OVERVIEW

In a constantly evolving retail environment, the Director of Retail Go-to-Market and Change Management is the ultimate steward of what meets the stores. As the final gatekeeper, this role ensures that no initiative, regardless of functional origin, gets delivered to the field without a crystal-clear executable plan behind it. This leader works across communications, training, onboarding, events/meetings, and field sponsors to orchestrate a singular, cohesive voice and rollout for all store-facing change.

You will champion and enforce disciplined rollout practices, transform raw or incomplete partner inputs into fully scoped launch plans, and ensure stores globally can absorb change without disruption to the business. Building consistency is at your core, driving consistent execution globally to our operating model and guest experience through aligned written communication, digital training courses, videos, live events and weekly field messaging.

Inspiring and engaging our teams is your north star. This role will evolve our communication strategies and tools to motivate our teams, give them pragmatic tools to execute, and speak to them in a way that resonates and drives a sense of purpose and success. This role is at the heart of how our retail business evolves. You will influence strategy, manage complexity, and ensure that the boldest ideas land with clarity and impact.

RESPONSIBILITIES

Workload Planning, Change Management, and Launch Governance

• Oversee the retail calendar and workload planning process globally, balancing initiative launches with operational capacity and ensuring effective sequencing of messages and training.
• Act as the final gatekeeper for all retail initiatives, ensuring that every launch ahs a robust change management plan, adoption strategy, and operating cadence before reaching the field.
• Partner with functional owners to co-create rollout plans, adoption campagins, and drive measurable improvements in KPIs.
• Surface gaps proactively and lead the planning effort to “fill in” the unknowns and create supporting tools to successfully deliver messaging.

Unified Communications & Messaging

• Act as the architect for Alo’s store-facing communication strategy, ensuring consistency of message across all vehicles (written, virtual, and meetings).
• Define and drive a consistent store-facing voice across all communication channels.
• Maximize tools and platforms to drive communication effectiveness and evaluate/implement new tools and approaches to communicate to store teams.
• Drive translation and localization strategies for international markets.
• Monitor adoption metrics and iterate on messaging strategies to drive read rate, task completion, and feedback improvements.

Onboarding 

• Maintain end-to-end global onboarding strategy for retail employees, ensuring programs evolve alongside business processes and priorities for both existing stores and new store openings.
• In partnership with other functional teams, ensure training curriculums and content stay current as processes, systems, and strategy evolve.
• Promote a learning culture that is engaging, scalable, fun and tied to measurable outcomes.

Field Meetings, Events & Experiences

• Ensure messages delivered in field forums are aligned with launch plans and reinforce prioritized change.
• Lead planning and execution of major retail events, including store and district manager conferences, holiday kickoffs, special programs, and virtual events.

Store Support & Operational Enablement

• Oversee store support channels and ticketing system.
• Administer our store support tools, measuring departmental, SLA performance, monitoring for frequently asked questions, and reducing ticket generation through proactive communication and asset clarification.
• Create or adapt ticketing flows to optimize resolution time by routing to the right team and collecting all required information on issue submission.
• Manage store administrative tools and programs (e.g. credit card program, parking, store hours, store rosters), simplifying to reduce friction for store teams.
• Manage regular surveying processes with stores, collecting and distributing feedback to partners and closing loop with store teams as thematic feedback is delivered.

Leadership & Cross Functional Influence

• Lead, mentor, and develop a high performing team of specialists and managers.
• Establish succession planning and people planning processes to support growth and domain expertise.
• Establish strong partnerships with HQ functions to develop functional knowledge, support retail calendar planning, and develop integrated messaging and rollout strategies.

QUALIFICATIONS

• Minimum of 10 years of experience in an HQ retail operations function with a deep focus on communication management, store support, associate experience, and policy and procedure management.
• Proven track record of developing and executing successful retail communication strategies, planning rollouts, and driving measurable business outcomes.
• Expert in communication and learning tools such as Zipline.
• Exceptional written and verbal communication skills with different audiences from store associates to c-level leadership with impeccable attention to detail and polish.
• Strong organizational abilities and the ability to pivot frequently with business changes.
• Experience in an international retail context highly preferred.
• Ability to travel to ALO stores as needed.

The base salary range for this position is $165,000-$200,000 per year which represents the current range for the base salary for this exempt position. Please note that actual salaries will vary based on factors including but not limited to location, experience, and performance. As such, on occasion and when applicable, there is the possibility that the final, agreed-upon base salary may be outside of the upper end of the range. Please also note the range listed is just one component of the company’s total rewards package for exempt employees. Other rewards may include performance bonuses, long term incentives, a PTO policy, and many other progressive benefits.

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