation requests, please reach out to us via our confidential email, [email protected]. All requests will be addressed and responded to in accordance with Tonal’s Accessibility Policy and local legislation.