Sr. Manager, Retail Marketing

New Era Cap, LLC. is an international lifestyle brand headquartered in Buffalo, NY with an authentic sports heritage that dates back over 100 years. Best known for being the official on-field cap for MLB, official sideline cap for NFL, and official on-court cap for NBA, New Era Cap is the brand of choice not only for its headwear collection, but also for its accessories and apparel lines for men, women and youth. The brand is worn as a symbol of self-expression by athletes, artists and some of the most interesting people around the globe. New Era Cap encourages people to truly express their personal style and individuality through its products.

Since 1920, this family-owned business has hired employees who are masters of their craft. We are innovators, architects of culture, experts, and forward thinkers. We demand excellence because we pride ourselves on the quality of our products and the authenticity of our brand.

Interested in working with us? Check out this exciting opportunity at New Era Cap's Headquarters (HQ) building located in downtown Buffalo, NY. This role is 100% on-site, encouraging employees to collaborate and connect in person five days a week. HQ offers an inviting atmosphere, complete with an on-site cafe, fitness center, and Flagship store.

Apply to join New Era's team!

The Sr. Manager, Retail Marketing (Key Accounts, Sporting Goods & Fan Specialty) is responsible for the planning, development and execution of strategic marketing plans and communications for designated retail accounts across all league licenses. This role serves as the marketing liaison to our key wholesale accounts to drive brand awareness, sell-in and sell-through of product, and elevation of the New Era brand through all retail formats. The ideal candidate is an effective communicator with a thorough understanding of in-store experience, visual merchandising, digital marketing strategies, and consumer behavior.

Responsibilities

• Leads the development and execution of strategic retail marketing plans for execution in brick-and-mortar locations or on digital platforms for key wholesale accounts across each league license (MLB, NFL, NBA, NHL, MLS, MiLB)
• Partners with Marketing Leadership and Sales Management to ensure annual and long-term product and marketing strategies are aligned for both account-specific and overall business plans across our Key Accounts and Sporting Goods/Fan Specialty sales channels (Lids, Fanatics, Dick's Sporting Goods, Pro Image, etc.)
• Works with internal Marketing and Creative teams to bring multiple league and brand campaigns to life at retail, inclusive of campaign development for print and digital usage, asset creation process, print production, and on-site implementation
• Manages the creative production process for visual merchandising and fixture projects in various environments (cap walls, fixtures, POP/display components, etc.) including site survey, conceptual design, engineering and technical development, production, logistics, delivery, and installation
• Conceptualizes fresh and innovative on-site events and activations in partnership with retail accounts surrounding major tentpole moments across each league, or other key dates for each account
• Responsible for budget tracking and management on both a project-specific and annual basis, inclusive of tracking and reporting resources within the team and setting and measuring appropriate KPIs
• Oversees an efficient and growth-oriented team, fostering a collaborative and results-driven culture
• Partners with other key cross-functional business partners (Licensed Marketing, Digital Marketing, Product, Merchandising, Creative Services) to bring campaigns to life at retail, ensure the brand's product and creative vision is carried through to each environment, and drive deeper, and more relevant storytelling
• Owns relationship with external account Marketing/Partnership teams with the goal of working collaboratively to promote sell-through of New Era product with each retailer
• Maintains relationships with internal sales leadership and reps across North America to ensure product and marketing strategies are aligned for both account-specific and overall business goals
• Maintains network of external vendors and agencies (production, creative, merchandising, etc.) with an emphasis on quality, brand standards, and best practices
• Possesses complete knowledge of key retail partners and possesses the ability to adapt to changing trends to position the New Era brand effectively through all channels
• Keep all sensitive matters confidential
• Other duties as assigned

Knowledge, Skills and Abilities

• Excellent project management, organizational, verbal and written communication skills
• Solid understanding of core brand marketing principles, sports marketing, and licensed products
• Strong visual merchandising skills and experience with fixturing and brand presentation that translates to various retail environments
• Passion for consumer experiences - visual merchandising/in-store presentation, events and activations, digital marketing, and other tools that drive traffic and increase conversion at retail
• Extensive knowledge of print production and fabrication methods and materials typically used in creative retail production
• Comprehension of financial data and budgets
• Thorough understanding of the power of the New Era Brand in sports and culture, committed to generating new ideas and concepts that will drive growth and enhance the brand's position across headwear and apparel
• Experience building relationships with external accounts, retailers and business partners, including executives, marketing and buying teams and sales leadership
• Collaborative, able to work well with others across multiple levels of both internal and external organizations, and contribute individual capabilities in the achievement of group objectives
• Energetic and outgoing person who embraces work with a sense of urgency and persistence with a solution-based mentality
• Ability to handle changing priorities and work collaboratively across organizational structures
• Proficiency in Microsoft Office (Excel, Word, and Outlook), proficiency in Adobe Suite (InDesign, Illustrator, and Photoshop) a plus

Education and Experience

• Bachelor's degree in Marketing, Communications, Business Administration, or related field
• Seven (7) to ten (10) years of experience in Marketing, account management or agency role, preferably in a similar category of products (headwear, apparel, accessories, footwear) and/or relevant brand in Sports, Licensed Products, Fashion, Luxury, Streetwear or Lifestyle
• Must be able to demonstrate previous success in the following areas:
  • Leading overall Retail Marketing strategies and execution (in-store experience, visual merchandising & product presentation, fixture & space development, digital marketing)
  • Building retail experiences targetin
  • Team leadership and development

Travel Requirement

• The location for this position is 100% on-site in Buffalo, NY
• 0% to 30%; domestic and/or global

New Era Cap, LLC is an Affirmative Action and Equal Opportunity Employer that believes in inclusion and does not discriminate against any candidate or employee on the basis of race, color, sex, age, religion, national origin, sexual orientation, gender identity, disability, veteran status, genetics, or any other basis protected by applicable local, state or federal laws.

The salary range for this posted position is $90,000 - $115,000 (plus bonus & benefits) and pertains to candidates located in Western New York. Actual compensation is determined by a wide array of factors including but not limited to skill set, education, essential job duties and requirements, and necessary experience.

Our casual work environment celebrates individuality and encourages employees to showcase their personal style. We pride ourselves on offering a comprehensive benefits package designed to promote health, financial stability, and personal growth, along with a generous PTO policy.

As an employee, you'll enjoy a range of perks, including paid parking, exclusive discounts on apparel and headwear, and professional development opportunities right here on-site. We can't wait for you to experience all that our dynamic workplace has to offer!

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