Brooklyn New York - Director of Retail Thrift Marketing

Goodwill NYNJ is seeking a strategic, creative, and data-driven Director of Retail Marketing to lead brand, growth, and customer engagement across our thrift retail stores and e-commerce platforms. This role blends mission-driven storytelling with modern resale marketing strategies inspired by our 100 year history, sustainable fashion and people impact to leave no talent behind.
You’ll be responsible for building a unified brand experience that drives foot traffic, online engagement, and revenue—while amplifying our mission to empower individuals with disabilities and other barriers to employment through sustainable fashion.
Key Responsibilities:
Brand & Campaign Strategy

Own and evolve the Goodwill NYNJ retail brand to reflect our values of the treasure hunt, sustainability, affordability, and community impact.
Lead seasonal and thematic campaigns that drive awareness and sales across physical and digital channels. DYI Halloween, Christmas in July, Earth Day and Fashion Week.
Develop messaging frameworks that connect our mission with modern thrift culture and show how buying for Goodwill has a double impact. Build trust in the mission of Goodwill and the value of our thrift goods.
Support our fundraising campaigns, gala and telling the goodwill story of people for the whole organization.

Growth & Performance

Build and execute full-funnel marketing strategies across paid media, email, SEO/SEM, and social including in the following channels:

Digital advertising: Google Ads, programmatic, retargeting, SEM/SEO.
Social media: Paid and organic campaigns; influencer and partner collaborations.
Email marketing: Segmentation, automation, testing, and reporting.
In-store marketing: In-store promotions, signage, and shopper engagement.
Loyalty marketing: Campaigns, offers, and promotions to drive retention and frequency.
Print & collateral: Flyers, brochures, and physical assets for events and outreach.
Out-of-home (OOH): Window signage, billboards, bus/subway placements, fleetwide refreshes.
Website & SEO: Content updates, optimization, and digital integration.
Events & activations: Store openings, seasonal campaigns, and community events.

Set and monitor KPIs for

Retail revenue growth (monthly and YoY)
Customer acquisition and retention
Digital engagement (CTR, conversion rates, social reach)
Optimize campaigns based on performance data and customer insights.

Retail Launch & Expansion Support

Lead marketing strategy for new store launches, including grand opening campaigns, local media outreach, and community engagement.
Develop scalable launch playbooks for future store openings and current stores to have unified messaging and look & feel for customers
Collaborate with retail operations and merchandising teams to ensure alignment.
Ensure in-store signage and materials are adding to on brand shopping experience, language, pricing, new items

Digital & Content Strategy

Oversee content creation across social media, email, blog, and video.
Develop influencer and ambassador programs to amplify reach.
Ensure consistent brand voice and visual identity across all platforms.

Loyalty Programs launch and expansions

Build out our shopper loyalty program with incentives for shoppers with Clutch.com
Drive returns, engagement and use of loyalty program and targeted campaigns
Launch a new donor loyalty and giving options

Team Leadership & Collaboration

Manage vendors for printing, graphic design and needs being mindful of budget
Oversee marketing budget.
Collaborate cross-functionally with retail, mission services, and development teams.
Supervise and coach the Marketing Coordinator, create dotted lines with Development, CEO and Mission teams.

QUALIFICATIONS

4–6 years of marketing operations or multi-channel marketing experience; retail marketing experience preferred.
Proven ability to balance strategy and execution, setting plans while driving projects to completion.
Strong analytical and reporting skills; demonstrated ability to use data to shape strategy and optimize performance.
Experience managing large-scale signage, collateral production, and vendor execution.
Experience managing marketing budgets, tracking spend, and reporting ROI.
Skilled in sourcing, managing, and optimizing vendor teams.
Familiarity with digital, social, email, and loyalty platforms.
Excellent project management and organizational skills; thrives in fast-paced environments.
Exceptional communication skills, both written and verbal.