Industry Marketing Lead, Retail & eCommerce

At Braze, we have found our people. We’re a genuinely approachable, exceptionally kind, and intensely passionate crew. We seek to ignite that passion by setting high standards, championing teamwork, and creating work-life harmony as we collectively navigate rapid growth on a global scale while striving for greater equity and opportunity – inside and outside our organization. To flourish here, you must be prepared to set a high bar for yourself and those around you. There is always a way to contribute: Acting with autonomy, having accountability and being open to new perspectives are essential to our continued success. Our deep curiosity to learn and our eagerness to share diverse passions with others gives us balance and injects a one-of-a-kind vibrancy into our culture. If you are driven to solve exhilarating challenges and have a bias toward action in the face of change, you will be empowered to make a real impact here, with a sharp and passionate team at your back. If Braze sounds like a place where you can thrive, we can’t wait to meet you. Position Overview: Retail moves fast, and retail executives don’t buy engagement tools. They buy partners who can help them grow revenue, protect margin and keep customers coming back. As Industry Marketing Lead for Retail & Consumer Goods, you know the industry from the inside and understand what retail marketers are up against. As a senior strategic partner to Sales, Customer Success, Demand Generation, Product Management, Partnerships and company leadership, you’ll own how Braze shows up in this market and multiply the impact of the teams around you. You’ll set the strategy, write the industry narrative and positioning, lead retail product launches, create the plays the field can run, and develop the solutions that address the retail marketer’s challenges. You’ll work closely with sales, product, partnerships, customer success & other Braze marketing teams to build Braze’s Retail business. Key Responsibilities: Architect the Industry Marketing strategy:

Lead the development and execution of a comprehensive marketing strategy tailored to the Retail & Consumer Goods industry. Collaborate with revenue and product teams to align Braze’s products and value proposition with industry-specific marketing objectives and business outcomes. Develop a go-to-market strategy targeting key Retail & Consumer Goods audiences, leveraging industry insights to drive platform adoption. Define how Braze segments the retail market, which segments to prioritize and where we win. Use win/loss and field insight to sharpen our positioning. Contribute retail win/loss analysis along with other customer and marekt intelligence .

Own the retail narrative and point of view

Develop and evolve Braze’s retail and consumer goods narrative, including narratives for key segments. Position Braze with the executives who decide: CMOs, eCommerce and digital leaders, CRM and loyalty leads, and other C-suite leaders. Lead retail product and package launches, including positioning and messaging, and pair them with retail insights and use cases. Show how our new products solve real retail problems like abandoned carts, peak-season pressure, loyalty and post-purchase. Partner with Competitive to bring retail-specific competitive context into our positioning, and co-build retail competitive takeaway plays.

Be the field’s retail expert

Be a voice for Braze with customers and at select Retail industry moments, in partnership with Content and Events. Bring field and customer insight back to Product, Product Marketing and leadership to shape priorities. Collaborate on key enablement and education deliverables that help educate the broader organization on the Retail industry.

Build plays that scale

Build a roadmap of scalable assets for both broad and targeted audiences (segment points of view, go-to-market plays, pitch narratives, demo stories) that sellers can tailor without starting from scratch. Support a small set of strategic pursuits and executive business reviews. Use what you learn there to improve our plays and content. Shape the retail message for key moments on the calendar, including major industry events and the holiday season, in collaboration with our Events, Demand Generation and Content teams.

Turn customers and partners into proof

Partner with Customer Success, Sales and Customer Marketing to find, develop and publish retail customer evidence (case studies, quotes, speakers, references). Co-build joint retail plays with Partner PMMs and Partnerships, across technology and services partners. Help bring partners into our Retail roadmap.

What Success Looks Like: You will help Braze win more retail deals, faster and at higher value, and grow a healthy and durable Retail business. You will be measured on retail win rates, pipeline and bookings from retail plays, sales cycle length and deal size in retail, adoption of retail launches and plays, seller certification, and net-new public retail customer stories. In your first 90 days, you’ll get to know our retail customers, sellers and partners, and lead retail messaging and partner storylines for Shoptalk this spring. Who You Are:

Retail native. Ideally you come from consumer marketing at a retailer or brand, or from consulting or strategy work serving retailers. You know how retailers and brands run: merchandising calendars, promotions vs. brand-building, loyalty, omnichannel and store-to-digital, and the KPIs leaders are measured on. Executive storyteller. You can turn complicated technology, including AI, into plain language a CMO cares about. Builds to scale. You’d rather create a play 50 sellers use than a deck one seller uses. Brings people along. You build trust across Sales, Customer Success, Product Marketing, Partnerships, Events and Content, and you push back when something’s off. Uses AI at work. You use AI tools to research and build faster, and you can explain AI concepts like agentic, gen