Marketing Program Manager, School Outfitters

School Outfitters Lands' End is seeking a strategic and execution-focused Marketing Program Manager to lead and coordinate go-to-market initiatives for our school uniform B2B2C business. This role will be responsible for developing and managing integrated marketing programs that drive awareness, engagement, and conversion across our school partner sales ecosystem and end consumers. You will collaborate cross-functionally with sales, product, creative, and digital teams to ensure GTM plans are aligned, timely, and impactful.

• Lead GTM Planning & Execution within a Larger Brand Ecosystem:

Collaborate closely with brand marketing and cross-functional teams to cascade overarching brand go-to-market strategies into tailored GTM plans for the school uniform business. Ensure alignment with brand positioning, seasonal priorities, and messaging frameworks while adapting for the unique needs of sales teams, school partners and end consumers. Drive execution of these plans across channels, ensuring consistency, timeliness, and measurable impact.

• Customer Insights & Strategy Development:

Gather and analyze customer insights from schools and parents through surveys, interviews, and behavioral data. Translate findings into actionable marketing strategies and messaging frameworks.

• Program Management:

Own timelines, deliverables, and cross-functional coordination for marketing programs from concept to execution.

• Lead Generation & Pipeline Support:

Collaborate with sales and creative teams to develop and execute lead generation strategies that attract and convert school prospects. Design and manage nurturing programs that guide leads through the funnel-from awareness to decision-using targeted content, email workflows, and campaign touchpoints. Ensure marketing efforts directly contribute to pipeline growth and sales goal attainment.

• Sales Enablement Collaboration:

Partner closely with the sales enablement team to ensure sales teams are fully informed and equipped to represent marketing campaigns, brand stories, and strategic communications. Facilitate ongoing alignment between marketing and sales to ensure feedback loops and shared success metrics.

• Campaign Development:

Collaborate with sales, creative and digital teams to build multi-channel campaigns (email, social, web, print) targeting both B2B and B2C audiences.

• Performance Tracking:

Define KPIs, monitor campaign performance, and optimize based on data-driven insights.

• Stakeholder Communication:

Serve as the central point of contact for school uniform GTM initiatives, ensuring alignment across internal and external stakeholders.

Skills

• Proven success in go-to-market strategy development and execution.
• Experience in lead generation and pipeline nurturing, including development of content journeys, email campaigns, and conversion strategies that support sales objectives.
• Strong project management skills with experience using tools like Trello.
• Excellent cross-functional collaboration and communication skills.
• Ability to manage multiple projects in a fast-paced environment.
• Data-driven mindset with experience in campaign analytics and reporting.
• Familiarity with CRM and marketing automation platforms (e.g., Salesforce, HubSpot).

Physical Requirements

• Ability to sit for long periods of time.
• Ability to lift up to 30 lbs.
• Ability to travel 10 days per year.

Education & Experience Requirements

• Bachelor's degree in Marketing, Business, or related field (MBA a plus).
• 5+ years of experience in marketing program management, preferably in B2B2C, retail, or education-related industries.
• Experience in school uniform, apparel, or retail marketing.
• Understanding of seasonal marketing cycles and consumer behavior in education markets.
• Background in brand storytelling, customer journey mapping, and persona development