Brand Activation Manager

Crayola Corporate • Forks Township, PA

3d • Hybrid

About The Position

Crayola is seeking a creative, strategic, and collaborative Brand Activation Manager to bring its brand to life through meaningful, engaging marketing. The role plans and executes annual activation strategies to drive awareness, engagement, consideration, and conversion across priority products, platforms, seasons, and brand initiatives. It requires an experienced marketer who can turn insights into action, work across functions and global teams, and deliver strong consumer and shopper experiences.

The manager leads activation planning and implementation in partnership with activation, platform, shopper, digital, partnerships, sales, agency, and global marketing teams. The role translates product, audience, and marketplace insights into campaigns; develops briefs and toolkits; manages execution against budgets and timelines; shares plans and best practices with global partners; and evaluates results through post-activation analysis and quarterly scorecard updates. In partnership with the Manager, Shopper Marketing, the role also supports retail marketing programs across Grocery, Craft, Education, Office, and Value channels.

Requirements

• At least 5 years of experience in integrated marketing, brand activation, or related roles.
• Bachelor’s degree in Marketing or a related discipline.
• Proficient Microsoft Office skills.
• Ability to translate brand vision and commercial goals into actionable activation strategies.
• Ability to collaborate cross-functionally and align execution with national and global priorities.
• Strong written, verbal, and visual communication skills across functions, seniority levels, regions, and cultures.
• Results-driven focus on commercial performance, ROI, and continuous improvement.
• Ability to adapt in a fast-paced, matrixed environment with shifting priorities.
• Demonstrated success leading complex, multi-stakeholder initiatives from planning through execution.
• Strong attention to detail in consumer, marketplace, and retail activations.
• Customer-centric approach and commitment to creating strong experiences at every touchpoint.
• Accountability and ability to take ownership of initiatives and deliver results.

Nice To Haves

• Advanced coursework or certifications.
• Shopper marketing experience.
• Global brand experience.

Responsibilities

• Support the planning and development of annual marketing activation strategies for priority products, platforms, seasons, and brand initiatives.
• Lead the execution and implementation of activation plans with activation, platform, shopper, digital, partnerships, and sales teams.
• Serve as a liaison between platform, activation, sales, and global marketing teams to promote collaboration, efficiency, and alignment.
• Translate product, audience, and marketplace insights into actionable campaigns and activations.
• Create and manage activation toolkits for sales, global teams, and agency partners.
• Develop and share activation briefs with platform, agency, global, and activation partners.
• Execute activation plans within approved budgets and timelines and in alignment with business priorities.
• Partner with global marketing leads to share activation plans, assets, results, and best practices.
• Conduct post-activation analysis, identifying successes, marketplace impact, best practices, and improvement opportunities.
• Maintain and update the global marketing scorecard quarterly.
• In partnership with the Manager, Shopper Marketing, plan and activate retail marketing programs across Grocery, Craft, Education, Office, and Value channels.
• Provide activation strategy, assets, and support to retail partners, aligned with national and enterprise-wide programs.
• Coordinate between sales teams and activation partners to enable collaborative execution and marketplace synergy.
• Analyze shopper marketing programs for effectiveness, efficiency, and ROI, and use findings to inform continuous improvement.

Benefits

• Free admission to Crayola Experience for employees.
• Community volunteerism opportunities.
• Annual bonus potential for full-time employees.
• Company-matched 401(k) and Employee Value Sharing Plan.
• Comprehensive healthcare benefits for eligible employees.
• Education assistance program.
• Wellness programs.
• Employee resource groups.
• Product discounts onsite and online.
• Company-sponsored employee events.
• Discounts on a wide variety of products and services, including automotive, electronics, fitness, travel, and entertainment.
• Eligibility to participate in an annual incentive plan, subject to plan guidelines.

What This Job Offers

• Job Type: Full-time
• Career Level: Mid Level