Marketing Communications Manager

1. Strategic Communication Planning

• Develop the annual retail communication strategy and calendar aligned with commercial goals, new product launches, promotional campaigns, and key shopping seasons.

• Translate business objectives into actionable communication frameworks with clear messaging and content pillars.

• Ensure message consistency and synergy across all retail marketing touchpoints, working closely with Trade Marketing and Brand teams.

• Leverage consumer insights and retail trends to refine messaging strategy and increase customer engagement at stores.

2. Campaign Communication Execution

• Lead end-to-end communication for retail campaigns: concept development, creative briefing, content production, internal rollout, and campaign evaluation.

• Adapt messaging across different regions and customer segments while maintaining brand consistency.

• Manage retail-facing communication toolkits, including POSM guidelines, visual playbooks, and sales enablers to support store execution.

3. In-Store Communication & Brand Consistency

• Oversee all in-store communication efforts: signage, POSM, campaign visuals, promotional displays, and customer messaging.

• Ensure consistent brand expression across stores by conducting periodic audits and collaborating with Retail Operations.

• Support communication needs for store openings, re-openings, regional events, and nationwide activations.

4. Internal Communication & Frontline Engagement

• Coordinate internal communication efforts to cascade campaign messages and product storytelling to frontline sales teams.

• Collaborate with HR and Operations to develop internal newsletters, motivation kits, and training materials that align staff with brand and business priorities.

5. Team Leadership & Vendor Management

• Lead a communication team or manage external partners (creative agencies, POSM suppliers, content creators) to deliver high-quality deliverables on time and on budget.

• Manage project timelines, production schedules, and communication budgets for all campaign assets.

• Monitor and report on communication effectiveness using KPIs such as campaign reach, execution compliance, store feedback, and brand consistency.