Senior Brand Manager

The Senior Brand Manager is the person who turns brand strategy into campaigns that guests notice, talk about, and travel for. You will lead four to six tentpole campaigns a year from brief to launch to read-out, and you will be a lead voice in shaping the brand plan those campaigns deliver against.

Brand marketing is a muscle we are still building here, and this role is central to building it. We have one of the most naturally beloved and press-magnetic brands in American retail, along with an enormous opportunity to tell that story more deliberately and more often. You will work across creative, social, digital, e-commerce, public relations, out-of-home, partnerships, influencers, and the in-store experience to bring campaigns to life, leading through influence and bringing partners across the business with you.

We are looking for someone with a real brand marketing foundation, the kind built inside a consumer business where the brand itself is the asset, or at a brand-led agency serving those businesses. This role operates across our Scottsboro campus and our Atlanta-based marketing team, and you will spend meaningful time on the ground in Scottsboro, where the destination, the store, and the guest experience actually live. As you establish yourself, the scope grows to include destination and tourism partnerships, a college ambassador program, and out-of-home and local media buying.

How You’ll Drive Our StrategyOur 5-year vision is to create “a destination experience so compelling, you can’t wait to share it”: an iconic destination brand delivering elevated retail, online, and hospitality experiences that inspire pride, connection, and storytelling. Five strategic imperatives get us there. This role sits at the center of two of them.Building a World-Class Brand Experience: Grow our fanatical fanbase locally and nationally through regional awareness campaigns with a strong Huntsville focus, brand tentpoles, and storytelling that makes our brand rival top consumer brands.Creating a Multi-Day Campus Destination: Build the awareness, tourism partnerships, and destination marketing programs that turn Scottsboro into a place guests travel for and stay overnight to explore, supporting the campus master plan and the broader revitalization of downtown Scottsboro.

Key ResponsibilitiesCampaign Leadership, End to End: Lead four to six tentpole campaigns a year from start to finish. Set the objective and success criteria, write the brief, build the plan and the budget, orchestrate the cross-functional team through execution, and run the post-campaign read-out. Your team carries much of the event production and on-site logistics, and you own the brief, the plan, and the result. This is the core of the role.Brand Planning: Serve as a lead voice in building our annual brand strategy, brand plan, and marketing calendar alongside our marketing leadership, then turn that plan into the campaigns that deliver it.Creative Briefing & Partnership: Write briefs sharp enough for a creative team to solve, then partner closely with our Creative Director and her team through concepting and production to keep the work on strategy and on brand.Regional Awareness & the Huntsville Market: Own the awareness plan for our priority regional markets, Huntsville first. Identify and recommend the strongest out-of-home and local media placements for your campaigns, and build the community presence, sponsorships, and grassroots programs that go with them. Get immersed in Huntsville and build the relationships that come with that.Public Relations Support: Build earned media into your campaigns, working as the day-to-day campaign partner to our PR agency and to your PR & Communications Specialist, who supports coordination, press mailings, and on-site media visits.Partnerships & Activations: Lead brand partnerships, pop-ups, and activations that extend our reach into new audiences, and brief influencer work into your campaigns.Cross-Functional Partnership: Work hand in hand with our social, digital and e-commerce, and experiential design teams so that campaigns land consistently everywhere a guest meets the brand. You will bring the brand lens to their work and they will bring channel expertise to yours.Team Leadership: Lead and develop our PR & Communications Specialist and our Project Coordinator, two talented teammates based in Scottsboro who are growing quickly. Investing in them is a core part of this job, and over time they will take on more across events, media operations, measurement, and press coordination.Presence in Scottsboro: Spend regular time on the ground in Scottsboro as a working partner to Retail, Operations, and our local marketing team on campaign and event execution.Measurement & Reporting: Define success criteria before a campaign launches, track regional awareness, traffic, and engagement against them, and use what you learn to sharpen the next one. Train the broader team to run this over time.Budget Stewardship: Build and manage campaign budgets, prioritizing spend toward the highest-impact awareness, traffic, and engagement opportunities.

Team StructureReports To: Sr. Director of Omni-Channel Marketing & E-CommerceDirect Reports: PR & Communications Specialist; Project CoordinatorKey Partners: SVP of Commercial Strategy, Creative Director, Director of Experiential Design, Social Media Specialist, E-Commerce Marketing team, our PR agency, and Retail leadership

What Success Looks LikeFour to six tentpole campaigns a year that launch on time, on brief, and with measurable results against criteria set before launch.A stronger annual brand plan that you helped shape, and campaigns that visibly deliver against it.Continued growth in regional brand awareness, particularly in the Huntsville market.Growth in both local and destination guest traffic to the Scottsboro store.Deeper guest engagement across events, activations, social, and campaigns.Two direct reports who are visibly growing in capability and confidence.