Omni-Retail Marketing Leader

About the Role

We are seeking an experienced Omni-Retail Marketing Leader with 5+ years of leadership experience in retail, omni-channel marketing and store consumer activation . This role owns the commercial marketing engine end-to-end — driving traffic, conversion, and sales growth through commercial campaigns, retail activations, and omni-channel shopper marketing. Unlike the Brand Communications team (focused on brand equity), this role ensures Decathlon wins in the market every day by delivering measurable commercial impact.

Key Responsibilities

1. Commercial Campaigns (Core Ownership)

● Lead all commercial campaigns.

● Align with Commercial teams on product push, pricing, and promo mechanics, ensuring measurable traffic and sales results.

● Define campaign KPIs (traffic, conversion, GMV uplift) and lead post-campaign analysis with actionable insights.

● Differentiate commercial campaigns from brand campaigns while ensuring a consistent customer journey.

● Guarantee flawless campaign execution across both retail stores and e-commerce.

2. Go-To-Market (GTM) Strategy

● Partner with Commercial and Retail/Supply teams on GTM for new product launches, hero SKUs, and category pushes.

● Translate GTM strategy into omni-channel activation plans across retail, digital, CRM, and partnerships.

● Anticipate market trends and secure speed-to-market advantage for Decathlon. 3. Retail & Store Activation

● Lead in-store experiences, POSM, displays, demo zones, and activations to bring campaigns alive. ● Collaborate closely with retail leaders and store managers to ensure consistent, impactful execution.

● Elevate the in-store journey as a driver of traffic, conversion, and shopper engagement.

4. Omni-Channel Shopper Journey

● Integrate e-commerce, app, loyalty, and store touchpoints to deliver a seamless shopper experience.

● Partner with CRM and digital teams to personalize messaging and offers.

● Use customer insights and data to optimize the end-to-end funnel from awareness → traffic → transaction → repeat purchase.

5. Partnerships & Ecosystem (Collaboration Role)

● Collaborate with the Growth Marketing team (topic lead) on partnerships with banks, lifestyle brands, payment apps, gyms, etc.

● Support co-branded activations by ensuring alignment with retail & EC channels.

● Provide retail activation expertise so partnership campaigns land effectively in stores and online.

6. Reactive & Tactical Operations

● Lead agile commercial activations responding to market opportunities (weather-driven promos, competitor reactions, flash deals).

● Mobilize retail, EC, and CRM teams quickly while maintaining brand consistency.

7. Leadership & Team Development

● Manage a multi-disciplinary team across retail marketing, partnerships, and commercial campaign execution.

● Inspire and mentor senior managers; develop next-generation leaders.

● Drive collaboration across Commercial, EC, Retail Ops, CRM, and Brand Comms (clear separation, strong alignment).

Key Requirements

Professional Experience & Expertise

● Industry Leadership: 5+ years of progressive experience in retail marketing, trade marketing, or commercial omni-channel leadership roles.

● Large-Scale Omni-Channel Campaigns: Proven track record of designing and executing end-to-end campaigns that seamlessly integrate physical stores, e-commerce platforms, and strategic brand partnerships.

● Go-To-Market (GTM) Execution: Strong expertise in leading complex GTM strategies, particularly for multi-category product portfolios and high-stakes seasonal commercial moments.

● Commercial Impact: Demonstrated ability to drive foot traffic, digital conversions, and top-line revenue growth through high-impact marketing initiatives and immersive in-store activations.

● Strategic & Operational Balance: Skilled at balancing short-term commercial KPIs (traffic, conversion, ROI) with long-term brand equity, customer engagement, and loyalty.

Retail Immersion & Strategic Mindset

● 3-Month Store Immersion: Willingness and agility to complete a 3-month store rotation upon joining to build a deep, first-hand understanding of Decathlon's store operations, customer touchpoints, and omni-channel fulfillment.

● Strategic & Tactical Agility: Comfortable operating seamlessly between high-level vision and hands-on execution in a fast-paced retail ecosystem.

Leadership & Stakeholder Management

● People Leadership: Proven ability to lead, mentor, and empower teammates and cross-functional teams to foster a high-performance, trust-based culture.

● Cross-Functional Collaboration: Exceptional influencing skills with a demonstrated ability to align diverse stakeholders across store operations, digital, commercial, and supply chain teams.

● Language Proficiency: Business fluency in both written and spoken Mandarin and English.