Retail Marketing Executive

Job Description

The Retail Marketing Executive for Evans Cycles will be responsible for delivering best-in-class retail marketing activity across the UK estate, driving footfall, conversion, and brand consistency. Operating at the intersection of stores, performance marketing, and commercial teams, this role will execute campaigns, support new store openings, and ensure alignment across digital and physical touchpoints.

The role requires a highly organised, commercially driven marketer with strong attention to detail, capable of managing multiple stakeholders while maintaining brand standards and compliance across all activity.

Key Responsibilities:

• Retail Marketing
• Execute BAU and campaign-led retail marketing activity across Evans Cycles stores
• Plan and deliver in-store events to drive local engagement and footfall
• Manage relationships with landlords and retail estates to unlock on-site marketing opportunities (e.g. mall media, local activations)
• Ensure consistent and effective in-store communication across POS, VM, and promotional messaging

• Performance Marketing Alignment
• Collaborate with central performance marketing teams to align retail activity with digital channels
• Support affiliate marketing activity to drive incremental traffic and conversion
• Ensure Google (paid search/local) campaigns are aligned with store-level priorities and promotions
• Close the loop on campaign performance, linking store activity to digital outputs

• Cycle scheme / Ride to Work (RtW) Marketing
• Develop and deploy print assets and leaflets to support Cycle scheme and RtW propositions
• Ensure strong in-store presence and clear customer messaging across all stores
• Maintain strict compliance with partner and scheme guidelines
• Work with store teams to maximise uptake and understanding of the proposition

• Finance Marketing (V12 / Frasers Plus)
• Ensure all finance marketing activity adheres to Consumer Credit Compliance standards
• Manage clear and compliant in-store finance messaging and POS
• Balance commercial impact with regulatory requirements across all communications
• Support store teams in executing finance-led campaigns effectively

• New Store Opening Playbook
• Deliver full-funnel marketing support for new store openings, including:
• Out-of-home (OOH) planning and execution
• Content capture for launch assets (photo/video)
• Organic and paid social media promotion
• Targeted social campaigns to drive local awareness
• Event planning and execution for launch day activation
• CRM activity to drive customer acquisition and attendance
• Work cross-functionally to ensure seamless delivery and strong ROI on openings

• Brand Guidelines & Standards
• Maintain and enforce Evans Cycles brand standards across all channels
• Ensure consistency across CRM, in-store environments, and third-party placements
• Act as a guardian of brand execution across marketing outputs
• Support continuous improvement of guidelines to reflect evolving business needs

Qualifications

Key Skills & Experience

• Experience in retail marketing, ideally within sports, cycling, or multi-site retail
• Strong understanding of integrated marketing channels (retail, digital, CRM, events)
• Experience delivering in-store campaigns and local marketing activations
• Knowledge of performance marketing channels (affiliates, paid search) is advantageous
• High attention to detail, particularly around compliance and brand standards
• Strong stakeholder management and communication skills
• Commercial mindset with a focus on driving footfall and ROI

Key Success Measures

• Delivery of retail campaigns on time and in line with objectives
• Increased store footfall, conversion, and local engagement
• Strong execution and ROI of new store openings
• Compliance adherence across finance and Cycle scheme marketing
• Consistent brand standards across all touchpoints
• Effective alignment between retail and performance marketing activity