Audience Marketing Manager (Retail)

Why UKG

At UKG, the work you do matters. The code you ship, the decisions you make, and the care you show a customer all add up to real impact. Today, tens of millions of workers start and end their days with our workforce operating platform. Helping people get paid, grow in their careers, and shape the future of their industries. That’s what we do.

We never stop learning. We never stop challenging the norm. We push for better, and we celebrate the wins along the way. Here, you’ll get flexibility that’s real, benefits you can count on, and a team that succeeds together. Because at UKG, your work matters — and so do you.

About the team

Our Industry Marketing team shapes UKG’s go-to-market strategies for our key industries. You’ll join a collaborative group that partners across Marketing, Sales, Product, and Customer success to translate market insights into programs that drive awareness and revenue. We bring deep industry expertise together with customer storytelling to show how UKG helps organizations transform their workforce experiences.

About the role

As a Retail Industry Marketing Manager, you’ll lead the audience and messaging strategy that helps UKG connect with retail leaders. You’ll define who we target, how we reach them, and what we say—translating retail challenges into measurable customer outcomes. You’ll partner closely with stakeholders across Marketing, Sales, Enablement, and Value Engineering to create compelling content and drive aligned go‑to‑market execution.

Key responsibilities:

Define priority retail segments, buyer roles, use cases, buying triggers, and customer journeys—with emphasis on HR, payroll, workforce management, store operations, labor planning, finance, IT, and executive stakeholders.

Develop positioning and messaging that connect retail challenges to outcomes in labor optimization, scheduling agility, employee retention, manager productivity, compliance, operational consistency, customer experience, and business growth.

Monitor retail trends, customer needs, competitor narratives, and field feedback to identify new opportunities and ensure messaging stays relevant and actionable.

Create audience activation briefs clarifying target segments, business problems, story angles, key evidence, and go‑to‑market recommendations.

Produce customer‑focused content such as thought leadership, solution stories, campaigns, presentations, talk tracks, webinars, and event messaging.

Partner with internal teams to activate customer stories, outcome data, and proof points that demonstrate value and differentiation.

Translate retail insights and messaging into integrated programs across campaigns, account‑based marketing (ABM), business development (BDR) outreach, field marketing, digital experiences, events, and sales plays.

Collaborate with cross‑functional partners to connect strategy to execution and ensure consistent storytelling across all channels.

About you

You’re a strategic marketer who understands how to bring industry insights to life through clear storytelling. You’re comfortable operating in a matrixed environment, balancing strategic planning with hands‑on content execution. You’re curious, collaborative, and energized by translating complex retail and workforce topics into messages that move audiences to action.

Basic qualifications:

Bachelor’s degree in Marketing, Communications, Business, or a related field.

6+ years of experience in B2B marketing, industry or audience marketing, product or portfolio marketing, content strategy, demand generation, or integrated go‑to‑market marketing.

Proven ability to develop audience strategies, messaging frameworks, and sales‑ready content that support business goals.

Experience partnering with Sales, Marketing, Creative, and Analytics teams in a matrixed environment.

Strong understanding of B2B buyer journeys, buying groups, ABM, and campaign activation.

Excellent writing, presentation, facilitation, and project management skills, with the ability to manage multiple priorities and influence without direct authority.

Ability to translate data, market insights, and customer feedback into clear recommendations and stories.

Experience within B2B SaaS, human capital management (HCM), payroll, workforce management, HR, or retail technology.

Preferred qualifications:

Experience marketing to retail organizations such as specialty, grocery, convenience, big‑box, department, ecommerce, or franchise businesses.

Familiarity with retail workforce priorities like labor forecasting, scheduling, frontline experience, manager effectiveness, compliance, and store execution.

Experience creating vertical campaigns, thought leadership, ABM programs, customer stories, or sales enablement materials.

Comfort using AI‑assisted workflows, digital performance data, CRM and marketing automation insights, and content governance tools.

Company overview

UKG is the Workforce Operating Platform that puts workforce understanding to work. With the world's largest collection of workforce insights, and people‑first AI, our ability to reveal unseen ways to build trust, amplify productivity, and empower talent, is unmatched. It's this expertise that equips our customers with the intelligence to solve any challenge in any industry — because great organizations know their workforce is their competitive edge. Learn more at ukg.com.

Equal Opportunity Employer

UKG is an equal opportunity employer. We evaluate qualified applicants without regard to race, color, disability, religion, sex, age, national origin, veteran status, genetic information, and other legally protected categories.

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UKG participates in E-Verify. View the E-Verify posters here .

It is unlawful in Massachusetts to require or administer a lie detector test as a condition of employment or continued employment. An employer who violates this law shall be subject to criminal penalties and civil liability.

Disability Accommodation in the Application and Interview Process

For individuals with disabilities that need additional assistance at any point in the application and interview process, please email UKGCareers@ukg.com .

The pay range for this position is $90,900 to $130,700. The actual base pay offered may vary depending on skills, experience, job-related knowledge and work location. In addition to base pay, employees may be eligible to participate in a performance-based bonus plan and to receive restricted stock unit awards as part of total compensation. Learn more about UKG’s benefits and rewards at https://www.ukg.com/about-us/careers/benefits