Sr. Manager, Retail Experience
At Lids Sports Group, we don’t just sell hats — we fuel fandom. As the largest licensed sports retailer in North America, we bring sports, fashion, and culture together in more than 1,300 stores nationwide. Headquartered in Indianapolis, Indiana, Lids delivers premium, fan-driven products and unforgettable retail experiences.
Our stores feature officially licensed headwear and apparel from collegiate and professional teams, alongside top brands like Champion, Nike, New Era, Lululemon Athletica, and Mitchell & Ness. We’re also the industry leader in on-demand customization, offering in-store embroidery that turns everyday gear into one-of-a-kind statements.
From specialty concept stores for the NBA and NHL, to iconic clubhouse destinations for the Yankees and Dodgers, we create immersive retail experiences that celebrate the teams fans love. Through collaborations with brands like Marvel, Peanuts, and The Walt Disney Company, Lids continues to redefine how fans represent their teams — in style.
Position Summary
The Sr. Manager of Retail Experience will partner closely with the Marketing team to develop and execute marketing strategies that drive sales, increase store traffic, and enhance brand visibility through mall marketing, regional marketing initiatives, and experiential events.
Principal Duties and Responsibilities
- Develop and execute marketing strategies in partnership with regional and local mall management teams to drive store traffic, increase sales, and enhance brand visibility across key markets.
- Manage budgeting and investment planning for mall marketing initiatives on a seasonal and annual basis, ensuring alignment with business objectives and maximizing return on investment.
- Identify, develop, and oversee mall-specific events, promotions, and activations, including Back-to-School events, fashion shows, community partnerships, and other traffic-driving opportunities.
- Lead campaign content distribution and localization efforts across the store fleet, while coordinating marketing support for new store openings, relocations, and other key retail initiatives.
- Build and maintain strong relationships with mall management teams and external partners to identify new marketing opportunities and expand brand presence within local communities.
- Monitor, analyze, and report on the performance of retail marketing programs and promotional activities, making recommendations and adjustments based on business needs, customer trends, and sales results.
- Plan, coordinate, and manage Lids-sponsored events within malls and local markets, including player appearances, grand opening events, and experiential marketing initiatives.
- Conduct market research and develop outreach strategies to support Fan Outfitters business objectives, identify growth opportunities, and strengthen community engagement.
- Manage out-of-home advertising and strategic partnerships, including relationships with media, hospitality, and promotional partners such as Blue Outdoor, hotels, iHeart, and other regional organizations.
Additional Principal Duties and Responsibilities
- Develop and maintain standardized processes, tools, and reporting to improve the efficiency and effectiveness of retail marketing programs.
- Prepare business reviews, presentations, and recommendations for leadership based on marketing performance and business trends.
- Support the evaluation and implementation of new marketing technologies, platforms, and resources.
- Ensure brand standards and marketing guidelines are consistently executed across all retail locations.
- Perform other duties and special projects as assigned.
Job Required Knowledge and Skills
- Knowledge of Microsoft Office Suite, including Excel, PowerPoint, Word, and Outlook.
- Strong organizational skills with the ability to prioritize multiple projects and deadlines.
- Ability to handle multiple tasks/projects with adherence to deadlines and timelines.
- Must be able to identify solutions and develop methods to improve efficiency and effectiveness.
- Must be flexible and able to adapt to changing business needs and priorities.
- Strong verbal and written communication skills.
- Experience managing budgets and evaluating program performance.
- 7+ years of experience in retail marketing, field marketing, experiential marketing, or a related field.
- Experience working within a multi-unit retail environment preferred.
- 3+ years of leadership experience managing direct reports, agencies, vendors, or cross-functional projects preferred.
- Ability to operate a computer and work with digital systems for extended periods.
- Ability to communicate verbally and visually with internal teams and stakeholders.
- Ability to work in an office or remote environment with frequent task deadlines.
- Reasonable accommodations may be made to enable individuals with disabilities to perform essential functions. For inquiries related to reasonable accommodations, please contact HR@Lids.com
- Comprehensive medical, dental, and vision coverage
- Retirement plan with company match
- 100% employer-paid benefits, including short-term and long-term disability, life and AD&D insurance, and an Employee Assistance Program
- Paid Time Off
- Generous employee discount and exclusive perks
- Ongoing career development and professional training, including discounted secondary education and certification reimbursement
- A collaborative, innovative, and team-oriented work environment
- Early Wage Access options
- Bonus eligibility depending on position level
- On-site office work environment.
- Standard business hours from 8 a.m. – 5 p.m.; flexibility may be available upon request.
ADDITIONAL INFORMATION
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Employment Requirements Candidates must possess the experience, skills, physical abilities, and qualifications, with or without reasonable accommodation, to perform the essential duties of the role and must be able to meet all applicable employment standards. Being legally authorized to work in the United States is a pre-condition of employment for this position. Current or future employment-based visa sponsorship is not available for this role. |
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Equal Employment Opportunity We are an equal opportunity employer and all qualified applicants will receive consideration for employment without regard to race, color, religion, sex, sexual orientation, gender identity or expression, pregnancy, age, national origin, disability status, genetic information, protected veteran status, or any other characteristic protected by law. |
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Notice to Applicants In connection with your application, we collect information that identifies, reasonably relates to, or describes you (“Personal Information”). The categories of Personal Information we collect include your name, email address, mailing address, other contact information, employment history, and educational history. We collect and use this information for human resources and business management purposes, including identifying and evaluating candidates for employment or future contract opportunities, and maintaining recruiting and hiring records. |
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Need Accessibility Assistance? Applicants who require accessibility assistance to submit an employment application may email hr@lids.com. A member of our Talent team will respond as soon as reasonably possible. This email address is only for individuals seeking reasonable accommodation when applying for a career at Lids. |