Associate Director of Brand Marketing

Fred Rogers Productions•Pittsburgh, PA

2d•Hybrid

About The Position

The Associate Director of Brand Marketing reports directly to the VP of Marketing & Brand Management and serves as the lead steward of brand strategy for Fred Rogers Productions (FRP), its portfolio properties, and future initiatives. The role owns brand strategy, positioning, messaging, architecture, standards, brand partner marketing, and long-term brand health. It translates the VP's marketing vision into brand plans, positioning, and guidelines, while working closely with the Associate Director of Social & Integrated Marketing, who leads integrated campaign planning, audience development, and channel execution. This is a strategic and hands-on role that serves as the day-to-day marketing lead for FRP production and internal partners and for brand and creative agencies. The role upholds FRP's values of respecting colleagues' and partners' ideas, skills, beliefs, backgrounds, and perspectives; approaching work and collaboration thoughtfully; embracing differences; and maintaining high creative and executional standards in service of children and families.

Requirements

Bachelor’s degree in marketing, communications, business, or a related field, or an equivalent combination of education and relevant experience.
At least 8 years of progressive experience in brand marketing, brand management, or brand strategy.
At least 3 years managing people or agency teams.
Proven experience managing a portfolio of multiple brands or properties, including positioning, guidelines, and brand consistency.
Track record of managing licensing, distribution, production, or co-marketing partners.
Experience directing creative and brand agencies from briefing through final approval.
Experience commissioning and applying brand and audience research.
Experience building and managing marketing budgets and reporting on return on investment.
Strong creative judgment, storytelling, and writing skills.
Exceptional communication, presentation, consensus-building, and stakeholder management skills.
Ability to manage multiple priorities and adapt in a changing media environment.
Ability to work in a hybrid arrangement and attend the Pittsburgh office at least two days per week; additional onsite attendance may be required based on department, project, or business needs.

Nice To Haves

Experience in children's media, family entertainment, educational content, or consumer products.
Experience with nonprofit, public media, or mission-driven organizations.
Passion for educational children's media and experiences.

Responsibilities

Partner with the VP of Marketing & Brand Management and the Associate Director of Social & Integrated Marketing to turn FRP's long-term marketing vision into annual brand and audience growth plans for FRP and its properties.
Define and maintain brand architecture across FRP properties, including the relationships between the master brand and series and how brands intersect with stakeholders such as children, parents and caregivers, educators, and donors.
Write and maintain positioning, messaging frameworks, and brand voice for each property, and brief internal teams and agencies.
Support brand planning for new series, launches, and initiatives, including strategic objectives, audience priorities, messaging frameworks, and launch requirements for integrated campaigns.
Own FRP brand guidelines and style guides, and review materials for brand accuracy, including partner, licensing, and agency work, before submission to the VP.
Set and maintain brand standards, positioning, and creative guardrails for marketing, communications, partnerships, and audience engagement across the organization.
Lead special branding projects with the Communications and Engagement Team and the Associate Director of Social & Integrated Marketing.
Serve as the day-to-day marketing contact for internal partners and escalate strategic matters to the VP.
Coordinate joint marketing plans with partners, including premieres, seasonal moments, and location-based entertainment.
Manage brand, creative, and research agencies by writing briefs, reviewing work, and holding agencies to scope, timelines, and results.
Support corporate sponsorship and fundraising teams with brand materials and partner-facing positioning.
Lead brand research, including brand health, awareness, perception, and audience segmentation studies, in partnership with the Associate Director of Social & Integrated Marketing.
Monitor competitors, media trends, and family audience behavior, and turn findings into recommendations for the VP.
Define brand-level KPIs, including awareness, consideration, sentiment, and reach, and report on them to the VP and internal stakeholders.
Build and manage brand, partner marketing, and agency budgets within the department budget set by the VP, and report on spend and return.
Represent the VP in brand meetings and cross-functional forums with production, licensing, communications, education, community engagement, and finance.
Support additional Marketing and Brand Management tasks as assigned.