Senior Marketing​/VM Manager

Senior Marketing / VM Manager

Location:

Los Angeles, United States

Work Mode:
On Site

The Retail Marketing Manager is a strategic and hands‑on leader responsible for driving brand presence, commercial performance, and customer engagement across two major West Coast international airport duty‑free operations. This role owns the full marketing lifecycle, from planning and content creation to in‑store execution and directly leads teams spanning visual merchandising, digital media, and print production. Working in close partnership with merchant and commercial teams, the Retail Marketing Manager ensures that every activation, promotion, and in‑store event is brought to life with consistency, creativity, and operational precision across both airport locations.

• Own and manage the annual marketing calendar across all airport retail operations, aligning campaigns with commercial objectives, seasonal opportunities, travel trends, and brand partner priorities.
• Develop annual, quarterly, and monthly marketing plans that support sales growth, customer engagement, and category performance.
• Partner with the Merchandising and Operating teams to identify opportunities for traffic generation, conversion improvement, basket growth, and customer acquisition.
• Translate merchandising strategies into integrated marketing campaigns and customer‑facing activations.
• Establish campaign objectives, success metrics, and reporting frameworks to evaluate effectiveness and ROI. Monitor performance against KPIs (footfall uplift, conversion, campaign ROI, dwell time) and provide regular reporting to stakeholders.
• Identify opportunities to differentiate the traveller experience and continually evolve the marketing approach based on data, customer insight, and competitive landscape.

• Serve as the primary marketing partner to merchant teams and brand partners.
• Lead planning and execution of product launches, seasonal campaigns, exclusive airport programs, promotional events, and experiential activations.
• Coordinate marketing support for key categories including luxury, beauty, spirits, confectionery, fashion, and destination merchandise.
• Manage co‑op marketing opportunities and maximise brand partner investment.
• Ensure all activations align with brand guidelines, commercial objectives, and airport operating requirements.
• Develop activation toolkits, execution standards, and post‑event evaluations to support continuous improvement.

• Establish and maintain visual merchandising standards across all retail locations.
• Lead the Visual Merchandising team in creating engaging retail environments that enhance customer experience and maximise commercial performance.
• Oversee store presentations, promotional displays, store entry programmes, feature areas, category storytelling, and product launches.
• Ensure consistency of execution while maintaining compliance with individual brand standards.
• Conduct regular store audits and performance reviews to identify opportunities for improvement.
• Partner with merchants on category resets, assortment changes, and new brand introductions.
• Manage VM budgets, resource scheduling, and installation timelines across multiple locations.

• Lead and manage the in‑house digital and print production team, overseeing the creation, scheduling, and deployment of all marketing materials across both airport properties.
• Direct the production of digital signage content, including campaign scheduling, asset specification, and CMS operations.
• Oversee the end‑to‑end production of print collateral including POS materials, promotional signage, light boxes, banners, packaging inserts, and way finding elements.
• Establish and enforce brand guidelines, production standards, and QC processes to ensure all assets meet quality, regulatory, and airport authority requirements.
• Manage agency and supplier relationships for overflow production work, print procurement, and specialist executions.
• Drive efficiencies across the production workflow, identifying opportunities to reduce lead…