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Tonal is seeking a Senior Manager of Retail Marketing & Retail Partnerships to own retail marketing end-to-end across approximately 130 owned, operated, and partner retail locations. Reporting to the Senior Director of Retail, you will serve as the bridge between Tonal's brand vision and the retail floor experience.
This is a build role. You will create Tonal's retail communications function from the ground up—establishing cadence, channels, and content that keep all retail teams aligned and selling. You will own the retail marketing calendar and channel plan, determine what runs where and when across all locations, and align activations to key sales periods, product launches, and brand moments.
Key responsibilities include:
- Develop and execute the annual and quarterly retail marketing calendar across owned and partner locations
- Set the retail channel plan and provide input to the Marketing team on creative, messaging, and format requirements
- Partner with Marketing and Growth teams on geo-targeted plans tied to store trade areas
- Build Tonal's retail communications function, establishing recurring communication rhythms and owning templates and calendars
- Serve as the corporate-level relationship owner for retail partnerships, managing day-to-day operations and leading partner business reviews
- Own planograms, seasonal resets, and visual merchandising standards across all locations
- Manage print and fixture vendors, production timelines, and distribution
- Track and report on retail marketing KPIs including traffic, demos, conversion, and ROAS
- Manage co-op and program budgets
- Conduct competitive landscape analysis and present findings to leadership
You will work closely with Field Leaders, the Learning & Development team, and retail partners to ensure corporate programs and field execution remain connected.
REQUIREMENTS:
- 5+ years of marketing experience, with a minimum of 3 years in retail, channel, or partner marketing
- Demonstrated success developing and executing retail marketing programs at scale
- Experience across both owned retail and partner retail channels
- Proven track record as a builder: you have created a program, process, or communications function that did not exist before
- Exceptional written communication skills
- Hands-on experience with print production and vendor management
- Planogram and visual merchandising fluency across multiple store formats
- Experience managing partner relationships and co-op or program budgets
- Strong project management skills and 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 related field preferred
EXTRA CREDIT:
- Experience in consumer electronics, fitness, or premium lifestyle categories
- Experience with high-consideration, demo-dependent products above $1,500 price point
- Built a retail or field communications program from scratch
- Experience in revenue-share, dealer, or franchise retail models
- Familiarity with retail media networks (Best Buy Ads, Target Roundel)
- Background working with creative agencies and managing end-to-end production workflows
- Exposure to inside sales, direct sales, or commercial targets
