Retail Marketing & Communications Manager

As a Retail Marketing & Communications Manager, you play an essential role in ensuring effective communication within our retail organization. You are responsible for developing, implementing, and overseeing all communication between HQ and European Retail stores, managing in-store marketing materials, and building a best-in-class retail training program.

You will work within the Retail team, collaborate with multiple disciplines across the company, and report to the Retail Director.

Here’s what we’ll do together:

Your tasks and responsibilities:

Internal Communication

• Own and manage all internal communication channels, setting standards and ensuring content is timely, on-brand, and relevant for both store and corporate audiences.
• Develop and distribute internal communications including newsletters, campaign updates, policy changes, product news, and operational announcements.
• Drive employee engagement through well-planned communication initiatives that connect store teams to the wider company strategy.
• Establish and maintain a feedback loop with district and store managers to continuously improve communication quality and service levels.
• Lead weekly retail meetings, manage action points, and ensure follow-through across all stakeholders.

In-Store Marketing Communications

• Take full ownership of all in-store marketing touchpoints, including digital screens (content scheduling, campaign uploads, playlist management), POS materials (briefing, production, distribution, and placement guidelines), and window displays (seasonal campaigns, visual merchandising directives, and pan-European execution).
• Coordinate with the Marketing, Visual Merchandising, and Buying teams to align in store materials with brand campaigns, seasonal launches, and product priorities.
• Maintain a master in-store communications calendar ensuring all touchpoints are planned, produced, and delivered on time.
• Brief external suppliers and internal creative teams on production requirements, managing approval workflows and quality checks.
• Conduct regular store audits to verify brand consistency, material compliance, and relevance across all retail locations.

Retail Training & Development

• Train-the-Trainer Program: Design, implement, and continuously improve a structured Train-the-Trainer program that equips district managers and store managers to effectively cascade knowledge and skills to their teams; define trainer certification criteria and conduct regular calibration sessions to maintain consistency across all locations.
• Collection & Product Training: Develop and deliver seasonal training programs for every new collection, ensuring store teams understand product stories, key styles, fabric innovations, and selling arguments; collaborate with Buying, Design, and Marketing to translate product knowledge into compelling, store-ready learning materials.
• Retail Initiatives Training: Create and roll out training content for all retail initiatives — including new store concepts, service standards, loyalty programs, and operational changes — ensuring consistent implementation across the European store network.
• Training Calendar & Planning: Own the annual retail training calendar, coordinating timing with commercial and operational priorities to minimise disruption and maximise impact.
• Training Effectiveness: Define KPIs for training programs, gather feedback from participants and managers, and use insights to iterate and improve content and delivery methods on an ongoing basis.

Documentation & Knowledge Management

• Develop, maintain, and continuously improve all store-facing documentation, including operational procedures, service standards, product guides, and retail initiative playbooks, ensuring content is clear, accurate, and always current.
• Create training materials and supporting resources (e-learning modules, visual guides, quick-reference cards, videos) that can be used independently in stores and within the Train-the-Trainer framework.
• Manage a centralised knowledge library accessible to all retail teams, ensuring materials are version-controlled, easy to navigate, and consistently reflect the G STAR brand.
• Work closely with Marketing, HR, VM, Product, and Operations to identify documentation gaps and proactively address them before retail rollouts.

What you bring to the table:

• Bachelor’s degree in Communications, Marketing, Learning & Development, or a related field.
• 3 to 5 years of demonstrable experience in a retail communications, training, or operations role, preferably in fashion or lifestyle.
• Proven ability to design and deliver training programs, including Train-the-Trainer frameworks.
• Experience creating retail documentation, e-learning content, or operational playbooks.
• Hands-on experience managing in-store marketing materials such as digital signage, POS, and window campaigns.
• Familiarity with digital content management systems and/or digital signage platforms.
• Excellent written, verbal, and presentation communication skills.
• Strong stakeholder management across multiple organisational levels and disciplines.
• Highly organised with strong project and calendar management skills.
• Analytical mindset with a pragmatic, hands-on approach and a focus on results.
• Enthusiastic, self-starting team player who thrives in a fast-paced, changing environment.
• Fully fluent in English, both written and spoken.
• A genuine passion for retail and the G-STAR brand.

What we bring to the table:

Our G-STAR HQ offers the chance to work in a diverse environment, with a team of about 200 employees who represent more than 35 nationalities. Beyond a competitive salary, working at G-STAR brings many other perks and exciting opportunities:

• A work environment that offers room for fun, inspiration and innovation.
• A clothing budget to showcase your personal style while representing G-STAR.
• A healthy lunch at our canteen.
• Flexibility to work from home 1 day a week.
• A discount on a new bicycle and gym membership.