Hybrid Director, Retail bei CMI Media Group
CMI Media Group · Philadelphia, Vereinigte Staaten Von Amerika · Hybrid
- Professional
- Optionales Büro in Philadelphia
CMI Media Group is seeking a highly strategic and experienced Director, Retail to lead the development and execution of our Point of Purchase initiatives within the pharmaceutical retail space. This pivotal role will shape our in-store strategy and shopper marketing tactics, driving consumer awareness, brand activation, and product conversion across diverse pharmacy and healthcare retail channels, including national chains, regional pharmacies, and independent drugstores.
As Director, Retail, you will partner closely with client teams and retail media networks to deliver compliant, insight-driven solutions that align with brand objectives and effectively influence both consumer and healthcare professional behavior. This role demands deep expertise in pharmaceutical marketing, a strong understanding of regulatory and compliance requirements, and a proven ability to develop scalable, effective in-store programs.
Key Responsibilities:
- Develop strong relationships with key brand stakeholders, including clients and cross-functional leaders.
- Define and implement a comprehensive point of purchase retail strategy aligned with brand objectives, regulatory guidelines, and the unique dynamics of the pharmaceutical marketplace.
- Lead the planning and execution of digital and in-store retail programs for OTC and Rx products (as applicable), focusing on both patient and HCP touchpoints.
- Partner with Engagement Strategy, cross-channel leads, measurement, and clients to ensure messaging accuracy, compliance, and timely execution.
- Manage client communications and updates, fostering a collaborative team environment.
- Collaborate with Point of Purchase leadership to develop new strategic offerings and act as a subject matter expert in all communications.
- Champion new, bold, and creative ideas in retail, working with retailers and vendors to develop new inventory and channels for CMI clients.
- Plan and manage budgets and assigned working hours for point of purchase initiatives and team members/direct reports.
- Leverage working knowledge across programmatic buys, display, search, social, and more to execute cross-channel strategies driving customers to site and store.
- Stay abreast of new tools, trends, best practices, and inventory in the marketplace through research and industry events.
- Responsible for cross-training key stakeholders and partners on new point of purchase media opportunities and partnerships.
- Oversee the creation of compliant, compelling point of purchase materials, including shelf signage, endcaps, pharmacy counter displays, take-one brochures, and digital touchpoints (e.g., in-store screens).
- Manage internal and external creative resources in partnership with Engagement Strategy to ensure brand-appropriate and consumer-relevant execution within the retail environment.
- Maintain a deep understanding of the omni-channel marketplace, including retailers and core platforms (e.g., Meta, Google).
- Develop and execute comprehensive strategies for key marketplaces (e.g., Amazon, Walmart), focusing on maximizing brand visibility, conversion, and incremental revenue/scripts.
- Lead the management of Brand’s presence on all media platforms and emerging marketplaces to establish a cohesive, high-performing brand presence.
- Build strong relationships with key retail pharmacy partners (e.g., CVS, Walgreens, Walmart, Rite Aid) and manage point of purchase execution across national and regional accounts.
- Customize point of purchase programs to meet retailer-specific requirements and seasonal cycles, understanding all specifications from creative, copy, and channel availability.
- Conduct regular A/B testing and use data-driven insights to optimize ad spend and improve campaign efficiency across self and managed service programs.
- Work closely with Search, Programmatic, and Social teams to develop full-funnel campaigns that align on strategy, targeting, and inventory selection.
- Manage point of purchase program budgets, timelines, and resource allocation efficiently.
- Source, negotiate with, and manage external vendors and agencies to deliver quality, cost-effective, and compliant materials.
- Monitor key metrics across self and managed service programs, including KPIs such as revenue, incremental script lift, and CPCs, providing weekly updates to team leadership.
- Partner with Business Insights/Digital Activation teams to build comprehensive and interactive dashboards for performance, measurement, and reporting to brands.
- Identify multiple alternatives for solving problems, making sound decisions through careful risk/benefit analyses, always keeping client strategic imperatives as the focus.
What You'll Bring:
- 8+ years of experience, preferably in pharmaceutical, health and wellness, or CPG marketing, with a deep understanding of retail execution and shopper marketing.
- Deep knowledge of pharmacy and healthcare retail environments, including in-store patient and consumer behavior.
- Proven track record of leading POP campaigns across national and regional retail pharmacy channels.
- Strong leadership, vendor management, and project management skills.
- Ability to navigate complex matrix organizations and collaborate across marketing, with excellent communication skills with key stakeholders.
- Strong analytical skills with the ability to tie marketing activity to business outcomes.
- Demonstrated success in developing and executing compliant, insight-driven in-store marketing programs.
- Proficient in data analysis, with proven ability to translate strategy based on performance.
- Efficient in common e-commerce marketing practices, tools, and ad shopping platforms specific to each marketplace.
- Bachelor’s degree in Marketing, Business Administration, or a related field preferred.
