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Lead - DTC & DMS Retail Marketing, EMEA

Locations: Zurich, London

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Marketing

In short

Welcome to On! As one of the world’s fastest-growing premium sportswear brands, we’re redefining performance through pioneering technology, bold innovation, and a commitment to sustainability.

As our Lead of DTC & DMS Retail Marketing for EMEA, you will shape an interconnected, future-ready retail community—one that champions a unified regional strategy, elevates and protects our brand across every touchpoint (DMS, DTC, B2B, and concession), and sets new standards for consistency and excellence. This role leads the shift from reactive execution to proactive, strategic impact—embedding innovation, organisation, and shared expertise at the heart of how we operate, while redefining collaboration with global and sub-regional partners. You will build a digitally enabled, high-performing team of retail experts and brand ambassadors, delivering a seamless, elevated consumer experience and driving accelerated growth across the region.

Your Mission

As the Lead of DTC & DMS Retail Marketing across EMEA, you will be the program manager of On's physical brand presence across the region. You will bridge the gap between global vision and regional execution, ensuring that every consumer interaction within our bricks and mortar fleet, represents ONs brand vision.
Leading a reset on how we plan, communicate and execute our retail marketing strategy across current and future locations and key direct to consumer projects. You will lead with a premium consumer mindset, considering regional nuances to incorporate our global brand vision across EMEA across both owned and distributor business models, driving consistency, buzz and an elevated experience.
Pioneer New Store Openings (NSOs): Direct the retail marketing strategy and end-to-end delivery for our DTC & DMS expansion program, creating high-impact opening programs and seamless operational roadmaps from store handover to launch.
Orchestrate Regional Activations: Own the rolling EMEA retail marketing calendar, adapting global campaign toolkits to land locally resonant activations across priority cities and emerging markets.
Establish & development of RM Internal Communications: Streamline team workflows and channel comms, delivering best-in-class launch toolkits and seasonal alignment across a complex matrix of store formats and distributor partners.
Drive Cross-Functional Excellence: Serve as the strategic bridge between Global, Sub-Regional, and DMS teams, leveraging strong influence and collaboration to scale global brand ambitions across EMEA.
Manage Regional Tooling & Budgets: Oversee regional retail marketing allocations, optimizing tool production and campaign execution in close partnership with Production, VM, and Global counterparts.
Empower Team: As a Lead in the RM team you’re expected to support, mentor, and foster a high-performing, inclusive team, establishing clear roadmaps and scalable ways of working.

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Your story

Typically we look for around 8-10 years of progressive retail marketing experience, including senior managerial roles leading multi-channel or multi-site environments within premium commercial, lifestyle, or sportswear sectors.
Strategic Campaign Leadership: Proven track record of translating global brand visions into locally compelling retail activations that elevate consumer engagement and drive business growth.
Multi-Channel Expertise: In-depth understanding of owned DTC, partner stores (DMS), wholesale, or franchise models, with the agility to adapt brand expression while maintaining premium standards.
International Perspective: Demonstrated experience navigating diverse international markets (prior exposure to Europe, GCC, or broader EMEA sub-regions is highly valued).
Stakeholder & Team Leadership: Exceptional communication and influencing skills with a demonstrated passion for developing talent, setting clear roadmaps, and leading high-trust teams.
Commercial Acumen: Ability to leverage data, consumer insights, and market trends to manage budgets effectively and maximize campaign ROI.
Prior experience in high-growth, matrixed organizational structures.
Familiarity with digital integration and modern retail technology platforms in physical stores
Spirit: You embody On’s 5 Spirits (explore our careers page to learn more!)

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About the Team

We are On’s Brand Experience, EMEA team, united by a clear mission to create the most memorable brand experiences and spark our communities. Shaping our brand interaction across the region – defining how we show up and engage with our communities across all touchpoints. You will join the EMEA Retail Marketing team who translate and execute On’s global retail brand strategy across all EMEA retail channels (B2B, DTC, DMS, and Distributor), ensuring alignment with local market dynamics and regional marketing initiatives. Together, we operate as a high-trust, collaborative network. We champion inclusivity and creativity, united by a shared belief that movement has the power to inspire people to dream big and go further. You aren't just joining a department; you are joining a community dedicated to making On the most culturally resonant brand in the market where it all began.

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Ann

Senior Director of Brand Studio

I think something that unites people here is the pace and the drive. The ambition is quite high in everything we do and when you bring these people together, you see the outcome can be multiplied. It's super impressive to see what happens when you put these creative teams together who really help each other grow.

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What we offer

On is a place that is centered around growth and progress. We offer an environment designed to give people the tools to develop holistically – to stay active, to learn, explore and innovate. Our distinctive approach combines a supportive, team-oriented atmosphere, with access to personal self-care for both physical and mental well-being, so each person is led by purpose.

On is an Equal Opportunity Employer. We are committed to creating a work environment that is fair and inclusive, where all decisions related to recruitment, advancement, and retention are free of discrimination.

Build the better you

What to expect

We want to set everyone up for success, so here’s the lowdown on how we hire. Our process is a two-way street – bringing you into our culture, while helping us learn how you think.

Our full process can last about eight weeks from application to offer, because we care about getting it right. These steps explain how we usually do things.

Before you get started, feel free to consider if you want to work with us. Strange question? Well, we give people a lot of space to navigate their day-to-day and that style isn't for everyone. We want you to be passionate about what you do and be sure this is the right fit. Because when skills and passion combine – it creates that 'Wow' moment.