Audience Marketing Manager (Retail)

Define priority retail segments, buyer roles, use cases, buying triggers, and customer journeys - with emphasis on HR, payroll, workforce management, store operations, labor planning, finance, IT, and executive stakeholders. Develop positioning and messaging that connect retail challenges to outcomes in labor optimization, scheduling agility, employee retention, manager productivity, compliance, operational consistency, customer experience, and business growth. Monitor retail trends, customer needs, competitor narratives, and field feedback to identify new opportunities and ensure messaging stays relevant and actionable. Create audience activation briefs clarifying target segments, business problems, story angles, key evidence, and go‑to‑market recommendations. Produce customer‑focused content such as thought leadership, solution stories, campaigns, presentations, talk tracks, webinars, and event messaging. Partner with internal teams to activate customer stories, outcome data, and proof points that demonstrate value and differentiation. Translate retail insights and messaging into integrated programs across campaigns, account‑based marketing (ABM), business development (BDR) outreach, field marketing, digital experiences, events, and sales plays. Collaborate with cross‑functional partners to connect strategy to execution and ensure consistent storytelling across all channels. You're a strategic marketer who understands how to bring industry insights to life through clear storytelling. You're comfortable operating in a matrixed environment, balancing strategic planning with hands‑on content execution. You're curious, collaborative, and energized by translating complex retail and workforce topics into messages that move audiences to action. Bachelor's degree in Marketing, Communications, Business, or a related field. 6+ years of experience in B2B marketing, industry or audience marketing, product or portfolio marketing, content strategy, demand generation, or integrated go‑to‑market marketing. Proven ability to develop audience strategies, messaging frameworks, and sales‑ready content that support business goals. Experience partnering with Sales, Marketing, Creative, and Analytics teams in a matrixed environment. Strong understanding of B2B buyer journeys, buying groups, ABM, and campaign activation. Excellent writing, presentation, facilitation, and project management skills, with the ability to manage multiple priorities and influence without direct authority. Ability to translate data, market insights, and customer feedback into clear recommendations and stories. Experience within B2B SaaS, human capital management (HCM), payroll, workforce management, HR, or retail technology. Experience marketing to retail organizations such as specialty, grocery, convenience, big‑box, department, ecommerce, or franchise businesses. Familiarity with retail workforce priorities like labor forecasting, scheduling, frontline experience, manager effectiveness, compliance, and store execution. Experience creating vertical campaigns, thought leadership, ABM programs, customer stories, or sales enablement materials. Comfort using AI‑assisted workflows, digital performance data, CRM and marketing automation insights, and content governance tools.