Director - Brand Marketing

Michaels - Irving, TX

Full-time - Senior

Irving, TX

Sporting Goods, Hobby, Musical Instrument, Book, and Miscellaneous Retailers

About the position

The Director - Brand Marketing is a pivotal role responsible for driving brand strategy, management, and measurement across various channels and promotional periods. This position is essential for ensuring brand integrity and effectiveness, requiring a deep understanding of consumer trends, competitive landscapes, and product roadmaps. The Director will act as a key point of contact for external agency partners, enhancing brand identity and value through strategic insights and collaboration with various internal teams. In this role, the Director will leverage consumer insights from both primary and secondary research to develop brand strategies that not only engage existing customers but also attract new ones. This involves architecting and socializing brand strategies and marketing briefs with key stakeholders to ensure a consistent brand narrative across all marketing touchpoints. The Director will partner closely with teams in retail operations, merchandising, media, creative, and channel management to optimize brand and promotional event performance. Additionally, the Director will serve as a brand advocate, driving ongoing innovations for brand evolution and success. This includes creating a measurement framework to analyze key drivers of brand performance and making necessary optimizations based on insights gathered from competitive analyses and campaign recaps. The role also involves managing the marketing budget accurately through forecasting, accruals, and reconciliations, while performing other duties as assigned.

Responsibilities

• Act as a key point of contact for external agency partners.
• Enhance brand identity and value through understanding of consumer trends, competitive landscape, and product roadmaps.
• Leverage consumer insights from research into brand strategies that engage and attract customers.
• Architect and socialize brand strategy and marketing briefs with stakeholders.
• Ensure consistent brand storytelling and standards at all marketing touchpoints.
• Partner with various teams to ensure brand and promotional event performance.
• Act as a brand/customer advocate to drive innovations for brand evolution.
• Create measurement framework and analyze key drivers of brand performance.
• Monitor and share insights such as competitive analyses and campaign recaps.
• Own and manage the accuracy of the marketing budget through forecasting and reconciliations.

Requirements

• Bachelor's degree in Advertising, Marketing, or a Business-related field.
• 10+ years of progressively responsible experience in brand growth through consultancy, brand management, agency, or retail.
• Strategic planning experience.
• Ability to analyze data and make insight-based decisions.
• Aptitude for managing multiple projects simultaneously.
• Strong collaboration skills with excellent written and oral communication skills.
• Effective team leadership and development skills.
• Ability to work under pressure and meet deadlines in a fast-paced environment.