The posting
WHY JOIN ALO?
Mindful movement. It’s at the core of why we do what we do at ALO—it’s our calling. Because mindful movement in the studio leads to better living. It changes who yogis are off the mat, making their lives and their communities better. That’s the real meaning of studio-to-street: taking the consciousness from practice on the mat and putting it into practice in life.
OVERVIEW
The Senior Manager of Retail Marketing is a senior leader responsible for defining and driving ALO's global retail marketing strategy, with direct execution ownership across the United States and Canada. This role sits at the center of brand, commerce, and community — responsible for ensuring our stores are not just points of purchase, but centers of culture that attract, inspire, and retain our most aspirational clientele.
You will lead a team of retail marketers and new store opening specialists, partner closely with global brand, creative, and commercial teams, and serve as the connective tissue between the brand's elevated vision and its on-the-ground retail reality.
RESPONSIBILITIES
Strategy & Leadership
- Own the global retail marketing strategy, establishing frameworks, priorities, and standards that can be adapted and localized across markets worldwide
- Execute that strategy end-to-end across the U.S. and Canadian markets, serving as the primary retail marketing authority for North America
- Partner with senior leadership, regional GMs, and global brand teams to ensure retail marketing is integrated into broader commercial and brand planning
- Build, lead, and develop a high-performing team of retail marketers and new store opening specialists — setting a clear vision, fostering growth, and holding a high bar for output and thinking
Store Experience & Animation
- Develop and execute a calendar of in-store activations, experiences, and programming that positions ALO stores as cultural destinations within their communities
- Create consistent, elevated in-store environments — from outreach strategy to event design — that reflect the brand's luxury positioning and wellness ethos
- Collaborate with creative, product, and VM teams to ensure every touchpoint within the store reinforces the ALO brand world
Traffic & Commercial Performance
- Drive consistent retail traffic through locally relevant marketing efforts, ensuring a continual flow of both new customer acquisition and existing customer retention
- Partner with the digital and performance marketing teams to integrate local and national efforts, maximizing impact at the local market level
- Establish KPIs for retail marketing programs and hold the team accountable to measurable commercial outcomes — foot traffic, conversion, sales lift, and new customer acquisition
Local Partnerships & Community Building
- Identify, develop, and manage high-impact local partnerships that engage ALO's aspirational clientele — including wellness studios, cultural institutions, luxury hospitality, and like-minded brands
- Build programming and activations that cultivate genuine relationships with high-net-worth consumers and brand advocates in key markets
- Leverage influencer and talent relationships at the local level, partnering with the global influencer team to drive authentic community engagement in-market
Activation Planning & Budget Management
- Balance depth (flagship market investments, flagship experiences) with breadth (scalable activations across the full fleet) to ensure retail marketing fuels the full commercial business
- Oversee retail marketing budgets across North America, ensuring efficient allocation and strong ROI across all activation types
- Own the new store opening marketing playbook — partnering closely with real estate, operations, and construction teams to deliver community-building launches that generate awareness, excitement, and day-one traffic
QUALIFICATIONS
- 10+ years of progressive experience in retail marketing, brand marketing, or experiential marketing, with a minimum of 3 years in a leadership role
- Experience working within a premium or luxury consumer brand; activewear, fashion, or lifestyle strongly preferred
- Proven track record of developing and executing retail marketing strategies that drive both brand equity and commercial performance
- Deep understanding of the luxury/premium consumer mindset and the ability to create experiences and partnerships that resonate with aspirational, high-net-worth clientele
- Strong leadership skills with demonstrated success building and developing teams
- Experience managing multi-market campaigns and cross-functional collaboration at scale
- Exceptional communication, presentation, and influencing skills — comfortable engaging with senior leadership, retail teams, and external partners
- Proficiency in marketing analytics and the ability to translate data into actionable strategy
- Willingness to travel regularly across North American markets
- A genuine passion for wellness, movement, and culture — you live the ALO brand
- Experience building a retail marketing function from strategy to execution within a high-growth, premium brand
- An existing network of luxury hospitality, wellness, and cultural partnerships in key U.S. markets (Los Angeles, New York, Miami, Chicago)
- Previous experience owning new store opening marketing programs at scale
The base salary range for this position is $130,000-$150,000 per year which represents the current range for the base salary for this exempt position. Please note that actual salaries will vary based on factors including but not limited to location, experience, and performance. As such, on occasion and when applicable, there is the possibility that the final, agreed-upon base salary may be outside of the upper end of the range. Please also note the range listed is just one component of the company’s total rewards package for exempt employees. Other rewards may include performance bonuses, long term incentives, a PTO policy, and many other progressive benefits.
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