What Is a Retail Marketing Manager?

Written by meagan van beest
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What Is a Retail Marketing Manager?
A retail marketing manager develops marketing strategies and displays for products. (colourful display image by Scott McCarty from Fotolia.com)

Retail marketing managers supervise the branding and merchandising of products in retail stores. They work for manufacturers and wholesalers of goods who sell to retailers. As a retail marketing manager, you would develop displays, distribute merchandise, create marketing strategies and manage customer accounts. This position requires knowledge of branding, marketing and advertising techniques.


Manufacturers and wholesalers rely on the retail marketing manager to identify market segments within a store and find new retail outlets for the company's goods. Retail marketing managers mainly design and implement marketing strategies to reach these goals. They may work with a select group of retail accounts or they may assist all the retailers that sell a particular item. Retail marketing managers may supervise a team of merchandisers who check and replenish stock. They also work with the creative team to develop marketing, including signs, displays, advertising and websites. As part of their promotional duties, they may assist retailers with the implementation of in-store promotions and advertising.


Employers look for retail marketing managers with demonstrated leadership and management experience. A retail marketing manager must have excellent written and verbal communication skills, with an emphasis on retail marketing communication techniques. Excellent presentation skills, analytical abilities and flexible attitude are a must. A retail marketing manager must be familiar with marketing techniques, including pricing strategies, distribution strategies and positioning strategies.

Education and Experience

Many retail marketing manager positions require at least a bachelor's degree in business with an emphasis on marketing. Some employers prefer a master's degree in business administration (MBA). Coursework should cover advertising, business, consumer behaviour, economics, finance, marketing, psychology and statistics.

Employers often require at least 5 years of previous marketing experience for a retail marketing manager position. Most positions are filled internally, with candidates who are already familiar with the company and its products. A merchandiser holds an entry-level position in retail marketing that could eventually lead to a management position.


According to the U.S. Bureau of Labor Statistics (BLS), retail marketing managers earned an average annual salary of £63,219 as of May 2008. Total income varies depending on location, employer size, responsibilities, experience, education and industry. Managers may also receive bonuses, based on sales performance.

Job Outlook

The BLS estimates the number of retail marketing manager positions to grow by 12 per cent from 2008 to 2018. Retail marketing managers can expect steady employment, with few job cuts, because of their importance to the overall financial success of companies. While many positions will become available due to retirement or career changes, competition for available retail marketing manager positions will be high. Candidates with more experience and a higher education level will have the best job prospects.

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