Manager, Retail Experience Marketing (DSG)
Lids · Indianapolis, IN, USA
About Our Company
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.
General Position Summary
The Retail Experience Marketing Manager (DSG) is responsible for leading the visual merchandising strategy and execution for the DICK’S Sporting Goods business while supporting broader retail experience initiatives. This role translates brand, product, and seasonal priorities into compelling in-store experiences that strengthen Lids visibility, elevate the consumer journey, and support sales performance. The position serves as the primary visual merchandising partner for DSG and works cross-functionally to ensure concepts are scalable, operationally executable, on brand, and delivered on time and within budget.
Principal Duties and Responsibilities
- Lead the visual merchandising strategy, planning, and day-to-day execution for Lids within DICK’S Sporting Goods locations, including branded environments, seasonal campaigns, product launches, and key retail moments.
- Own the development of visual standards, merchandising guidelines, signage direction, fixture concepts, and store-level execution tools that create a consistent and elevated consumer experience.
- Partner with DSG stakeholders and internal teams to align visual merchandising priorities, production requirements, installation timing, approvals, and store execution.
- Collaborate cross-functionally with Go-To-Market, creative, merchandising, planning, operations, store design, procurement, and account teams to bring retail concepts to life.
- Translate goals, consumer insights, product stories, and brand priorities into clear visual merchandising strategies that support traffic, conversion, attachment, and sales growth.
- Lead retail experience planning for new store openings, and existing shop-in-shop environments
- Develop creative briefs and provide clear direction to internal creative teams, agencies, vendors, and production partners from concept through final execution.
- Manage timelines, budgets, scopes, production, shipping, installation, and deliverables across multiple concurrent projects, proactively identifying risks and resolving execution challenges.
- Conduct store visits and execution audits, gather field feedback, and identify opportunities to improve visibility, compliance, functionality, and the overall consumer experience.
- Establish measurement plans and report on program performance using store execution, sales, traffic, and other available business indicators to inform future investment and optimization.
- Identify scalable solutions that balance creative impact, partner requirements, operational feasibility, cost efficiency, and speed to market.
- Maintain strong knowledge of retail, visual merchandising, sports lifestyle, headwear, and competitive trends, applying relevant insights to keep the in-store experience current and differentiated.
- Support the development and management of annual visual merchandising and retail experience budgets, vendor relationships, and partner funding opportunities.
Job Required Knowledge and Skills
- Bachelor’s degree in Visual Merchandising, Marketing, Design, Retail Management, Business, or a related field.
- 5+ years of experience in visual merchandising, retail marketing, store design, retail experience, or a related role, preferably within a multi-store or wholesale retail environment.
- Proven experience developing and executing visual merchandising programs across a large retail footprint.
- Strong understanding of in-store customer journeys, product presentation, signage, fixtures, space planning, and retail implementation.
- Experience managing vendors, production partners, installation teams, budgets, and complex project timelines.
- Ability to translate strategic and commercial objectives into clear, actionable, and visually compelling retail solutions.
- Strong project management, organization, communication, presentation, and stakeholder management skills.
- Ability to influence cross-functional and external partners while managing multiple priorities in a fast-paced environment.
- Proficiency in Microsoft Office & PowerPoint; familiarity with Adobe Creative Suite, planogram, space-planning, or project-management tools is preferred.
- Strong attention to detail with a practical understanding of store execution and operational realities.
What We Offer
- Comprehensive medical, dental, and vision coverage
- Retirement plan
- 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, including discounted secondary education courses
- A collaborative, innovative, and team-oriented work environment
- Early Wage Access options
- Bonus eligibility depending on position level
Physical Demands & Requirements
- 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.
- Ability to occasionally lift and/or move up to 50 pounds.
- Specific vision abilities required by this job include close vision, distance vision and depth perception
- This position requires travel to DICK’S Sporting Goods locations, partner meetings, installations, store openings, and priority retail activations, estimated at up to 20%.
- 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.
Work Environment
- Onsite office work environment.
- Standard business hours from 8 a.m. – 5 p.m., flexibility may be provided upon request.
ADDITIONAL INFORMATION
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.
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.
Notice to Applicants
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