The Vice President of Marketing is responsible for leading and executing comprehensive customer acquisition strategies across print, paid media, email, and personalized marketing channels. This role drives growth by developing integrated, data-driven campaigns that attract, engage, and convert customers while aligning closely with overall business objectives. The VP will provide strategic leadership, oversee campaign execution and optimization, and partner cross-functionally to ensure marketing initiatives deliver measurable results and long-term value.
Essential Duties and Responsibilities
•Drive profitable growth by providing direction and management for all retail marketing. Leverages digital campaigns, email, circulars, signage and other mediums.
•Ensure all creative executions support brand positioning, standards and are consistent across print / store touchpoints.
•Leads customer acquisition marketing strategies through print, paid media, email, and customer personalization, deploying these strategies with a cohesive approach that drives customer growth and retention.
•Maximize circular productivity via efficient targeting, partnering with merchants on offers, planning, finance and continual testing.
•Plans and executes marketing calendar, including print and event cadence to meet budgetary guidelines. This area is responsible for overall budget and forecasting across the marketing department.
•Teach, motivate and mentor direct report and teams to encourage development and growth. Ensure a strong bench for success planning.
•Work collaboratively with Merchants, Marketing, Finance and Legal; this position is a communications hub to ensure all teams are informed of, and are aligned to all key print, planning and social media.
•Drive the team to understand personalization through research, robust testing, partnering with outside partners.
•Analyzes marketing program and business results to appropriately assess the effectiveness of marketing plans and makes recommendations to improve plan execution.
•Maintain and communicate all ad reporting, including ad recaps, quarterly recaps, event recaps and ad hoc basket and attachment analysis.
•Responsible for media / event planning for all grand openings and transitions for store closings.
Knowledge, Skills and Abilities
•Minimum 10+ years of Marketing experience required. Retail experience preferred.
•BA/BS Marketing, Business, or Advertising is preferred.
•Excellent communication skills. Must be highly organized, a self-starter and have strong ability to multitask.
•Must thrive in a collaborative, fast paced environment.
•Must be proficient at leading creative, digital, and financial components of the business.
Roses Discount Stores is a super-regional retail chain founded in 1915 by Paul Howard Rose and headquartered in Henderson, NC. In 1997, Variety Wholesalers, Inc. purchased Roses. Variety Wholesalers, Inc. is a family owned business that began in 1922. In 1949, John W. Pope took over his family’s “Five and Dime” stores, eventually growing them into one of the largest privately owned companies in the United States. Today Variety Wholesalers is based in Henderson, NC and John Pope’s son, Art Pope serves as chairman. Variety Wholesalers, Inc. operates 422 stores throughout the Southeast, primarily comprised of the Roses and Roses Express brands.
