Drive to Retail Manager-D2C

Inspired by Hard Work At Carhartt, the values of hard work—dependability, honesty, and trust—are rooted in the legacy of our founder, Hamilton Carhartt. His commitment to serving hardworking people continues to inspire everything we do. Guided by his legacy and our mission—We serve and protect all hardworking people by building durable products—we remain dedicated to upholding these principles in every decision we make and every product we create. 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 (…

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