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Head of Retail Development


Easton, Pennsylvania
posted October 14, 2020

General Summary

Sets the overall strategic retail direction for outbound licensing to deliver on established financial metrics/ growth. Directs team of retail development agents in the planning, coordination, and execution of customer presentations across the entire Crayola licensed portfolio of products. Prioritizes internal and external resources to maximize incremental retail placement. Approves executional plans for identifying, developing, defining, negotiating, and closing retail business relationships. Identifies and leads Direct-to Retail (DTR) program development.

Principal Duties & Responsibilities

  • Accountable for delivering Annual and 5 year financial targets – revenue and EBIT.
  • Negotiates direct to retail (DTR), pop up retail, and licensing opportunities.
  • Identifies categories, segments and product assortments for DTR licensing
  • Crafts business models and negotiates terms with senior retail leadership (DMM, GMM, and above).
  • Drives the retail strategy for licensed portfolio both outside and within the Crayola aisle.
  • Leads RBD agents in establishing senior level account penetration. Oversees on-going account development and planning efforts
  • Prioritizes agency’s retail development resources and set agency’s priorities for their work with licensees to secure everyday POG placement, pallet programs, endcaps, inline placement, merchandising programs.
  • Secures high value incremental retail programs
  • Directs licensees in developing effective e-commerce strategies, and that licensed presence is optimized on Amazon, E-commerce sites, Crayola branded e-commerce site.
  • Prioritizes available internal Crayola department resources to develop tools that maximize the growth of licensed retail listings.
  • Directs Customer Leadership Team’s capability on behalf of licensing to develop strategic platforms grounded in consumer, shopper, and syndicated data/insights that justify incremental distribution and merchandising opportunities.
  • Creates strategies for licensee retail data collection. Works with Crayola’s sales analysts and Customer Leadership Group to develop insights and selling stories based on licensee data.
  • Leads internal and external resources to develop marketing and retail pitch materials, merchandising/POG concepts, create shelf back visual renderings, shipper concepts, and in store promotional concepts.
  • Directs retail communication strategy and leads organizational alignment with sales and marketing for programs, new developments, and successes.
  • Leads the collaboration with internal sales teams. Ensures upfront alignment, especially with key customers to leverage the combined retail facing resources
  • Leads communication with sales and marketing for retail based marketing campaigns and promotional partnerships in collaboration with Licensing GM.
  • Leads licensing participation in Sales Meetings and Account Planning Meetings to align on licensee retail initiatives, priorities, successes, and joint opportunities.
  • Leads development and oversees execution of licensee retail summits for Crayola retail buyers and sales teams to showcase licensed product assortments.

Job Specifications


  • Bachelor degree required in business management, marketing or other business field
  • Min 12 years of experience in combination of retail account sales, marketing and licensing
  • Proven track record of success developing successful retail programs in multiple categories and tiers of distribution.
  • Must have a robust network of senior level retail relationships.
  • Strong entrepreneurial spirit, ability to manage multiple projects.
  • Experience influencing internal matrixed stakeholders, managing external resources, and directing teams of field based sales resources.
  • Possess strong creativity and ability to create retail vision
  • Ability to create fact based influential selling stories and pitches.
  • Strong PowerPoint and presentation skills.
  • Strong understanding of retail performance metrics and proficient with Microsoft Excel
  • Strong ability to influence, negotiate and problem solve

Physical Conditions

The physical demands described here are representative of those that must be met by an employee to successfully perform the essential functions of this job. Reasonable accommodations may be made to enable individuals with disabilities to perform the essential functions.

While performing the duties of this job, the employee is frequently required to sit, talk and hear. The employee is occasionally required to walk; use hands and fingers to operate, handle, or feel objects, tools, or controls; and reach with hands and arms.

The employee must occasionally lift and/or move up to 25 pounds. Specific vision abilities required by this job include close vision and the ability to adjust focus.

Travel to meet with customers and field based teams required – approx. 35 percent of time