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Retail marketing manager skills for your resume and career

Updated January 8, 2025

4 min read

Quoted experts

Dr. Sooho Lee,

Dr. Sooho Lee

Below we've compiled a list of the most critical retail marketing manager skills. We ranked the top skills for retail marketing managers based on the percentage of resumes they appeared on. For example, 13.5% of retail marketing manager resumes contained digital marketing as a skill. Continue reading to find out what skills a retail marketing manager needs to be successful in the workplace.

15 retail marketing manager skills for your resume and career

1. Digital Marketing

Here's how retail marketing managers use digital marketing:

Develop new digital marketing programs using business drivers and promotional tactics of retailers to deepen client relationships through increased solution building.
Launched and measured ROI of Ibotta as a digital marketing and promotional vehicle to drive brand awareness across channels and retailers.

2. Marketing Campaigns

Here's how retail marketing managers use marketing campaigns:

Develop customer acquisition and retention strategies via marketing campaigns driving online and offline activity.
Managed collateral, print production and creative development for marketing campaigns.

3. Channel Marketing

Here's how retail marketing managers use channel marketing:

Developed, proposed and executed on marketing budget for retail channel marketing.
Created content development for channel marketing collateral.

4. PowerPoint

Here's how retail marketing managers use powerpoint:

Develop presentations to achieve successful sell-in of marketing programs for new release and catalog products using both Keynote and PowerPoint.
Utilized programs such as Microsoft Word, Office, Excel and PowerPoint.

5. ROI

Here's how retail marketing managers use roi:

Worked to restructure existing brand ambassador program to function as a loyalty/rewards program thereby increasing ROI and customer referrals.
Determined directive pricing strategies, managed budget allocation and assessed ROI for every marketing effort.

6. Brand Marketing

Here's how retail marketing managers use brand marketing:

Developed integrated brand marketing plans, programs and campaigns to support business objectives and sales goals.
Crafted brand marketing strategy for Intel's industry technology leadership in multiprocessing microprocessor architecture, communications technology, and manufacturing capabilities.

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7. Retail Sales

Retail sales are the method to track consumer demand for finished goods by assessing the purchases of durable and non-durable products over a definite period. Data on retail sales is accumulated monthly by the U.S. Bureau of the Census.

Here's how retail marketing managers use retail sales:

Strengthened pivotal marketing relationships, to positively impact retail sales throughout New Orleans.
Recruited and developed retail sales associates.

8. Integrated Marketing

Here's how retail marketing managers use integrated marketing:

Developed and implemented retailer-specific integrated marketing programs to achieve business plans in support of targeted volume and profit goals.
Lead conceptual development and launch of integrated marketing strategies leveraging traditional and cutting-edge channels.

9. CRM

CRM stands for Customer relationship management and it is a complete process through which a business or organization monitors and administers its interactions with the customers. A process in which large amounts of data are collected through marketing via a company's website, polls, surveys, and other social media applications. The basic goal of CRM is to target the right audience for their product, and then fulfill their needs, to increase the sales and revenue of the company.

Here's how retail marketing managers use crm:

Analyzed SAP and CRM reports and developed Excel spreadsheets that provided the marketing manager with an overall brandhealth.
Provided leadership for the implementation of Siebel CRM for Commercial, Small Business and Investment divisions.

10. POS

POS is an abbreviation of "Point of Sale" which is the time and place where a customer completes a transaction. It can either be a physical shop that consists of POS terminals or a virtual shop. A POS system helps simplify the retail functions and track important sales data.

Here's how retail marketing managers use pos:

Lead the global development of POS videos in 12 languages for original RAZR and the parallel launch of
Worked closely with external agencies to develop compelling POS, displays and account specific promotional materials.

11. Competitive Analysis

Competitive analysis is the process of assessing your competitors to determine their strengths and weaknesses, It is a part of strategic management that enables one to identify the opportunities and threats a business can face in the market.

Here's how retail marketing managers use competitive analysis:

Led telco-competitor and CART (Competitive Analysis and Response Team) teams.
Conducted a competitive analysis in order to identify and assess the relative positioning strategies of all direct and indirect competitors.

12. Market Research

Market research is a collective effort to collect information related to a consumer's needs and wants. It is a systematic approach that involves recording and analysis of both qualitative and quantitative data. Market research helps a business to identify a target market correctly and identify the gaps in potential consumer's expectations.

Here's how retail marketing managers use market research:

Performed competitive analyses and market research and managed the operational and home entertainment budgets together with Finance.
Conducted market research to obtain additional business contacts.

13. Retail Store

Here's how retail marketing managers use retail store:

Developed new retail stores including hiring and merchandising.
Produced all advertising and collateral materials in print, and television for Santa Fe Greenhouses and High Country Gardens retail stores.

14. Brand Positioning

Here's how retail marketing managers use brand positioning:

Developed strategies to provide overall directions for brand management in terms of brand positioning, product profiling & presentation.
Developed brand positioning, packaging and programs by utilizing regular analysis of strategic beverage alcohol information resources.

15. Brand Management

Here's how retail marketing managers use brand management:

Served as the primary liaison between Global Brand Management and North American Sales team.
Worked directly with Corporate partners in brand management for the Louisiana area of operations.

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What skills help Retail Marketing Managers find jobs?

Tell us what job you are looking for, we’ll show you what skills employers want.

What skills stand out on retail marketing manager resumes?

Dr. Sooho Lee

Director, Master of Public Administration (MPA) Program, Professor of Public Administration and Policy, University of West Georgia

The most important skills should be analytical, communication, strategic planning, and leadership skills.

What soft skills should all retail marketing managers possess?

Dr. Sooho Lee

Director, Master of Public Administration (MPA) Program, Professor of Public Administration and Policy, University of West Georgia

Communication, networking, and interpersonal skills.

What hard/technical skills are most important for retail marketing managers?

Erin Steffes Ph.D.

Department Chair and Professor, Towson University

As a science and an art, marketing utilizes both soft skills and technical skills on a daily basis. While some technologies are industry-specific, having an understanding and basic mastery of data analysis, statistics, data visualization, digital marketing, marketing research, and customer relationship management will position a candidate well.

What retail marketing manager skills would you recommend for someone trying to advance their career?

Stephanie Dellande

Professor, Menlo College

Taking a gap year is a deliberate act, not flying by the seat of one's pants, i.e., just figuring things out as you go along. It entails establishing a plan prior to that year. Determining how the time will be spent is key to realizing a successful outcome. It is highly recommended to have a strategy on the specifics of what will be done during the year; otherwise, risk being unproductive. Reasons for taking a gap year are varied. Perhaps to reflect (on the past, present, future), ponder potential goals, and/or recalibrate. It is also a viable way to manage burnout. The gap year offers an opportunity to travel (experience other cultures), volunteer (for a cause of interest), learn new skills by experimenting with different types of jobs, etc. However, a gap year is not without its pitfalls. For example, it may be difficult going back to regular life, reinforcing the importance of having a plan at the outset.

What type of skills will young retail marketing managers need?

Dr. Donald Siegel

Foundation Professor of Public Policy and Management and Director, Arizona State University

In our field, computer skills and proficiency with technology and data are in great demand (e.g., data analytics and engineering applications)

What technical skills for a retail marketing manager stand out to employers?

Ira Harris Ph.D.

Professor, General Faculty, Director, M.S. in Commerce Program, University of Virginia

Graduates must not be complacent and assume their skill base will endure over a long period; they must continue to engage and learn in order to understand changes in the landscape and add value. Beyond listing specific computer software or hardware skills, we know from working so closely with employers to place our students that they are looking for students who possess excellent communication skills - including technical communication. Along the lines of communicating, employers seek graduates with the ability to analyze and succinctly synthesize sometimes ambiguous information. Finally, showcasing flexibility and an interest in learning will be important to employers.

Do you want to know more?

List of retail marketing manager skills to add to your resume

The most important skills for a retail marketing manager resume and required skills for a retail marketing manager to have include:

Digital Marketing
Marketing Campaigns
Channel Marketing
PowerPoint
ROI
Brand Marketing
Retail Sales
Integrated Marketing
CRM
POS
Competitive Analysis
Market Research
Retail Store
Brand Positioning
Brand Management
Marketing Mix

Business Objectives
Brand Awareness
Creative Development
Direct Reports
Product Line
Market Trends
Marketing Presentations
Sales Growth
Trade Shows
Content Development
SEO
Content Marketing
Product Development
Promotional Programs
Creative Agencies
Swot Analysis

Copywriting
Sales Presentations
Integrated Marketing Campaigns
Product Knowledge
Retail Locations
Retail Operations
Consumer Research
Press Releases
Retail Channel
Inventory Management
Media Planning
Develop Marketing Strategies
Facebook
Brand Development
Inventory Control

Updated January 8, 2025

Zippia Team

Editorial Staff

The Zippia Research Team has spent countless hours reviewing resumes, job postings, and government data to determine what goes into getting a job in each phase of life. Professional writers and data scientists comprise the Zippia Research Team.

Updated January 8, 2025

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