VP of Retail

The VP of Retail will lead the end-to-end marketing & store operations strategy for Pixlebyte’s retail business, overseeing brand merchandising, visual merchandising, eCommerce, wholesale, retail analytics, and fan commerce initiatives across clubs. This role blends distinct local nuance with commercial acumen—translating club identity and fan emotion into merchandise sales and product-driven engagement.

This role is responsible for building club-level retail narratives, driving sales through both physical and digital channels, and managing the planning and execution of campaigns around jersey launches, merchandise drops, events, and seasonal fan moments.

Key Responsibilities

Retail Campaign & Launch Strategy

• Own and drive jersey launches, special collections, merchandise drops, and themed bundles (e.g., championship gear, anniversaries, cross-collabs).

• Align the retail calendar with sporting moments, cultural relevance, and club milestones.

• Develop fan-centric narratives behind products to drive emotional demand.

Omnichannel Marketing Execution

• Plan and lead retail campaigns across online store, social commerce, offline outlets, and matchday activations.

• Collaborate with social, creative, and digital teams to deploy high-impact campaigns that convert into purchases.

• Monitor execution at club stores and event booths to ensure brand alignment and fan experience.

E-Commerce & Digital Performance

• Work closely with the digital team to increase webstore traffic, optimize conversion, and personalize product discovery.

• Develop acquisition and remarketing campaigns targeting jersey buyers, club loyalists, and impulse shoppers.

• Plan product seeding, influencer drops, and digital merchandising tactics to boost e-retail KPIs.

Product Strategy & Demand Planning (Marketing Lens)

• Provide fan insights and campaign data to guide merchandise assortment, pricing strategy, and bundling tactics.

• Partner with creative and merchandising teams to influence design direction and packaging strategy.

• Anticipate demand spikes based on moments (championships, rival matches, legacy events) and prep campaigns accordingly.

Fan Activation & Matchday Retail Moments

• Plan and execute retail activations around home matches, trophy tours, and fan festivals.

• Integrate merchandising moments into live experience—e.g., limited drops, giveaways, stadium booths.

• Build physical + digital linkages: QR-to-buy, exclusive codes, onsite pop-ups.

Reporting & Continuous Optimization

• Set and monitor campaign KPIs, and continuously iterate based on data.

• Use sell-through, customer feedback, and CRM insights to improve future launches.

• Maintain performance dashboards and retail marketing playbooks for cross-club use.

Leadership & Cross-Functional Collaboration

• Manage a hybrid team across campaign marketing, merchandising marketing, and store/event coordination.

• Coordinate with club-level marketing heads, central digital team, and the merchandising operation.

• Align with SVP Commercial on revenue forecasting and strategic priorities.

Requirements

• 8+ years in retail marketing, brand merchandising, or e-commerce campaign leadership—preferably in sports, fashion, or lifestyle brands.

• Proven success launching high-volume merchandise campaigns across physical and digital retail.

• Experience with cross-functional collaboration involving creative, retail ops, digital, and logistics.

• Passion for football culture, fan merchandise, and emotional buying behavior.

• Obsessed with quality, detail, and campaign precision.

• Entrepreneurial spirit thrives in hybrid creative-commercial environments.

• Committed to bringing club identity alive through merchandise.