Director, Retail Marketing

AboutLAWLESS Beauty is a clean, high-performance color cosmetics brand redefining what it means to be “clean” in beauty. Founded by Annie Lawless, the brand stands for modern glamour without compromise — unapologetically bold, effortless, and driven by innovation. With a growing community of loyal fans and best-selling franchises like Forget the Filler, LAWLESS is expanding rapidly through Sephora, LawlessBeauty.com, and international channels.Position OverviewThe Director, Retail Marketing is responsible for executing retail marketing strategies across Sephora and key global partners, ensuring seamless product launches, elevated in-store presence, and best-in-class digital execution. This role is highly cross-functional and detail-driven, requiring exceptional project management, retail expertise, and the ability to manage multiple timelines, stakeholders, and deliverables simultaneously. This is a hands-on execution role with significant ownership of retail-facing deliverables and day-to-day partner relationships.What You'll OwnRETAIL LAUNCH & CALENDAR MANAGEMENTOwn and drive the 360° retail calendar across launches, promotions, and activations, ensuring strategic alignment across all channelsLead end-to-end execution of product launches across all retail partnersManage NPF submissions and retail portals Ensure accurate, on-time go-live across all channelsRETAIL PARTNER MANAGEMENTServe as the main point of contact for Sephora and key retail partners, owning the relationship at a strategic levelPitch and secure product placements, promotional programs, and incremental retail opportunitiesBuild and maintain strong relationships across merchandising and marketing teamsSupport retailer-specific initiatives and evolving opportunities to maximize LAWLESS’s presence and performanceVISUAL MERCHANDISING PLANNING & EXECUTIONDirect gondola and fixture updates across all launches, ensuring elevated and on-brand in-store presentationOwn timelines across creative, graphics, assortment updates, and deliveryEnsure alignment with Sephora requirements and approvalsRETAIL MARKETING & DOTCOM EXECUTIONManage retail portal submissions for digital exposure and campaignsCoordinate product pages, copy, and asset deliveryLead MBCs, FOS placements, and app features to maximize digital shelf presenceCollaborate closely with Marketing to ensure cohesive, integrated campaign execution at retailSAMPLING & RETAIL PROGRAMSOwn and evolve the sampling strategy across retail partners, driving awareness and trial at scalePitch and manage programs including gratis, training product, and sampling initiativesCROSS-FUNCTIONAL EXECUTIONServe as a key connector across Marketing, Sales, Operations, Planning, and Finance to drive unified retail strategyChampion cross-functional alignment, holding teams accountable to timelines and ensuring flawless retail executionPERFORMANCE TRACKING & INSIGHTSAnalyze retail performance, sell-through trends, and category dynamics to inform ongoing strategyTrack effectiveness of launches and marketing initiativesLead and contribute to business reviews, QBRs, and retail performance presentationsSPECIAL PROJECTS & ACTIVATIONSLead GMA / LIVE shows, retailer-exclusive launches, and pop-ups from strategy through executionOwn logistics, assets, and execution end-to-endWhat Success Looks LikeFlawless execution of retail launches and timelinesDeep, trusted retail partner relationships that open doors to incremental placement and growth opportunitiesImproved speed and accuracy of retail submissionsElevated in-store visual presence and consistencySeamless cross-functional alignment and executionWhat We're Looking For7–10+ years in beauty retail marketing, key account management, or merchandising, with a track record of driving results at a senior levelExpertise working with Sephora required; experience with additional retail partners a strong plus Exceptional attention to detail with the ability to zoom out strategically and zoom in on executionProven ability to manage complex, competing priorities across multiple partners and timelines Highly skilled communicator and relationship builder with the ability to influence and align at all levelsThrives in a fast-paced, high-growth environment and knows how to build structure without slowing things downHands-on, execution-first mindset