Retail Marketing & Communications Manager

Overview

At G-STAR RAW, denim is more than a product. It's a philosophy. G-STAR is driven by a belief that denim can be a genuine force of progress and innovation, for both people and planet. The team at G-STAR HQ in Amsterdam is a diverse, passionate group of over 200 employees representing more than 35 nationalities, all working together toward one goal: becoming the number one denim brand in the world.

As Retail Marketing and Communications Manager, you will play a central role in shaping how the retail organisation communicates, learns, and presents itself to the world. Working within the Retail team and reporting to the Retail Director, you will bridge HQ and European store networks through sharp internal communications, compelling in store marketing, and a best in class retail training program. This is a role for someone who thrives at the intersection of creativity, organisation, and people development.

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 and Development

• Design, implement, and continuously improve a structured Train the Trainer program that equips district and store managers to effectively cascade knowledge and skills to their teams, including defining trainer certification criteria and running regular calibration sessions

• Develop and deliver seasonal training programs for every new collection, ensuring store teams understand product stories, key styles, fabric innovations, and selling arguments

• 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

• Own the annual retail training calendar, coordinating timing with commercial and operational priorities to minimise disruption and maximise impact

• 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 and Knowledge Management

• Develop, maintain, and continuously improve all store-facing documentation, including operational procedures, service standards, product guides, and retail initiative playbooks

• Create training materials and supporting resources such as e-learning modules, visual guides, quick reference cards, and videos for use 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

Requirements

• Bachelor's degree in Communications, Marketing, Learning and Development, or a related field

• 3 to 5 years of demonstrable experience in a retail communications, training, or operations role, preferably within 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 clear focus on results

• Enthusiastic, self starting team player who thrives in a fast-paced, ever-evolving environment

• Fully fluent in English, both written and spoken

• A genuine passion for retail and the G-STAR brand

Benefits

• A dynamic, multicultural work environment with colleagues from more than 35 nationalities

• A culture that makes room for fun, inspiration, and genuine innovation

• A clothing budget to express your personal style while representing the G-STAR brand

• A healthy daily lunch at the on site canteen

• Flexibility to work from home one day per week

• A discount on a new bicycle and gym membership