Drive to Retail Manager-D2C

Inspired by Hard Work

At Carhartt, the values of hard work—dependability, honesty, and trust—are rooted in the legacy of our founder, Hamilton Carhartt. His commitment to serving hardworking people continues to inspire everything we do. Guided by his legacy and our mission—

We serve and protect all hardworking people by building durable products

—we remain dedicated to upholding these principles in every decision we make and every product we create.

• Position Details
• Title: Drive to Retail Manager – D2C
• Department: D2C
• Reports to: Vice President D2C Operations
• Location: Dearborn, MI
• Job Classification: Remote

Job Summary

The Drive-to-Retail Manager serves as the strategic quarterback for retail traffic generation, aligning cross-functional teams, planning seasonal activations, measuring performance, and ensuring enterprise and local initiatives translate into meaningful store traffic and business results.

Associate Responsibilities

• Develop and execute integrated retail traffic-driving strategies that support business objectives by aligning campaigns, local market initiatives, community activations, and store-level efforts.
• Serve as the cross-functional leader and coordinator across Merchandising, CRM, Marketing, Media, Community, Retail Operations, Store Strategy & Experience, Planning, Analytics, and external partners to ensure seamless execution of traffic-driving initiatives.
• Lead seasonal and annual retail traffic planning processes, including traffic planning, promotional readiness, activation calendars, and communication of priorities to field and corporate stakeholders.
• Own the retail traffic and activation calendar, ensuring visibility, alignment, and effective communication of key initiatives, dependencies, milestones, and execution requirements.
• Partner with Analytics and Business Planning teams to define success metrics, measure performance, identify insights, and recommend optimizations that drive customer acquisition, store traffic, conversion, and sales.
• Manage community and localized activation programs, including vendor partnerships, event planning, and market-specific initiatives that strengthen customer engagement and brand awareness.
• Provide regular business reviews and executive updates, communicating initiative performance, key learnings, opportunities, and recommendations to senior leadership and cross-functional partners.

Required Education

• Bachelor's degree in Business, Marketing, Retail Management, Communications, Merchandising, Supply Chain, or a related field; or equivalent combination of education and relevant work experience.

Required Skills & Experience

• 5+ years of experience in retail, Direct to Consumer, marketing, operations, business planning, or omnichannel strategy.
• 2+ years proven success leading complex cross-functional initiatives without direct authority.
• Experience developing seasonal or annual business plans and managing multiple projects simultaneously.
• Strong analytical skills with the ability to translate performance metrics into actionable business recommendations.
• Knowledge of retail traffic, conversion, sales, and consumer engagement metrics.
• Experience presenting business updates, recommendations, and performance results to leadership teams.
• Exceptional communication, organization, and stakeholder management skills.
• Proficient in Microsoft Office Suite (Excel, PowerPoint, Outlook)
• Local marketing, media, CRM, customer acquisition, or community engagement experience is preferred.
• Experience working with multi-unit retail organizations is preferred.
• Experience managing agency, vendor, or external partner relationships is preferred.

Physical Requirements and Working Conditions

• Ability to work in a hybrid office and retail store environment.
• Ability to sit, stand, and use a computer for extended periods.
• Ability to participate in meetings, presentations, and collaborative workshops.
• Ability to occasionally lift and transport materials related to events, meetings, or store activations (up to 20 lbs. if applicable).
• Ability to travel domestically up to 10-20% of the time.
• Travel to retail stores, district meetings, community activations, leadership meetings, and corporate offices as needed.
• Ability to work occasional evenings and weekends to support store events, community partnerships, and business initiatives.
• Willingness to visit stores regularly to evaluate traffic-driving initiatives, gather field feedback, and identify opportunities for continuous improvement.
• This position has a Remote location: Associate will have no regular requirement to be on-site. Travel on-site is limited to special events.
• Carhartt is a tobacco free workplace.

This position offers a comprehensive suite of medical, dental, and vision insurance for associates and their dependents. In addition to healthcare coverage, Carhartt provides short-term and long-term disability insurance, life insurance, an employee assistance program, and a 401(k) plan with employer matching contributions. Employees can also benefit from paid time off and designated paid holidays.

We are an equal opportunity employer, and all qualified applicants will receive consideration for employment without regard to race, color, ethnicity, disability, religion, national origin, gender, gender identity, gender expression, marital status, sexual orientation, age, protected veteran status, or any other characteristic protected by law.

All associates are required to understand and act in accordance with the Carhartt Core Values. Carhartt reserves the right to change, modify, suspend, interpret or cancel in whole or in any part, the job duties outlined above at any time and without advance notice to the employee.