what's in a name?

In partnership with

mornin’ merry makers,

retail is the ultimate shapeshifter. switching up store designs, uniforms, & customer experiences. one of the most interesting ways brands are doing this?

job titles.

gone are the days of the humble “sales associate.” we’ve evolved into a world of “brand ambassadors,” “product specialists,” & “cast members.” sounds fancy, right?

but here’s the thing: when these titles are done with intention, they actually mean something. they give employees a sense of pride, customers a clear expectation, & brands a little extra oomph.

not every shiny new title hits the mark.

some are just smoke & mirrors. fancy words without any real weight. & nobody needs more corporate sparkle with zero substance.

so, today we’re diving into 3 retail job title trends that are actually worth the hype!

trend 1: educational

many brands are positioning their employees as educators. helping customers learn something new rather than just selling a product.

• lululemon’s educators teach you about athleisure, wellness, & mindfulness

• apple’s geniuses, specialists, & creatives help you use your tech

• reformation’s stylists guide you to the best luck while giving compliments

• glossier’s offline editors help you edit your skincare & makeup routine (the title is also a clever callback to the brand’s origin blog “into the gloss”)

honestly, this is why i love shopping in-store. you can learn so much more from an employee than you ever could in a 10-second ad.

trend 2: technical

brands are leaning into expertise too. their employees have serious know-how.

• sephora’s beauty advisors help you find the right products & combinations.

• best buy’s geek squads help you solve tech issues (that googling can’t).

• home depot’s technicians help you tackle diy projects gone terribly wrong.

• warby parker's opticians help you choose frames & get the perfect lens fit.

these roles reflect a shift toward expert-led service. many of the above are licensed experts in their fields. technical employees aren’t reading scripts, they deeply & intimately know the products they’re selling.

trend 3: aspirational

aspirational titles are all about creating a sense of identity. aligning employees with the brand's bigger mission, vision, & values.

• nike’s athletes & coaches bring purpose & performance to the brand’s culture.

• mac’s makeup artists bring creativity & expertise to every customer experience.

• camp’s actors & performers bring playfulness & theater to the in-store magic.

• disney’s cast members bring stories to life, making every guest part of the magic.

these titles go beyond a simple job description. they align each role with the brand’s story. giving employees a sense of pride & customers a memorable experience.

my title tips

at the end of the day, job titles aren’t just words on a name tag. titles are part of the brand story. effective titles build employee pride, create clear customer expectations, & elevate the in-store experience.

to nail this, here’s what i recommend:

1. clear > clever: steer clear of titles that sound cool but confuse everyone. the goal is to uplift your employees, not leave customers scratching their heads.

2. keep it on brand: titles are an extension of your brand’s identity & values. make sure there’s a real connection, especially when going aspirational.

3. align titles & uniforms: if your team’s in branded looks, make sure their titles match that same energy. this create a seamless, consistent experience.

whether you’re a vp, partner, funcle, or fur mama, the titles we give ourselves shape how we experience the world. so even if you don’t work in retail, i challenge you to rebrand your daily life titles. romanticize your life by romanticizing your role!

• dog walker = chief adventure officer

• assistant = master of multitasking

• driver = family adventure navigator

when you elevate your title, you elevate your experience. it’s not just a word—it’s a mindset shift. so own it, & watch how it transforms the way you move through life.

written by your favorite merrymaking mastermind.

p.s. i’m skipping candy this halloween, but your clicks on roku & agora 👇️ today’s merry partners, would be the sweetest, non-sugary treats you can give!