Retail Marketing Manager

Role summary

GS1 is seeking a Retail Marketing Senior Manager to help us drive stronger engagement with the retail industry and its key subsectors, including CPG, apparel, and more. In this role, you’ll play a central part in shaping how GS1 supports and communicates with one of our most important sectors.

Working as part of the global marketing team and in close collaboration with our community engagement team, you will lead the development of integrated marketing strategies and plans tailored to the retail ecosystem. This includes understanding the needs of global and regional retailers, manufacturers, and solution providers—and translating those needs into targeted, practical marketing actions.

You’ll be responsible for developing clear messaging and positioning for GS1’s standards and services in retail, as well as creating toolkits that can be deployed across our network of GS1 Member Organisations. These toolkits may include campaign assets, messaging frameworks, case studies, and sector-specific content. You’ll also help ensure that these materials are easy to adapt locally and that our global brand and positioning are applied consistently.

A key part of this role is building strong alignment with the community engagement teams to ensure our outreach and content plans are coordinated, relevant, and customer-focused. You’ll also help collect and synthesise industry insights—from customer interviews, working groups, and market feedback—to strengthen our understanding of industry challenges and opportunities.

This is a great opportunity for a marketer who knows how to build sector strategies, connect messaging to business needs, and bring people along in a collaborative way. We’re looking for someone with strong strategic thinking, solid execution skills, and a good grasp of how to operate in complex, global environments.

Responsibilities include the following:

• Work closely with the community engagement team to align marketing and industry outreach efforts, ensuring clear, relevant messaging for target audiences.
• Create and maintain sector toolkits (including messaging, campaign assets, case studies, presentations, deployment guidance, etc.) to help GS1 Member Organisations promote our standards and services effectively at the local level.
• Generate and integrate industry insights to refine positioning, messaging, and strategy derived from current and emerging retail needs.
• Translating technical standards and services into a compelling, sector-specific customer offer that resonates with business stakeholders.
• Collaborate with internal stakeholders (community engagement, sector leads, global marketing team) to plan and prioritise sector initiatives.
• Develop a strong understanding of customer pain points and priorities by gathering insights from Member Organisations, industry events, and direct engagement with stakeholders to inform strategy and messaging.
• Support alignment and rollout of initiatives across countries, ensuring timely updates and responsiveness to local needs.
• Track the effectiveness of sector marketing plans and propose adjustments where needed.
• Participation in industry working groups or events to gather insights and validate messaging.

Education/experience

• Bachelor’s or Master’s degree with 8+ years of related experience
• Experience in the Retail/CPG industry is mandatory; B2B background is a plus.
• The candidate will be digitally savvy, have a strong understanding of all digital marketing channels, demonstrate strong analytics literacy, and have experience with digitalisation of the customer experience.

Skills

• Must be fluent in English, oral and written. Fluency in other languages is helpful.
• Strong organisational, analytical, verbal, and written communication skills.
• Proactive self-starter with the ability to work independently and take initiative.
• Effective relationship builder – one-to-one, one-to-many, internally and externally, with small and large organisations.
• Ability to create strong and trusted relationships with a globally distributed team in a multi-cultural environment.
• Demonstrates passion, energy, and drive in their work.
• Operates in a manner that demonstrates honesty; keeps promises and honours commitments; behaves in a consistent manner.
• Ability to manage multiple projects simultaneously.
• Excellent time management skills and flexibility to cater for commitments across multiple time zones.
• Customer-focused and results-oriented.

This job may require up to 10% global travel.

IMPORTANT! Please do not contact hiring managers. Apply through LinkedIn Recruiter, and we will be in touch if you are a good fit.

GS1 Overview

GS1 develops and maintains the most widely used supply chain standards that are fundamental to numerous enterprises around the world. The best-known symbol of GS1 standards is the barcode, named by the BBC as one of “the 50 things that made the world economy”. Five decades ago, we started by helping food retailers do business more efficiently and reduce consumer prices. Today, GS1 standards improve the efficiency, safety, and visibility of supply chains across physical and digital channels in 25 sectors, including retail omnichannel and e-commerce, healthcare, transport and logistics, food service, technical industries, and humanitarian logistics. Our scale and reach – local Member Organisations (MO) in 120 countries, 2 million user companies, and 10 billion transactions every day – help ensure that GS1 standards create a common language that supports systems and processes across the globe.

GS1 is an Equal Opportunity Employer. We will never unlawfully discriminate on the grounds of race, religion, belief, ethnic origin, colour, nationality, gender, gender reassignment, sexual orientation, age, disability, marriage and civil partnership, pregnancy, maternity, or political opinions.