Job Description



Serving the needs of all families with young children, Carter’s Inc. is the largest North American apparel retailer exclusively for babies and young children, encompassing Carter’s, OshKosh B’gosh, Skip*Hop and Little Planet brands. Meaningful work, constant learning, genuine people, and a community guided by core values that promote inclusion and innovation is in everything we do. There are many reasons to build your career at Carter's.

The Senior Director, Retail Marketing and Go-to-Market (GTM) is responsible for setting the vision and driving the overall strategy for retail traffic-driving marketing programs in the US and Canada. This role will oversee the positioning and pacing of annual and seasonal product and promotional programs to build a Go-To-Market calendar which serves as the backbone for our marketing strategy.

Primarily, you will be responsible for ideation, creation and analysis of traffic-driving initiatives across our stores and ecommerce site, ensuring all marketing channels work together to deliver optimal value. Additionally, this role oversees our gift card programs, manages all store opening programs, retail activations, and data partnership initiatives.

This role reports into Vice President, Brand and Creative, has 3-4 direct reports (total team of 5) and is based in our corporate Buckhead office in-office work environment.

Traffic-Driving Strategy - 40% 

  • Lead and develop meaningful marketing strategies and programs to drive awareness, consideration, traffic and sales to our retail stores and ecommerce site (US and Canada)
  • Work with marketing channel leads to develop strategic quarterly marketing plans; leverage consumer insights and data to proactively anticipate the evolving market  
  • Partner with marketing functional teams (Brand, Demand Generation, Creative, Email, Loyalty, Personalization) to orchestrate cohesive weekly campaigns engineered to deliver on retail and brand goals
  • Partner with pricing, buying and planning teams to develop promotional cadence that will deliver retail sales and traffic, including in-market adjustments and optimizations
  • Lead and develop strategic programs (short and long term) and other campaign events to drive customers to our stores and site/app, inclusive of events, experiences, and unique customer offerings 
  • Develop strategic plans to grow our Gift Card business through our stores, site, and 3rd party partnerships 
  • Develop marketing support plans to launch and build awareness for all retail and product initiatives
  • Consistently monitor and track industry trends, competition, and new technology to identify new ways to engage our consumer
  • Work alongside retail and merchandising leads to monitor and optimize day-to-day business based on consumer behavior, inventory, and pricing strategies

Marketing Activation - 40% 

  • Lead the weekly promotional cadence and messaging process to ensure assets are brand-right, aligned with priorities and strong enough to deliver on traffic and brand goals
  • Provide expertise and understanding of requirements of daily plan and historical performance (day-to-day business stewardship), inclusive of forecasting
  • Partner with marketing operations teams to develop easy to execute campaigns, provide understanding of messages and promotions for both stores and ecommerce site
  • Proactively share results across all cross-functional teams; deliver critical day-to-day business insights and ways to evolve programs to deliver on performance objectives

Store Marketing - 20% 

  • Lead all store marketing activity, inclusive of promotional cadence, openings/closings, marketing toolkits, events and unique offerings to drive foot traffic 
  • Support new stores with traffic driving initiatives to accelerate discovery of new locations, deliver strong opening performance and orchestrate ongoing support to drive growth 
  • Partner with analytics and consumer insights team to develop deep insights to understand local market impacts and identify opportunities and mitigation plans 
  • Serve as liaison between Retail/Field leadership, visual merchandising and marketing to ensure flawless execution of all in-store marketing programs
  • Partner with Omni-Channel team to develop strategic consumer facing programs to accelerate customer growth and adoption of our Omni-channel initiatives 

Must have:

  • 10+ years marketing experience, with 3+ years at the Director+ level and 3-5 years managing teams
  • Deep understanding of retail metrics and how each lever drives profitable sales and customer growth 
  • Experience in multiple marketing disciplines (media, brand, CRM, go-to-market, field marketing)
  • Exceptional collaboration skills; can easily navigate and drive consensus through influence in a highly matrixed environment while building cross functional relationships  

Preferred skills and experience:

  • Experience managing a marketing or promotional calendar in retail or related industry (QSR, etc.)
  • Results-driven, organized self-starter with a proven experience driving traffic for a multi-unit consumer brand 
  • Must have proven creative problem-solving abilities; demonstrated ability to find solutions and remove barriers 
  • Must have proven ability to drive innovation and test / try new things
  • Must be able to balance ‘sales overnight’ with ‘brand over time’ initiatives, with an understanding of marketing tools and levers that deliver on brand and business objectives
  • Exhibit expertise and deep understanding of the market, competition, and consumer to develop strong strategic programs  
  • Direct experience with managing multiple projects, timelines, stakeholders and deliverables


  • Lead Courageously: Have a strong sense of personal values that align with our Company values
  • Collaborates Broadly: Build cooperation, trust, and thrive in a consensus driven environment
  • Customer Focus: Proactively seek opportunities to leverage data and fact-based insights to serve customers and/or internal clients
  • Drive Growth: Set aggressive goals and implement plans precisely
  • Cultivates Innovation:  Respectfully challenge the "we’ve always done it this way" mentality and explore new ways to achieve desired outcomes


  • Career Development: Success starts from within, and we have several paths from which you can choose to enhance your career evolution. From Carter’s University to Toastmasters to mentorship programs and more, we encourage you to utilize these tools to elevate your professional prowess. 

Carters is committed to creating a diverse environment and is proud to be an equal opportunity employer. All qualified applicants will receive consideration for employment without regard to race, color, religion, gender, gender identity, sexual orientation, national origin, genetics, disability, age, veteran status, or any other status protected by federal, state, or local law.

Application Instructions

Please click on the link below to apply for this position. A new window will open and direct you to apply at our corporate careers page. We look forward to hearing from you!

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