Behind the floor
Retail Marketing Manager
Drives footfall and sales through campaigns, promotions, loyalty and local marketing. Judged on traffic and conversion, not impressions.
- Ladder position
- Rung 3
- Experience
- 3–6 years
- Annual band
- Not publishedAORE states no range
01Pay
What it is worth
Annual band
AORE has not published a salary range for this role, and none is estimated here. What the job board advertised
Highest advertised
No listing for this rung is currently on the AORE board.
02The work
What the job actually involves
- Plan and run promotional calendars aligned to the trading year
- Manage local and national campaigns across digital, print and in-store
- Own loyalty programme communication and lifecycle campaigns
- Coordinate with store operations so campaigns land on the floor
- Track footfall, conversion and campaign ROI
- Manage the marketing budget and agency relationships
03The route
How to get there
Graduate, with marketing coursework or an MBA.
Start as a marketing executive or in category, and learn the trading calendar.
Take a diploma covering retail marketing and analytics.
Run one campaign end to end and measure it honestly, including the parts that did not work.
Learn enough about store operations to know when a campaign is undeliverable.
04Eligibility
What employers ask for
Graduate, MBA preferred. Typically 3–6 years in marketing or retail.
05Skills
What matters, and why
- Promotion planning
- A discount that was going to happen anyway is margin given away.
- Loyalty and CRM
- Existing customers are the cheapest traffic you will ever buy.
- Campaign analytics
- Footfall is the only metric a store manager will accept.
- Cross-functional coordination
- Marketing that stores cannot execute damages the brand twice.
- Budget discipline
- Retail marketing budgets are the first thing cut and the hardest to win back.
06Progression
Where this sits on the ladder
Retail promotes from within more reliably than most sectors. This is the route in and the route on.
You are here
Where it goes next
Also arrives from
Retail Marketing Executive
And can lead to
Senior Marketing Manager · Head of Marketing
07Training
Courses that get you here
- Diploma · 6 months · fast track 3 monthsDiploma in Retail ManagementThe flagship. Six months across the eight subjects a store manager is actually measured on: retail strategy, merchandise planning and buying, store operations and inventory, customer service, layout and visual merchandising, retail HR and staffing, location planning, and analytics with omni-channel. Fast-track completes it in three.₹53,100+ GST₹62,658 all-infrom ₹5,222/mo
- Advanced Diploma · 11 months · fast track 4.5 monthsAdvanced Diploma in Retail AnalyticsTurning till data into decisions. Covers sales and basket analysis, customer segmentation and RFM, forecasting, price and promotion effectiveness, dashboard design, and advanced Excel and BI tooling — with the emphasis on the recommendation, not the chart.₹76,700+ GST₹90,506 all-infrom ₹7,543/mo
08Hiring now